제사 전용 술을 위한 상표디자인 연구 : 백화 차례주를 중심으로 = A Study on Lable Design for the Ritual Liquor In Korea - Focused on Baeckhwa Charyeju -

서명/저자: 제사 전용 술을 위한 상표디자인 연구 : 백화 차례주를 중심으로 = A Study on Lable Design for the Ritual Liquor In Korea - Focused on Baeckhwa Charyeju - / 박상규 ; 고희청

초록/해제: 요약 :We have a custom to remember our ancestors through rituals. For the ritual, ritual liquor is used and there are many kinds of ritual liquor according to the region even by family. As Kooksoondang launched ritual specialized liquor in 2005, market share of Baekhwasubok came to decrease. It was needed to develop ritual specialized liquor to respond to it. In this study, a customer survey was performed on the 4 design drafts for the development of Baekhwa Charyeju. The analysis results can be summarized in three points. First, the draft proposal expressing the flower to emphasize the brand 'Baekhwa' was the most highly received with a high degree of favorability. It seems that this design received a high favorability in terms of aesthetic views. Second, although the draft proposal expressing the flower to emphasize the brand 'Baekhwa (hundred flowers)' was the most highly received, it seems that there should be strategic decision making based on in-depth survey on market situation and discussions in the company. Third, it seems that we need to select sales strategies specific to the region and corresponding design to the sales strategies.