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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/47982

    Title: 茶文化產業創新策略之研究:以天福集團為例;Study of Tea Culture Innovation Strategies: An Example of Tenfu Group Also on Development of Tea Culture Industry Development in Taiwan (including Hakka)
    Authors: 黃中元;Chung-yuan Huang
    Contributors: 客家研究碩士在職專班
    Keywords: 茶藝;文化產業;茶文化;天仁集團;天福集團;culture industry;tea culture;tea craft;Tenfu Group;Tenren Group
    Date: 2011-07-20
    Issue Date: 2012-01-05 14:20:27 (UTC+8)
    Abstract: 在全球化的影響下,台灣面臨著社會、文化、經濟等各方面的轉型,茶產業也必須不斷調整經營方式與特色,才得以在競爭激烈的環境中持續存續下去。文化產業(culture industry)的概念,始於全球經濟結構體制、民眾消費型態、文化價值觀的改變,以及文化商品性的擴展,促成了許多國家以「文化產業」為主導的產業發展潮流。 「茶」是一個源遠流長的產物,隨著不同的時代、不同的民族、不同的環境而呈現出多元互異的「茶文化」產業。從神農氏嚐百草之後,「茶」已融入在每一個人的生活習慣之中,同時,在歷經數千年的演進,「茶」也已經從「藥草」、轉變成「飲料」,尤其是「陸羽茶經」的出現,更是將「喝茶」提升為一種品茗賞趣的茶藝文化。 「茶」目前已經和咖啡、可樂等並列為世界三大飲料,由於茶文化富有深厚的內涵,因此,世界許多國家開始注重「茶文化」的發展。 台灣「茶文化」的發展與中國大陸間有密切的關係,兩個地方同時都傳承著悠久的「茶文化」歷史,同時也各自發展出不同的「茶文化」內涵。 台灣「天仁集團」以及中國大陸的「天福集團」,其總裁李瑞河先生,以其豐富的茶業知識,以及專業的商業經營模式,同時在台灣及中國大陸地區開創出「茶」產業的優勢地位,同時,更利用其經濟上的基礎,協助推動「茶文化」的發展,以「茶產業」來推動「茶文化」的發展,以「茶文化」來行銷「茶產業」,讓「茶產業」和「茶文化」能夠達到同時發展的目的。 本論文希望藉著從「文化」推動產業升級與永續發展「茶產業」的方向,及探討對於「茶文化」產業的瞭解與認識,以及台商「天福集團」對於「茶產業」和「茶產業」的發展過程,來瞭解台灣茶產業的發展歷程、「茶文化」提昇「茶產業」的附加價值及台商天福集團成功典範對台灣茶產業的啟示等,以期能夠將「茶文化」與「茶產業」進行連結,共同創造茶業的永續發展。 Under the globalization’s impact, Taiwan is also face to the transformation of society, culture and economy. The Tea Industry also needs to adjust operation and characteristics to survive in the tough competition. The concept of culture industry started from changes in global economic structure system, people’s shopping style and method with cultural values along expansion of cultural products. A number of countries have been paying attention to industry development led by culture industry. The history of tea is very long. Different eras, people and environment led to different tea culture industry. Tea has been a part of life since Shennong tasted various herbs. Tea has also turned to beverage from herb in the evolution in thousands of years. The Classic of Tea by Lu Yu upgraded tea drinking into a kind of tea art culture of fun. Now Tea is one of the three major beverages in the world along with coffee and cola. Thanks to rich content of tea culture, a lot of countries are now focusing on development of tea culture. The development of tea culture in Taiwan is closely related to China. These two places are having long history of tea culture, but with different and individual development of tea cultures. Chairman Lee Rueihe of Tenren Group in Taiwan Tenfu Group in China created advantages of tea culture in the two places with his rich knowledge of tea and professional business operation model. He also helps promote development of tea culture with his business achievements. He promotes tea culture development with tea industry and market tea industry with tea culture so that both tea industry and tea culture develop. In light of promotion of industry upgrade with culture and tea industry sustainable development, the author aims at exploration of tea culture industry and process of tea industry development of Taiwanese Tenfu Group to understand development of tea industry in Taiwan, added values of tea industry by tea culture and inspiration of Taiwanese Tenfu Group on tea industry in Taiwan in the hope to connect tea culture and tea industry to create sustainable development of tea industry.
    Appears in Collections:[客家研究碩士在職專班] 博碩士論文

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