永康商圈休閒茶館之品牌體驗研究

本研究目的在從體驗行銷與符號消費理論觀點分析永康商圈休閒茶館品牌體驗與消費者之間的互動關係。研究方法採多重個案研究法進行半結構式訪談和參與觀察法，研究對象為黃土鋪、麗采蝶精品茶館、富生生、大自在空間和京盛宇等五間休閒茶館。結果發現五間品牌個案，一、共同之處為以創新茶體驗傳承傳統茶文化、因產業聚集效應選擇永康商圈、茶館色調因評鑑茶與講求純淨茶質故多使用於白色系、茶五行中皆重視茶之源的茶葉質量、體驗目前以五感體驗為重、媒介管道則以官方網站、粉絲團、雜誌報導與部落客分享為主。二、相異之處為因經營者的背景故事與經營理念的不同，導致品牌在體驗的策略、產品設計、媒介管道與五行符號皆有所差異，而這也是每間茶館的獨特之處，消費者也會因其喜好與體驗價值，選擇合適的特色品牌。三、各間茶館再現之五行符號分別為，黃土鋪茶館為土、麗采蝶為木、富生生為火、大自在空間為金、京盛宇為水。故永康商圈茶館的品牌體驗，不僅包括體驗行銷所涉及的生理感官層面，還涉及認知層面符號消費的生產者端製碼和消費者端的解碼，彼此互動回饋，互為表裡。

關鍵字

品牌體驗；經營理念；符號消費論；休閒茶館；永康商圈

並列摘要

The purpose of this study is to analyze the interaction between leisure teahouse brand experience and consumers in the Yongkang shopping district from the perspective of experiential marketing and symbolic consumption theory. Multiple case study method was used to conduct semi-structured interviews and participant observation. Five leisure teahouses, including "Huang Tu Shop", "Li Cai Die Boutique Teahouse", "Fu Sheng Sheng", "Da Zi Zai Space", and "Jing Sheng Yu", were studied. The results of the study revealed similarities and differences among the five brand cases. The commonality lies in the fact that the five brands are all using innovative tea experience to pass on traditional tea culture, choosing the Yongkang business district because of the industry gathering effect, and using white color because of the tea evaluation and the emphasis on pure tea quality, that although the five teahouses have their own symbols of the five elements (such as gold, wood, water, fire and earth), they all attach importance to the source and quality of tea leaves, that the experience is currently focused on the five senses experience, and that the media channels are mainly official websites, fan groups, magazine reports and blogger sharing. The difference lies in the different background stories and business philosophies of the operators, which lead to differences in brand experience strategies, product design, media channels and the five element symbols (gold, wood, water, fire and earth), which are unique to each teahouse. Consumers will also choose the right brand for their preferences and experience value. The five symbols of the five teahouses are: "Huang Tu Shop" for earth, "Li Cai Die Boutique Teahouse" for wood, "Fu Sheng Sheng" for fire, "Da Zi Zai Space" for gold, and "Jing Sheng Yu" for water. Therefore, the brand experience of teahouse in Yongkang business district not only includes the physiological sensory level involved in experiential marketing, but also involves the cognitive level concerning the coding of the producer and the decoding of the consumer of the symbolic consumption, which interact with each other and feed back to each other.