수용자 인지과정을 위한 유통공간의 맥락적 구조에 대한 연구

Abstract

(Background and Purpose) Changes in consumption patterns resulting from the development of information have resulted in diversified distribution channels, consumption methods, and value changes. The brand space is a role of the emotional place that communicates rather than the simple sales purpose. It is an element of offline marketing that provides the place where the consumer accepts the brand. In addition, the pace of market preoccupation in the fast-changing distribution market is crucial to the competitive advantage. The rapid rate of distribution is spreading without the research of the right audience, with only the intention of the brand side. Therefore, a systematic cognitive process with the audience and a study on the context of communication appropriate to the brand and the target in various distribution environments, as well as the manual of classification and structure of space are required. Through this study, brand awareness process provides value through an efficient message using a structured organization of space; brand awareness also provides a manual value as a study of utility value, which is used as a practical element. (Methods) The scope of the research was defined as the space of the brand based on brand marketing in the distribution space. This study explored changes in consumption patterns and diversification of distribution channels, and then analyzed changes in accepting brands according to experience. To classify the contextual structure, the relationship between the brand and the retail market, and the taxonomy found in the experiential cognitive process of consumers were introduced and analyzed. (Results) In this study, the system based on the brand space was studied according to the change of the marketing market environment and the consumer pattern. It also introduced the case by deriving the contextual structure of the distribution space. (Conclusions) Logical completion of the contextual structure requires a review and judgment of the results. The functional role of each classified space and object, and the content that the expression elements of the strategic media can maintain and develop in the long term, are required. This is because the consistent identity is reclassified according to environment in each retail trade channel. It is necessary to connect the perception of the brand to the context of the experience. This research process can quickly respond to the reality of unfolding the brand in the process of diffusion of the brand space and not being systematically established in the temporal and physical situations, and focusing on the needs of the brand's position. The number of cases that can reflect the needs of consumers based on the stores in operation was classified and the preceding classification method was substituted.