专业学位硕士研究生学位论文
（工商管理硕士）
窝托泉顾客品牌资产测量及提升策略研究
作者姓名李琳
学号7320180140
导师何波
何雪峰（主席）李齐辉
答辩委员会成员
王传珂胡健周中林
评阅人
胡军陈伟达
2023年12月
分类号：学校代码：10619
UDC：密级：
西南科技大学硕士学位论文
（工商管理硕士）
窝托泉顾客品牌资产测量及提升策略研究
李琳
学科(专业)或领域名称：工商管理
指导教师姓名、职称：何波教授
校外指导教师姓名、职称：何成
学生所属培养单位：西南科技大学
论文答辩日期：2023年12月2日
A Thesis Submitted to Southwest University of Science and
Technology for the Degree of Master
（Master of business administration）
Research on WOTO-SPRING's Customer Brand
Equity Measurement and Promotion Strategy
Candidate:Li Lin
Supervisor:He Bo
DEC 2023
摘要随着瓶装水市场规模不断扩大，农夫山泉等龙头企业的市场占比不断提高，
新进入的中小企业面临着较大的生存压力。在瓶装饮用水行业，由于矿泉水、
天然水、纯净水等饮用水的产品与个人饮用的感觉差异较小，因此作为识别与
区分产品的品牌对于瓶装水生产企业的市场竞争至关重要。提高品牌知名度，
增加客户对品牌的忠诚度，优化品牌形象成为瓶装水生产企业提高产品的市场
占有率、增强企业竞争力的重要手段。因此本研究聚焦于窝托泉这一新成立的
中小企业品牌，根据CBBE 模型与BAV 模型，基于顾客视角进行品牌资产测量，
分析各维度以及整体的顾客品牌资产情况，并与其相似的竞争对手进行顾客品
牌资产值比较。此后，借助BAV 模型中的品牌资产矩阵直观反映窝托泉及相似
品牌的品牌地位和品牌强度。最后，根据CBBE 模型提出相关建议以提升品牌
价值，优化品牌建设。
受限于窝托泉当下仅为区域品牌，本文以成都和绵阳的消费者为主要调查
对象，基于顾客视角进行品牌资产测量。首先，计算窝托泉顾客品牌资产的总
得分、分维度得分，进而构建品牌资产矩阵。结果发现，根据窝托泉顾客品牌
资产的各个维度的绝对数值发现，窝托泉具有较高的品牌知名度与质量感知；
但品牌忠诚度和品牌关联度较弱。根据窝托泉顾客品牌资产的各个维度的相对
数值，即与其他品牌得分相比发现，窝托泉品牌忠实度、品牌质量较高，但产
品关联性较差、知名度横向比较较弱。从总资产得分发现，娃哈哈和农夫山泉
的顾客品牌资产略高于窝托泉，怡宝和百岁山的顾客品牌资产略低于窝托泉。
在上述结论的基础上，基于深度访谈与同行参观学习，基于CBBE 模型凝练窝
托泉品牌建设过程中的问题，认为其在品牌差异化、关联性与引发消费者共鸣
步骤存在不足，进而提出牌差异化建设策略、品牌关联性建设策略、引发目标
客户共鸣策略。
本研究使用CBBE 模型与BAV 模型，多次测量并反映窝托泉的顾客品牌资
产，证明结果的严谨性。一方面，本研究研究思路与研究工具可重复使用，有
利于窝托泉顾客品牌资产的动态测量，能够实时监督品牌建设过程，具有一定
的理论与实践意义。另一方面，受限于窝托泉品牌本地发展的临时战略，此次
调查仅针对本地消费者群体。随着窝托泉全国市场开拓，未来可进一步计算全
国市场中窝托泉的品牌子资产。
关键词：品牌资产测量；顾客品牌资产；品牌建设；饮用水；窝托泉
论文类型：应用研究
I
ABSTRACT
ABSTRACT
As the scale of the bottled water market continues to expand,the market share of
leading enterprises such as Nongfu Mountain Spring continues to increase.New trim
and medium-sized enterprises face more significant survival pressure.In the bottled
drinking water industry,due to the slight difference between mineral water,natural
water,purified water,and other drinking water products and the feeling of personal
drinking water,it is essential to identify and distinguish the brand of products for the
market competition of bottled water manufacturers.Improving brand awareness,
increasing customer loyalty to the brand,and optimizing the brand image have
become essential means for bottled water manufacturers to improve the market share
of products and enhance the competitiveness of enterprises.Therefore,this study
focuses on Woto-Spring,a newly established brand of small and medium-sized
enterprises.Based on the CBBE and BAV models,we measure brand equity from the
customers'perspectivepared with similar competitors,all dimensions and the
overall situation of customer brand equity are analyzed,and the value of customer
brand equity.Then,we used the brand equity matrix in the BAV model to directly
reflect the brand status and strength of Woto-Spring and similar brands.Finally,
according to the CBBE model,relevant suggestions are put forward to enhance brand
value and optimize brand building.
In this paper,consumers in Chengdu and Mianyang are the main survey objects,
and we measured brand equity from the perspective of customers.Firstly,we got the
total and sub-dimension scores of Woto-Spring's customer brand equity.Then,
construct the brand equity matrix.The results show that,according to the absolute
value of each dimension of customer brand equity,Woto-Spring has high brand
awareness and quality perception.However,brand loyalty and brand relevance could
be more robust.According to the relative values of each dimension of Woto-Spring 's
customer brand equity,Woto-Spring has high brand loyalty and quality but poor
product correlation and weak horizontal popularity comparison compared with other
brands.From the total asset score,the customer brand equity of Wahaha and Nongfu
Spring is slightly higher than that of Woto-Spring.At the same time,that of Ebao and
Baisushan is marginally lower than that of Woto-Spring.Based on the above
conclusions,in-depth interviews,peer visits and learning,and the CBBE model,the
problems in Woto-Spring's brand-building process are summarized.There are areas
for improvement in the steps of brand differentiation,relevance,and eliciting
consumer resonance.Then,we proposed the brand differentiation-building strategy,
brand relevance-building strategy,and eliciting target customer resonance strategy.
II