| Abstract |
| Since rapid economic growth from the beginning of the 1980s, 86 Asian Game and 88 Seoul Olympic Game, the creation of new services and brand value has become crucial and the concept of fast food has started to appear. In particular, overseas brands equipped with capital and marketing strength corresponding to the opening of market have penetrated into the fast food market in full swing and the individuals with capital strength together with large-scale domestic enterprises entered the fast food business. In parallel with the change in various demands of customers who have used fast food, franchising enterprises have grown up rapidly； as a result, the competition between business types and conditions of fast food has been furthered. `Fast food7 means that one is able to eat immediately when ordering food. Its container is made of paper so that one can simply throw it way after using it, and the cooking is simple enough to warm it in the oven； accordingly, a small number of staffs can handle the large number of customer`s order in a rapid manner. Fast food packing has also the function of a container in functional terms that customers can have their meal in shops and on the delivery spots other than carrying, storing, transporting, and protecting the contents. The purpose of this study was to examine the actual conditions of fast food packing in our country focusing on the paper packing - one of the biggest parts in fast food packing- and whether appropriate packing has been done. In addition, it attempted suggest a method to improve the relevant problems by analyzing the present conditions of consumers, manufacturers and fast food paper package and groping for the problems with paper packing structure. In order to enhance the depth of study, this study excluded the products made of plastic package among various fast foods and it limited its target into the products packed with paper. The main products packed with paper were pizzas and chickens and the paper package for the purpose of carrying fast food products were also included in this study. The subject of study included 3 pizza brands and 3 chicken brands by considering the sales among domestic enterprises and the study analyzed the form, functionality, transportation, and usability of each collected package. Fast food packing is disposable and its life is short, but it is necessary to be careful in changing the packing and design frequently for the continuous image management of brands. In conclusion, the study analyzed the present conditions and problems of the representative domestic fast food paper packing as in the following. First, the currently used packages have not been able to protect their products during the transportation and their external appearance has not corresponded to their brand image； in this regard, the form of packing paper should be diversified. Second, it has been required to have a paper packing structure for the convenience of consumers when opening the contents and eating them. Third, it would be necessary to apply the structure in consideration of the recycling of packing materials. Fourth, it would be necessary to develop unique and differentiated paper packing structure. The results of the study would be limited to the paper packing of fast food and they has been more or less predicted already； however, as a fundamental study for the development of paper packing structure for fast food, this study deduced the necessity of improving the paper packing structure through the empirical analysis for its present conditions. The study would be meaningful in terms of groping for the actual conditions of consumers` use and of being helpful to the development of fast food industry, hygienic and high-quality dietary life by developing the package on behalf of consumers` convenience and demand. |
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| Key Words |
| fast food, packing, paper package structure |
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