为中国普洱茶进入韩国市场的包装设计研究

Abstract

Tea, however, has been perceived as the loved beverage from all over the world. Particularly in Korea, the tea is perceived as a certain set of culture in terms of its taste and its style, i.e. tea manner. These days, however, tea has been spotlighted by appealing a good source for the health too. Therefore it has become sensational for consuming tea in Korea. In a contemporary era, Chinese ‘Un-Nam Peur tea’, imported to Korea, is classified into two different types. 95% of the imported tea is purchased from YunNan Origin in order to export to Korea. The rest of them, thus 5% are purchased by merchandisers of GuangZhou, ShenZhen, and Hong Kong from the original Chinese province, Un-Nam. And then they are supposed to condition the purchased tea quickly in their own ways to sell. In this research, theoretical research framework was conducted by reading international and national tea-research papers, and previously conducted research papers. Also the internet resources were used to carry on this research. Based on this research framework and collected data, Puer Tea's brand, its image, package design was discovered. Additionally general perception about Chinese Puer tea and Korean tea market status quo analysis and also Chinese Puer Tea export and production market status quo were analyzed. Realistic analysis was conducted by analyzing customers' preferences, and market share. According to this, a certain preferred and popular Puer Tea brands were assorted. Henceforth, a popular Puer Tea brands' packages, specifically its color, symbol, logo, layout, illustration and photo, were analyzed in depth. However Chinese Puer Tea's market prediction is thought to be an important industry. Thus in-depth extra research is required in the future. Beginning with this research, primary advices and guidelines of tea market in Korea might have given to the readers. I hope this research piece would give a comprehensive help to the package design development of Chinese Puer Tea Brands, targeted to Korea.