A Study of Black Tea Industry Marketing in Yuchih, Nantou- The Viewpoint of Transboundary Governance

• Main Authors: LIN,YI-FANG, 林怡芳
• Other Authors: KE,YU-CHANG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/w4w74q

碩士 === 國立暨南國際大學 === 公共行政與政策學系 === 104 === The origin of black tea planting in Yuchih Township can be traced back to 1925. The Japanese introduced into the different varieties of big-leaf Assum Black Tea from India, and they successed in cultivating fine breeds. Then the Sun Moon Lake area became the only Assum Black Tea habitat in Taiwan, and established the foundation of black tea industry. The Yuchih Black Tea industry has fallen into decay due to the breaking out of World War II, and the increasing of Taiwanese labor cost after ecomic growing in 1980’s and the competition from Southeast Asia countries. The condition was not improved until 1999-the 921 Earthquake. In order to activate and promote Yuchih Black Tea that Yuchih Township held the “1st Assum Black Tea Festival”. By the efforts of the Yuchih Township, Tea Research and Extension Station (Yuchih Branch), Yuchih Township Farmers Association, and the tea farmers of community who revived and promoted the reputation of the Yuchih Black Tea gradually. That is the turning point of Yuchih Black Tea. The main purpose of this research is based on the viewpoint of Transboundary Governance among the public department, the private department and the tea farmers of community in the public-private partnership of Yuchih Black Tea industry marketing. By means of research the Yuchih Black Tea industry’s history and the current marketing development, what discover the boost and resistance of the black tea industry, to find a useful suggestion of the Yuchih Black Tea and related agricultural industry marketing. By way of the Literature Review, the Case Study and the interviewing method generalize the conclusion below: 1. The integration of governance level: To bring the specialized skill into full play and collect the social resources. 2. The integration of public and private department: Both public and private department have the identification the black tea industry. 3. Partnership of the resources exchange and the mutual trust: Dominate of the owned and others resources at the same time. 4. The Partnership of innovation: Every kinds of innovation activities and projects from the community. 5. Emphasize the product uniqueness: Characteristic of the brand Sun Moon Lake Black Tea. 6. Development of promotion and outlets: Ingerious and creative marketing activities. 7. The resistance in the public-private partnership: The communication barrier. In summary, according to the findings of this research and proposal on Across Boundary Governance of Black Tea Industry marketing, Black Tea Industry marketing combination, and the related agriculture industry development and the follow-up research.