國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

茶業品牌經營模式之研究 = A Study of Brand Manag...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

茶業品牌經營模式之研究 = A Study of Brand Management of Tea Industry-The Case of TenRen Group : 以天仁集團為例

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study of Brand Management of Tea Industry-The Case of TenRen Group
副題名:	以天仁集團為例
作者:	游濟杰,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2013[民102]
面頁冊數:	172面圖，表格 : 30公分;
標題:	品牌
標題:	Brands
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/11794252185652791194
附註:	參考書目：面89-93
附註:	102年10月31日公開
其他題名:	以天仁集團為例
摘要註:	台灣的地理、氣候及環境特別適合茶樹生長，且具精湛之製茶技術，因此茶葉一直是台灣非常重要之經濟作物。台灣茶產業應加強建立優良品牌形象，提升台茶國際知名度，滿足消費者多樣化之需求，才能促進茶產業永續發展。對於茶業的品牌經營，天仁集團主席李瑞河先生採取老行業，新經營的辦法，最大一個特色是突破傳統茶莊的茶業販賣方式，打出自己的品牌，並將產品分級包裝，予以精緻化，以利行銷。引進先進的加工設備，精選原料，實行標準化生產，以質取勝，提高茶業的品質，形塑企業的形象，改變人們對茶業的傳統成見。注入傳統文化，採用新觀念、新包裝、新品質、新的經營方式，一邊發展茶事業，一邊弘揚茶文化。本研究首先針對茶產業現況與個案公司品牌經營的探討分析，包括台灣茶產業沿革、茶產業現況、茶產業分析、個案公司五力分析、SWOT分析、SWOT矩陣策略分析。從品牌經營觀點出發，針對茶零售業之國內主要業者進行品牌經營模式分析，並介紹茶零售業的代表業者及其經營策略、營運知識及成功經驗。最後對天仁集團的品牌優勢策略、產品研發創新策略、生產管理技術策略、經營多角化策略、服務品質策略、健康新趨勢策略、飲茶新文化策略、規模效益策略等品牌經營策略的成功經營，使天仁集團能企業化、永續性的經營，建立自創品牌。提供茶產業者，發展品牌經營之策略，讓台灣茶業經營者建立品牌經營之企業。 The geography, climate and environment of Taiwan are suitable for the growth of tea. Due to modern technology and the local climate, tea is one of the largest cash crops in Taiwan. To improve and maintain the tea industry, the Taiwanese tea industry should build their brand images, start advertising and prompting these brand images to gain international attention and continue producing high quality products to satisfy customers’ various demands.With regard to the tea brand management, it was now that Mr. Lee Rei-Ho decided to put a name to his products and TenRen brand was founded. In addition, Mr. Lee only used the most developed equipment and machinery and was able to standardize a high quality tea. With the brand name, TenRen group began working on marketing strategies such as attractive packaging and product information. With these strategies, he built a good image on his company and also changed consumer’s conventional thoughts on tea. All TenRen stores only sell their self-manufactured products at uniformed prices throughout Taiwan. This research focuses on the analysis and status of the tea industry and brand management of individual companies. It includes tea industry features, SWOT, history, current status, SWOT analysis of individual companies and Five-Force Model. Then we discussed/analyzed how the tea retailers manage their brands. We also observed how the major tea companies are doing business in order to analyze the tea trends both domestically and internationally and then we can understand the challenges and demands they currently are facing. Finally we propose strategies of how to update the tea industry which include promotion of Taiwanese tea brands, tea product standardization, diversified products, tea consumption creation and overseas tea market expanding.

茶業品牌經營模式之研究 = A Study of Brand Management of Tea Industry-The Case of TenRen Group : 以天仁集團為例
游, 濟杰

茶業品牌經營模式之研究 = A Study of Brand Management of Tea Industry-The Case of TenRen Group : 以天仁集團為例 / 游濟杰撰 - [高雄市] : 撰者, 2013[民102]. - 172面 ; 圖，表格 ; 30公分.
參考書目：面89-93102年10月31日公開.
品牌Brands

茶業品牌經營模式之研究 = A Study of Brand Management of Tea Industry-The Case of TenRen Group : 以天仁集團為例
LDR:04702nam0a2200301 450 001 389634
005 20170214094536.0
009 389634
010 0 $b 精裝
010 0 $b 平裝
100 $a 20170214d2013 k y0chiy05 e
101 1 $a chi $d chi $d eng
102 $a tw
105 $a ak am 000yy
200 1 $a 茶業品牌經營模式之研究 $e 以天仁集團為例 $d A Study of Brand Management of Tea Industry-The Case of TenRen Group $z eng $f 游濟杰撰
210 $a [高雄市] $c 撰者 $d 2013[民102]
215 0 $a 172面 $c 圖，表格 $d 30公分
300 $a 參考書目：面89-93
300 $a 102年10月31日公開
314 $a 指導教授：翁銘章博士
328 $a 碩士論文--國立高雄大學國際高階經營管理碩士在職專班(IEMBA)
330 $a 台灣的地理、氣候及環境特別適合茶樹生長，且具精湛之製茶技術，因此茶葉一直是台灣非常重要之經濟作物。台灣茶產業應加強建立優良品牌形象，提升台茶國際知名度，滿足消費者多樣化之需求，才能促進茶產業永續發展。對於茶業的品牌經營，天仁集團主席李瑞河先生採取老行業，新經營的辦法，最大一個特色是突破傳統茶莊的茶業販賣方式，打出自己的品牌，並將產品分級包裝，予以精緻化，以利行銷。引進先進的加工設備，精選原料，實行標準化生產，以質取勝，提高茶業的品質，形塑企業的形象，改變人們對茶業的傳統成見。注入傳統文化，採用新觀念、新包裝、新品質、新的經營方式，一邊發展茶事業，一邊弘揚茶文化。本研究首先針對茶產業現況與個案公司品牌經營的探討分析，包括台灣茶產業沿革、茶產業現況、茶產業分析、個案公司五力分析、SWOT分析、SWOT矩陣策略分析。從品牌經營觀點出發，針對茶零售業之國內主要業者進行品牌經營模式分析，並介紹茶零售業的代表業者及其經營策略、營運知識及成功經驗。最後對天仁集團的品牌優勢策略、產品研發創新策略、生產管理技術策略、經營多角化策略、服務品質策略、健康新趨勢策略、飲茶新文化策略、規模效益策略等品牌經營策略的成功經營，使天仁集團能企業化、永續性的經營，建立自創品牌。提供茶產業者，發展品牌經營之策略，讓台灣茶業經營者建立品牌經營之企業。 The geography, climate and environment of Taiwan are suitable for the growth of tea. Due to modern technology and the local climate, tea is one of the largest cash crops in Taiwan. To improve and maintain the tea industry, the Taiwanese tea industry should build their brand images, start advertising and prompting these brand images to gain international attention and continue producing high quality products to satisfy customers’ various demands.With regard to the tea brand management, it was now that Mr. Lee Rei-Ho decided to put a name to his products and TenRen brand was founded. In addition, Mr. Lee only used the most developed equipment and machinery and was able to standardize a high quality tea. With the brand name, TenRen group began working on marketing strategies such as attractive packaging and product information. With these strategies, he built a good image on his company and also changed consumer’s conventional thoughts on tea. All TenRen stores only sell their self-manufactured products at uniformed prices throughout Taiwan. This research focuses on the analysis and status of the tea industry and brand management of individual companies. It includes tea industry features, SWOT, history, current status, SWOT analysis of individual companies and Five-Force Model. Then we discussed/analyzed how the tea retailers manage their brands. We also observed how the major tea companies are doing business in order to analyze the tea trends both domestically and internationally and then we can understand the challenges and demands they currently are facing. Finally we propose strategies of how to update the tea industry which include promotion of Taiwanese tea brands, tea product standardization, diversified products, tea consumption creation and overseas tea market expanding.
510 1 $a A Study of Brand Management of Tea Industry-The Case of TenRen Group $z eng
517 1 $a 以天仁集團為例 $z chi
610 0 $a 品牌 $a 天仁茗茶 $a 喫茶趣 $a 五力分析 $a SWOT分析
610 1 $a Brands $a TenRen Tea $a CHA FOR TEA $a Five-Force Model $a SWOT
681 $a 008M/0019 $b 349910 3834 $v 2007年版
700 1 $a 游 $b 濟杰 $4 撰 $3 614499
712 0 2 $a 國立高雄大學 $b 國際高階經營管理碩士在職專班(IEMBA) $3 166070
801 0 $a tw $b NUK $c 20131011 $g CCR
856 7 $z 電子資源 $2 http $u http://handle.ncl.edu.tw/11296/ndltd/11794252185652791194