¡§Tea¡¨ in Chinese life occupies a very important position, and tea culture is also part of Chinese culture. Tea drinking habits as the Mainland immigration crossed over to Taiwan, but Taiwan tea really when already, its sprout from the Qing dynasty interim (about 1860s). Because Taiwan¡¦s special geographical environment, so planting out tea a unique flavor to semi-fermented Oolong tea producers to become one of the Government¡¦s emphasis on agricultural products, but also to earn a large number of foreign exchange for Taiwan. After 1982, the Government to repeal the ¡§the management of the Taiwan Province of tea,¡¨ of the rules, While been canceled has begun to import, self-made, sold, the whole of Taiwan tea industry from this point onwards have been great changes. At the international recession, Taiwan tea mores gradually, so Taiwan tea from export sales period to convert into the domestic market period. Later, there are Taiwanese Opera tea technology and products to mainland China and Southeast Asia production in recent years the enlargement, unworthy dealers import mainland inferior Vietnamese tea or Taiwan tea filled tea blended to trafficking in and profiting. In addition, the Government still cannot pesticide inspection standards with international conventions, resulting in substantially reduced. Now, the domestic market is disrupted and fasting the export-throat competition serious plight. Industrial structural change is inherently a dynamic, and for the strategy adopted by the phenomenon may be if fictive only in the short-term, long-term invalid status. This study and utilization of system thinking style of the Taiwan tea industry in the structure of dynamic change, through the causality of repaying the diagram to understand the current Government policy and more tea, tea merchants in the face of the predicament of the impact of action, and deduce the entirety of the tea industry in Taiwan policies rows to a conclusion.

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.