선택속성에 기반한 하이디라오 밀키트 패키지 디자인 제안- 중국 1인 가구를 중심으로 -

Abstract

Recently, as the number of single-person households in China has increased, the meal kit market has expanded, leading to the release of various products and services tailored to the Solo Economy. This study aims to analyze the importance of meal kit package selection attributes for the hotpot brand Haidilao (海底捞) and propose package design strategies based on the needs and preferences of single-person household consumers. The research targeted the top six meal kit brands by sales on Taobao (淘宝网) and identified the dietary characteristics of single-person households in China and the selection attributes for meal kit package design through a review of literature and case studies. The IPA analysis of Haidilao’s meal kit selection attributes revealed that consumers prioritize taste and brand the most. Based on this, nine package designs were developed, and the final design was selected through a multi-attribute comparative analysis method. The final design emphasized the freshness of the food by utilizing images of fresh seafood and a blue background, while enhancing brand recognition. The study found that Haidilao's package design improved in terms of taste, aesthetics, attention-grabbing ability, and uniqueness, contributing to positive consumer evaluations and strengthening brand competitiveness among single-person households. However, since this study is based on Haidilao products, the applicability of the results may be limited to similar brands, and future research should extend to a variety of brands for broader analysis.