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한국실내디자인학회 / v.15, no.3, 2006년, pp.184-192 
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브랜드 체험수단으로서 플래그 쉽 스토어 공간디자인에 관한 연구
( A Study on the Flagship Store Space Design as Brand Experience Tool ) |
| 한효정;김주연; 홍익대학교 대학원 공간디자인과;홍익대학교 디자인학부;
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| 초 록 |
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| On this study, we are focusing on the spatial value of the flagship store as an effective way of experiential communication for a brand. The purpose of this study is to create effective methods for the spatial identity by connecting significance of experiential communication and strategic factors of experiential marketing. The process of this research is summarized as follows: First, we select some cases of the flagship stores realizing differentiated methods of experiential marketing and classify the types according to the marketing strategy. Second, we can analyze each function in the context of social, cultural life style. Finally, for the company flagship stores can be a tool to construct a sustainable brand image and tool differentiation, and at the same time for the consumer they can create relationships through customers' experience in the space expressing brand identity and style. Also, flagship stores can be valued as a place offering emotional experiences of cultural consumption as well as product consumption when planned given the style suitable for brand image and strategies. |
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| 키워드 |
| 체험마케팅;브랜드커뮤니케이션;플래그쉽 스토어;공간 아이덴티티;Experiential Marketing;Brand Communication;Flagship Store;Space Identity; |
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한국실내디자인학회논문집 / v.15, no.3, 2006년, pp.184-192
한국실내디자인학회
ISSN : 1229-7992
UCI : G100:I100-KOI(KISTI1.1003/JNL.JAKO200629734295054)
언어 : 한국어 |
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| 논문 제공 : KISTI 한국과학기술정보연구원 |
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