阿里山觀光茶園顧客價值創新策略之研究

Innovative Strategies for Customer Value in Alishan Tourist Tea Gardens

10.7110/HKGJ.201206.0019

廖葆禎(Bao-Chen Liao)；劉瓊如(Chyong-Ru Liu)

德爾菲法 ； 阿里山 ； 市場利基 ； 藍海策略 ； Delphi method ； Alishan ； Market Niche ； Blue Ocean Strategy

華岡地理學報

29期（2012 / 06 / 01）

19 - 39

繁體中文

為提升阿里山觀光茶園的顧客價值，開創產業競爭優勢，本研究運用德爾菲法探訪23位專家學者，經兩階段問卷調查後建構阿里山觀光茶園顧客價值評估準則有五個層面，包括有茶品便利購買層面（5項指標）、茶品有良好品質層面（6項指標）、表現身份地位層面（3項指標）、目的地具吸引力層面（5項指標）、體驗茶文化特色（5項指標）等24項。分別針對業者及遊客進行問卷調查，以IPA分析業者與遊客的顧客價值差異，運用Kim and Mauborgne藍海策略所提出四項行動架構應調整之價值構面為：（1）消除：門市環境高尚華貴、茶區特色套裝遊程、庭園茶藝館等三項；（2）降低：茶相關產品樣式豐富選擇性多、展售門市交通便利、有販售高檔茶品、包裝精美高雅、茶廠導覽解說等五項；（3）提升：可透過相關通路訂購、茶盒防偽標章、茶身份證明、高品質住宿設施、特色茶莊可遊覽、特色茶莊的識別印象、精緻茶餐飲、茶園和茶道體驗活動、特色農特產店等九項；（4）創造：品牌信任、空間再造、產品設計和故事行銷做為創新價值之策略。本研究結果可提供阿里山觀光茶園業者進行顧客價值創造市場新利基之參考。

This study aims to identify new stratergies in creating customer value and develop a competitive advantage for Alishan tourist tea gardens in Central Taiwan. First, a panel of 23 scholars were consulted using the Delphi method, with a two-stage survey then compiled with tourist tea garden customer values broken down into 24 indices across five areas of assessment: convenience of tea product purchasing (five indices), the quality of tea products (six indices), expression of local identity (three indices), attractiveness of location (five indices), and cultural experience (five indices). Questionnaires were divided into two groups, entrepreneurs and visitors, and through IPA analysis the differences in customer value of each were analyzed. Customer value was then arranged using the Kim and Mauborgne Blue Ocean Strategy Four Action Framework: (1) Eliminate: Three elements-luxurious store environments, distinctive package deals for the tea area, and garden tea houses. (2) Reduce: Five elements-richness in choice of tea-related product samples, convenience of traffic access to stores, selling high-grade tea products, elegant packaging, guided tours of tea production. (3) Raise: Nine elements-the ability to go through relevant channels for purchasing, anti-counterfeiting marks on tea boxes, proof of tea identity, high-quality accommodation facilities, distinctive tea villas that can be toured, recognizable branding for tea villas, elegant tea-based meals, experiential activities in tea gardens and affiliated areas, stores for distinctive agricultural products. (4) Create: Brand trustworthiness, renovation of spaces, and product design and story-based marketing to create new value. The results of this study may provide the tourist tea gardens in Alishan a valuable reference for creating a new market niche and customer value.

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