Discussion of the Xizhi Local Tea Retail Business Transformation – A Case Study of Ming Feng Tea Shop

• Main Authors: LIANG,WEI-LUN, 梁瑋倫
• Other Authors: SHIH,CHANG-AN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/dt239q

碩士 === 華梵大學 === 建築系在職專班 === 106 === For decades, tea has played an important role in Taiwan's export economy. In particular, the development of high-mountain tea has brought Taiwanese tea global renown. High-mountain tea is of good quality and very competitive, but due to threats from foreign teas and high production costs, it has led to decreasing profits for tea merchants. Machine-harvested teas from medium to low altitude have excellent flavor but still lose to imported tea from Southeast Asia when it comes to price. This study mainly focused on analyzing the strategies of tea business operators. Economic globalization has given consumers a wider range of choices; effective business strategies can help tea business operators improve profitability while ensuring good profits for tea farmers and manufacturers, thereby promoting the stable development of the entire industry.  Changes brought on by economic globalization, such as joining the World Trade Organization and signing of the Cross-Straits Economic Cooperation Framework Agreement which included trade restrictions, have resulted in drastic changes in the tea industry. The tea market was analyzed with regards to external conditions through the use of qualitative research.  The study took the perspective of tea business operators and used the SWOT analysis method to discover the strengths and weaknesses of the company and sum up the key factors affecting the business, namely, marketing methods, government policies, customer needs, supply management, and so forth. In the future, this study recommends that businesses develop towards establishing a product traceability alliance with other industries to create a win-win environment, develop new products, and develop overseas markets to improve revenues and increase operating profit.