近年來，客家文化產業發展已成為客家聚落的趨勢，一方面能形塑產業的客家意象，另一方面透過消費則能達到認同客家之重要目的。本研究主要是針對客家文化產業中的關西仙草產業為研究場域。過去關於文化產業觀點在關西仙草產業上的研究相對較少，逐引起本文欲探究之動機。基此，研究者欲探討關西仙草產業的整體環境及未來策略的發展，以產業經濟學的SCP理論來分析關西仙草產業的市場結構、市場行為及市場績效。 過去關於SCP理論的研究大都以傳統經濟學的計量型態來探討其因果關係，並未著墨於產業與客家族群間的關係。故本研究以質化方法為首，重新檢視關西仙草產業的發展脈絡、關西仙草與客家族群間的連結，及供給者對於關西仙草產業的整體環境現況及其所面臨的困境；再以量化方法為輔，來去探討消費者對關西仙草產業的認知。 本研究結果發現，不同族群的消費者大都認同仙草等於客家，從客家族群生活、飲食文化特質、地域環境及節慶活動，盡而形塑關西仙草產業的客家意象；也由於客家族群特質，形成客家文化產業的傳播模式，並使產業鏈趨向品牌獨占的型態。目前仙草成為關西地區新興的客家文化產業，並取代過去傳統的客家茶產業。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.
