감성욕구 충족을 위한 젠리바오 스포츠 음료 패키지 디자인 제안- 중국 MZ 세대를 중심으로 -

Abstract

With the advent of the era of perceptual consumption, consumers' perceptual demand for beverage packaging design is increasing day by day. As the first sports drink brand in China, Jianlibao has special historical significance. However, with the serious homogeneity of market products, consumers' attention to the brand has gradually decreased. The purpose of the research is to meet the emotional needs of consumers and improve brand competitiveness through the packaging update design of Jianlibao. The research scope selects the top 8 sports drink brands in "CNPP Sales". The first research method is to sort out the relevant literature on packaging design, perceptual needs and the Chinese MZ generation. Second, analyze the current packaging design status of sports drink brands, grasp the preferences of the Chinese MZ generation, and propose an update direction for packaging design. Finally, the purchase demand of the Chinese MZ generation for updated packaging is analyzed through a questionnaire survey. The research results show that paying attention to consumers' perceptual needs is an important strategy to maintain brand competitiveness. Especially for the Chinese MZ generation, they like designs that integrate national culture. Integrating national tide cultural elements into the packaging design of Jianlibao has had a significant impact on the purchasing behavior of the MZ generation in China.