《Table 2 Implication matrix for Hongyue Garden Maker consumption》

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《MEC Based Study of Brand Building of Hongyue Garden Maker》

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Note:the number before the colon（:）denotes the number of times of direct links between the elements；the number after the colon（:）denotes the number of times of indirect links between the elements，and the blank part indicates no link.

The plotting of hierarchical value map for Hongyue Garden Maker consumption is based on its implication matrix（Table 2）.By the trial and error method，our team members plotted the hierarchical value map under different cut-off values，carried out trade-off between various information，finally determined that the cut-off value is 7.In other words，the map only shows direct links between various elements with level above 7，representing the main path of dominant perception orientation.From Fig.1，it can be seen that\""fun and enjoyment\""，\""being respected\""，\""sense of self-fulfillment\""，and\""self accomplishment\""constitute the ultimate values pursued by consumers purchasing products of Hongyue Garden Maker.According to the number of times of link，\""fun and enjoyment\""is the core value pursued by consumers of Hongyue Garden Maker products.