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Study on the Potential Value and Marketing Strategy of IP Facial Mask of Journey to the West
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서유기 IP를 이용한 마스크팩의 잠재적 가치와 판매전략 연구

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Type
Academic journal
Author
Gao Wei Guang (한양대학교 대학원 시각디자인전공) SONGMINJUNG (한양대학교)
Journal
Brand Design Association Of Korea 브랜드디자인학연구 브랜드디자인학연구 제20권 제1호 KCI Accredited Journals
Published
2022.3
Pages
147 - 158 (12page)

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Study on the Potential Value and Marketing Strategy of IP Facial Mask of Journey to the West
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Abstract· Keywords

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Recently, mask pack package design using character IP is drawing keen attention in the Chinese market. The purpose of this study is to examine the potential market value of Western Europe IP mask packs, design mask packs that meet the needs of consumers, and present sales strategies. These attempts are expected to play a positive role in the future brand market. The scope of the study is for Chinese consumers who purchase mask packs in the Chinese market, and the research method first examines the concept and importance of brand IP. Second, a survey of 203 Chinese aged 15-49 is conducted. Third, design a mask pack for Sobaekryong and Son Goku using Seoyugi IP and present a sales strategy. As a result of a survey of 203 Chinese mask pack consumers, it was found that the package image acts as a factor that determines consumers' purchases in the mask pack package design element. In addition, it was found that those aged 20-29 had the highest frequency of using mask packs. Western Europe IP has a high potential value to grow into Super IP in the Chinese market. In this paper, the mask pack was designed using the images of Sobaekryong and Son Goku appearing in Seoyugi. If a random sales strategy is applied to the mask pack package design using such character IP, it is thought that it can be competitive in the mask pack market.
#서유기 IP #마스크팩 #브랜드 IP #Journey to the West IP #Facial Mask #Brand IP

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