Chinese fried chicken brand take-out packaging design comparative analysis research -Focus on the top 10 brands-
Year: 2024
Type: article
Abstract: Recently, the Chinese chicken delivery market is achieving explosive growth thanks to the trend of non-face-to-face consumption caused by the pandemic.Amid this growth, the importance of delivery package design is increasing.However, currently, many Chinese chicken brand packages only use plastic boxes or plastic bags, so weaknesses in design are found.This study understood and analyzed the SWOT analysis, market competitiveness enhancement, and brand strategy and market positioning of Chinese chicken brands through package design elements (color, type face, illustration, logo, layout) centered on the top 10 most-selling delivery package designs in China in 2023.As a result of the study, the delivery package
Authors: QiRui Lin, Hee Hyun Kim, Su Yeon Shim
Institution: Chung-Ang University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405905343