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    Title: TEAF | Tea of Flourishing 創業企劃書
    TEAF | Tea of Flourishing Business Plan
    Authors: 陳尚群
    Chen, Shang-Chun
    Contributors: 別蓮蒂
    陳尚群
    Chen, Shang-Chun
    Keywords: 台灣茶
    茶葉
    創業
    商業模式
    Taiwanese tea
    Tea
    Startup
    Business model
    Date: 2018
    Issue Date: 2019-09-05 17:33:12 (UTC+8)
    Abstract: 茶葉在台灣已有400年的歷史,內需茶葉量更是每年高達約40,000噸,而這龐大的內需市場需求,也足以表示「茶葉」早已入侵了我們的生活,只要是身長在台灣的居民,對於茶都具備深厚之情感(陳德愉,2015)。

    但隨著1970年代台灣薪資水準逐漸上漲,國內茶葉的外銷市場開始逐年萎縮,直至1980年代,隨著罐裝茶飲、泡沫飲料店的崛起,逐漸帶動台灣人民飲茶風氣,讓茶葉的進口量快速增長;直到近年,台灣每年仍有進口約3萬噸茶葉,相當於國產量的兩倍之多(台灣茶路,2016)。

    本計畫所創品牌「茶TEAF」的目的是找出台灣茶的新藍海,透過茶為媒介與心理學的創新結合,讓21世紀的國內外消費者重新認識台灣茶與茶的可能性,進而得到身心靈的滿足並達到永續經營。TEAF是一個品牌,通過與客戶合作,建立其價值和實現其願景,邀請來自世界各地的人加入探索,重新發現和體驗茶的本質的旅程。
    Taiwanese tea has a rich history of 400 years. The domestic demand for tea is about 40,000 tons per year. This strong demand is the evidence to prove that tea has been a big part of the lives of Taiwanese people (Chen Deyu, 2015).

    However, with the rise of wages in Taiwan in the 1970s, Taiwan`s tea export began to decline ever since. In the 1980s, the consumption of bottled tea and boba tea shops spread within the island drove a higher demand for tea. The need for imported tea proliferated. Today, Taiwan imports about 30,000 tons of tea per year, twice as much as what the island can produce every year (Taiwan Tea Road, 2016).

    The purpose of the brand “TEAF” is to find the blue ocean of Taiwanese tea by introducing the idea of tea and psychology, enabling the people of the 21st century to have a balanced body and mind that are both satisfied and sustainable. TEAF is a brand that works with clients to build their value and realize their vision, inviting people from all over the world to join the journey of discovering, rediscovering and experiencing the essence of tea.

    Providing the most exquisite handcrafted Taiwanese tea, soothed by the aroma and taste of craftsmanship to create a community for sharing how has tea allowing us to live a fulfilling life, and spend time with people around us to build positive relationships. We hope TEAF can promote these moments by offering the most amazing Taiwanese tea. Starting from Taiwan, introducing the true meaning of tea to the world.
    Reference: 中文部分
    CTI咖啡雜誌(2017),關於茶,這8個大資料值得你參考,檢自:http://www.puercn.com/cysj/yjbg/117410.html
    TRANSBIZ(2018),從亞馬遜和阿裡巴巴,窺探下一波全球電商佈局,檢自:https://www.smartm.com.tw/article/35303232cea3
    天仁茗茶(1999),天仁茶歷史,檢自:http://www.tenren.com.tw/Content/Messagess/contents.aspx?SiteID=10&MmmID=655575445220126406
    台灣行政院農業委員會茶業改良場(2015),台灣特色茶介紹,檢自:https://kmweb.coa.gov.tw/subject/ct.asp?xItem=83992&ctNode=1645&mp=86&kpi=0&hashid=
    台灣茶路(2016),有趣的台灣茶歷史短片,檢自:https://www.facebook.com/teasanity/posts/1154995904589460
    江文基(2016)。我國茶葉在TPP與RCEP國家中有沒有潛在出口市場?關稅貿易障礙的觀點。檢自:http://web.wtocenter.org.tw/Mobile/page.aspx?pid=287658&nid=126
    李奇.費南德茲 (Rich Fernandez)(2018)。提升復原力五大方法,檢自:https://www.hbrtaiwan.com/article_content_AR0003833_1.html
    李閩榕、馮廷佺、蔡軍、周國文(2017)。世界茶業發展報告。中國大陸:
    社會科學文獻出版社

    林昭武、周慧菁(2017)。發現台灣(1620—1945)。中國大陸:重慶出版社。
    食力foodNEXT(2018)。台灣茶業百年史 塑造飲茶生活文化,檢自:https://gfamily.cwgv.com.tw/content/index/4342
    陳德愉(2018)。內地想想,台灣茶的存亡關頭,檢自:http://www.thinkingtaiwan.com/content/4771
    壹讀,台灣茶產業概況暨發展趨勢,檢自:https://read01.com/zh-tw/Le8k0g.html#.WzEVyqczY2w
    壹讀財經,全球茶葉產銷形勢通報,檢自:https://read01.com/zh-tw/3j3aJO.html#.WzELM6czY2w
    雲南省人民政府(2017)。雲南省茶產業發展行動方案,檢自:
    http://www.ishuocha.com/news/cy/27229.html
    經濟部統計處(2017)。產業經濟統計簡訊。台北市:經濟部統計處。

    英文部分
    Osterwalder, A. and Pigneur, Y., 2010, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, N. J.: Hoboken.
    Porter, Michael. E. (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    104363022
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104363022
    Data Type: thesis
    DOI: 10.6814/NCCU201900154
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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