时尚与怀旧:台湾茶文创的“创新钻石模型”分析

Fashion and Nostalgia:An Analysis to Tea Cultural Industry in Taiwan Based on Michael Porter Diamond Model

百多年来,台湾的茶产业已发展成独特的产业,尤其台湾茶所具有的特色及良好的香气滋味,已为市场所公认。台湾茶农与茶商将饮茶与生活密切结合,也努力塑造出独特的饮茶文化,更有甚者,在文化创意产业风潮的吹拂下,通过官方政策与资源,以及民间自发性转型,加上学术界配合等三方合力下,台湾茶文化结合文创思维而蜕变出不同风貌。运用"钻石体系"理论分析与建构茶文创产业集聚的"钻石模型",尝试为其建构一个文创产业的战略模型,俾对产业的发展有更深刻的理解。

Over one hundred years, Taiwan＇s tea industry has developed into a distinctive economic sector. Taiwan tea production, in particular, is accepted worldwide due to its peculiar aroma and taste. Tea farmers and producers in local areas of Taiwan endeavor to make its tea culture unique, putting tea tasting and human lives in close combination. More- over, the tea culture is transformed to different style in creative ways, with the joint efforts from the government, folk and academia. This paper presents Michael Porter Diamond Model for creative culture of tea industry in Taiwan by analyzing its diamond system theoretically.