체험마케팅 전략에 따른 쇼룸공간디자인에 관한 연구 -라이프스타일브랜드를 중심으로-

Abstract

(Background and Purpose) Recently, companies have begun developing communication strategies based on empirical marketing to increase brand preference and promote communication. Experiential marketing is interpreted as the new normal, that provides valuable experiences along with virtual participation through five senses and cognitive marketing. Therefore, this study examines the strategic and functional characteristics of the spatial design of an exhibition hall, focusing on the lifestyle according to the experiential marketing strategy. (Method) First, this study derives experience elements through preliminary research related to experiential marketing. Second, it derives the concept, type, and characteristics of a lifestyle brand's exhibition space. Third, visiting surveys and online research are possible online and offline among domestic and foreign lifestyle brands; five companies to be surveyed are selected to analyze cases in units of five points. Through this, sintering characteristics can be derived by linking the characteristics of the showroom’s spatial design with the brand experience, and meaningful directions of the lifestyle brand can be presented through data analysis. (Results) This study established the direction of the space design analysis of the showroom exhibition hall through the examination of the attributes of the commercial exhibition space paradigm. Five elements of experiential marketing were applied; based on the derivation through case analysis of five companies, it was revealed that they were applied differently according to the purpose of the space. Cultural enjoyment through emotional, cognitive, and behavioral experiences is recognized as the intangible value of the lifestyle brand exhibition space, countering consumer fatigue. In addition to the main showroom, this exercise has been branded as a single configuration to promote experience expansion. It is also actively used to promote communication with consumers through preoccupation of geographic locations aimed at direct experience. (Conclusions) The reason lifestyle brands are a future-oriented trend in the value era is that they expand their value and build a worldview with customers who adapt to their philosophy. In the era of experience-oriented mining, the showroom space plan, which offers experiences and lifestyles, will be thorough audio-oriented brand communication as an "innovation" rather than an alternative to offline space. If the showroom space design of a representative experiential marketing strategy is developed as a brand differentiator and applied as an experiential marketing strategy, it can be applied as a prospective methodology for brand management in the future.