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브랜드 샾의 소비자 인지형성에 관한연구 (2) - 대형 커피브랜드 3사의 실내디자인 이미지를 중심으로 -

Title
브랜드 샾의 소비자 인지형성에 관한연구 (2) - 대형 커피브랜드 3사의 실내디자인 이미지를 중심으로 -
Other Titles
A Study on the Cognitive Formation of Consumer in Brand Shop (2) -Focused on the Interior Design's Image of a Large-Sized Coffee Brand Company -
Author
김경숙
Keywords
Coffee Brand(커피 브랜드); Shop(점포); Cognitive Formation(인지형성); Consumer(소비자). Marketing Policy(마케팅 정책)
Issue Date
2008-09
Publisher
한국디자인문화학회
Citation
한국디자인문화학회지, v. 14, No. 3, Page. 43-51
Abstract
The concepts of "Brand Shop" makes with the department store same sale space were developed “Merchandising” with the goods which is various the competitive type of business originated and the competition was deepened gradually and was started. With the different brand is divided to make the strategy demand which is discriminated, became. The specially, 20 younger generation showing the culture only of self with base, starts like this background. The coffee professional brand from take out formats is exchanged little by little in Store formats and is going, Store importances come to be high consequently. Starbucks where is representative, Coffee Bean and Pascucci executes Store Interior Marketing, for a brand promotion is endeavoring. Starbucks was comfortable to provide, Coffee Bean presented the interior marketing which is discriminated. Pascucci is to application of color and shows a discriminational characteristic. Also, there are to Brand Marketing, what which the interior is discriminated the application importance is the thing about color. But, Coffee Bean and Pascucci cannot go over a top, Follows hereupon and makes new Marketing policies demand.
URI
http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE06541870https://repository.hanyang.ac.kr/handle/20.500.11754/104837
ISSN
1598-6497
Appears in Collections:
COLLEGE OF DESIGN[E](디자인대학) > SURFACE & INTERIOR DESIGN(서피스·인테리어디자인학과) > Articles
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