“古韵新光，非遗新质”徐州花灯品牌构建路径研究
Research on the Brand Construction Path of Xuzhou Lanterns: “Ancient Charm, New Light; Inheritance, New Quality”

非物质文化遗产是一个民族和一个国家独特的文化符号，是民族文化的重要组成部分，承载着历史记忆、价值观念和传统智慧。徐州花灯以其精美的工艺、多样的造型和深厚的文化底蕴，成为徐州乃至中华民族文化的瑰宝。本文旨在构建徐州花灯品牌驱动资产模型，通过实地调研、深度访谈江浙沪各地花灯传承人、花灯供应商等，基于品牌资产驱动模型理论基础设计相关问卷，调查消费者对花灯品牌认知程度，从品牌认知、感知绩效、品牌信任、情感联系、品牌忠诚这几个维度提出假设，利用结构方程模型路径分析验证，接着运用聚类模型分析购买花灯客户特征，从而深入探究徐州花灯的品牌优势和文创产品市场状况，挖掘存在的问题，提出花灯传承相关建议，给出花灯文创市场发展的新思路和新创意。
Intangible cultural heritage is a unique cultural symbol of a nation and a country, and an important part of national culture, carrying historical memory, values, and traditional wisdom. Xuzhou lanterns, with their exquisite craftsmanship, diverse shapes, and profound cultural connotations, are a treasure of not only Xuzhou but also the Chinese nation. This paper aims to construct a brand equity drive model for Xuzhou lanterns. Through field research and in-depth interviews with lantern inheritors and suppliers in Jiangsu, Zhejiang, and Shanghai, a questionnaire was designed based on the theory of brand equity drive model to investigate consumers’ brand awareness. Hypotheses were proposed from several dimensions, including brand awareness, perceived performance, brand trust, emotional connection, and brand loyalty, and were verified using structural equation modeling path analysis. Subsequently, a clustering model was employed to analyze the characteristics of consumers purchasing lanterns. This study explores the brand advantages of Xuzhou lanterns and the market conditions of cultural and creative products, identifies existing problems, and offers suggestions for lantern inheritance as well as new ideas and creativity for the development of lantern cultural and creative markets.