In recent years,the new-style tea-drinking market has expanded rapidly.With the upgrading of consumer demands and the younger generation becoming the primary consumer group,the space experience centered around the“th...In recent years,the new-style tea-drinking market has expanded rapidly.With the upgrading of consumer demands and the younger generation becoming the primary consumer group,the space experience centered around the“third space”has become a crucial strategy for brands to differentiate themselves.This research focuses on the impact mechanism of spatial scenario design on the brand value of tea-drinking brands,aiming to explore the internal relationships among the key elements of spatial design,brand perception,consumers’emotional connection,and consumption willingness,providing theoretical support and practical references for scenario-based design in the industry.Through a combination of literature research and case-analysis methods,this study systematically reviews relevant domestic and international research on scenario-based design and brand value over the past five years.It selects representative brands as cases,deeply analyzes their spatial design strategies,user feedback,and market performance,and summarizes both successful experiences and existing problems.Scenario-based design is an important means to enhance the brand value of tea-drinking brands,but it needs to follow the four-in-one design principle of“brand consistency,functional diversity,experience coherence,and cost controllability.”In the future,brands should focus on the in-depth exploration and innovative expression of cultural elements,strengthen the multi-functional attributes of spaces,and achieve seamless integration of online and offline scenarios through digital means.In addition,it is recommended to adopt modular design to reduce scenario-updating costs and increase the return on investment.This research provides a theoretical basis and practical path for the optimization of the spatial design of tea-drinking brands,and has important reference value for promoting the high-quality development of the industry.展开更多
China,a nation characterized by ethnic diversity,has cultivated a rich tapestry of folk culture across its various ethnic groups throughout extensive historical trajectory.As a significant cultural bridge between vari...China,a nation characterized by ethnic diversity,has cultivated a rich tapestry of folk culture across its various ethnic groups throughout extensive historical trajectory.As a significant cultural bridge between various ethnic groups residing within China's frontiers,the Han Chinese have experienced the dissemination and evolution of their folk culture through exchanges and interactions with other ethnic groups.One notable example is the widespread adoption and profound influence of the tea-drinking culture among the Mongols.The tea-drinking culture among Mongolians emerged and flourished following the establishment of the Yuan Dynasty.In the historical periods of the Ming and Qing Dynasties,the act of consuming tea arisen as a significant and essential aspect of Mongolian societal existence.In the historical period of the Qing Dynasty,the practice of tea drinking among the Mongolian population developed with unique regional and national attributes,as a result of the assimilation of Mongolian and Han folk culture.The amalgamation of folk culture between Mongolians and Han Chinese also exemplifies the progression of community for the Chinese nation's formation and development.The exploration of the formation and development process of community for the Chinese nation is of utmost importance.Additionally,it is crucial to thoroughly investigate the historical role of folk culture in order to facilitate forging a strong sense of community for the Chinese nation.展开更多
文摘In recent years,the new-style tea-drinking market has expanded rapidly.With the upgrading of consumer demands and the younger generation becoming the primary consumer group,the space experience centered around the“third space”has become a crucial strategy for brands to differentiate themselves.This research focuses on the impact mechanism of spatial scenario design on the brand value of tea-drinking brands,aiming to explore the internal relationships among the key elements of spatial design,brand perception,consumers’emotional connection,and consumption willingness,providing theoretical support and practical references for scenario-based design in the industry.Through a combination of literature research and case-analysis methods,this study systematically reviews relevant domestic and international research on scenario-based design and brand value over the past five years.It selects representative brands as cases,deeply analyzes their spatial design strategies,user feedback,and market performance,and summarizes both successful experiences and existing problems.Scenario-based design is an important means to enhance the brand value of tea-drinking brands,but it needs to follow the four-in-one design principle of“brand consistency,functional diversity,experience coherence,and cost controllability.”In the future,brands should focus on the in-depth exploration and innovative expression of cultural elements,strengthen the multi-functional attributes of spaces,and achieve seamless integration of online and offline scenarios through digital means.In addition,it is recommended to adopt modular design to reduce scenario-updating costs and increase the return on investment.This research provides a theoretical basis and practical path for the optimization of the spatial design of tea-drinking brands,and has important reference value for promoting the high-quality development of the industry.
基金the basic project of colleges and universities directly under the Inner Mongolia Autonomous Region,"Survey and Research on the Effectiveness of Cultural Construction in the Inner Mongolia Autonomous Region"(20300-54220366)the major special project of the National Social Science Foundation,"Research on the Mechanism of Building Security in the Northern Border Region under the Perspective of Forging the sense of community for the Chinese nation"(22VMZ013).
文摘China,a nation characterized by ethnic diversity,has cultivated a rich tapestry of folk culture across its various ethnic groups throughout extensive historical trajectory.As a significant cultural bridge between various ethnic groups residing within China's frontiers,the Han Chinese have experienced the dissemination and evolution of their folk culture through exchanges and interactions with other ethnic groups.One notable example is the widespread adoption and profound influence of the tea-drinking culture among the Mongols.The tea-drinking culture among Mongolians emerged and flourished following the establishment of the Yuan Dynasty.In the historical periods of the Ming and Qing Dynasties,the act of consuming tea arisen as a significant and essential aspect of Mongolian societal existence.In the historical period of the Qing Dynasty,the practice of tea drinking among the Mongolian population developed with unique regional and national attributes,as a result of the assimilation of Mongolian and Han folk culture.The amalgamation of folk culture between Mongolians and Han Chinese also exemplifies the progression of community for the Chinese nation's formation and development.The exploration of the formation and development process of community for the Chinese nation is of utmost importance.Additionally,it is crucial to thoroughly investigate the historical role of folk culture in order to facilitate forging a strong sense of community for the Chinese nation.
