| 刊名 | Asian Agricultural Research |
| 作者 | Maohua LI |
| 作者单位 | School of Mathematics and Statistics, Shanxi University |
| DOI | 10.19601/j.cnki.issn1943-9903.2026.02.002 |
| 年份 | 2026 |
| 刊期 | 2 |
| 页码 | 12-18 |
| 关键词 | Yuyue Brewing, Grounded theory, Entrepreneur’s personal mindset, Brand mindset, Customer mindset |
| 摘要 | This study focuses on the "Yuyue Brewing" brand and employs grounded theory in conjunction with NVivo 11 software analysis to identify the key factors and dimensions influencing the cultivation of customer mindset, thereby constructing a theoretical model. The findings suggest that the three fundamental components of an entrepreneur’s personal mindset—energy, ability, and wisdom—collectively constitute the foundation of entrepreneurial leadership. Establishing a clear brand positioning and developing its core values accordingly are essential aspects of the brand mindset. Furthermore, articulating the customer mindset involves comprehending the emotions and perspectives of target customers within specific contexts. The success of a brand depends not only on the product itself but also on the synergistic interaction among the entrepreneur’s personal mindset, the brand mindset, and the customer mindset. |
