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한국실내디자인학회 / v.20, no.2, 2011년, pp.94-101 
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공간마케팅의 관점에서 본 문화프로그램 활용의 특성에 관한 연구 - 아트/갤러리 카페 공간연출을 중심으로 -
( A Study on the Use of Cultural Programs Centered around Space Marketing - Focused on the Space production of art/gallery cafe - ) |
| 박수경;문정민; 조선대학교 디자인경영학과;조선대학교 미술대학 디자인학부;
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| 초 록 |
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| As the existing paradigm of consumption has changed, companies have been actively engaged in targeting culture-oriented emotion, creating added values through appealing to customers' emotion and improving the values of culture and art. Each company has created differentiated space and inner space to lead trends, and has provided space for various experiences as an innovative marketing area to attract customers and promote consumption. In this aspect, we should focus on space marketing which considers cultural background or emotion as a main target Therefore, this study selected a cultural program as a strategic means to identify space marketing in terms of experience. The study speculated marketing in terms of space experience and analysed space for cultural programs with differentiated experiences in order to use the results as basic data for identifying the marketing values of the cultural programs and their uses. The results of the study are presented as follows: when space experience is a factor of marketing and the cultural program is a tactic in terms of marketing, their specific relations are speculated through a certain module. The order of using the cultural program for space experience, features of space representation and tactics for experience were different and the strategies evoked very complicated and mixed experiences. |
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| 키워드 |
| 공간마케팅;체험마케팅;문화;문화프로그램;Space Marketing;Experiential Marketing;Art;Art program; |
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한국실내디자인학회논문집 / v.20, no.2, 2011년, pp.94-101
한국실내디자인학회
ISSN : 1229-7992
UCI : G100:I100-KOI(KISTI1.1003/JNL.JAKO201120661416411)
언어 : 한국어 |
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| 논문 제공 : KISTI 한국과학기술정보연구원 |
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