XIE XIE茶行銷越南

Abstract

XIE XIE茶重新定義台灣茶，以時尚，精緻化的品牌定位，成功打入歐洲市場，隨著台灣的茶葉逐漸獲得認可，XIE XIE 茶的創辦者，謝雨彤認為，歐洲市場成功之後，進入亞洲茶市場並非難事，故本研究欲透過XIE XIE茶在歐洲的成功經驗，選擇越南這塊市場進入，因越南擁有世界茶出口第五名的產值，加上越南人民受中國文化的影響深厚，人民平時即有喝茶的習慣，隨著越南經濟的起飛，人民收入上升，在飲茶的同時，將更加追求休閒的空間，因此本研究認為將有越來越多消費者注重生活品質，且越南15到39歲的年輕族群亦喜好時尚、創新的事物，有利於XIE XIE茶在越南的品牌推廣，因此，本研究將以影響國際行銷決策的變數，探討XIE XIE茶進入越南市場的可行性。

By repositioning Taiwan tea in a fashion, delicacy image, XIE XIE Tea gradually become success in the Europe market. Ms. Xie Yu-Tong, the founder of XIE XIE Tea recognizes that this success experience can be replicate in the Asia market. Accordingly, this study choose Vietnam, the 5th tea producing country, which is influenced by confusion culture that makes their people have tea drinking habits. With the growing economics, the age of 15 to 39 years old are more likely to persuade fashion and innovation things, which may benefit for the promotion of XIE XIE Tea. This study based on international marketing theory to evaluate the market entry strategies of XIE XIE tea.