공간디자인 마케팅에서 소비자 니즈에 관한 연구

Abstract

In corporate branding strategies, as the space is being recognized as a communication medium between enterprises and consumers, the importance of space design is also growing. Therefore, this study starts from the viewpoint that the space design is an expansion of marketing concept. This study aims to investigate the relationship between space and consumer's needs in marketing area, in other words, to review 'consumer's spatial needs'. Research methods were to extract the roles and scope of space design from the design marking cases from enterprises, to make an evaluation chart based on the results and then to perform analysis. The results are as follows. First, the area of corporate brands, that expands and is reorganized into the area including space concept, is not limited to a simple tool of marketing. Second, as the space is being recognized as a communication medium between enterprises and consumers for marketing space, the importance of space is even more emphasized. Third, the consumer's needs not only includes products and service but also the concept of needs for space. Also, case analysis shows that a spatial experience and desire for level up could be a main point and the types of spatial experience have been developed in the various forms of experience. In addition, the space design marketing includes the marketing activities such as making the space provided by the enterprises into a place to satisfy customer’s needs or improving the image of enterprises or brands by providing product experience through space. In conclusion, it requires to recognize the importance of space and review the awareness of space. In other words, the concept of 'consumer's spatial needs' needs to be understood and this will serve as a momentum to shed new light on space and recognize its importance.