Marketing Development of Green Tea Industry in Taiwan

• Main Authors: Yu-Hwa Yang, 楊玉華
• Other Authors: Dr. Hsin-Sheng Tsay
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/25541843421005634801

碩士 === 朝陽科技大學 === 生化科技產業研發碩士專班 === 102 === Taiwan due to its subtropical climate and geographical environment ranks high in the green tea production. According to the "Compendium of Materia Medica", green tea is useful in fistulated ulcer, diuretic, relieves phlegm, relieves chronic thirst, breaks down undigested food, and is beneficial for the large intestine. Levels of catechin polyphenols in green tea are affected by the types of green tea, degree of fermentation, and the processing technology. Green tea is made from unfermented leaves and reportedly contains the highest concentration of powerful antioxidants called polyphenols. Green tea with higher level of catechin polyphenols is considered superior. Extensive research carried out on green tea has demonstrated its beneficial effects on the human health. In Japan, Shizuoka residents for a long time have been drinking green tea to prolong their life. In a busy society, it is important to drink a cup of green tea to refresh body and mind. Health is of prime importance to human beings and green tea can provide several health benefits. Taiwan is most suitable for green tea cultivation hence, needs more industrial promotion. In recent years, more and more green tea restaurants have been established in Taiwan and the demand is increasing day by day. Therefore, it is necessary to develop green tea types to capture this market. Also, it is important to adopt marketing strategies to revolutionize the traditional tea brands, so that these could find consumer acceptance and their willingness to buy. These efforts not only will boost the green tea industry in Taiwan, but also will help to expand it to an international market.