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宋代的商業相當繁榮，每個地區可以針對自己的環境優勢，發展適合的商品，運到全國各地販售，賺取更多的利潤。本文便想透過對建州一帶所生產的茶葉作為考察的對象，瞭解建茶如何成為一項全國性的重要商品和特產。其中必須探討的是建茶受到人們青睞的原因，生產的發展和對生產地的影響，以及運銷上的各種問題。各種因素之間都有互相影響的可能。建茶口味獨特，受到宋人的喜愛。宋朝皇室更將建茶當作重要的上貢物，皇室飲用建茶的風氣隨著不斷的賜與給士大夫而開始往下流傳，藉著茶書等傳播方式傳入了一般社會，形成一股飲用建茶的風氣。不論是士大夫或富裕階層人士可能是希望藉由飲用和皇室相關的建茶來證明自己的身分地位。這個因素使得建茶受到許多人的喜愛而大大增加其名氣地位，也促進了建茶的消費，成為受人矚目的重要商品。建茶發展的成功，使得建州茶農獲取許多利益，並提供許多遊民工作的機會，對建州的經濟發展有相當的影響。建茶的品質也在消費者與茶農間共同注意下而有所進步。同時，政府也注意到了建茶驚人的獲利而加以嚴格管制，希望從中抽取一定的歲收，以補助原有賦稅的不足。在運輸方面，由於建茶對於政府有相當的利益，因此早期政府自行負責運輸，之後也有政策來吸引商人來購買建茶，並對於其連外道路有所整修，使其方便運輸，可以連結到長江沿岸，再轉往各個地區銷售。

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This business plan has been prepared to provide the reader with information about Formosa Tea House, including business structure, company goals, projected growth, venture capital requirements, start-up costs, an investment analysis and the industry trends. Formosa Tea House is a proposed tea house located in the General Manila Area. It will be managed by a seasoned Banker whose love and knowledge of tea leaves will make the transition to owning and running a tea shop as a natural step which was born out of passion. His interest in tea leaves and the proper way of brewing and serving tea was enriched by his stay in Taipei, Taiwan were true tea connoisseurs have enjoyed both the luxury and benefits of tea drinking for decades. Formosa Tea House will offer a full range of teas (hot and iced), as well as pastries, premium chocolates, tea accessories, and loose tea for self-brewing and to be enjoyed at home or gifts to friends and love ones. The store will be manned by a master “Teatender” and the proponent has been learning proper brewing techniques for the last six months. All “Teatenders” will be trained in the proper storage, brewing, and serving of each kind of tea. Our goal is to provide the finest premium teas and chocolates in the Greater Manila Area in a relaxed and very upscale environment. The owners are investing $10,330 of their own money into the business while an additional 6 year loan of $53,633 will be needed to fund initial company operations. Based on the company’s well-researched and conservative sales forecasts, projected sales will be over $190,000 in the first year, with continued moderate increases through year 3. The proponents project a net profit in the first year of over $19,000, with steadily increasing net worth for the foreseeable future.

複合式經營乃是企業為了滿足消費者需求，企圖在同一賣場中共同經營多個產業商品，以此達成商品多角化的目的，增加營收。而在消費者意識強烈的現今市場中，能夠結合消費者生活形態的商店將是經營趨勢。在本文中，將針對已經是人們生活中不可缺少的便利商店與早就融入一般人生活習慣中的茶產業，兩相結合做一研究，企圖提供傳統茶行轉型複合經營的一個方向，也拓展便利商店多角化商品的一個可行性。 台灣的茶館產業主要分為三種類型：觀光茶園、茶藝館、複合式茶餐廳，於其中的觀光茶園及複合式茶餐廳是比較符合現代人的消費習慣，尤其台灣民眾在生活水平改善之後，對於富有寓教於樂的觀光茶園更有一番期待，而在簡潔、明亮的年輕訴求下，複合式茶餐廳也闖出一片天地，尤其刺激年輕族群喝茶。 然而，觀光茶園及複合式茶藝館都是需要一筆資金才能投資經營的事業，而此對於那些亟思轉型的傳統茶館、茶行的業者來說，無異負擔更重，也因此提出一個投資成本較低的轉型方式，對於這些業者來說更是一個迫切需要的解決方案。 因此，在本文中，將先針對便利商店及茶產業的現況、市場競爭環境、複合條件做一分析，並依據Hamel的經營模式基礎提出結合兩產業的複合式經營模式，並在此經營模式分析中提出可行的策略活動及經營方向。 / It is enterprises that the complex management attempts to deal in a lot of industry goods together in the same sales field in order to meet the consumer demand, so as to reach the purposes of the diversification for increasing the revenues. In the market now when consumer's consciousness is strong, the shop that can combine consumer's life style will manage the trend. So in this thesis, the purpose is to do the study to combine together of the tea industry and the indispensable convenience store of the life. It attempts to offer a direction for the traditional tea store to make a transition. It also expands the feasibility of diversification for the convenience store. The Taiwan tea industry except the traditional tea store, but also develop several business type. The Leisure Tea Garden emphasizes the function of recreation, education, and culture. The tea art house focuses on the culture aspect. The complex tea restaurant merges the modern and traditional conception. And the chain cold drink tea shop is seen everywhere by the road. All of them do a big effort to develop the new product to expand the tea industry. People who live in Taiwan or anywhere all like to drink ICETEA’s pearl milk tea. CHA FOR TEA combines the tea, tea meals, tea set and atmosphere to deliver the value to customers successfully. Wang De Chuan passes the bright red packaging of the teahouse, tea of different flavors is fragrant to let consumers experience after the charcoal fire is cured too. You can find many surprises and ideas in the tea industry that the proprietor innovate the tea product. The farmer’s association is trying to promote the Leisure Tea Garden industry. It not only offers consumers a good destination of recreation of the vacation, but also promotes the rural economy to upgrade. And the complex tea restaurant is the trend of the market in recent years, so this kind company not only set up the branch in Taiwan, but also expands the market to China and Japan even more. But some bottlenecks exist in developing in the general teahouse, for instance, staffs quit job causes the education and training question, the loyalty question of the brand, house rent cost are high. So teahouse industry proprietor can consider that form an alliance with the different product company, expand the product line, and share some expenses together. It has the benefit of reducing the operating cost, strengthening the competitive power, and diversifying the goods types, those can meet the consumer demand. Tea market is still growing up in recent years, and under the circumstances that some experiments of medical report are proved that tea is good for health. It causes the potential consumer population and purchasing power to grow up constantly, so tea companies need to pay more attention to improve the structure of the goods and offer service of making consumers satisfied, like this, the constant enlargement that the industry of tea could take advantage of this situation. There are three kinds of main types in the teahouse at the present stage: Leisure Tea Garden, tea art house, complex tea restaurant. These three kinds of types of operation have its main products and activities to let consumers experience the enjoyment of drinking tea each. The development which visits the Leisure Tea Garden combines the agriculture, education and characteristic that lies fallow, not only can stimulate the countryside to develop, can also let consumers of the city have places of a party during the vacation. Visit the activity which can be offered to consumers in Leisure Tea Garden and include the agricultural affair to visit, experience the course of make tea, brew tea and drink tea teaching, tea culture are recommend, can also hold various kinds of theme activities in slack business season according to the tea in addition, which will make visitors in the Leisure Tea Garden in an endless stream throughout the year. Among them, it is to visit the unique selling point in the Leisure Tea Garden to visit and experience the course of make tea with the agricultural affair, because consumers emphasize the health now. Customer do not want to eat agricultural products with residues of pesticides, so can introduce consumer's correct agriculture chemical occupation mode while visiting in agricultural affair. In addition, in the course of experiencing the making tea can let consumers feel the preciousness of the tea grower's working hard and tea. Inheriting from classical culture more in the tea art house, adopt more flowing water of flower garden, brick wood ,etc. And it builds the scene too in mounting, complement the works of drawing with the classic's poem etc. And it improves the cultural characteristics in the shop. The tea name which is also rich in the clever thought is the special feather of the tea art house. It has opened another kind of delight of life for guests. Because a kind of quietness that the tea art house give more consumers, quiet and tastefully laid out feeling. So the main activities and services that tea art house offer are brew tea and drink tea teaching, tea culture introduce, work of art appreciate and sell. The characteristic of complex tea restaurant is the function of pluralism and various that he offers, and it has merged more heterogeneous culture. It is simple and unsophisticated that the decoration of complex tea restaurant is different from the traditional tea art house too, and the substitute is a bright and clean, spacious and open design. The waiter or clerk prepares a pot of tea or a cup of tea well, let consumer just needs to taste and experience it carefully and slowly, the concept comes out to transmit 'drink tea may very much light actually, might not take heavy and complicated formality'. Although the service and activity offered in complex tea restaurant are still the teaching, tea culture recommend, the work of art is appreciated and sold. But drinking tea and eat meal are the main business. Its atmosphere builds letting not only younger generations and workers does not repel of it, fond of his environment instead. It can be the replacement of the coffee shop. By the way, customers not only go to coffee shop to have a get-together, but also can choose going teahouse to have a dinner party and have a rest voluntarily too. This can prove from ‘CHA FOR TEA’, ‘AZABUSABO’ crowd state of restaurant. Do the Analysis of the complex convenience store of teahouse by way of Hamel’s model now. Hamel proposes four major elements, whose are core strategy, strategic resources, customer interface and value network. And there are three ‘bridges’ linking the four elements, they are stated as follows: The complex convenience store of teahouse can set out from such an undertaking mission on the core strategy, and not only puts out the entity goods on the products and market range, even service of the virtual goods should be offered. Those can be consumed in the shop and take away are the main entity goods, and this part can be done a big innovation to make customer easily to buy, brew and drink. This will be the marrow of the difference foundation. On strategic resources, except it is apt to brew tea to offer to consumers. It is the key ability that the company needs accumulating even more to make the customer easy to buy and take, and this needs to encourage the staff to interact with customer to develop creative service and products. After that, the accumulating brand name, patent, customer's data and channel will be company's important strategic assets. And do the work to make the selling, purchasing, preparing the goods procedure in the information platform, which is the foundation to upgrade the competitive power. Configuration is the bridge to link core strategy and strategic resources. The main activity is to let staff have chance to experience other department’s work, let R&D and marketing person have chance to be a sales person to feel customer’s real request and puzzle. In customer interface, it needs marketing develop activities, sales activities and after-sale and support service. By these activities, it can find out new customer and maintain the existing relationship with the customer, and these will also maintain the customer's loyalty. On the information platform that has already had, develop the traceability system of production, let consumers experience the transparent advantages, realize the demands of the information. Under this kind interaction, the relationship between the company and customer must be reliable. Under the channel foundation in the convenience store, the supply chain relation and overhead will let the goods cost be reduced, and it will raise the products competitiveness. Customer benefit is the bridge to link core strategy and customer interface. The company can offer some convenient service to customers, like changing the goods within the time limit and re-curing the moist tea. Make up the value network by the way of supplier, partner, alliance. This can develop and sell the goods complementarily, and under the cooperation of honors, improve the sales volume of the goods to make a profit. Company boundary line is the bridge to link value network and strategic resources. It should give the manufacture work to the suppliers or the partners, and the company just needs to focus on the sale, manner of packing, research and develop some new convenient method to brew good tea. In addition, enterprise needs to pay much attention to get money, which can raise the efficiency through the large-scale production and experience curve, reach the uniqueness through small-size package, helping customer brew tea, smooth supply chain system and customer service system. All these strategic factors should be matched to reach a goal to get 25% net profits. Then, the enterprise can be managed continuously forever.

將台灣的泡沫紅茶產業模式引進英國 / Exporting the Taiwanese Tea Bar Business Model to the UK Market

本研究は、文化経済学において国内外で了解されている文化市場の2大類型、すなわち複製不可能なオリジナルな文化の市場と著作権に基づく市場という従来の類型に照らして、そのどちらにも当てはまらない市場形態として、日本の伝統的な文化である茶道文化を対象に、家元茶道が高度に知的・美的な文化体系、哲学・思想を体現するものでありながら、同時に強い自立的な経済システムでもあることを明らかにするものである。 / 博士(経済学) / Doctor of Economics / 同志社大学 / Doshisha University

Burbuchá will be a local, innovative and new concept located at the biggest private university in Central America where its students have an income between US$600 and US$1,200 providing a high quality product with locally produced and imported goods in order to provide the traditionally recognized Taiwanese drinks adjusted to the local taste. Burbuchá expects to open two kiosks during the first year at the two most important universities in the country and it also expects to penetrate 7% of the market by using among other strategies social media and vibrant promotions to foster trial and boost sales. Burbuchá will set a price below the ones of the coffee shops mainly because the main purpose is to increase the willingness of a market that is a coffee consumer to shift and try the tea based beverages. The initial investment required is US$ 61,390.00 which is going to be funded from the owner’s capital and a bank loan. Burbuchá kioks has a positive Net Present Value which indicates that the project is feasible. Burbuchá expects to expand to other markets in a period of 3 to 5 years through the franchise system. Its priority markets in the region are El Salvador, Costa Rica and Panama.

台灣茶由來已久，茶葉在滿清時期及日據時期，是主要的外銷物產，然而台茶由外銷轉內需的關鍵年代為一九八○年代，近二十年來已急速地轉成製造包種茶、烏龍茶供應內需。一九八二年，島內飲茶風氣盛行，當時中產階級時興以小壺泡「老人茶」消遣，因此茶藝館就如雨後春筍般出現，一九八三年，台中新式連鎖茶藝館「春水堂」首創冰茶飲法，其宣稱首創的珍珠奶茶更是歷久不衰，成功的將客群拓展到二十至三十歲的年輕人，因為消費不高又提供場地提供聚會、聊天、或讀書，因此多為學生族群青睞，自此之後，類似的茶飲料店紛紛出現。 於是本研究希望透過所選擇之三家新式連鎖茶館，了解其事業模式創新之建立與評估事業模式創新的意義，希望研究成果可供其他新式連鎖茶館作為創新模範，用作未來發展改進的參考。 本研究以翰林茶館、天仁喫茶趣、陽羨春水堂三家現代連鎖茶館為研究對象，根據深入訪談與直接觀察，來分析與評估個案茶館的事業模式創新。從創新機會中的外部環境變項、組織領導人特性變項、以及組織特性變項，了解過去茶館的發展對其事業模式在核心策略、策略性資源、顧客介面、價值網絡之創新影響，歸納整理兩者之因果關係，本研究之研究問題：  在新式連鎖茶館的事業模式創新中，創新的因素與機會對事業模式創新的影響兩者關係為何？  比較個案茶館的經營結果，評估事業模式是否具有創造財富的潛力？ 個案研究顯示，翰林茶館、天仁喫茶趣、陽羨春水堂之事業模式創新皆與其創新機會和因素息息相關，並且其事業模式創新的確能為新式連鎖茶館帶來財富。

The Goodies Booth will be a local, innovative and new concept inside one of the most prestigious universities in Managua, Nicaragua that will provide high quality beverage like the famous Bubble Milk Tea Juice which is based on tea and milk in an Asian style. We will use the recipes and syrups from Taiwan/ China for the preparation of our drinks. Our booth will be located inside the university campus, which will help to attract different segments from the variety of programs offered at the University and targeting people with a medium to high level of income. The target market is estimated at 6,400 people at this University. Our pricing strategy will be implemented by setting standard prices so that people get to know our product, our high quality beverages, and service and most important our penetration strategy the “ready to go or take away drinks”. The initial investment and working capital to start the business will be US$15,000; which will be funded from the owner’s capital and a bank loan. The Goodies Booth has a positive NPV of US $77,393.66 which indicates that the project is possible and can be a very profitable project in Nicaragua with a great chance of expansion.