공간디자인 마케팅 전략으로써 기술 활용에 관한 연구

Abstract

(Background and Purpose) In commercial spaces, it has become important to provide technology-based enhanced experiences to consumers who have grown accustomed to using digital technology to fulfill their needs. Fully leveraging digital technology is an important strategy for gaining a competitive edge, and it requires a systematic approach. The purpose of this study was to present the characteristics of technology use as a spatial design marketing strategy. (Method) A review of the literature examined the current trends in spatial design marketing and technology utilization. Once the current flow of marketing in spatial design was analyzed, the representative technologies and characteristics used in space were reviewed. Subsequently, the direction of technology utilization as a spatial design marketing strategy was considered, and a technology utilization strategy was established for each value type. Finally, various domestic cases were analyzed for each value type, and the characteristics of the technology utilization strategies were presented. (Results) The findings of the study are as follows. First, a technology-based spatial differentiation strategy maximizes convenience in terms of access and use. This contributes to a positive spatial experience by delivering timely information, providing customized services, increasing time efficiency, and creating a pleasant environment. Second, a technology-based spatial communication strategy expands spatial experience in terms of communication and play. It enriches spatial experience by providing interactive high-engagement services, flexible space production, and out-of-the-ordinary event effects. Third, a technology-based corporate image branding strategy uses technology to support corporate social responsibility activities. Technology is used in the process of participating in social issues or the results thereof to form consensus with customers and contribute to a positive spatial experience. (Conclusions) Technology is not a factor that puts offline space into crisis, but a strategic means that can lead to consumer satisfaction depending on how it is used. In terms of the goal and method of using technology, it is important to set a human-centered, value-oriented direction, and it is possible to approach a spatial design marketing value system. The use of technology in commercial spaces can be characterized as a “spatial differentiation strategy” centered on practical and functional values, a “spatial communication strategy” centered on hedonic and emotional values, and a “corporate image strategy” centered on social and altruistic values. Such digital-based spatial experiences will provide new levels of retail service, and will be strengthened into an important strategy that can result in customer value creation. that the findings of this study can provide useful basic data for using technology while establishing a spatial design marketing strategy.