CAJ | 학술논문

随着白酒市场的竞争越激烈,白酒企业越来越追求包装的新、奇、特、豪,而包装的新、奇、特、豪就意味着制作成本更高,推动白酒过度包装愈演愈烈。为了限制白酒等食品的过度包装,国家出台了国标GB23350-2009《限制商品过度包装要求食品和化妆品》,但由于白酒的消费观念不够成熟、以经销商为导向开发产品导致的误区及标准本身的不足,对防止白酒的过度包装起到了积极的作用,但并没能完全杜绝。随着消费市场的成熟及理性消费的回归,消费者对穿着＂华丽＂外衣的白酒品牌越来越抵触,更加关注的是白酒的内在品质,因此白酒包装回归实用性是必然。
수착백주시장적경쟁월격렬,백주기업월래월추구포장적신、기、특、호,이포장적신、기、특、호취의미착제작성본경고,추동백주과도포장유연유렬。위료한제백주등식품적과도포장,국가출태료국표GB23350-2009《한제상품과도포장요구식품화화장품》,단유우백주적소비관념불구성숙、이경소상위도향개발산품도치적오구급표준본신적불족,대방지백주적과도포장기도료적겁적작용,단병몰능완전두절。수착소비시장적성숙급이성소비적회귀,소비자대천착＂화려＂외의적백주품패월래월저촉,경가관주적시백주적내재품질,인차백주포장회귀실용성시필연。
With the intensive competition in liquor market, liquor companies are pursuing new, extraordinary, special and luxurious packaging which raises the production cost and intensifies liquor excessive packaging. In order to restrict the excessive packaging of liquor and other food product, the national standard GB 23350-2009, requirements of restricting excessive packaging for food and cosmetics has been issued. However, due to the immaturity of liquor consumption concept, the misunderstanding resulting from the dealer-oriented development of products, and the deficiency of the standard itself, the standard has not eliminated excessive packing completely, although it has play a positive role. With the return of mature and rational consumption, the consumer becomes unsatisfied with the liquor brand wearing gorgeous coat, and pays more attention to the intrinsic quality of the liquor. Therefore, the practical packing of the liquor will be inevitable.