A Study of Bubble Tea Shop Design Requirements and Direction - Focusing on Bubble Tea Brand in The Chinese Market -

서지정보

· 발행기관 : 한국전시산업융합연구원
· 수록지 정보 : 한국과학예술융합학회 / 41권 / 4호 / 1 ~ 11페이지
· 저자명 : 곽우, 최경란

초록

Bubble tea, as an emerging tea-drinking method, by 2020, the number of bubble tea shops in China reached 500,000, with a market size of more than 100 billion RMB. Bubble tea has become a part of many young people's lives, forming a new tea culture and integrating it into daily lifestyles. So in the future, bubble tea culture will have greater development. Bubble tea shops are places of direct contact with consumers, providing a powerful display platform for brands to convey their brand image, culture and product features. From the brand's point of view, to maintain a higher market share, more money will be invested to improve the brand shop design. In this paper, we have studied the Bubble Tea shops through on-site surveys, we conducted the initial on-site survey test on April 21st (Friday) and April 22nd (Saturday), 2023, and the first formal on-site survey was conducted from April 26th to May 7th, the second formal on-site survey was conducted from May 14th to May 28th.
By observing the customer's consumption behavior and mode, collating and analyzing the data from the field survey, we summarized the customer's demand for the bubble tea shop, the customer's primary demand is to enjoy the delicious bubble tea, as well as the quality of the raw materials of the bubble tea and the production process of cleanliness and hygiene, comfortable, pleasant shop environment is also an important demand of the customer. Nowadays, customers also have higher level needs, health needs, social needs and emotional needs. According to the customer demand we summarize and analyze the requirements and direction of the bubble tea shop design, in the shop environment design, design a reasonable interior layout, and choose the color and material in line with the brand image. In logo and display design, integrate the brand's logo and visual elements into the shop design to ensure brand consistency. At the same time, with the increase in takeout customers, the design requirements and direction of future bubble tea shops need to give more consideration to digital experience and convenience and optimize the digital experience. Set up a takeout waiting area to improve the customer experience.

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