중국 소비자의 가치 인식 강화를 통한 연태구냥의 패키지 리디자인 연구

Abstract

There are many alcoholic beverages competing in the Chinese market, but the package design often doesn‘t fully express the value of the product itself. A few brands are well-known, and the premiums for these products are relatively large. The paradox is that most high-quality liquors are better known overseas than domestically. Therefore, this study aims to explore how a product can be perceived as having greater value by consumers through package design. To explore the relationship between consumer value perception and packaging, this study researched the designs of 15 representative alcoholic beverages and targeted the package of Yantaiguniang for improvement. Through the analysis of famous liquor brands, it was pointed out that Yantaiguniang lacks consumer value perception, and how to improve consumer value perception of it through design improvement was studied. We conducted a literature review, case analysis, and a survey for consumers' value perceptions, and proposed a new design. Finally, a survey was conducted to compare the final design with the existing package. The results showed that improving the package can improve consumers' value perception. Emotional value, which enhances a good visual experience, promotes consumers' purchase impulse and leads to behavior. In conclusion, this study shows that it is possible to better express product value and improve consumer purchase behavior through package design.