品牌力影響消費者渴望的觸發機制-數位轉型崛起的小眾市場: 10/10 Apothecary個案研究

Abstract

在全球品牌策略日益走向文化導向與消費者參與的背景下，品牌本質不再僅是識別與傳播工具，更成為心理渴望與文化共鳴的觸媒。尤其在小眾市場中，消費者對品牌的偏好轉向深層心理價值與生活風格的映射，而非僅靠大眾知名度或媒體主導訊息。本研究以台灣選品型通路10/10 Apothecary為個案，探討品牌管理如何透過品牌哲學、零售場域與社群互動，轉化為消費者心理觸發點與品牌認知偏好，並在碎片化的市場中建立獨特的品牌影響力。10/10 Apothecary不僅在選品策略上展現高度文化敏感度，更透過多品牌協作、空間美學設計與顧客社群經營，成為品牌價值轉譯的具象場域。研究採質性方法，結合深度訪談與二手資料，分析品牌如何在感官接觸點中展現心理渴望設計，並建構文化場域與品牌社群間的情感連結。研究發現，小眾品牌的成功不在於市場規模，而在於是否能以文化語境為基礎，引發消費者的心理共鳴與感知價值。

此外，延伸品牌情感、品牌文化與品牌社群等理論，提出小眾品牌策略應從「心理觸發」與「品牌場域設計」作為核心指標。並重新定義品牌管理在後數位時代的角色，不僅是策略執行者，更是文化編輯者與社群共創者。本研究結果對選品通路、新興品牌經營者與品牌代理商具高度參考價值，亦補足品牌文獻中對小眾策略與文化操作的不足，提供理論與實務兼具的貢獻。

As brand strategy evolves toward cultural relevance and consumer intimacy, brand management must extend beyond identity systems into the realm of psychological triggers and emotional resonance. This study explores how niche market brands can leverage curated retail, cultural storytelling, and community engagement to translate brand philosophy into consumer desire under the era of digital transformation. Using Taiwan's 10/10 Apothecary as a case study, the research analyzes how brand essence is embodied across retail environments and social interactions, shaping consumer perception and brand preference within fragmented, post-digital market contexts. 10/10 Apothecary operates not just as a distributor but as a cultural curator, aligning brand narratives with localized value systems and sensory experiences. Through qualitative analysis, including in-depth interviews and secondary market data, the study examines how curated touchpoints activate desire and foster cultural resonance, ultimately forming brand community. Findings suggest that brand influence among niche consumers is less about scale and more about emotional precision and contextual relevance.

The study contributes to branding theory by integrating emotional branding, cultural branding, and community-based marketing into a strategic framework tailored to niche environments. It redefines brand management as a role that bridges commerce and culture—positioning curated retailers and brand agents as co-creators of value. These insights offer practical applications redefine brand influence not through visibility but through emotional resonance, cultural translation, and identity alignment.