A Study on Advanced Strategies of Tea Industry’s Business in Taiwan: A Case of High-mountain Oolong Tea

• Main Authors: Chun-Wei Huang, 黃濬濰
• Other Authors: Jen-Sin Lee
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ueh8p7

碩士 === 義守大學 === 管理碩博士班 === 107 === High-mountain Oolong Tea planted with unique soil and alpine climate is a representative tea product in Taiwan. The high-mountain Oolong tea in different producing areas has its special taste and aroma, as well as abundant elements in-content, which makes the high economic value. This is also the competitive advantage of high-mountain Oolong tea compared to tea brands in other countries. However, the tea industry of Taiwan has recently been threatened by foreign tea brands and the development of high-mountain Oolong tea is greatly hindered due to the low production, high production costs and high failure rate of tea making. This study found that the development of Taiwan''s tea industry has four strategic directions, namely, the development of new elements, the identification of the origin, the development of the export market, and the refinement of products which also will help improve the overall development of the tea industry. This study also further proposes a relevant and advanced strategy for the development of Taiwan''s high-mountain oolong tea, as a reference for the industry and the government through the perspective of production and operation management, marketing management, human resource management, R&D management, and finance management.