Research on the Design Method of Chinese Beverage Brands Based on Ethnic Culture

บทคัดย่อ

           This study explores the integration of China's diverse ethnic cultures into beverage brand design. It focuses on how such integration can elevate the market competitiveness and cultural depth of beverage brands.
           The primary aim of this study is to identify effective strategies for incorporating China's rich ethnic culture into beverage brand design. By doing so, it seeks to enhance the brands' market presence and cultural significance.
           The research sample comprises multiple Chinese ethnic beverage brands. Data collection involves case analysis, market research, and the use of various research tools such as cultural symbol analysis, brand design principles research, and consumer feedback survey forms. Methods employed for data collection include questionnaire surveys, in-depth interviews, and literature research, ensuring a comprehensive and reliable dataset. Both quantitative and qualitative methods are used to analyze the application effect of ethnic cultural elements in brand design.
           The results reveal that incorporating ethnic cultural elements, such as totems, colors, and patterns, into brand design significantly boosts brand recognition and cultural identity among consumers. Specifically, ethnic-themed packaging designs, storytelling that ties products to regional culture, and innovative taste strategies all contribute to enhancing the brand's competitiveness and market acceptance. Furthermore, the study finds that combining brand stories with cultural communication methods is crucial for enhancing brand value. Through case studies of successful ethnic beverage brands, the study summarizes how ethnic elements can be effectively communicated and differentiated in both domestic and international markets through product design and innovative applications.

The study contributes a brand design framework based on ethnic culture, validated through empirical research. It offers a novel perspective for the cultural inheritance and market development of Chinese beverage brands. Theoretically, the study enriches research on cultural element application in brand design. Practically, it provides specific recommendations for enterprises on integrating ethnic culture into brand design, which is vital for the modern inheritance and innovation of Chinese ethnic culture.