중국 Z세대의 구매의도 향상을 위한 ‘펑화’ 브랜드 리디자인 연구 = A Study on the Brand Redesign of “Bee & Flower” to Enhance Purchase Intention among Chinese Generation Z

다국어 초록 (Multilingual Abstract)

In the context of China’s emerging consumer era, Generation Z has rapidly become a dominant driving force in the market with its distinctive aesthetic preferences, emotion-driven consumption tendencies, and diverse value orientations. However, many traditional Chinese brands still maintain outdated paradigms in visual identity, cultural expression, and communication strategies, making it difficult to establish emotional and aesthetic resonance with this generation. As a national brand with more than thirty years of history, Bee & Flower has long maintained stable product quality; yet its outdated visual system, lack of emotional expressiveness, and aging brand image have increasingly hindered its competitiveness. Therefore, it is necessary to redesign its brand identity in alignment with the needs and expectations of Generation Z. This study is conducted against this backdrop and carries clear theoretical significance and practical value.

Using Bee & Flower as the core case, this research systematically investigates how visual identity reconstruction influences the purchase intention of Generation Z. By establishing an integrated framework linking brand visual design, consumer psychology, and purchase intention, the study proposes a comprehensive visual renewal strategy for Bee & Flower, including brand repositioning, visual identity system redesign, packaging system enhancement, and optimization of online and offline applications. The effectiveness of these design interventions is further validated through empirical evaluations, demonstrating their positive impact on perceived quality, emotional experience, brand identification, and purchase intention among Generation Z consumers.

Methodologically, this research adopts a mixed approach that integrates literature review, case analysis, questionnaire surveys, in-depth interviews, and design practice. The study first clarifies its theoretical foundation and analytical framework through extensive literature review. Representative brand cases are then analyzed to extract visual renewal directions. Quantitative and qualitative investigations with Generation Z consumers are conducted to identify their preferences toward brand visual elements. Finally, the research outcomes are applied to the redesign of Bee & Flower’s visual system, and user testing is carried out to verify the design’s effectiveness.

The findings show that Generation Z’s perception of traditional brands is primarily shaped by three dimensions: “visual youthfulness,” “emotional value,” and “cultural authenticity.” Modernizing the visual identity significantly enhances brand attitudes and purchase intention, while reconstructed brand narratives and visual symbols play a crucial role in activating generational cultural memory and fostering contemporary brand relevance.

The innovations of this study include: proposing an integrated analytical framework of “visual input–perceptual experience–brand identification–purchase intention”; deeply integrating design theory with consumer psychology to provide a replicable strategic model for the visual revitalization of traditional brands; and establishing a full-cycle process that links theoretical research with design practice through the case of Bee & Flower, offering empirical insights for the youth-oriented transformation of Chinese traditional brands.

목차 (Table of Contents)

• 1. 서론 1
• 1.1 연구의 배경 및 목적 1
• 1.2 연구의 범위 및 방법 9
• 1.3 연구의 구성 및 흐름도 14
• 1.4 선행연구 고찰 17
• 2. 이론적 배경 34
• 2.1 Z세대 관련 이해 34
• 2.1.1 Z세대의 정의 및 특성 34
• 2.1.2 중국 Z세대의 소비성향 42
• 2.2 브랜드 디자인 50
• 2.2.1 브랜드 디자인의 개념 50
• 2.2.2 브랜드 디자인의 역할 53
• 2.2.3 브랜드 디자인의 구성요소 57
• 2.2.4 기업 아이덴티티 시스템 62
• 2.2.5 CBBE 브랜드 자산 모델 71
• 2.3 소비자 심리 77
• 2.3.1 구매의도 77
• 2.3.2 AIDA 모델 79
• 3. 펑화 브랜드 현황 및 사례분석 83
• 3.1 펑화 브랜드 개요 83
• 3.1.1 펑화의 기원 및 발전 83
• 3.1.2 펑화의 브랜드 이념 및 포지셔닝 86
• 3.1.3 제품의 구성 및 특성 88
• 3.2 사례분석 105
• 3.2.1 Z세대 선호하는 브랜드 분석 105
• 3.2.2 성공한 리디자인 사례분석 118
• 3.2.3 헤어케어 브랜드 분석 134
• 3.3 펑화 브랜드 디자인 현황 및 문제점 164
• 3.3.1 펑화 브랜드 디자인 현황 164
• 3.3.2 펑화 브랜드 디자인 문제점 166
• 4. 소비자 조사 및 자인 방향 170
• 4.1 소비자 조사 170
• 4.1.1 조사 목적 및 설계 170
• 4.2 설문 조사 171
• 4.2.1 설문조사 목적 및 설계 171
• 4.2.2 설문조사 결과 분석 174
• 4.3 심층 인터뷰 183
• 4.3.1 심층 인터뷰 목적 및 설계 183
• 4.3.2 심층 인터뷰 결과 분석 186
• 4.4 펑화 브랜드 리디자인 개선 방향 189
• 5. 펑화 브랜드 리디자인 192
• 5.1 펑화 브랜드 리디자인 전략 192
• 5.2 펑화 브랜드 리디자인 개념 197
• 5.3 펑화 브랜드 리디자인 제시 199
• 5.3.1 구체적 디자인 방향 199
• 5.3.2 디자인 스케치 201
• 5.3.3 기본 요소 디자인 제시 205
• 5.3.4 응용 시스템 212
• 5.4 디자인 평가 219
• 5.4.1 평가의 목적 및 설계 219
• 5.4.2 전문가 평가 219
• 5.4.3 Z세대 사용자 평가 224
• 5.4.4 평가결과 종합분석 229
• 6. 결론 231
• 참 고 문 헌 235
• 영 문 초 록 240
• 부 록 243