국내 쌀브랜드 특성화를 위한 패키지현황연구 = Study of Package Status for Specialization of Domestic Rice Brand

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze the consumers` purchase behaviors by graphical analysis and survey and improve the competitiveness against the competitors based on the results of the survey. The status and theoretical background were reviewed and brand strategy was examined. In the last part of the study, graphical factors of the domestic brand packages were analyzed and survey was conducted for a empirical study. The contents of the study are as follow. In chapter 1, the background, method and range of the study were proposed. In chapter 2, the status of domestic rice market and brands were examined. In chapter 3, the designs of representative rice brands was analyzed. In chpater 4, a survey was conducted to the consumers. Competitive and high-value rice brands should have competitiveness in the price, taste, quality, manufacturing background, and convenient package design as well. As imported and low-price rice brands are coming into the domestic market, the satisfaction and recognition by the consumers should be increased in order to secure the competitiveness since the consumers consider the taste of the rice as the most important factor.

참고문헌 (Reference)

1 이내경, "쌀포장제품 차별화를 위한 브랜드전략에 관한 연구" 세종대학교디자인학과 2007

2 염지현, "쌀 브랜드 경쟁시대" 1998

3 이미혜, "시장확대(CVS판매)를 위한 기능성 쌀 포장디자인에 관한 연구" 동아대학교 2001

4 조한아, "소비자를 위한 과일류 소포장 디자인 개선에 관한 연구" 한양대 산업경영대학원 1998

5 (사)한국패키지디자인협회, "소비자 구매행동에 미치는 포장디자인 전략적 연구" 산업자원부 2000

6 이충근, "브랜드 아이덴티티 차별화를 위한 전략으로써 쌀포장디자인에 관한 연구" 한성대학교예술대학원 1998

7 최금희, "마케팅 전략에 따른 쌀포장의 브랜드특성화 연구" 홍익대 산업미술대학원 1999

8 한국 미술 연구소, "디자인? 디자인!" 시공사 2002

9 노황우, "국내쌀 포장디자인 개선에 관한 연구" 한밭대학교 산업대학원논문 2007

10 "http://www.verigood.co.kr"

11 "http://www.ssalbest.co.kr"

12 "http://www.okrice.co.kr"

13 "http://www.designdb.com"

14 "http://www.croude.com"

15 "http://www.2000ssal.com"

16 이지희, "10년후 세대별 라이프 스타일" 오리컴 1995