本文管理個案-台原茶行公司，創辦人-黃先生家境不佳從小需幫忙茶葉製作，小學也未畢業的他透過不斷學習、經驗累積與人脈建立，從製茶師傅的歷練中發掘茶葉的市場很特殊卻也充滿著機會，於是在友人的協助下創立了進出口貿易公司，主要產品有進口雲南七子餅茶(普洱茶)、錫蘭紅茶、茉莉香片與出口煎茶、壽眉茶、綠茶、東方美人茶與包種茶，同時也在台灣販售知名的蜜香紅茶、高山茶等相關茶葉，經營至今已超過30年，極富創業家精神，相當令人敬佩。
1990~2010年之間可以說是台灣茶葉經濟相當繁榮的時期，透過當時經營者-黃創辦人的描述，當時的商業模式相當簡單且單純，只要透過導遊的介紹就能夠串起整個外銷市場，當外銷茶葉訂購數量太大無法應付時，就需透過貿易商之間相互支援來完成訂單。而隨著時代的演變也正面臨許多潛在經營挑戰，透過優勢(Strength)、劣勢(Weakness)、機會(Opportunity)、威脅(Threat)分析可以了解目前的經營困境並尋求更適合的經營方式來做好企業轉型。
本論文包含個案內容和教師手冊兩部分，透過本論文，藉此培養領導者決策思維，必須嚴謹客觀分析，比較其結果優劣及所掌握的資訊，進而在日後碰到類似狀況時，能從個案中獲得不同角度的啟發，並可觸類旁通，增加思考的層面，確保決策的執行成效。

This article management case – Tai Yuan tea company, the founder - Mr. Huang's family background is poor and he needs help with tea making since he was a child. He has not graduated from elementary school. Through continuous learning, ccumulation of experience and establishment of contacts, he discovers the market for tea from the experience of tea masters. Special but also full of opportunities, so with the assistance of friends, an import and export trading company was established. The main products are imported Yunnan Qizi cake tea (Pu'er tea), Ceylon black tea, jasmine fragrant tablets and exported sencha, Shoumei tea, green tea, Oriental tea. Meiren Tea and Baozhong tea also sell well-known honey-flavored black tea, high mountain tea and other related teas in Taiwan. They have been in business for more than 30 years, and they are very entrepreneurial, which is quite admirable.

From 1990 to 2010, it can be said that Taiwan's tea economy was quite prosperous. According to the description of the operator at that time, founder Huang, the business model at that time was quite simple and simple. Just through the introduction of the tour guide, the entire export market can be connected. When the order quantity of tea for export is too large to handle, it is necessary to complete the order through mutual support between traders. With the evolution of the times, we are also facing many potential business challenges. Through the analysis of Strength, Weakness, Opportunity and Threat, we can understand the current business difficulties and seek more suitable business methods to do it. Good business transformation.

This thesis consists of two parts: the case content and the teacher's handbook. Through this thesis, to cultivate leaders' decision-making thinking, they must analyze rigorously and objectively, compare the pros and cons of the results and the information they have, so that when a similar situation occurs in the future, they can learn from the case. Get inspiration from different angles, and can draw parallels to increase the level of thinking and ensure the effectiveness of decision-making.

一、 網路部分
1. 坪林區農會https://pinglin.tpcgo.org.tw/
2. 坪林區公所https://www.pinglin.ntpc.gov.tw/
3. 財政部資訊https://ec.ltn.com.tw/article/breakingnews/3302730
4. 財政部資訊https://finance.ettoday.net/news/1817138
5. 經濟部資訊https://www.storm.mg/lifestyle/4101324
6. 台灣連鎖暨加盟協會https://www.wealth.com.tw/articles/6257fc28-a0f9-40e0-a8dd-49ce99355bcc
二、 中文部分
1. 張譯尹/ 劉逸平 (2022.1)，創新創業的12堂課。台北市: 新陸書局發行
2. 坪林區農會(2021)，坪林包種比賽茶比賽辦法
3. 劉常勇 (2004)，創業管理的十二堂課。臺北市：天下雜誌出版公司。
三、 英文部分
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3. Greenberger, D. B. and Sexton, D. L. (1988), “An interactive model of new venture creation,” Journal of Small Business Management, 26(3), 107.
4. Gulati & DeSantola, 2016. Start-ups That Last. Harvard Business Review, 94(3), 14.
5. Miles, R. E., and Snow, G. C. (1987), Organizational Strategy, Structure, and Process, N.Y.: McGraw-Hill.
6. Morris M, Schindehutte M and Allen J. (2005), The Entrepreneur’s Business Model: toward a Unified Perspective. Journal of Business Research, 58 : p.726-735.
7. Teece, 2010. Business Model, Business Strategy and Innovation. Long Range Planning, 42(2-3), 172-194.
8. Peter Drucker, 2004. The Daily Drucker: 366 Days of Insight and Motivation for Getting the Right Things Done. New York: Collins Business.
9. Thomas & Gerald, 1994. Psychology for Management. Georgia: Hippo Books.
10. Weihrich, 1982. The TOWS Matrix A Tool for Situational Analysis. Long Range Planning, 15(2):54-66.
11. Zhao, Seibert. & Lumpkin, 2010. The Relationship of Personality to Entrepreneurial Intentions and Performance: A Meta-Analytic Review. Journal of Management. 36(2), 381-404.