| Summary: | 碩士 === 國立中央大學 === 客家社會文化研究所 === 98 === In recent years, development of Hakka cultural industry has become a trend in Hakka tribes, on one hand, it helps build Hakka image in a form of industry, and helps achieve a goal of Hakka recognition through money spending on the other hand. This study is to mainly focus on the Guan-Xi Mesona industry of Hakka cultural industry which was motivated by lesser studies on Guan-Xi Mesona industry from cultural industry perspective in the past comparatively. As a result, researchers would like to explore the development of overall environment and future strategies of Guan-Xi Mesona industry, to analyze Guan-Xi Mesona industry with SCP theory of industrial economics from Market Structure, Market Conduct and Market Performance.
The studies with regard to SCP theory in the past mostly explored the cause and effect with measurement methodology of traditional economics and yet focused on the relationship between industry and Hakka tribes. Therefore the study starts from a qualitative approach to review the thread of thought of Guan-Xi Mesona industry, the connection between Guan-Xi Mesona and Hakka tribes, and current environment of Guan-Xi Mesona industry in overall as to the suppliers and difficulties they confront with; followed by a quantitative approach to explore the perception of consumers on Guan-Xi Mesona industry.
According to the study, consumers from different groups all agreed that Mesona equals to Hakka; a Hakka image of Guan-Xi Mesona industry enabled from life, dietary culture, field environment and to festivals of Hakka tribes. Moreover, a dissemination model for Hakka cultural industry is formed owing to the characteristics of Hakka groups, the industry chain has moved towards to brand-dominated kind. Currently, the Mesona has become a new emerging Hakka cultural industry at Guan-Xi region and has replaced the previous traditional Hakka tea industry.
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