A Study on Characteristics and Sensory Marketing for Taiwan Alpine Tea

• Main Authors: Chin-Nien Tai, 戴錦稔
• Other Authors: 簡立賢
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/gzccyu

碩士 === 國立中興大學 === 農業企業經營管理碩士在職專班 === 106 === Renai Township at Nantou County is suitable for the growth of tea trees because of its natural environment. Therefore, it produces high-quality alpine tea. It owns five major tea regions: Dayuling, Hehuanshan, Qingjing, Fushoushan and Qilaishan. With the limitation on increasing tea farms acrage, it is difficult to produce more products even the market price is high. Even excess demand exists and let the tea product prices remain high, with lackness of researches on the basic infoirmation and characteristics of product identification, product segmentation and characteristic marketing are very difficult to apply in this market. This study takes those qualified alpine tea factories to represent the products of the five tea areas in Renai. In accordance with the processes and related criteria of sensory evaluation of tea from TRES, COA were taken; further, quantitative indicators of alpine tea were tested through laboratory examination. A new set of alpine tea sensory evaluating indicators are evaluated and established according to the expert opinion method. The partial regression analysis method was adopted to establish qualitative indexes of quality evaluation of Taiwan alpine tea. Analyze the characteristics of tea products in each tea area through the visual, taste and olfactory levels such as appearance, color, taste, aroma and leaf bottom, distinguish production areas, local characteristics and tea quality to provide sufficient information to assist producers in maintaining quality control capabilities. Through the characteristic assurance of Taiwan''s Renai Township Alpine Tea Tea, it is beneficial to shape the market image of the product.