養生茶商品化評選準則之探討

A Study on Criteria Evaluation for Health Tea Commercialization

以養生為訴求的茶品是近年來民眾飲茶趨勢，如何有效配置資源使養生茶新產品能夠成功商品化，成為重要的課題。為提供養生茶業者進行新產品商品化之決策參考，本文針對養生茶商品化進行準則評估並加以排序。考量準則間的相互影響關係及專家評量的模糊性，本文應用模糊分析網路程序法（fuzzy analytical network process，FANP）進行準則評估及排序。針對核心利益、資訊蒐集、購買情境等3 個準則及10個次準則進行FANP 專家問卷設計，針對養生茶飲研發專家進行FANP 調查。結果發現，養生茶商品化過程最先重視核心利益、其次為購買情境、資訊蒐集等部分。本文建構的養生茶之商品化評選準則，可降低主觀判斷風險，供業者於養生茶商品化決策時檢視，以修正商品化資源之配置使其更符合消費者需求。

Recently, tea with health appeals becomes current drinking trend. One of the important topics of successfully commercialization for health tea is resources being effectively allocated. This study is to evaluate and to prioritize the commercialization criteria of health tea. To deal with effects of interdependence among selection criteria and fuzziness of experts’ judgements, the fuzzy analytical network process (FANP) is applied to evaluate criteria. The FANP experts questionnaires containing 3 criteria, such as “core benefit”, “purchase situation”, “information collection”, and 10 sub-criteria is designed. Experts in health tea product development are invited to contribute their expertise. Survey results show that the “core benefit” is the most important criterion during the commercialization process, and followed by “purchase situation” and “information collection”. The priorities of commercialization criteria of health tea can be references for decision makers in allocating resources during new product development.