여성 소비자 구매력 제고를 위한 과일주 패키지 디자인- 루주노조의 도화취를 중심으로 -

Abstract

As China's rapid economic growth improves the standard of living, the preference for fruit liquor is increasing among young female consumers. They are sensitive to the aesthetic sense of liquor package design, and these factors also have a great influence on purchasing power. In this study, the brand was selected as a target brand for renewal of the Taohuazui(桃花 醉) , which has high brand awareness in China but low purchase awareness, and a renewal proposal was prepared. Literature studies, case studies, and surveys were used as research methods. After conducting a satisfaction survey on the design proposal and conducting a redesign to suit the tastes of young women as a liquor marketing development strategy for young Chinese female consumers, the final draft was drawn by examining design preferences. As a result of this study, first, fruit-based package design symbolizes the effectiveness of a product and plays an important role in imprinting a brand on consumers. Second, for young female consumers, the color, shape, and graphic design of the package must be visually attractive, and these factors play an important role in raising brand awareness. Third, the package design should be configured to easily understand information such as ingredients, taste, and alcohol content contained in fruit liquor. Fourth, the package should be designed in various ways to reflect personal preferences, which provides a differentiated experience to consumers. Based on the research results, it was suggested to strengthen the brand image and establish an effective marketing strategy to attract young Chinese female consumers.