日月潭紅茶是台灣魚池鄉的地區特色茶，得天獨厚的風土條件下，有足以與世界紅茶相提並論的優良品質及悠久歷史，但沒有相應的價格及知名度。本研究以智慧資源規劃的觀點分析當地紅茶產業事實及市場概況，歸納優質農產品背後的智慧資源所創造的競爭優勢，進行產品定位。在既有的營運模式下導入智慧資源規劃思維，結合實體商品及智慧資源，發揮綜效(synergy)，創造更高的市場價格。日月潭紅茶產業以自產、自製、自銷的小農為主，私品牌林立，形成許多小供應鏈，資源整合不易。價值活動中存在茶樹育種人員品種權保護意識不足、茶葉相關技術過度專利化且未能廣泛應用於產業、茶作及製茶技術欠缺流程化管理、日月潭紅茶品質及產地認證標準不具公信力、技術竅門多內隱在人身上等問題，削弱商品的競爭優勢。當地紅茶產業參與者宜依照不同環節的價值活動，規劃各類智慧資源的優先順序，強化產製銷一元化的小茶農競爭優勢，其中徹底導入產銷履歷制度，將是整合日月潭紅茶各類智慧資源的重要推手。 / Sun Moon Lake black tea is a local tea growth in the specific area of Yuchi in Taiwan. Although its fine quality, owing to Yuchi’s unique growing conditions with long history comparable to world-renowned black teas, but lacks corresponding price and popularity. Intellectual Resources Planning (“IRP”) is a method for conducting industry and market research, including intellectual resources to identify competitive advantages in product positioning. IRP involves a combination of tangible products as well as intellectual resources into an existing business model to maximize value. Currently most of the teas in Yuchi are sold by individual farmers, various private labels and small supply chains are formed independently, making it difficult to integrate resources. Other problems which lead to weaken competitiveness include inadequate plant variety rights, over-patenting of methods and technologies, insufficient documentation in tea production, low credibility of geographical indications of the products, and the fact that tea production techniques are largely tacit knowledge. For the above reasons, Yuchi’s tea industry should prioritize intellectual resources depending on the core content of value activities to strengthen the competitive advantages of small tea farmers. It is also critical to implement traceability systems to track the authentic products so as to the credibility can be preserved and defend.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098361015 |
| Creators | 陳映如, Chen,Yin Ju |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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