감성적 경험 소비시장에 대한 전략적 대응과 디자인경영의 실천적 방안: MMMG 디자인 문구브랜드를 중심으로
Design Management as Strategic Action to Emotional Society and Experiential Economy: Focused on MMMG Design Stationary Brand
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본 연구는 감성사회, 체험경제시대의 사회적 변화 및 시장환경적 변화에 따른 상품의 상징화, 감성화, 경험화 현상을 고찰하고 이러한 시대적 흐름을 반영한 기업의 전략적, 전사적 대응으로서 디자인경영의 의미적 변화를 살펴보았다. 가격, 기술 등의 평준화에 따른 기능적 품질에 의한 차별화가 불가능한 시점에서 상품의 감성적, 경험적 품질은 시장경쟁에 있어서 비교우위의 차별화를 가능하게 하는 핵심적 요소가 되었다. 이에 소비자의 가치만족에 중심을 두며 감성적으로 소구하는 디자인적 사고, 디자인적 접근이 상품의 차별화를 가져오는 전략적 접근으로 재조명되고 있으며 그 중요성을 인정받고 있다. 따라서 본 연구에서는 대표적 감성시장인 디자인 문구시장의 MMMG의 사례를 통하여 디자인경영을 통한 핵심경쟁력 확보를 위한 전략적이며 실천적 방안으로써 디자인적 사고에 의한 시장접근과 적용방법 등을 모색해보았다. 현재 국내 디자인 문구시장은 낮은 진입장벽과 후발업체의 디자인모방에 의한 제품의 디자인 평준화에 따른 제품의 감성품질에 있어서 차별화가 불가능한 상태이다. 이에 제품디자인에 근거한 감성품질이 아닌 소비자가치지향의 브랜드화된 감성적 경험제공에 의한 상품적 차원의 감성품질의 차별화 전략을 구축을 위하여 디자인적 사고에 기반한 소비자인식조사를 통한 감성품질개선방안을 모색하였으며 디자인경영의 전술적 실천방안 모색을 위한 사례연구로서의 의의를 지닌다.
Abstract
With the advent of emotional society and experiential economy, consumers put more value on emotional and experiential quality of than economy and function of products. This change of consumers' value standard expands the meaning of products and nowadays products includes any services or systems provided in supply channels of the products at any possible touch points where consumers can meet the products. This change arouses the importance of customer experience related with the products. Experience could be considered from five aspects such as Sense, Feel, Think, Act and Relate and this claim convinces the role of design especially in satisfying customers' emotional needs, from Sense and Feel which leads to Think and Relate, and then holistic experience. With this change, as design is recognized as a differentiator in the current market where leveling in function and benefits appears, companies start to illuminate design management as a core strategy to prepare the consumer-driven market. Design management is not just about reinforcing the power of a design department but about learning design-thinking across departments and hierarchies of companies. To implement design-thinking in structures of companies, multilateral efforts, such as leadership, strategic, and tactical levels, are required at a corporate level. As a practical approach, this paper tries to apply a design-thinking strategy to a tactical level through examining and reflecting consumers' recognition focusing on MMMG design stationary brand. While this MMMG brand opened about 10 years ago and has led the Korean design stationary market, it starts to lose competitive edge as the first mover. This weakness is mainly from the low barrier to entry and quick design copy of followers. So, currently, the market power depends on price despite attributes of the market appealing to consumers' emotion. Then, this phenomenon bespeaks this market needs a new competitive edge attracting people. Considering the societal change, the new competitive edge should be emotion and experience-oriented and consumer-oriented. Hence, this paper analyzes MMMG brand's target consumers' recognition and needs through quantitative and qualitative research in order to create exceptional experience.
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