碩士 / 環球科技大學 / 中小企業經營策略管理研究所 / 100 / Pine and Cypress Long Green Tea, formerly known as “Guangdong Tea” or “Pine and Cypress Pit Tea,” is the grown at the southernmost tip of Bagua Mountain, where the climate is cool and therefore perfect for growing tea. The development of growing this type of tea began extremely early in Taiwan's tea-growing history. In 1975, the late President Jiang Jing Guo, as Taiwan’s administrative chief, when he visited Bagua Mountain, commended this tea for its amazing fragrance and named it “Pine and Cypress Long Green Tea.” Everything from the special variety of tea tree, the tea garden’s cultivation and management, and the tea planting facility, conformed to the most modern standards of the 20th century's science and technology, making this tea the champion of Taiwan’s tea industry. This research project will mainly discuss research of Taiwan’s low elevation tea production and marketing strategies employed by the Yong Yueh Tea Company as the example of a typical business in Taiwan’s tea industry. Study questions will ask how the Yong Yueh Tea Company will compete with foreign teas that are imported into Taiwan, how Pine and Cypress Long Green Tea will evolve, how it will reformed, and what innovations might be made regarding its marketing. This project uses qualitative research techniques and literature review to understand its key points: how the Yong Yueh Tea Company will grow and develop, what its production strategies are, and what its marketing strategies are. Further, the marketing theories of both domestic and foreign scholars related to marketing correlation theories, as well as the current ideas about the importance of branding, will be considered; therefore, it will be suggested what challenges the Yong Yueh Tea Company will face involving marketing, promotion, and branding. Other related topics to be considered are the gradations of tea quality, production and direct marketing strategies, the trend towards marketing organic teas, establishing domestically produced fine teas’ brand image, and the question of how to promote Taiwanese teas’ international popularity and industrial competitive power. It is hoped that the insights gathered in this study will help to promote the continued development of Taiwan’s tea industry.
| Identifer | oai:union.ndltd.org:TW/100TWIT0802002 |
| Date | January 2012 |
| Creators | Chen,Chun-Lin, 陳駿林 |
| Contributors | Liu,Wen-Liang, 劉文良 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 89 |
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