브랜드 개성을 통한 글로벌 김치패키지 디자인 전략 연구 = A Study on the Strategies of Package Design of global Kimchi by Brand Personality

다국어 초록 (Multilingual Abstract)

Today With brand communication time the consumers purchase the product and it knows and to purchase the brand that it uses, it consumes the experience of the brand and. Namely the brand the thing which is simple, the consumers and ‘sympathies’ it is to be the emotional object which it does with from ‘people’ where is not the symbolic body. The recognition change of like this consumers is displaying influence at the degree which will control the success and failure of the enterprise. It talks again, it uses a sentiment or the brand which are unique the consumer feels against the specific brand with the sentimental convenient back which is the possibility of getting decision to make the success of this product.
Is like this the market structure of today evolved quantitative and qualitatively on a large scale, with `consuming sensitivity anger extra weight anger of `competitions it formed the social atmosphere which is, like this change compared to carried out the critical point which is not the possibility of taking out the sympathy of the consumers in only discriminational anger of above product one elf.
The fact that it is raising its head with low me of the plan which overcomes like this critical point is package design. The place decisive effect which induces the purchase of the consumers from sale point with the communication tool which goes mad, with the kimchi which it tries to observe from the research which it sees together the price or effect back the possibility where the purchase decision in compliance with the case and a package design of the product where the different conditions are similar will become accomplished to be higher is position. Will reach and the enterprises of the majority which it recognizes the design which only it is not letting, is discriminated a many specific gravity in package design development hour marketing strategy or the brand strategic study back this mote strategy does not become accomplished is the actual condition in the which is thorough in compliance with. The discrimination strategy of package design more kept the value which is important from like this point of view and.
With the human feature which the brand personality Iran brand is unique love it goes round but with the re-purchase intentional back relation to come the actual importance or necessity is augmented. From marketing field like this brand personality effect went mad to the security or brand love moral raising of competitive high position with core fact of goods or service discrimination and the theoretical grounds which wear out were presented and they were come and to dimension of the brand personality which enters recently the researches regarding the back which probably is the what kind of thing were started start. The research against a brand personality intention every the researcher only is not showing a differing view, to single term which is important the brand individuality discriminates the brand of the enterprise together.
The research which it sees hereupon the design which has become discriminational anger it grasps the individual VIP of the kimchi brand with the plan which it extracts, the consumer psychology which it follows hereupon in aesthetic reaction of package design, the purchase motive of the consumer it melts it stimulates the package design strategy which is discriminated, with the escape box, global from there will be the objective of the place where it prepares the activation plan of domestic kimchi market and.

목차 (Table of Contents)

• ABSTRACT
• 제1장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 필요성 = 3
• 제3절 연구의 범위 = 4
• 제2장 브랜드 개성의 개념에 대한 고찰 = 5
• 제1절 브랜드의 개념 = 5
• 1. 일차원적 브랜드의 개념 = 5
• 2. 상징으로서의 브랜드의 개념 = 6
• 제2절 브랜드 개성과 자아이미지 일치성 = 9
• 1. 브랜드 개성의 이해 = 9
• 2. 자아이미지의 개념 = 17
• 제3절 브랜드 개성 적용의 효율성 = 26
• 제3장 패키지디자인 요소로써의 브랜드 개성 = 29
• 제1절 패키지디자인의 개념 = 29
• 1. 패키지디자인의 본질적 개념 = 29
• 2. 패키지디자인 개념의 변화 = 31
• 제2절 차별화 전략으로서 브랜드 개성 = 34
• 제3절 브랜드 개성과 패키지디자인의 상관관계 = 36
• 1. 패키지디자인에서 브랜드 개성의 역할 = 36
• 2. 패키지디자인의 브랜드 개성 표현 전략 = 37
• 제4장 김치 패키지디자인에 대한 분석 = 39
• 제1절 김치의 일반적 고찰 = 39
• 1. 김치의 개념 및 특성 = 39
• 2. 김치의 유형별 분류 = 42
• 3. 국내 김치산업 현황 = 45
• 제2절 김치 패키지디자인 특성 및 사례분석 = 54
• 1. 업체별 패키지디자인 특성 = 54
• 2. 브랜드별 패키지디자인 요소분석 = 59
• 제5장 브랜드 개성 표현에 대한 연구 = 68
• 제1절 연구 모형 및 가설 = 68
• 제2절 실증분석 및 연구방법 = 69
• 1. 변수들의 측정 및 분석방법 = 69
• 2. 표본설정 및 조사 시기 = 70
• 제3절 분석결과 = 79
• 1. 시각적 측면 분석 = 79
• 2. 브랜드 개성 요인 추출 = 82
• 3. 자아이미지 일치성의 분석 = 85
• 제6장 결론 = 90
• 제1절 본 연구의 결과 = 90
• 제2절 시사점 = 91
• 제3절 한계점 및 향후 연구방법 = 92
• 참고문헌 = 94
• 설문지 = 98