【摘要 (中文/英文)】 中国茶馆有五万多家,然而在这五万多家的茶馆中,普遍存在着经营模式趋同、顾客流失率较高等诸多茶馆品牌构建方面的问题。品牌构建已成为中国茶馆业亟需解决的重要问题,因此,找出茶馆品牌构建的核心驱动因素,并探讨驱动因素作用品牌资产的机理成为本文研究的主要目的。 影响茶馆品牌构建的因素有很多,本研究通过文献研究和专家访谈,提炼出四大驱动因素:环境品质、服务品质、产品创意和文化价值。并细化了这四大驱动因素所包含的具体内容,使茶馆的品牌构建具有非常强的可操作性。 此外,鉴于茶馆提供的是体验性的服务产品,本研究从顾客体验这一最核心的角度探讨驱动因素作用品牌资产的机理,即假设驱动因素通过顾客体验的中介作用影响茶馆品牌资产。 为研究上述问题,本研究主要以杭州茶馆消费者为调查对象进行研究,并针对314份有效样本进行数据分析。之后的实证分析结果基本验证了本研究的构思,主要结论如下: (1)驱动因素与顾客体验的关系 驱动因素与顾客体验显著相关。其中,文化价值显著影响感官品味体验、行动参与体验、学习思考体验和关联社会体验;环境品质显著影响感官品味体验、情感触动体验和关联社会体验;产品创意显著影响感官品味体验、学习...更多思考体验和情感触动体验;服务品质显著影响感官品味体验、学习思考体验和关联社会体验。 (2)顾客体验与品牌资产的关系 感官品味体验、情感触动体验对品牌资产之感知价值、品牌知名/联想和品牌忠诚均有显著影响;行动参与体验、关联社会体验对感知价值和品牌知名/联想有显著影响;学习思考体验仅对品牌知名/联想有显著影响。 (3)驱动因素通过顾客体验影响品牌资产 驱动因素四个因子对品牌资产三个因子影响程度不同,其中产品创意、环境品质影响的程度相对较大,它们不仅通过顾客体验均对感知价值、品牌知名/联想、品牌忠诚有显著的影响,而且产品创意对感知价值、品牌忠诚有部分的直接影响,环境品质对品牌知名/联想有部分的直接影响。服务品质、文化价值对于感知价值、品牌知名/联想的影响都通过顾客体验间接实现。

 There are more than 50,000 teahouses in china, and most of them have the problem of business model convergence and high rate of customers churn. Brand building has become an imminent problem. So, finding the core drivers and discussing the mechanism of driving factors on the brand equity are main purposes of this paper. In this paper, after reviewing the result of previous research and the interview of experts, four drive factors impacted the brand building of teahouse have been discussed and explored: environmental quality; service quality; product creativity; cultural value. Furthermore, each of four factors is divided in detail to make the brand Building of teahouse more operationalized. Given the experience service products offered by the teahouse, the paper from the perspective of customer experience to discuss the mechanism of driving factors on the brand equity, That is, assuming drive factors have indirect effect, through customer experience, on teahouse brand equity. 314 effective questionnaires came out after investigation of teahouse customers in Hangzhou, and the analysis data result verified the construction of this paper. And conclusions are as follows: (1) The relation between factor divers and Customer experience Driving factors have significant correlation with customer experience. Cultural value has significant correlation with sensory taste experience, action-involved experience, thinking and learning experience, social relation experience; Environmental quality has significant correlation with sensory taste experience, feel-touched experience, social relation experience; Product creativity has significant correlation with sensory taste experience, thinking and learning experience, social relation experience. (2) The relation between Customer experience and brand equity Sensory taste experience and feel-touched experience all have significant correlation with perceived value, brand awareness/association and brand loyalty; action-involved and social relation experience have significant correlation with perceived value and brand awareness/association; Thinking and learning experience has significant correlation with brand awareness/association. (3) Drive factors have indirect effect, through customer experience, on teahouse brand equity The four driving factors have different degree impact on three factors of brand equity. Environment quality and product creativity especially have significant impact. They have indirect effect, though customer experience, on perceived value and brand awareness/association. Furthermore, Product creativity has direct effect on perceived value and brand loyalty. Environment quality has direct effect on brand awareness/association. Service quality and Cultural Value have indirect effect, through customer experience, on perceived value and brand loyalty.

【关键词 (中文/英文)】 驱动因素; 品牌资产; 顾客体验; 茶馆

driving factors; brand equity; customer experience; teahouse