台灣休閒茶園垂直整合之研究－以嘉義縣尤加利農場為例

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Title:	台灣休閒茶園垂直整合之研究－以嘉義縣尤加利農場為例
Other Titles:	A Study of Vertical Integration for Taiwan Leisure Tea Garden--A Case of U-Jia-Li Farm in Chiayi County
Authors:	呂琬琪 Lu, Wan-Chi
Contributors:	旅遊管理學系旅遊管理碩士班李謀監 Mou-Chien Lee
Keywords:	經營策略;垂直整合;休閒茶園 Business Strategy;Vertical Intergration;Leisure Tea Garden
Date:	2015
Issue Date:	2015-09-08 13:55:18 (UTC+8)
Abstract:	垂直整合(Vertical Integration)乃企業擴展進入所處產業的後或前一價值創造階段，意味著企業承續自己的產出來做後續處理或是生產自己的投入。因此垂直整合是種對產業附加價值的選擇，經由整合兩個以上的價值創造階段，以期產生價值綜效(Value synery)。　　尤加利農場位於嘉義縣梅山鄉瑞里村,乃由劉賢談先生於民國71年開始租田種植茶葉起家,顛峰期有24公頃，歷經八八水災的摧殘，重新振作再出發，愈挫愈勇，現有13公頃，設有茶廠，並自有品牌通路，最近更大力推展茶產業與茶文化觀光相結合之製茶體驗遊，是茶園-茶廠-茶行,兼具一、二、三級(一條龍)垂直整合的典範。　　本研究採用文獻分析與深入個案訪談為研究方法，綜合其整合經營策略之成功因素為:1.垂直整合加強其對專屬資產的投資，形成更強大的成本優勢，並能有效維持茶葉品質。2.掌握關鍵能耐與優質的貨源，並降低其不確定性，從而降低部分的交易成本。3.改善生產排程,穩定而準時供貨。4.自創品牌優勢。5.茶產業與茶文化、觀光休閒產業結合，創造出差異化的價值。　　Vertical integration is a process that enables a firm to expand its business into include other production stages, that is, it is able to process the products that it has manufactured or produce its own input materials. As a value-added process, vertical integration creates a synergy effect by integrating two or more value creation stages.　　Located in Ruili Village of Meishan Township in Chiayi County, U- Jia- Li Farm was founded by Mr. Liu Xian-Tan in 1982 when he started a tea plantation on a piece of rented farmland. At its prime, operations on the tea farm covered an area of 24 hectares. Severely devastated by Typhoon Morakot, the tea farm has painstakingly struggled to recover its operations. After years of continued efforts, the farm has reestablished a 13-hectare tea plantation with a tea factory and has its own marketing channel. For the past several years, the tea farm has strived to promote tea-themed tourism by combining tea production with tea culture. Merging the plantation, production lines, and sales operations into a three-level conglomeration, the tea farm has transformed itself into a model example of vertical integration.tegration.　　On the basis of research results discovered through a literature review, this study employed a case study method to conduct in-depth interviews. The study results showed that the success of the U-Jia-Li Farm’s integrated business strategy could be attributed to the following factors: (1) Achieving improved cost advantage through vertical integration, in which investments in proprietary assets are strengthened while tea quality is effectively maintained; (2) securing key capability and supply quality to minimize uncertainty, thereby reducing transaction costs; (3) ensuring stable and timely delivery by improving production scheduling; (4) building its own brand to gain an additional competitive advantage; and (5) combining the tea industry with tea culture, tourism, and the leisure industry to create differentiated value.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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