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研究生:徐志銘
研究生(外文):Chi-Ming Hsu
論文名稱:運用特徵價格理論於雲南普洱茶之分析
論文名稱(外文):An Application of Hedonic Price Theory: the Case of Pu'er Tea
指導教授:褚志鵬褚志鵬引用關係
指導教授(外文):Chih-Peng Chu
學位類別:碩士
校院名稱:國立東華大學
系所名稱:管理學院高階經營管理碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
論文頁數:64
中文關鍵詞:雲南普洱茶特徵價格理論越陳越香後發酵產品屬性市場區隔
外文關鍵詞:Yunnan Pu'er teaHedonic price theoryMellow and improve with age Pu’er brew with age like fine winePost–fermentedProduct characteristicsMarket segmentation
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在中國,雲南普洱茶是一種古老又能追朔歷史的文化之茶,在清朝更是納為貢茶深受皇帝喜愛,也鞏固了在中國茶品中的重要地位,又因雲南普洱茶是屬於後發酵茶,其越陳越香特性,會隨著年代及倉儲的狀況來陳化進而決定茶的滋味,也決定於雲南普洱茶在市場的接受度,更決定雲南普洱茶的價值。
在早期香港是儲存雲南普洱茶最大的倉庫,在1997年香港回歸中國大陸之際,許多陳年優質的雲南普洱茶大量的釋放於品飲市場,也因如此讓更多的飲茶愛好者得以接觸到陳香迷人的老普洱,讓更多人認知道雲南普洱茶越陳越香的魅力,當接受度增加,雲南普洱茶的價值就水漲船高。
本研究因雲南普洱茶的興起,越陳越香的後發酵特性,左右著優質的雲南普洱茶的價格,在雲南普洱茶的價格有一片幾百元到幾百萬元不等的茶品,興起我想探究雲南普洱茶的價值決定的因素,其關鍵在於茶友們的價值認知,及對茶的特徵喜好,故在本研究運用特徵理論來分析雲南普洱茶,針對熟茶、生茶、老茶作特徵與價格間的差異分析,試著拼湊出雲南普洱茶價值,探究不同茶類,不同樹種,不同倉儲及不同品牌對雲南普洱茶的價格間的影響,並探究茶友在購買雲南普洱茶的用途及品牌再購意願的選擇性,來做量化研究分析,來探討其影響、相關、差異性。
此外根據本研究的結果分析顯示:其年份及口感上有蔘藥香、樟香及生津回甘的滋味也分別在雲南普洱茶熟茶、生茶、老茶的價格上有顯著的影響,在價位與每年增值的空間比率上,老茶明顯優於生茶更優於熟茶,可呼應到雲南普洱茶有量少價高與越陳越香的特性,其結果可作為愛好雲南普洱茶的品飲者、收藏者、銷售者之參考依據。
Pu'er tea is a variety of fermented dark tea produced in Yunnan province, the culture of Pu'er tea drinking is a traceable culture among Chinese history. In Qing dynasty it was submitted to emperors as tribute tea and emperors were indulged its flavor because of that it became one of the most important popular teas. The procedures of its fermentation after tea leaves were dried and rolled which is distinguished from other teas. Pu'er takes undergoing the complex process of gradual fermentation and maturation with time. Those process involves an accelerated fermentation into ripe and all types of Pu'er can be stored to mature before consumption, the more aged it has been lasting the more tasty it has been improved. That is why it is commonly labeled with year and region of production as consequent as its prices variations.
In the early 90’s, Hong Kong was the largest region of warehouses locations for the storages of Pu'er tea. In 1997 when Hong Kong returned to China, many high quality of Yunnan Pu'er tea had released into the tea drinking market consequently many tea lovers fascinate its aroma, flavor, and complexity as they aged. When the Yunnan Pu'er tea has been producing and market can stay acceptably the values of Yunnan Pu'er tea has been increasing as well.
This thesis is a research of hedonic price theory applied on the prices of Pu'er tea. As the age of fermentation is the key factor of its price determination. Pu'er tea prices are cross a very wide range from hundreds to thousands of millions that aroused the interests to disclosure the key factors of pricing of Yunnan Pu'er tea. The prices variations are made by consumers’ subjective estimation and the flavor they admired. My study is using hedonic price theory to analyze Yunnan Pu'er tea perceived from other black tea, green tea and other tea categories. Due to its unique production procedures the variation of prices and the relations may be found like trying to put puzzles as a whole picture. Different tea leaves, tea trees and different procedure, brick shapes and brands vary the flavors yet above all are the determination factors for tea consumers’ considerations of purchasing. Based on these data to analysis as a quantitative research, is trying to discover the comparisons of the price performance in classifying age at maturation, the variations and relations differences.
The result indicates these prices are distinct from others caused of some specific year aged Pu’er tea with Genshen aroma, camphor aroma and aftertaste with salivation as well as feeling mellow hauntingly are significant factors of price variations. Three categories of Pu’er tea are also pronounced the trade of price levels. The more age of Pu’er tea the more prices will be increased extraordinarily besides, the percentage of price enhancement is also superior from others. This is also reflected the demand of high quality Pu’er tea and the characteristics of Pu’er tea possessed that improve with ages. The study shows marginal differences in pricing, ripe Pu’er tea is munificent than raw Pu’er tea. The ‘hedonic pricing’ model views fine, aged Pu’er tea as collections of ‘attributes’ or ‘characteristics’ like fine wine brewing. The result can be the references for those enthusiastic merchandisers’, drinkers and collectors’ references.
誌謝
中文摘要
Abstract
目錄
表目錄
圖目錄
第一章 緒論
第一節 研究背景與動機
第二節 研究目的
第三節 研究流程
第二章 文獻探討與理論基礎
第一節 文獻探討
第二節 理論基礎
第三章 研究方法
第一節 研究變數與研究假設
第二節 研究架構
第三節 研究對象與問卷設計
第四節 資料分析方法
第四章 實證結果分析
第一節 資料收集結果
第二節 雲南普洱茶之用途及購買分析
第三節 雲南普洱茶熟茶、生茶、老茶產品特徵屬性對價格之影響
第四節 雲南普洱茶價格與增值比率之分析
第五章 結論與建議
第一節 結論
第二節 建議
第三節 研究限制與未來建議
參考文獻
國內文獻
國外文獻
Website
附錄一 研究問卷

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國外文獻
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Website
1. 維基百科,取自http://zh.wikipedia.org/zh-tw/%E4%B8%AD%E5%9B%BD%E5%8D%81%E5%A4%A7%E5%90%8D%E8%8C%B6。
2.茶歷史簡介,取自http://got1897.myweb.hinet.net/new_page_1.htm” 。
3.普洱茶的發展歷史,取自http://www.yptea.com.tw/info_share/news_detail.php?id=32” 。
4.大友茶葉普洱真情百年內普洱茶之興衰,取自http://www.858tea.com.tw/Article/ViewArticle.asp?View=40&;page=1。
5.台灣銀行利率匯率/2013/07/30營業時間牌告匯率,取自http://rate.bot.com.tw/Pages/Static/UIP003.zh-tw.htm。
6.大益網-大益茶業集團官方網站,取自http://www.dayitea.com/index.html。
7. 中國茶經-茶類,取自http://windmill.tacocity.com.tw/tcls/page/tea005.htm。
8.普洱茶的發展歷史,取自http://www.yptea.com.tw/info_share/news_detail.php?id=32。
9.臺灣T4U茶藝論壇-普洱茶討論,取自http://www.t4u.com.tw/chat2/forumdisplay.php?fid=56。
10.現代茶藝-普洱茶討論,取自http://www.tea-area.com/forum.php?mod=forumdisplay&;fid=2。
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