| dc.description.abstract | After Pestle Cereal (lei-cha) is commercialized, the media represent the Hakka traditional diet through the consumption pattern of demonstration, promotion, and commercialization. It has been gradually identified as the product with the Hakka cultural elements and developed into a cultural industry. Pestle Cereal used to thrive and prosper. However, with the economic downturn, in the past decade why hasn’t the marketing been popularized or gone deeper into the daily life? Therefore, I aim to study on the present operation status, operation mode, and marketing channel of Hakka Pestle Cereal. Is this industry going to decline with the fast progress of time or be more competitive in the future? This study is based on the diamond theory and the circuit of culture. By integrating the two theories, I make the analytical framework of the competitive edges of the Pestle Cereal industry. In my study, I will analyze and discuss the five dimensions and make several suggestions to the Hakka Pestle Cereal industry. In my study, I have found that the edge of the Hakka Pestle Cereal lies in its materials, the ground natural produce. The Pestle Cereal powder can be packaged, making the preparation convenient. Several flavors are developed to meet modern people’s need for variety. It is also a nutritious food for all ages. However, at present the dealers face the problems such as the expansion of the marketing channel and the unfair competition in the industry. I conclude that the safety credibility of the Hakka Pestle Cereal products meets the international certification standards. It possesses the edges of traditional experience and modernized management. The government authorities lead the strategic alliance to assist the dealers in shelving the products in stores. There are nine items in total, and I further collect the competitive edges of the industry in the tables. I make the following suggestions: The authorities concerned should actively assist the production sources of the natural crops, support the farmers through contract farming, and ensure that the resources provided by the public department are equally shared. I also predict the future trend of Hakka Pestle Cereal. There are nine items in total. I expect that both the producers and the authorities will support this product to help internalize it in people’s daily diet. In the future prospect, the industry of Hakka Pestle Cereal is expected to create excellent economic value. | en_US |