Yunnan Intangible Cultural Heritage Brand Equity Measurement Model

At present,on the one hand, there are many problems in the brand construction in our country, for example, lack of brand consciousness, brand concept fuzzy, brand positioning is unknown, and so on. On the other hand, Chinese intangible cultural heritage are lack of protection in domestic, at the same time, some foreign countries are"stealing"our cultural.In view of the above situations, before the start of the study, this paper puts forward the three-stage ideas:The first step, based on the culture and brand's inner logic analysis, gives the thinking of"use the culture build brand, use the brand protect culture".The second step, the paper analyses the inheritance of intangible cultural heritage, and the core in marketing, shows the thinking of"the research of intangible cultural based on marketing disciplines".The third step, because the brand management is one of the main content in marketing, brand equity is the major part in brand, so shows the thinking of"the research of brand equity in intangible cultural heritage".Trying through research, this paper can develop a evaluation scale about brand equity of intangible cultural heritage in Yunnan, construct the relevant econometric models and give some advice.The research includes two major parts: quantitative research and qualitative research. Quantitative research pays attention to the research of intangible cultural heritage's brand equity in Yunnan, qualitative research pays attention to the study of advice how to improve the brand equity of intangible cultural heritage.In the first stage, through interviews, the paper finds that many respondents don't know the concept of intangible cultural heritage clearly, which also shows that the significance of the research on intangible cultural heritage. What's more, the interviews find that"cultural uniqueness","cultural social significance","cultural awareness","culture's fresh sense"have some relations to the respondents'evaluation on the intangible cultural heritage. These elements have similarity with the several variables of Aaker's brand equity model.In the second stage, the paper selects the"Da Yi"Puer tea, and"Qiao Xiang Yuan"Bridge meter as the research sample. References Aaker's brand equity model and other scholars'study about regional factors on the cultural, this paper builds the model which is constructed by the"Brand Loyalty","Perceived Quality","Name Awareness","Brand Association","Cultural Origin Advantage"and uses Yoo's scale to measure the brand equity of the intangible cultural heritage.In the third stage, before large-scale survey, the research implements a small-scale survey, and tests the validity and validity to ensure the scale is reasonable in order to lay the foundation for the large-scale investigation.In the fourth stage, through descriptive statistics, inferential statistics, variance analysis, correlation analysis and regression analysis, the paper shows the metrological model of brand equity which can be used for the measurement of intangible cultural heritage in Yunnan and finds the difference of age, occupation, and education makes the different brand equity assessment on the intangible cultural heritage. Empirical results prove"brand loyalty, perceived quality, name awareness brand association, cultural origin advantage constitute the brand equity of intangible cultural heritage in Yunnan","perceived quality has high contribution degree to the brand equity of intangible cultural heritage","cultural origin advantage has low contribution degree to the brand loyalty of intangible cultural heritage","cultural origin advantage has significant impact to the brand equity only work with other variables","different groups have quite different evaluation about brand equity of intangible cultural heritage in Yunnan".In the fifth stage, according to the empirical results, this paper puts forward the related research enlightenment. For example"the feasibility of the intangible cultural heritage research under the marketing perspective","packaging culture connotation and improve brand equity","cooperating with culture origin advantage","paying attention to differentiation of consumption group subdivision"etc.Finally, the paper points out the shortcomings and future research prospects in some aspects of the research, such as"model set","measure variables","data usage","the selection criteria of samples"and so on. At the end of the paper, it re-emphasize the weightiness of cultural excavation, flexible specialty applications, and learning other cultures under the protection of the brand.