| Summary: | 碩士 === 淡江大學 === 國際行銷碩士在職專班 === 104 === In mid 19th century, Taiwanese tea stood on the world stage and won the title of "Oriental Beauty". The tea is welcomed by domestic and abroad tasting-tea people. This dissertation presents a hundred years of evolution and change from the early Qing dynasty, Japanese occupation to Republic of China. There is a secret hiding in the process of making Oriental Beauty Tea. Actually, this is an insect-biting tea, and the insect is called "tea leafhopper". Chinese tea culture has become portrayal of life. Oriental Beauty Tea has become the highest price among the tea competition. The process of Oriental Beauty Tea is complicated due to the production is extremely rare and particular growth environment. It leads to three specifics of Oriental Beauty: the uncommon environment of growth, strange appearance, and wonderful taste.
The hometown of Oriental Beauty Tea is in the northern of Taiwan. In the modern industrial-based development, the large number of rural population move to the city, and it makes the population of farmers gradually diminish. Numerous fields are developed in Taiwan, making the rapid reduction of arable land to make tea. To reduce pests and diseases which results in selling badly, people use scientific medicine to raise agricultural output. In the surroundings of environmental hormones pesticides, it is almost impossible for tea leafhopper to live in a toxic environment. Thus, the tea becomes the object that people dope fake things in it because the cost of making Oriental Beauty Tea is relatively high. In addition, the less quantity results in expensive price. The supply is unable to meet the demand.
This study explores dilemmas that Oriental beauty is faced: the environmental plight, cultural plight, and competitive plight. Taiwan has dense population, narrow territory, developed industry and prevailing tea culture. Due to institutionalization government industrial policy should set "Manufacturing Practices" and "Traceability" of Oriental Beauty Tea. They should formulate the division of tea products seriously between domestics and foreign imports and integrate the specialty teas of Oriental Beauty all over Taiwan. In conclusion, to increase the international visibility and brand benefits, people should sell the tea as Oriental Beauty Tea.
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