Tea is used to be Taiwan¡¦s primary exchange-earning product. And the way Taiwan tea develops further establishes the steadfast position for Taiwan tea leave in Oolong-tea market. From the aspect of section specialization, Taiwan tea is good in quality, equipped with potential competence, thus, worth cultivating. However, as long as open market is concerned, tea leave also suffers from high producing cost as other agrarian products; even harvested by machine and given up the outlook to reduce the cost, it still can¡¦t compete with import tea leave in price matter. Compared with former similar research, the breakthrough of this research is that it mainly focuses on tea runner¡¦s operational strategy analysis as well as the choice from scenario analysis. With economic globalization makes consumers¡¦ choice tend to be diverse as well as the importance of the manager facing the consumer in the first hand in the supply chain also increases with time, the effective strategy not only benefits the company runner, but also secures the profits of producers, further indirectly brings industrial stabilization. The environmental change by economic globalization, such as world trade organization, ECFA, which is the change in trade condition, will bring acute variation in the short run. The function which analyses the past data to evaluate change in the future is limited; therefore, the research is conducted through qualitative scenario analysis to analyze the tea market from the external condition. The research intends to cut in from the tea-runner¡¦s perspective. Through the process of scenario analysis, selecting the three external key factors based on strategic dimension that affects tea-runners: customer demand, supply management, policy and environment inclination, as well as the fifteen driving factors that influence dimension, it integrates and induces the two possible scenario of the uncertain axial structure: the situation of imported tea leave, and the difference in tea leave between Taiwan and China, which has impact on operational change in the future. Through deep interview, it¡¦s discovered that most of the managers believe that the development of Taiwan tea in the future lies in China¡¦s demand, but lack of effective method on grasping the business from Chinese¡¦s free travel. The research holds that the corporate runners should promote their reputation through Taiwanese businessmen and military dependents as an access to enter China market. In the scenario of continuing the recent status, the three strategies are suggested: expand the export affair in domestic retail, diversify in management, and specialize in management. As for the scenario of open challenge, it¡¦s advised that manager should rectify the name of Taiwan tea in China. And in the scenario of failure in export, diversify in management is recommended to tackle with this situation.

Ilha Formosa, meaning the ‘evergreen resplendent isle’, today known as Taiwan was named by passing European navigators in the sixteenth century. Although it had never been officially a part of the British Empire, the island – like a large portion of the world, was influenced by Great Britain, its activities, and policies. The aim of this thesis is to explore the development of the British concept, or image, of Formosa through the second half of the nineteenth century. During this period, British influence in Formosa picked-up significantly due to British commercial interests. Under British influence in the second half of the nineteenth century, Formosa started to produce and export famous Taiwanese tea on a much larger scale. The popularity of Oolong tea brought Formosa into the sphere of British public interest and the British community in Taiwan grew as a result. As time went on, more missionaries and their wives, officers, and merchants visited and lived in Taiwan. Their interactions with the Chinese and indigenous populations were carried back to Britain through visitors´ journals, letters, photographs, and stories, all of which effected the British public perception of Formosa. The popularization of Taiwanese tea together with other commercial and political interests played an important role in the British public reflection of Formosa, which evolved from the opening of the Taiwan seaports to foreign trade at the end of the 1850s and the beginning of the 1860s until the end of the nineteenth century, when the Japanese began its colonization of Taiwan.