BX 차원별 포지셔닝 맵을 활용한 브랜드군의 경험·감성 연구

Abstract

Background This study was designed to extract the brand groups of three empirical aspects by utilizing BX dimension positioning maps and to identify the customer's sensitivity to the experience aspects. Experience with brands also appears for individual brands, but it can appear overall, depending on the characteristics of each industry's goods. By identifying the customer's experience with these brands, the company wanted to analyze the customer's propensity Methods Through literature review, experience and sensibility and position map by BX dimension were reviewed and experience level sensitivity assessment for 15 brand groups was conducted according to BX level positioning map in empirical research using SD method. Result The experience of the brand group was analyzed in terms of sensory experience, cognitive experience, behavioral experience and correlation between emotional factors, and also in terms of the correlation of the brand group according to the hierarchy theory of desire, and the difference in experience and sensibility was found among the brand groups of each experience side. Conclusion The psychological appeal customers experience was studied from a macro perspective of a brand group so that it could be applied to various brands. By identifying specific aspects of the experience and sensitivity of the brand group according to the level of experience, we were able to establish a basis for efficiently presenting BX's orientation. It is expected that this will lead to positive expectations in meeting customer needs in terms of BX strategy.