◈ 논문열람
| 공동브랜드 전략으로서의 전통식품 패키지디자인 연구/82-95 | |||
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| 글쓴이 | 김남훈 | 날 짜 | 2006-03-01 12:47:54 |
| 첨부파일 | 공동브랜드 전략으로서의 전통식품 패커지디자인 연구-김남훈.pdf | ||
| 내용 | 공동브랜드 전략으로서의 전통식품 패키지디자인 연구 김남훈 조선대학교 ------------------------------------------ Abstract If marketing is defined as “producing new added values" , its effective methods of producing these added values may include price reduction of products, price reßlαlation， execution of efficient PR price , insurance of new consumer groups, management of abrupt social change and so forth. Recently as a way of increasing added values of products, “communal joint brand development progr없n" is under study by the minor enterprises that are low in product competitiveness. The goal of “communal joint brand development progr밍n" is a step-up in sale of various regions by reducing the pre-investing to the minimum scale to minimize the risk of failure in market. Joint brand deγelopment is an effective method to maximize the image of brand where different kinds of minor enterprises take part in developing an unified product brand and in joint management of product quality and package design. This is thus the strategy of low cost and high efficiency. The subject of present paper, “study of traditional food package design as a strategy of joint brand" , is traditional food, mainly agricultural and fisheη products produced in regions that are relatively low in brand power compared to the industrial products of large enterprises. Its goal is to approach the package design to produce new high added values by developing ‘]oint brand" according to regional culture and distinctive quality of products. The subject of the study is traditional food, mainly agricultural and fish ery products produced in regions that are relatively low in brand power. Based on the case study of joint brand and product package design of domestic and pverseas enterprises, the paper proposes a “development program of joint brand and package design" to increase the added values of domestic provincial products of traditional food. A big change in 21st centuη market environment is that it is the image of the product that affects the consumers' decision rather than the quality of the product. Image of brand may be the biggest crucial element in increasing the added values of product. Especially, provincial minor enterprises that are relatively low in competitiveness are in great need of package design strategy of products that will effectively lead to a rise in brand image. Sunkist, Miki Mouse, Blue Diamond of U.S. and German agricultural brand, Bioland are highly regarded as successful cases of joint brand development. |
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