브랜드 리주버네이션을 위한 중국 바이주 패키지디자인 연구- 경험 경제 이론에 기반한 마오타이 브랜딩 -

Abstract

When an industrial sector develops, its consumers' needs are diversified and detailed, and Maotai, a Chinese baiju brand, also launched iMaotai to prepare for various consumer needs. This is part of the brand rejuvenation, which Maotai expects to appeal to young generation. However, iMaotai did not attempt to change its design. This study attempts to present a new design direction for successful brand rejuvenation. As a research method, first, we study brand rejuvenation and experience economy through previous research. Second, we propose a new package design by analyzing the current status of Baijus’ design. Third, a survey is conducted on consumers through five areas: identification, attention, intimacy, modernity, and purchase desire of the iMaotai package design. As a result of the survey, the more modern and friendly the package, the more young consumers' desire to purchase iMaotai increases, and the iMaotai package design, which received the highest evaluation through this survey, was proposed as the final draft. This iMaotai package design presented in the research results provided consumers with a fresh and unexpected experience through a modern and friendly feeling and contributed to changing the idea of traditional liquor among young people. It is expected that Maotai brand revival will be achieved by raising the expectation of Maotai brand Baiju and iMotai's purchasing power through brand rejuvenation for young people.