高端茶品牌國際行銷策略之研究-以松云草堂普洱茶為例

Abstract

中國人喝茶的歷史淵遠流長，而普洱茶因其特殊的地理限制、製程及隨著時間變化口感，成為可以喝的古董在飲茶的市場中展露頭角。隨著普洱茶市場產值逐年提升，茶業零售業者紛紛搶進，顯示這個市場仍具備潛力。 本研究將以品牌行銷為主軸，現有文獻為基礎，以普洱茶歷史、產業現況、品牌意識及文化創意產業的角度，以松云草堂為研究個案，探討深具東方文化與特色的普洱茶品牌，如何在跨文化中開展其高端普洱茶茶葉品牌之國際行銷策略研究。主要的研究問題為: 一、探討不同文化背景對普洱茶之看法為何? 二、比較高端普洱茶品牌在跨國之間品牌識別度之差異? 三、分析高端普洱茶在跨國市場之行銷策略之異同? 經資料的彙整與訪談的歸納後，發現松云草堂能夠以台灣市場為立基點後，更進一步將普洱茶推廣至歐洲市場，主要的成功關鍵有三點，一、瞄準高端市場，專注特色茶品，二、從教育著手，培養顧客品茶能力，三、走訪茶山，深度參觀。在研究的過程中，除了有系統的整合過去未被完整歸納的普洱茶歷史、製程及產業資訊。更透過其歐洲合作商水美堂作為媒介，做直接得取得歐洲消費者對於普洱茶的認識、購買的動機及品牌意識的傳遞等。此對於未來進一步計畫以文化加值進軍國際市場的東方文化產品，提供了有別於以往消費者視角。松云草堂以現有的成功立足於台灣及歐洲市場後，經過本研究的分析對於未來更提出三項建議，其分別為品牌授權、異業結盟及電子商務。The Chinese have a long history of tea. Due to its special geographical restrictions, manufacturing process, and flavor changing through times, makes Pu'er tea shows its value in the tea market and becomes an antique that can be drink. As the Pu'er tea market's output value increases year by year, more and more tea retailers are rushing into this market, all show that the Pu'er tea market still has potential. This research will focus on brand marketing through collating existing related literature, perspectives of Pu'er tea history and industry status, brand awareness, tea marketing, tea cultural and creative industries. The main research questions are 1. Discuss what’s the views on Pu'er tea from different cultural backgrounds. 2. Compare the differences in brand recognition between high-end Pu'er tea brands. 3. Analyze the similarities and differences between high-end Pu'er tea marketing strategies in multinational markets. After compiling the data information and summing up the interviews, it was discovered that Song Yun Cao Tang could use the Taiwan market as a base point to promote Pu'er tea to the European market. There are three main keys to success. 1. Targe the high-end market and focus on specialty teas. 2. Education customers on the ability to taste tea. 3. Visit the tea origin.Through the process of research, not only apart from the systematic integration of Pu'er tea history, production process, and industry information which has not been fully summarized in the past but also obtain European consumers' knowledge of Pu'er tea, purchase motivation, and brand awareness through its European partner, Shui Tang Tee.This provides a different perspective and adds value for Eastern cultural products planning to enter the international market in the future. As Song Yun Cao Tang has established itself in Taiwan and European markets with its current success, after the analysis of this research, three suggestions are made for the future, namely, brand licensing, cross-industry alliances, and e-commerce.