제3공간에서 공간적 소비자 니즈의 중요성 연구

Abstract

Corporate branding strategies including the concept of space have been increasing with awareness that space is a communication medium between enterprises and consumers. Accordingly this study begins at the point of view on the importance of space design and the extension of space design marketing concept. In other words, it focuses on applying the importance of consumers' spatial needs in the third space and reconsidering it. Based on space design marketing cases in the third space that enterprises provide, comprehensive matrixes for evaluation were made and qualitatively analyzed for the study. The results are as follows; Firstly, the area of corporate brands is not limited to a marketing tool but expanded to the area including the concept of space. Secondly, the importance of space is growing as awareness that space is a communication medium between enterprises and consumers have been increasing. Lastly, not only needs for products and services but also those for space that contains them are necessary.