지역특화상품 브랜드 디자인개발에 관한 연구 : 완도군 농수산물 패키지디자인을 중심으로 = (A) Study on the design development of special local preduct brands : Focused on the packsne design of Wando-gun agricultural-marine products

다국어 초록 (Multilingual Abstract)

We've already living our lives in the 21st century. This centuty, even along, means enormous changes and innovations.
We are facing the era of multi-identities in which locals got emphasized, whereas nations'boundary are breaking off under the expansion of de-bounadarisim. in this trend, local autonamous governments are striving to have foreign competitiveness through reforming their administration, such as adopting management styles of companies.
if the purpose of administration is set for developing quality of residents' life', introducing 'design' into administration would be one of the best ways. By adopting this design concept, resident's 'happiness index' will be increased so that residents' capability will be consolidated to contribute to the development of the local economy.
industrialization and Urbanization have given rise to ill effects in areas such as standardization and simplification As a result, each area has developed abnormally losing its own uniqueness. During globalization and localization in country, the diverse economic cultural activities adopting the area,s uniqueness are the starting point for development and widening its identity.
in order to attract consumers in the advertisement media and large discount marts, there needs to be a strong brandimage with a competitive and distinctive packing design This study recognized the importance of packing designs and investigated consumers' preference for brands depending on packing brand designs of drinks in order to braw out consumers' positive atitiudes toward the brand.
if local autonomous entities operate the design based administration proposed by this study, and if this is relevant to locals, it will create its unique local image and contribute to increasing 'the quality of resident's life' as well.
Excavating and developing local cultural industries are urgent considering the importance of economic profits not having environmental problems.
Factors identifying an area's characteristics may be classified as formation works of urban identity. brand design, cultural industry, developing local areas, etc,
Namely, we have been encountering various forms of generation changes such as digital generation, glovalization generation, consumer generation, and brand power generation, Among these, these have been extraordinary changes in consumers and the environment of consumer market, and it is noteworthy of paying attention to the tansition of the leader of the consumer market from producer to consumers. Such changes will affect not only all fields related to market environment but also entire fields including future products and sales. Hereupon, it is intended to foresee and analyze the trend in the consumer market of the 21st century and investigate changes in the consumer market and the environment of consumers. Also, the world has brought a single apace of economy along with globalization and the are of self-imposed competion, and multi-national enterprise have emerged and, at the name time, their brands can be seen around the world. Hence, they have been trying to maintain their own power bands for the century. in the past, brand meant the name of a product in general. But, in the present, it has another meaning such that the brand itself provides psychological satisfaction and trustworthiness.
This. study was a concrete approach to compose and analyze domestic and foreign cases factors.
For practical analysis and application in the chonnam characteristics from a package brand design point of view, way of local development and cultural industry in chonnam wando relopment and to pursye creative strategies for power brand.

목차 (Table of Contents)

• ABSTRACT = 0
• 목차 = 0
• 제1장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 범위 및 절차 = 3
• 제2장 이론적 배경 = 5
• 제1절 지역활성화 정책의 이해 = 5
• 1.1 지역활성화 정책의 정의 및 종류 = 5
• 1.2 지역활성화 정책의 방향 = 6
• 1.3 전남지역 육성 방안 = 10
• 1.4 지역활성화 정책 향후계획 = 13
• 제2절 지역특화산업의 현황 = 15
• 2.1 지역특화산업의 필요성 = 15
• 2.2 지역특화산업의 개념 및 종류 = 16
• 2.3 지역특화산업의 조건과 문제점 = 17
• 2.4 지역특화산업의 개선 방향 = 18
• 제3절 지역특화상품 개발 배경 = 20
• 3.1 지역특화상품의 개발 목적 및 전략 = 21
• 3.2 기대효과 및 활용방안 = 28
• 제4절 브랜드의 개념 = 30
• 4.1 브랜드의 정의 및 역사 = 30
• 4.2 브랜드의 중요성 = 33
• 4.3 브랜드의 분류 = 35
• 4.4 브랜드의 구성인자 = 37
• 4.5 브랜드의 발전방향 = 38
• 제3장 지역특화상품 연구 범위 = 40
• 제1절 지역특화상품 개발 현황 = 40
• 1.1 국내 지역 특화상품 현황 = 40
• 1.2 전라남도 지역특화상품 개발 현황 = 41
• 제2절 국내외 지역특화상품 브랜드 성공사례 = 46
• 2.1 국내 특화상품 브랜드 성공사례 = 46
• 2.2 해외 특화상품 브랜드 성공사례 = 50
• 제3절 지역특화상품 브랜드 개발 사례 = 53
• 3.1 전라남도 농수산물 브랜드 개발 사례 = 53
• 3.2 브랜드 가치의 측정 및 예측 = 56
• 3.3 포지셔닝 전략수행 = 58
• 3.4 특화상품 포장디자인 요소별 표현전략 = 60
• 제4장 소비자 분석 = 69
• 제1절 조사목적 및 방법 = 69
• 1.1 조사목적 = 69
• 1.2 조사방법 = 69
• 제2절 설문조사 = 70
• 2.1 기본적인 인적사항 = 70
• 2.2 농수산물 지역특화상품 소비에 대한 의견에 관한 조사 = 71
• 2.3 소비자 의식조사 = 77
• 2.4 포장디자인 개선에 관한 소비자 조사 = 86
• 제3절 설문 분석결과 = 88
• 제5장 문제점 및 개선방안 = 91
• 제1절 문제점 = 91
• 1.1 구조적 측면의 문제 = 91
• 1.2 시각적 측면의 문제 = 92
• 제2절 개선방안 = 94
• 2.1 구조적 측면의 개선방안 = 94
• 2.2 시각적 측면의 개선방향 = 96
• 제3절 완도군 특화상품 농수산물 브랜드 개발 전략 = 99
• 3.1 개발 방향 = 99
• 3.2 브랜드파워 상품의 구성요소 구축 = 100
• 3.3 브랜드 변화에 따른 파워브랜드 전략 = 101
• 3.4 개발전략 = 103
• 제6장 결론 = 105
• 제1절 연구의 결론 및 시사섬 = 105
• 제2절 연구의 한계점 및 제언 = 108