한국전통음료의 브랜드강화를 위한 패키지디자인에 관한 연구

Abstract

Unlike other industrial products, the beverages are deeply involved with the food culture. Its consumption is directly connected to the intake to the body, so that effects the public health and culture.Particularly, consumers seeks the health oriented beverages, besides the market opening under wto also increase the consciousness of People should eat its own lands agricultural products The traditional beverage market is based on this social atmosphere, and recently, the demand of the health oriented drinks is gradually increasing.To enforce the domestic beverage brand, the brand power and package design which is regarded as a face of the product is important as much as the quality of the product is. Therefore, we expect the national brand will be able to get the higher position than the foreign brand which encroached on the market. This study aims to find out the way to give competitive power to the traditional beverage package design though the study of the beverage market environment and the strategy