공간마케팅 측면에서 바라본 커피 전문점의 공간 디자인 연구 -스타벅스를 중심으로-

Abstract

(Background and Purpose) We are under the great influence of space where we establish personal personality, seeking our subjectivity or realizing our ego. Also, consumer patterns become more complex and diversified, and eventually become new forms. Companies are starting to add value to the keyword ‘space’ to attract modern consumers having patterns such as expression of identity, cultural consumption, storytelling, experiential space, and emotional consumption. Finally, the company chose a multidimensional space marketing strategy. After companies put values and culture in space, the space itself became the consumption product beyond the original meaning of space where goods are traded. In the end, the company has attracted a lot of loyal customers with increasing ties between business and consumers. The trend of space marketing also spread to coffee shops where identity and storytelling began to appear in the space. Therefore, this study studies the significant meaning and value of space by viewing the space of a coffee store with a space marketing perspective. Therefore, this paper aims to analyze the meaning of space of coffee shops by analyzing the outstanding space marketing cases of Starbucks coffee stops that have recently received attention in Korea and abroad. (Method) First, we researched space marketing and coffee shops. Second, from the perspective of space marketing, we analyzed coffee shops, then studied the consumption patterns of modern consumers and the value of space marketing of coffee shops and then identified the elements of space marketing of coffee shops. Based on the space marketing analyzed, we analyzed Starbucks' space design and created an analysis framework. Third, using the analysis framework, we selected and identified the best coffee shops among Starbucks branches, and then analyzed them with the view point of the space marketing and expression elements. (Result) The best cases in common showed that they focused on the value of space and implemented space marketing effectively. They were all Starbucks franchises, but they expressed culture and values suitable for each space, which created an environment where consumers consume the culture filled in the space rather than simply drinking coffee. (Conclusions) Starbucks is a coffee shop that paid attention to the cultural value of the space and showed efficient space marketing. Starbucks did not view space as "media of consumption" for consumption and trade of coffee. Rather, they viewed space as a "key object of consumption" by creating a space that contains the culture and values of Starbucks where consumers consume the brand and recognize the brand's identity, and emotional solidarity is formed through their interaction with each other. We expect our thesis to reintroduce the significant meaning and importance of space marketing and to be used as basic data for space marketing.