중국 SPA 브랜드 UNIQLO의 VMD 특성과 이미지 특성에 관한 연구

Abstract

The purpose of this study is to study the characteristics of VMD (Visual Merchandising) and image of the UNIQLO store for Chinese consumers. By revealing the impact of VMD characteristics of UNIQLO, a global SPA brand growing in China, on brand image, it is expected to enhance the success factors and utilization of the global SPA brand. As a method of this study, first, the theoretical research on the concept and components of VMD of the SPA brand was conducted based on the previous research data. Second, the questionnaire survey of Chinese consumers about the characteristics of UNIQLO store VMD was conducted to analyze the characteristics of store VMD. Third, this study suggested ways to increase customer satisfaction by analyzing and analyzing the brand image of UNIQLO stores. As a result, it can be seen that the VMD environment of the store affects the consumer's intention to purchase the product and the brand image of the store, and also influences the direction of the company's marketing strategy. In other words, the SPA brand is strengthening the brand image and influencing the brand image by creating a VMD suitable for identity such as planning and product characteristics based on product-oriented displays. In addition, when establishing the integrated marketing policy of the brand, it was found that it influences the sales direction of the company by analyzing the consumer's purchase intention and brand image according to VMD. Therefore, it was found that various SPA brands have a strategically important role in reinforcing the brand based on product-oriented displays and directing VMD that match opportunities, characteristics, and identities. As a result, it is expected that VMD can effectively convey an image to consumers when establishing an integrated marketing policy, and it is expected to use the survey data obtained through research in the launch stage of a new brand entering China in the future.