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Vol.45, No.0, 7 ~ 17, 2014
Title
Comparative Study on the traditional cultural image of Chinese and South Korea takeout Tea brands
하성지 He Xing-chi , 김면 Kim Myoun
Abstract
Nowadays it is a period when speed and efficiency are emphasized. With the development of industrial revolution and computer sic-tech, people`s life have changed a lot. Our life is filled with high-tech products, such as cars, computers and mobile phones. The advancement of sic-tech accelerates the pace of our life. Under such environment, takeout tea is developed. The majority of Chinese have the habit of drinking tea. However, it takes a long time to drink tea because the art of preparing tea is quite complex. Due to this, people prefer to coffee shops where they can buy what they need in a short time, in comparison to tea. Tea, coffee and coco are the three major drinks in the world. China is the origin place of tea. Chinese people have a better understanding on tea culture than coffee culture. However, with the reform and open policy, people gradually like the coffee culture and the western life style, which casts a shadow on the extension of traditional Chinese tea culture. Owing to the long history of tea culture, the traditional image should be taken into consideration when it comes to constructing the tea brand. in order to activate the takeout market,we have to consider how to avoid the old traditional image, thus appealing the young people to extend the culture. Many people think that the Chinese elements are the traditional Chinese patterns. But when they are applied to the brand, we should consider many aspects, making a flexible image. based on the traditional cultural image,the essay researches on the activating of takeout tea store through analysis of chinese and south Korea brands.
Key Words
차, 테이크아웃, 전통문화 이미지, Tea, Takeout, Traditional culture image
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