국내 통신기업의 ICT 복합체험 공간 스페이스 마케팅 전략에 관한 연구

Abstract

(Background and Purpose) Modern consumers are spending based on the brand's story, value, and emotion. In line with this consumption trend, companies are recently introducing experience spaces applied with 'space marketing' as key marketing strategies, and it is creating space through collaboration with artists as well as information technology engineers. Accordingly, Domestic telecommunication companies are opening marketing spaces one after another where they can display and experience high-tech technologies they have. Therefore, this study aims to study the analysis and characteristics based on space marketing and help future design strategies targeting ICT complex experience spaces of domestic telecommunication companies. (Method) The scope of this study is limited to ICT complex experience spaces currently operated by Domestic telecommunication companies, and space is analyzed based on space marketing. First, organize the concept and purpose of space marketing and study strategic elements. Second, by analyzing the strategic elements and preceding studies previously studied, the strategies necessary for this study are redefined and essential information are extracted. Third, the concept and purpose of the ICT complex experience space of Domestic telecommunication companies are defined, space marketing needs are reorganized, and essential information of each component are extracted. And finally, an analysis model is presented and the results are derived by case analysis. (Result) As a result of case analysis, the ICT complex experience space of Domestic telecommunication companies was analyzed based on space marketing, followed by SKT > KT > LG U+, and strategic elements were found to be space’s iconic elements = emotional elements > cognitive relation factors. Next, the results of analyzing the components of the ICT complex experience space of the three Domestic telecommunication companies were high in the order of LG U+ > SKT > KT, and the components were high in the order of entertainment = shopping > technology experience = resting > service. (Conclusion) First, in order to emphasize "space iconic elements" or "cognitive relation factors" among strategic elements based on space marketing in ICT complex experience spaces of Domestic telecommunication companies, media or space interior and exterior designs using the company’s logo or CI colors are required. Second, in order to draw high satisfaction from customers in ICT complex experience space component, it is necessary to provide a resting area or service. Third, in the case of experience elements of the ICT complex experience space, all three companies currently provide only visual, auditory, and tactile senses among five senses. Therefore, it is necessary to study experience elements that can stimulate the sense of smell and taste. This study has limitations in that it is limited to Domestic telecommunication companies and is expected to be used as fundamental data for more advanced space design strategies in the future.