중국백년전통 브랜드디자인에 표현된 전통길상문양에 대한 소비자반응 분석

Abstract

Most of the Chinese brands with 100 years of history are from Ming or Qing Dynasty, and promoting brand awareness and recognition through the use of signs combining texts and images utilizing auspicious patterns based on Chinese traditional culture. In this study, the inherent meaning of traditional auspicious patterns of China through literature, and a concentrated research on consumer awareness on traditional auspicious patterns in their own form because, auspicious patterns are commonly used in transformed forms of “formation”, “meaning” and “spirit” in brands with 100 years of history. According to the research on consumer awareness on auspicious patterns of Chinese traditional brands, consumers are positive toward the application of auspicious patterns on brands with 100 years of history. Northern consumers and males consumers of China preferred conceptual patterns and animal patterns while Southern consumers and female consumers preferred plant patterns that are more specific and emotional. Also, there are some different preferences among different age groups due to their interests and trends of the times. Overall, they thought the brand recognition increases with the use of auspicious patterns. Consumers in their 20s thought it helps the brands from distinguishing them from other brands, and consumers in their 50s thought it brings feelings of good luck. The industries that are most suitable to use auspicious patterns were found to be handcraft manufacturing and food·beverage industries, and both the buyers and sellers feel auspicious when consuming products of brands with auspicious patterns.