由於台灣茶品牌缺乏全面的營銷策略，本研究以LIL＆TEA為個案公司對其進行行銷策略改進。 LIL＆TEA是一家販售傳統的台灣茶「虎柑茶」的台灣茶品牌，然而虎柑茶在台灣並不知名。因此，本研究旨在優化LIL＆TEA的行銷策略，以提高其行銷績效。研究數據是從與LIL＆TEA老闆進行的半結構化訪談中收集的，用於分析茶品牌的當前業務狀況。此外，本研究還進行了內部和外部分析。根據分析結果顯示，LIL＆TEA需要加強其行銷策略。
行銷策略優化分為兩部分：（1）完善當前的行銷策略問題。 （2）定位LIL和TEA並建立準確、合適的行銷策略。在當前的行銷策略改善方面，作者建議對實體店和官方網站進行一些改善、展示老虎橙茶的特徵，並開發新產品。關於品牌定位，作者建議LIL＆TEA將該品牌定位為健康、優質和送禮的形象。此外，LIL & TEA應該設定35至60歲的中高收入女性為目標客群，因為她們對優質茶的需求最高。為了成功定位，作者建議在商業中心進行免費樣品發送、在與健康相關的雜誌上發布印刷廣告、創建新的品牌形象、設置快閃店並推出限量豪華版，其主要目的是為了增強品牌知名度，客戶參與度和保留率。

Due to the lack of a comprehensive marketing strategy of the Taiwanese tea brand, the study takes LIL & TEA as a case company to improve its marketing strategy. LIL & TEA is a Taiwanese tea brand that offers Tiger Orange Tea, a traditional Taiwanese tea, but the tea is not well known in Taiwan. Therefore, the study aims to optimize marketing strategies of LIL & TEA to enhance its marketing performance. The research data was collected from a semi-structured interview with the owner of LIL & TEA, and it is used to analyze the current business status of the tea brand. Furthermore, internal and external analysis was also conducted. According to the analysis results, LIL & TEA needs to strengthen its marketing strategy.
The marketing strategy optimization is divided into two sections: (1) improve the current marketing strategy problems. (2) Position LIL & TEA and set up accurate and suitable marketing strategies. In terms of the current marketing improvement, the author suggests some adjustments to the physical store and official website, show the characteristics of Tiger Orange Tea, and develop new products. As for brand positioning, the author proposes LIL & TEA position the brand as a healthy, high-quality, and gift-giving. Furthermore, the female, 25-60 years old market, middle- and high-income segment should be targeted, as they have the highest need for a high-quality tea. To successfully position, the author recommends engaging in free sampling at commercial centers, publishing print ads in health-related magazines, creating a new brand image setting up pop-up stores and launching a limited deluxe edition, with the primary purposes being in terms of enhancing brand awareness, customer engagement, and retention rates.

Chapter 1 Introduction 1
1.1 Background 1
1.2 Research Question 2
1.3 Expected Contribution 2
Chapter 2 Literature Review 3
2.1 Taiwanese Tea 3
2.1.1 Introduction of Tea 3
2.1.2 Taiwan’s Tea Market 3
2.2 Tiger Orange Tea 6
2.3 Tea Marketing 8
Chapter 3 Research Data and Methodology 9
3.1 Case Study of LIL & TEA 9
3.2 Data Collection 9
3.2.1 Semi-structured Interview 9
Chapter 4 Analysis of LIL & TEA 11
4.1 Introduction of LIL & TEA 11
4.2 Results of the Interview: Business Analyses and Marketing Status 12
4.2.1 Business Insight 13
4.2.2 Internal Analysis 15
4.2.3 External Analysis 17
Chapter 5 Marketing Optimization of LIL & TEA 20
5.1 Current Marketing Analysis and Marketing Optimization 20
5.1.1 4Ps Analysis 20
5.1.2 Product Analysis and Suggestions 21
5.1.3 Place Analysis and Suggestions 26
5.1.4 Price Analysis and Suggestions 28
5.1.5 Promotion Analysis and Suggestions 29
5.2 Marketing Positioning and Set up Marketing Strategy 30
5.2.1 New Marketing Segmentation 30
5.2.2 New Marketing Targeting 31
5.2.3 Ideal Customer Profile 31
5.2.4 New Marketing Positioning 33
5.3 Positioning Strategies of LIL & TEA 33
5.3.1 Establish a New Brand Image 33
5.3.2 Free Sample Marketing 35
5.3.3 Build Public Relations 36
5.3.4 Launch a Limited Deluxe Edition 36
5.3.5 Set up Pop-up Shops in Department Stores 37
5.4 Marketing Strategy Time Frame 40
Chapter 6 Conclusion and Suggestions for Future Research 42
6.1 Conclusion 42
6.2 Suggestions for Future Research 42
REFERENCES 43
APPENDIX 50
Appendix A LIL & TEA Interview Invitation Letter 52
Appendix B Informed Consent Form 54

List of Figures
Figure 3-1 Flow Chart of the Thesis Methodology 10
Figure 5-1 The Product Packaging of LIL & TEA 23
Figure 5-2 Show the Characteristic of Mallet on the Official Website 24
Figure 5-3 Show the Manufacture Process of Tiger Orange Tea on Facebook 25
Figure 5-4 Show the Characteristics of Tiger Orange Tea in the Physical Store 26
Figure 5-5 LIL & TEA’s Current Official Webpage 28
Figure 5-6 Ideal Customer Profile 1 32
Figure 5-7 Ideal Customer Profile 2 32
Figure 5-8 New Brand Image 35
List of Tables
Table 2-1 2016-2018 Taiwan’s Tea Consumption, Yield, Imports and Exports 4
Table 2-2 2018 Taiwan Top 5 Tea Imports Countries 4
Table 4-1 The Products and Prices of LIL & TEA 11
Table 4-2 Business Model Canvas of LIL & TEA 13
Table 4-3 SW Analysis of LIL &TEA 16
Table 4-4 Competitors Analysis of LIL & TEA 18
Table 4-5 OT Analysis of LIL & TEA 19
Table 5-1 4Ps Marketing of LIL & TEA 20
Table 5-2 Short-term Strategies 41
Table 5-3 Long-term Strategies 41

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