基于MEC的“安吉白茶”区域品牌消费认知结构研究

Study of the Anji White Tea Regional Brand′s Consumer Cognitive Structure Based on MEC Model

采用手段目的链(MEC)理论的研究范式,对"安吉白茶"区域品牌的消费认知结构进行研究。采用软式阶梯技术对46位安吉白茶消费者进行了深度访谈,逐步引导出产品属性、消费结果与最终价值,并建立"属性—结果—价值"链接的含义矩阵和层级价值图,构建出调查对象的主观知觉取向。研究结果为"安吉白茶"市场细分及品牌定位提供了理论指导。

Under the research paradigm of means-end chain（MEC） model,the consumer cognitive structure about regional brand of Anji white tea is studied. Through soft laddering, we conduct in-depth interviews with 46 consumers of Anji white tea to find out three levels of this chain including attributes, consequences and values. Based on interviews, Implication Matrix is constructed and Hierarchical Value Map is described step by step to be quite clear on the subjective value orientation of respondents. The results of study will provide theoretical guidance for the market segmenting and brand positioning of Anji white tea.