중국 북 커버 띠지 디자인의 선호도 분석에 관한 융합 연구 - 중국인을 대상으로 -

초록

This study began with the purpose to improve Chinese consumers’ awareness and satisfaction of books and to increase the purchase rate of books by attracting consumers’ attention to the development of publishing industry. Recently, Chinese people’s demand for books has been steadily increasing due to Chinese policy. As a type of advertisement for books, belly band is used to attract readers’ attention by book publishers frequently.The purpose of this study is to investigate the current status of belly band design in Chinese book market and Chinese consumers’ belly band design preference through case studies and surveys. Therefore, this paper presented the current status of belly band design in Chinese book market by investigating the annual top 10 books from 2014 to 2018 in China. Meanwhile, a survey was conducted to understand Chinese people’s purchasing behavior, design preferences, and awareness and attitudes about belly band by sending questionnaires to 370 Chinese people in total, followed by analyzing them by age and gender.The results are as follows. First, the belly band has played a positive role in selling books. In terms of consumers’ awareness and attitudes, the acceptance of belly band is relatively high regardless of age or gender. Second, Most book belly band designs in China tally with customers’ design preferences basically. But the material, layout and text of design need to improve in order to satisfy consumers’ preferences. Third, there are many differences in purchasing behaviors and design preferences in each age group and gender. Therefore, if a book has a specific target group in age or gender, it is expected that the results of this study will be utilized when the publisher is making its belly band design strategies. Based on these findings, we hope to increase the visual enjoyment and satisfaction of consumers’ book purchasing and reading experiences, as well as to contribute to the cultural development of our society.

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