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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.6
- 수록면
- 31 - 39 (9page)
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This is the time we need differentiated strategy due to consumer’s standard of purchasing is becoming more complicated and corporate marketing war is intensely competitive. For a long-term strategy, making competitive corporate image is important because companies have their own competitiveness. In addition, importance of having a relationship with customer is magnified through consumers’direct and indirect experience. “The corporate complex cultural space is designed place for experiential marketing to convey its meaning to consumers.” Under above concept, this study analyzed the theory of experiential marketing and conducted a survey which is based on experiential marketing strategic module (SEMs) using the analyzed theory.
This study drew expression characteristics of space through case analysis and conducted a survey to have more effective corporate complex cultural space. As a result, the experience in the space enables people to understand of the space through five senses, not consist of simply chucks of sense-date, and this result emphasizes the importance of ‘Event’ because people tend to escape from restriction for reality to relive stress and have emotional satisfaction. In addition, it shows expression characteristics which provide sympathy as a flexible interaction through symbolical image. The result of the expression characteristics’ survey is showed up to improve effect of corporate complex cultural space.
This study is analyzing the corporate complex cultural space through experience marketing for the company which wants provide differentiated experience of various space expression methods and catching current position. Also, this study places its significance to give a way to increase space preference and effect of corporate complex cultural space. Based on the result of this study, I hope the future corporate complex cultural space will develop refreshingly.
This study drew expression characteristics of space through case analysis and conducted a survey to have more effective corporate complex cultural space. As a result, the experience in the space enables people to understand of the space through five senses, not consist of simply chucks of sense-date, and this result emphasizes the importance of ‘Event’ because people tend to escape from restriction for reality to relive stress and have emotional satisfaction. In addition, it shows expression characteristics which provide sympathy as a flexible interaction through symbolical image. The result of the expression characteristics’ survey is showed up to improve effect of corporate complex cultural space.
This study is analyzing the corporate complex cultural space through experience marketing for the company which wants provide differentiated experience of various space expression methods and catching current position. Also, this study places its significance to give a way to increase space preference and effect of corporate complex cultural space. Based on the result of this study, I hope the future corporate complex cultural space will develop refreshingly.
목차
Abstract
1. 서론
2. 이론적 고찰
3. 기업복합문화공간에서의 체험마케팅적 표현특성 도출을 위한 사례조사
4. 기업복합문화공간에 나타나는 체험마케팅적 표현특성 선호도 조사
5. 결론
참고문헌
참고문헌 (16)
참고문헌 신청
1. [단행본] - Schmitt, B. H / 1999 / Experiential marketing: How to get customers to Sense, Feel, Think, Act, Relate to your Company and Brands / The free press
2. [단행본] - Lynch, Kelvin / 1984 / 도시의 상 / 녹원출판사
3. [단행본] - 권영걸 / 2001 / 공간디자인 16강 / 도서출판 국제
4. [단행본] - 번트 H. 슈미트 / 2002 / 체험마케팅 / 세종서적
5. [학위논문] - 김성숙 / 2011 / 경험디자인의 이벤트성을 활용한 기업 복합문화공간 실내계획 / 석사 / 홍익대학교 건축도시대학원
2. [단행본] - Lynch, Kelvin / 1984 / 도시의 상 / 녹원출판사
3. [단행본] - 권영걸 / 2001 / 공간디자인 16강 / 도서출판 국제
4. [단행본] - 번트 H. 슈미트 / 2002 / 체험마케팅 / 세종서적
5. [학위논문] - 김성숙 / 2011 / 경험디자인의 이벤트성을 활용한 기업 복합문화공간 실내계획 / 석사 / 홍익대학교 건축도시대학원
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