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Title: 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
Authors: 王鉴琼 Wang, Jianqiong
Keywords: DRNTU::Humanities::Language::Chinese
Issue Date: 2015
Abstract: 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、产品宣传方面都欠缺创意。茶行业者需摆脱落后的商业形象,跟随社会步伐改善经营方针,才能为本土奠定坚实的茶文化基础。Due to massive influx of migrants from Southern China to Singapore since the 19th Century, Chinese tea merchants took the opportunities in tea trading to meet the high demand for tea. In recent years, these traditional tea shops closed down one after another, only a few of them are still operating today.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:HSS Student Reports (FYP/IA/PA/PI)

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