The Construction of Business Model Matrix：A Case Study of Tianchi Tea Factory

• Main Authors: SYU, WEN-WEI, 許文瑋
• Other Authors: CHEN, SHIN-TIEN
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/2mf2sf

碩士 === 明志科技大學 === 經營管理系碩士班 === 103 === Tea industry is one of the most ancient traditional industries. In Taiwan, in addition to Ten-Ren Tea, there are still lots of small and medium enterprises related to tea, and these enterprises, due to their enthusiasm on tea, have made in-depth efforts on the manufacturing, production and sales of tea, in other words, they have created a brand of “Taiwan Tea”. Among them, Tien-Chih Tea Factory might be less familiar to most people. Tien-Chih Tea Factory is located at a remote mountain area in Nantou County. It has been founded for about 15 years, although it is not a known brand, yet it can create an annual sale of about 60 thousand to 80 thousand Kilograms of Tien-Chih teas. What kind of unique resource it has? What is its unique business model? Why it grows tea at an elevation as high as 2500 meters above sea level? Why it insists on the model of self-production and self-marketing? All the above questions have created a motive for this study to investigate Tien Chih Tea Factory! Through field survey and in-depth interview, this study has constructed a business model matrix based on “corporate value”, “corporate territory” and “realization of value” as the aspect of “longitude”, and “value proposition”, “product and service design”, “resource deployment”, “core strategy”, “organization design”, “value network”, “profit mechanism”, “wealth potential”, “externality” and “core technology” as the aspect of “latitude”. In this study, it was thought that the construction of this business model, in addition to being used as a reference for the operation of small and medium tea factories, can also deliver the following three meanings： (1) It is important to use unique resource base to set up its own niche space. (2) The use of a continuous line method with vertical integration of the upstream, middle stream and downstream can effectively reduce the transaction cost. (3) Business model based on value chain can really help the realization of corporate value.