核心需求是消费者满意度的基础，品牌重塑关乎农产品区域公用品牌的持续竞争力。基于Kano模型与Better-Worse系数分析方法对安化黑茶用户的功能与文化需求进行识别，揭示其对品牌忠诚的非对称影响机制。研究发现，消费者的需求呈现出显著的分层特征，分维度来看，产品功能创新、透明化溯源技术、用户共创体系和全景式文化体验成为拉动品牌黏性与忠诚度的关键驱动点。据此，提出安化黑茶品牌重塑应立足“功能-文化-技术”三维框架，通过功能价值强化、文化价值深植和技术赋能响应，精准满足用户核心需求，打造差异化体验，构建动态能力培育体系，完善敏捷响应机制。

Core consumer demand serves as the foundation for customer satisfaction, while brand reshaping is crucial to the sustainable competitiveness of regional public brands for agricultural products. Based on the Kano model and Better-Worse coefficient analysis, the functional and cultural needs of Anhua dark tea consumers have been identified and their asymmetric impact mechanism on brand loyalty has been revealed. The research finds that consumers’ needs exhibit significant hierarchical characteristics. Dimensional analysis shows that functional innovation, transparent traceability technology, user co-creation ecosystem, and integrated cultural experiences have emerged as key drivers that enhance brand stickiness and loyalty. Accordingly, it is proposed that brand reshaping of Anhua dark tea should be grounded in a “function-culture-technology” three-dimensional framework. By strengthening functional value, embedding cultural value, and enabling technical responses, it can accurately meet users’ core needs, create differentiated experiences, build a dynamic capability cultivation system, and improve the agile response mechanism.

F324.6

湖南省哲学社会科学基金项目（23YBA111）；湖南省哲学社会科学基金重大项目（24WTA04）