新加坡华人茶行研究 :王三阳茶庄与留香茶艺 = Singapore Chinese tea business : case studies of Wang San Yang tea merchant and Liuxiang teacraft
新加坡早在19世纪就陆续出现从事茶买卖的华人商家,以满足大批闽粤移民的饮茶习惯。如今,这些传统茶行在经历了一个世纪的时代变迁后竟然所剩无几。自1980年代末,茶艺馆的崛起为新加坡掀起茶文化风潮,这些茶艺馆通过开办茶艺课程大力推广传统华人文化,但却在近十年每况愈下。本论文以具有代表性的王三阳茶庄与留香茶艺作为案例研究,通过访谈进一步探索华人茶行的经营方式,前者禁锢在传统家族企业模式中,后者过于注重强调茶艺标准。此外,问卷调查揭示,茶行的经营方式脱离本土客群。不管是传统茶行亦或是茶艺馆,都在经营理念和策略上过于保守,未能满足当今社会顾客的需求。他们无法突破华人家族企业的发展框架,在品牌建立、产品宣...
Main Author: | 王鉴琼 Wang, Jianqiong |
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Other Authors: | Yow Cheun Hoe |
Format: | Final Year Project (FYP) |
Language: | Chinese |
Published: |
2015
|
Subjects: | |
Online Access: | http://hdl.handle.net/10356/62437 |
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