@article{ART002490148},
author={Park, Yewon and KIM, MYOUN},
title={A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand},
journal={Journal of Communication Design},
issn={1976-1562},
year={2019},
volume={68},
pages={68-81},
doi={10.25111/jcd.2019.68.06}
TY - JOUR
AU - Park, Yewon
AU - KIM, MYOUN
TI - A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand
JO - Journal of Communication Design
PY - 2019
VL - 68
IS - null
PB - CDAK Society of Communication Design
SP - 68
EP - 81
SN - 1976-1562
AB - Today, Korea's sheet masks have been recognized as a promising export item with its technological and quality recognition worldwide. Along with the K-Beauty trend, many companies in each country have been focusing on sheet mask items and marketability.
Therefore, this study intends to investigate the ways in which domestic sheet mask brand can develop continuously with a competitive edge in the increasingly intense market.
To accomplish this, a researcher has identified the mask pack market trends and selected five brands such as MEDIHEAL, SNP, LEADERS, Papa Recipe, and JAYJUN with high recognition and sales volume in Korea and overseas. Then, their success factors and problems were investigated and analyzed.
In addition, for five brands above, a researcher surveyed 201 consumers and analyzed the empirical results in five aspects: brand, product, design, differentiation, and improvement points from a consumer point of view.
As a result, it was confirmed that the following three things are needed for sustainable development of a brand. First, the brand concept of the company should be differentiated and the concept should be consistently reflected in the product. Second, steady new product development and quality improvement should be made. Third, diversified marketing activities are needed to improve brand awareness.
KW - Sheet Mask Pack;Brand;Brand Identity
DO - 10.25111/jcd.2019.68.06
ER -
Park, Yewon and KIM, MYOUN. (2019). A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand. Journal of Communication Design, 68, 68-81.
Park, Yewon and KIM, MYOUN. 2019, "A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand", Journal of Communication Design, vol.68, pp.68-81. Available from: doi:10.25111/jcd.2019.68.06
Park, Yewon, KIM, MYOUN "A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand" Journal of Communication Design 68 pp.68-81 (2019) : 68.
Park, Yewon, KIM, MYOUN. A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand. 2019; 68 68-81. Available from: doi:10.25111/jcd.2019.68.06
Park, Yewon and KIM, MYOUN. "A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand" Journal of Communication Design 68(2019) : 68-81.doi: 10.25111/jcd.2019.68.06
Park, Yewon; KIM, MYOUN. A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand. Journal of Communication Design, 68, 68-81. doi: 10.25111/jcd.2019.68.06
Park, Yewon; KIM, MYOUN. A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand. Journal of Communication Design. 2019; 68 68-81. doi: 10.25111/jcd.2019.68.06
Park, Yewon, KIM, MYOUN. A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand. 2019; 68 68-81. Available from: doi:10.25111/jcd.2019.68.06
Park, Yewon and KIM, MYOUN. "A Study on the Sustainable Development Plan of Domestic Sheet Mask Pack Brand" Journal of Communication Design 68(2019) : 68-81.doi: 10.25111/jcd.2019.68.06