客家茶油行經營之研究–以桃園市五個案為例

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题名:	客家茶油行經營之研究–以桃園市五個案為例
作者:	廖詡禎;Liao, Hsu-Chen
贡献者:	客家語文暨社會科學學系
关键词:	茶油;油茶;傳統產業;SWOT策略分析
日期:	2017-01-23
上传时间:	2017-05-05 17:20:44 (UTC+8)
出版者:	國立中央大學
摘要:	本研究探討桃園市五個茶油行之經營發展，在研究中發現桃園市客家茶油行因氣候與土壤的關係，促使桃園市客庄的茶油行蓬勃發展，大型榨油機的引進，使茶油行從傳統獸力榨油轉變為機械式榨油，大大提升了榨油的回收率。由於在1950年美國援助提供大量的黃豆，台糖公司引進了美國化學提煉法的榨油技術與設備提煉沙拉油，並且擴大生產規模，將沙拉油大量生產，其產量大價格低，讓傳統的茶油行業者受到重大的衝擊；1990年後政府開放進口食用油品進入國內，使得茶油行的經營更是雪上加霜。但在這一波黑心油的食安風暴與公部門的政策推展，以在地化、文化產業化、產業文化化的推動下，讓逐漸沒落的客家茶油行重新燃起一線生機。有些業者把握住商機，將其經營的策略轉型，藉由轉型的改變獲得更廣大的消費族群。本研究以SWOT策略分析客家茶油行擁有的內部環境優劣勢與外部環境機會與威脅，讓客家茶油行可以統整思考產業創新策略發展的方向，使客家茶油行能永續的經營。;This study intends to investigate the business development of 5 camellia oil stores in Taoyuan City. This study found that due to climate and soil properties, camellia oil stores in Hakka villages in Taoyuan City used to flourish in the past. Large-scale oil press was introduced to change the traditional animal power-based oil extraction of camellia oil stores from mechanical oil extraction, which significantly improved the recovery of oil extraction. In 1950, with the supply of large amounts of soybeans from the U.S., Taiwan Sugar Corporation introduced the oil extraction techniques and equipment of chemical extraction method in the U.S. to extract salad oil, expand production scale, and engage in mass production of salad oil. The amount of salad oil was large, and the price was cheap, which significantly impacted the traditional camellia oil store operators. After 1990, the government opened the import of edible oils to Taiwan, which made the operation of camellia oil stores. However, after the food safety incident of adulterated oil and the policy promotion of public departments, the promotion of localization, cultural industrialization, and cultural development of industry enabled the gradually declining camellia oil stores in Hakka villages to see a glimmer of hope. Some of the operators grasped the business opportunity to transform their operation strategies, and the transformation helped them attract more consumers. This study used SWOT analysis to analyze the advantages/disadvantages in the internal environment of camellia oil stores in Hakka villages, as well as the opportunities and menaces in the external environment to enable operators of camellia oil stores in Hakka villages to comprehensively reflect on the direction of innovative strategies and development and sustainably operate camellia oil stores in Hakka villages.
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