烏龍之都：台灣茶產業的發展策略

Abstract

台灣的茶葉發展歷史可以追溯到19世紀，清代移民從福建帶來清心烏龍的茶種，再透過來台經商英人的鼓勵種植、發揚海外，走過清治、日治再到國民政府治理，茶葉一直是台灣重要的經濟出口作物，創造了高額的外匯。1970年代受到國際市場變動的影響，加上採茶、製茶工資上漲，台灣茶葉失去了外銷優勢。為挽救衰微的茶產業，政府積極輔導茶產業轉型，將外銷轉為內銷，在國內需求充足下穩定地發展了三十多年，而當今在全球化的浪潮下，隨著經濟、社會與文化的變遷，消費者的口味轉變及中國、越南等國進口低價茶葉的競爭，台灣的茶產業再次面臨到威脅。各區域不完整的比賽機制，未能加強台灣茶葉的競爭力，雖然政府希望透過產銷履歷以及茶葉產地標章制度來改善茶市中混茶、仿冒茶等亂象，但執行的成效卻是相當有限。 本文透過分析台灣茶產業的現況，就目前產業中影響產銷的重要因素提出檢討、改善的措施，希望提供的策略有助台灣茶產業長期、穩健的發展。第一章說明本研究的動機、研究方法及研究流程；第二章文獻回顧分為兩個部分，前部分將探討台灣茶葉的特點及與市場上其他商品的區隔，後部分則將對台灣茶產業的歷程做回顧；第三章台灣茶產業的現況分析，本研究將透過數據資料分析目前台灣茶產業中的劣勢以及面臨的外部挑戰；同時也將探討目前影響台灣茶葉市場甚大的茶葉比賽以及現今茶產業的重要政策產銷履歷制度以及茶葉產地標章；第四章分析前一章的制度實行成效，並對問題做檢討、提出改善方案；第六章結論擬訂策略分析與建議，在此章中將會對台灣茶產業做通盤的考量規劃，提供建議的內部整頓與外部行銷方向。

Tea industry in Taiwan has been one of the important economic source since 19th century. At the time, Taiwanese tea highly relied on foreign markets and played an im-portant role in earning foreign exchange. However, in the 1970s, tea industry underwent severe challenges from globalization. Taiwanese tea lost its competitiveness of low labor costs, resulting in decline in export. The government thus changed the marketing strategy, shifting the focus to domestic market. Under the impact of globalization, tea industry in Taiwan is also faced with the transforming society, culture and economy. Customers are bombarded with a plethora of choice, and the influx of low-priced tea from Vietnam and China largely changes the market. Domestically, the corrupted tea competition is also misleading the public, ren-dering the farmers to prioritize showcasing only to triple their benefit. Tracking System and Certification of Origin are therefore designed to solve the problems of hybrid teas and to redress the disproportionate emphasis on tea competitions, but the improper im-plementation of the 2 policies bring little changes. Chapter 1 introduces the motivation, research method and the research process. Chapter 2 is consisted with 2 parts. Part 1 makes introduction of the characteristic and specialness of Taiwanese tea; part 2 describes the developments and changes of the production of tea. Chapter 3 discusses the current situation of tea industry by analyzing production-marketing system of tea and discussing the weakness of Taiwanese tea and the threat it is faced with. The implementation of tea competition and the two food-safety polices - Tracking System and Certification of Origin - and the outcomes brought by the two will also be presented respectively in this chapter. Chapter 5 pro-poses the solutions to the problems above. Chapter 6 offers long term business strategy for the industry as a whole at the same time address the issues of food safety, including but not limited to pesticide and environmental damage.