頁籤選單縮合
題 名 | 自營茶農經營方式之研究=Study on the Management Style of Self-managing Tea Farmers |
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作 者 | 賴正南; 楊盛勳; 蘇雅惠; | 書刊名 | 臺灣茶業研究彙報 |
卷 期 | 24 民94.11 |
頁 次 | 頁91-105 |
分類號 | 481.6 |
關鍵詞 | 茶; 茶農; 自營; 經營; Tea; Tea farmer; Self-managing; Management; |
語 文 | 中文(Chinese) |
中文摘要 | 藉由本研究分析,可對臺茶最主要運銷通路--自營茶農的經營方式、規模、瓶頸等作一通盤了解,並可提供相關單位作為研擬茶業輔導政策之參考。研究方法為問卷調查及實地訪談,藉以收集及分析自營茶農經營方式之資料及其他建議意見等。 研究結果顯示:大部分有參加茶葉產銷班,家中參與茶葉產製經營的人數平均為1-2人(男性、女性均同)。自家茶園的栽種品種類別大部分為青心烏龍。目前主要經營方式為自產自製自銷。茶園所採的茶菁大部分是全部自己製茶,且大部分是製成半球型包種茶。近半數家中有兼售其他產品。最暢銷的茶為冬茶。6成表示所產製的茶有分級包裝或建立品牌。近7成表示自製茶葉的銷售對象固定。茶葉或相關產品的主要銷售通路為自家銷售。茶葉或相關產品的主要銷售對象為消費者(家庭、機關團體等)。經營知識、資訊或技術主要來源為政府單位提供的資訊、訓練或指導。近7成表示有打算添購電腦設備來管理經營資料。亟需加強或改進的項目為「結合茶藝文化、休閒農業,提高茶葉消費層次及消費意願」、「加入茶業策略聯盟,建立共同品牌行銷」及「利用新興通路行銷(如宅配、電腦網路)」。目前面臨的經營瓶頸為各項成本支出太高。在產製銷方面,大多數茶農認為政府應多加強農藥檢測、宣導飲茶功效或多元化利用。 |
英文摘要 | We can make a comprehensive understanding for the major transportation and sale distribution of Taiwan teas, which is the management style, scale, and bottleneck of self-managing tea farmers, through this study. We can provide some suggestions to let them be a reference of proposing counsel policy for relative units. The research methods are questionnaire surveys and in-field interviews that are used to collect and analysis some information and other suggestions. The results of this study are as follows: Most tea farmers had attended tea production and marketing groups. The average numbers of participating in tea management are 1-2 persons; that males number the same as female. The majority cultivar, which was cultivated by tea farmers, is Chin-Shin-Oolong. The major management style is self-production, self-manufacture, and self-marketing at present. Most of tea leaves, which were plucked by tea farmers were used to manufacture teas by themselves. Most of types of made tea are semi-ball Oolong tea. Nearly 50% of tea farmers had sold other products simultaneously. They sold well teas are winter teas. Sixty percent of tea farmers expressed their teas had conducted grading & packaging or constructed their brands. Nearly 70% of tea farmers expressed that their selling targets of teas are fixed. The major selling distribution of teas or relative products is from selling at home. The major selling targets of teas or relative products are consumers came from family and groups. The major resource of knowledge, information or skill of management is the information, training or guidance was provided by government units. Nearly 70% of tea farmers expressed they will buy a computer for data management. The items of most urgent reinforcement or improvement are that they want to combine tea culture and leisure agriculture to promote consuming level and desire, take part with tea strategic alliance, and construct joint brands for promotion and to utilize new distribution for sell. The major bottleneck of management they face is that the expenditure costs are too high. Most tea farmers hold that government should strengthen the monitor of pesticide-residue and propagate the benefit of tea drinking or multiple utilization of tea. |
本系統中英文摘要資訊取自各篇刊載內容。