긍정경험마케팅(Positive Experiential Marketing) 전략에 관한 연구 - 국내 가구브랜드 쇼룸을 중심으로 -

Abstract

Many stores in each field study marketing strategies to deliver products to consumers more effectively. For businesses today, marketing is a major medium that meets consumer needs or induces interest to induce purchases and promote corporate and brand image. This marketing has established itself as a differentiated strategy for each brand. This study seeks to study marketing techniques to effectively communicate messages in furniture stores among various stores. The concept and strategic elements of ‘positive experience marketing’are derived after understanding the display method shown in existing furniture stores through literature review. Afterwards, the survey was conducted by designating domestic furniture stores that meet the standards, and among them, the two most popular branches were selected to derive the characteristics of positive experience marketing. In the case of case studies, strategic analysis and photography were performed by visiting the store’s showroom, and the assessment was conducted as a common item using the positive experience marketing strategy analysis table through the literature review. Through this analysis, we expect to be able to recognize the various hands-on marketing techniques used in furniture brand stores and present a ‘positive experience marketing’ strategy that is differentiated from other areas.