BTL(Below The Line)마케팅에 기반한 기업 복합문화공간 커뮤니케이션 전략에 관한 연구

Abstract

(Background and Purpose) With the marketing paradigm rapidly changing, corporate marketing strategies have transformed from being producer-centered to consumer-centered. Accordingly, companies now focus on active communication with consumers, paying more attention to corporate complex cultural space as a communication channel. However, the current corporate complex cultural space lacks a competitive communication strategy. It requires a below the line (BTL) marketing strategy for relationship building with customers as a differentiated means of competition. Against this backdrop, this study aims at presenting a distinctive communication strategy by identifying strategic elements of BTL marketing and analyzing corporate complex cultural space based on the elements. (Method) The research subjects were selected as complex cultural space of domestic companies classified as large corporations, and the temporal scope was decided from the recent 10 years. First, the theoretical concept of corporate complex cultural space and BTL marketing was investigated through literature research. Second, the characteristics of communication in a corporate complex cultural space and BTL marketing strategy elements were identified. Third, an analysis frame was presented based on the characteristics and strategic elements, a case analysis was performed, and a communication strategy for corporate complex cultural space was suggested based on BTL marketing. (Results) The corporate complex cultural space communication characteristics were evaluated in the order of social, spatial, and functional characteristics. By planning a complex cultural space that reflects the local flow, the characteristics of “local location” that form consumer contact points were prominent, and the characteristics of “symbolic identity” that convey their identity to consumers were insignificant. The strategy of corporate complex cultural space based on BTL marketing appeared in the order of customization, two-way communication, integrated messaging, and establishment of a brand image. The importance of “consumer orientation” in the customization strategy was the highest, while the importance of “independent symbolism” in building the brand image was low. (Conclusions) First, applying design elements that can enhance the functional characteristics of communication in a corporate complex cultural space is necessary. Second, adopting a customization strategy to provide customized services through consumer segmentation is essential. Third, while the current corporate complex cultural space focuses on two-way communication and integrated messaging strategy, introducing the company's symbolic value in the design and content is necessary. Considering the changes in the marketing paradigm, this study’s significance lies in its suggestion of a communication strategy for corporate complex cultural space based on BTL marketing strategies.