기업 복합문화공간 활성화를 위한 경험 디자인 적용에 관한 연구

Abstract

급속한 사회발전과 소비자들의 소비패턴의 변화로 인해 물리적 이윤추구를 위한 마케팅 환경에서 나아가 기업의 사회적 책임과 소비자들의 요구를 고려한 전시, 문화, 이벤트 등의 다양한 공간을 통해 커뮤니케이션하는 복합문화공간이 등장하였다. 이전의 기업 복합문화공간은 기업의 이윤을 위한 공간으로서 일방적 정보전달을 위해 만들어진 경우가 많았으나 마케팅 환경의 변화와 감성과 경험을 자극하여 소비를 유도하는 경험디자인에 대한 관심이 증가하면서 소비자와 소통하는 수단으로서 복합문화공간의 성격이 변화하고 있다. 기업 복합문화공간의 성격 변화에 따라 공간 마케팅적 관점에서 다양한 이론을 통한 연구가 진행되고 있으나 경험디자인에 대한 체계적인 접근과 적용방향성에 대한 연구는 부족한 실정이다. 경험디자인은 공간에서 이루어지며 공간마케팅의 효과로는 랜드마크로서 도시홍보의 역할을 하며 공간체험을 통해 기업 이미지를 형성하여 소비자의 브랜드 충성도를 높인다. 또한 소비자의 즉각적인 피드백을 받을 수 있어 매출증대 및 효율적 판촉효과를 기대할 수 있으며, 소비자 만족을 극대화하여 삶의 질을 상승시키는 효과가 있다. 공간마케팅의 공간유형으로는 마케팅 관점에 따라 직접 마케팅 공간과 간접 마케팅 공간으로 나뉜다. 그 중 간접 마케팅 공간은 간접적 경험을 통해 공간마케팅이 이뤄지는 공간으로서 기업의 제품이나 서비스의 생산이 이뤄지는 생산 공간과 기업의 제품이나 서비스의 직접적인 소비가 이루어지는 소비 공간, 소비자 요구를 수용하여 기업 이미지 및 브랜드 이미지 제고를 목적으로 한 소비자 혜택 공간으로 나뉜다. 본 연구에서는 생산 공간으로서 기업사옥, 소비 공간으로서 체험 매장, 소비자 혜택 공간으로서 기업 문화관을 간접 마케팅 공간유형별 대표 사례로 선정하여 도면과 육안조사, 경험디자인 특성에 따른 사례분석을 통해 공간유형별, 경험디자인 특성별로 구분하여 경험디자인 평가 결과를 종합적으로 비교 분석하고 기업 복합문화공간 활성화를 위한 경험디자인 적용방안에 대해 고찰한 결과 다음과 같은 결론을 도출하였다. 첫째, 경험디자인 이론 및 선행연구를 통해 복합문화공간의 경험디자인 특성에 대해 고찰한 결과 감각성, 연상성, 인지성, 역동성, 상호작용성의 요소가 도출되었다. 둘째, 기업 복합문화공간은 전시, 교육, 공연, 휴게공간으로 분류되며, 공간 별 경험디자인 특성을 평가한 결과 전시, 교육 공간에서는 경험디자인 특성이 다양하게 나타났고 공연, 휴게 공간은 적용 정도가 미흡하게 나타났다. 특히 공연 공간을 갖추고 있는 복합문화공간이 적어 공연공간의 경험디자인 특성이 미흡하게 나타났다. 이에 따라 따로 공간구획을 하지 않더라도 공용 공간을 활용하여 이벤트 및 행사를 제공하거나, 휴게 공간에서도 휴식기능 이외에 다른 공간과 연계하여 기업이미지를 연상시킬 수 있는 경험을 적용하여 공간 별 미흡한 부분을 보완하여야 할 것이다. 셋째, 복합문화공간의 성격에 따라 각기 다른 경험디자인 특성이 강조되고 있었다. 전시 공간에서는 감각성이, 공연 공간에서는 인지성이, 교육 공간에서는 연상성이, 휴게 공간에서는 상호작용성에 관련된 경험디자인 특성이 높게 나타났다. 각 공간의 특성에 맞는 경험디자인 요소를 강조하여 적용하되 다양한 경험요소의 도입을 통한 균형 있는 경험이 이뤄질 수 있도록 계획해야 한다. 넷째, 기업 복합문화공간의 공간경험 요소가 많을수록 매장 체류시간 증가로 인한 구매활동이 활발하게 일어나고 있었다. 이 같은 점을 인지하여 공간연출시 경험디자인 요소를 늘리고, 기존 공간연출의 방식에서 벗어나 다양한 체험요소의 적극적 도입이 이뤄져야 할 것이다. 다섯째, 마케팅 유형 별 경험디자인 특성을 비교 분석한 결과 소비자 혜택 공간 > 생산 공간 > 소비 공간의 순서로 경험디자인의 적용이 높게 나타났다. 소비자 혜택 공간은 사용자의 요구를 고려한 경험디자인이 다양하게 적용되어 있었으며, 다섯 가지 경험 디자인 특성이 골고루 높게 분포하고 있었다. 생산 공간은 연상성과 상호작용성이 높게 나타나 기업의 이미지를 연상시키거나 공간 방문객과 상호작용하는 요소가 높게 나타났다. 또한 소비 공간은 감각성과 연상성이 높게 나타나고 있어 사용자의 감각을 통해 공간을 기억시키거나 소비를 유도하는 경험이 주로 나타나고 있었다. 이처럼 마케팅 유형 별 경험디자인 특성의 적용 정도가 상이하게 나타나고 있었다. 마케팅 유형별 경험디자인 적용 정도의 차이를 줄이기 위해 생산 공간과 소비 공간에서도 마케팅 유형의 목적에 맞는 다양한 경험디자인 요소의 도입을 통해 균형적인 경험이 이뤄질 수 있도록 해야 한다. 본 연구는 기업 복합문화공간 활성화를 위해 공간마케팅 측면에서 복합문화공간을 분류하고, 이론고찰을 통한 경험디자인의 특성을 도출하여 적용 정도에 따라 사례 분석함으로써 경험디자인이라는 무형적 개념을 공간에 적용시켜 방향성을 제시하였다는 것에 의의를 지닌다. 마케팅과 공간별 유형에 따른 분석 결과를 통해 기업의 공간마케팅 및 디자인 계획 시 경험디자인의 보다 효과적인 적용을 위한 자료로 활용되기를 기대하며, 향후 이를 바탕으로 구체적인 데이터에 의한 이론 및 지속적인 연구가 이루어지기를 바라는 바이다.|With the rapid social development and changes in spending pattern, there appeared a complex cultural space where communication can be done through such a space like exhibition, culture, and event considering corporate social responsibility and consumer needs. The earlier firms' complex cultural spaces were often made to make corporate profits, but the purpose of complex cultural spaces is changing with the increasing interest in experience design that induces consumption by encouraging changes in marketing environment and stimulating sensibility and experience. Researches have been made from space marketing perspectives based on various theories with the changes in the characteristics of firm's complex cultural space, but few studies have been conducted on systematic approach to experience design and its directivity of application. Experience design happens in a space and the effects of space marketing include playing a role as landmark for city promotion, increasing consumer's brand loyalty by forming corporate image through space experience, increasing sales through consumer's immediate feedback and efficient sales promotion, and improving quality of life by maximizing consumer satisfaction. In space marketing, the type of space is divided into direct marketing space and indirect marketing space depending on marketing perspective. Among which, indirect marketing space is again sub-categorized into production space where corporate products and services are produced, consumption space where corporate products and services are consumed directly, and consumer benefit space where consumer demands are accepted for the purpose of corporate image and brand image. In this study, company building as production space, experience store as consumption space, and corporate culture center as consumer benefit space were selected as representative cases for indirect marketing by type of space. As research methodologies, drawings, visual inspection, and case analysis were selected depending on the characteristics of experience design. Again, these were classified by type of space and characteristics of experience design before comprehensive comparison and then it could be concluded as follows: First, as a result of considering the characteristics of experience design of corporate complex cultural space, such factors as sentience, association, recognition, dynamism, and interactivity could be drawn. Second, company's complex cultural space is classified into exhibition, education, performance, and resting space. As a result of evaluating the characteristics of experience design by space, the characteristics of experience design appeared highly in exhibition and education spaces, but less in performance and resting places. In particular, the characteristics of experience design appeared less in performance spaces because there were less complex cultural space that had performance space. This suggests that it is necessary to provide an event by utilizing common use space without planning a separate space or applying associated experience with other spaces to a resting place in addition to the characteristics of 'a place to relax.' Third, different characteristics of experience design could be emphasized depending on the nature of complex culture space. Sentience appeared high in exhibition space, recognition in performance space, association in education space, and experience design characteristics related to interactivity in resting place. This suggests that it is necessary to make a plan for achieving balanced experience through introduction of various experiences by emphasizing on experience design elements suitable for the characteristics of each space. Fourth, the more the space experience elements in a company's complex culture space, the more active the buying activities because consumers stayed longer at a store. This suggests that it is necessary to increase experience design elements for space production by recognizing these points and introduce various experience elements actively beyond the existing space production methods. Fifth, as a result of comparing the characteristics of experience design by type of marketing, the application of experience design appeared higher in the order of consumer benefit space > production space > consumption space. In consumer benefit space, five characteristics of experience design were distributed evenly at a higher level. In production space, association and interactivity appeared highly. This suggests that such factors to be reminiscent of corporate image or interact with space visitors appeared highly. In addition, in consumption space, sentience and association appeared highly, which suggests that such experiences to make people remember space or encourage them to consume through user's senses appeared prominently. Like this, it was found that the degree of application of the characteristics of experience design by type of marketing appeared differently. To reduce the difference in the degree of application of experience design, it seems to be necessary to achieve balanced experience by applying various experience-design elements appropriately to the purpose of each type of marketing. This study is significant in that it classified complex culture spaces in terms of space marketing, drew the characteristics of experience design from company' complex culture space and made a case analysis of the degree of application, and applied an intangible concept called as experience design into space and presented directivity. The findings from the analysis by type of marketing and type of space are expected to be the data for more effective application of experience design into designing a corporate space marketing and planning a design and based on these specific data, it is hoped that continuous researches and theory studies can be carried out further.; With the rapid social development and changes in spending pattern, there appeared a complex cultural space where communication can be done through such a space like exhibition, culture, and event considering corporate social responsibility and consumer needs. The earlier firms' complex cultural spaces were often made to make corporate profits, but the purpose of complex cultural spaces is changing with the increasing interest in experience design that induces consumption by encouraging changes in marketing environment and stimulating sensibility and experience. Researches have been made from space marketing perspectives based on various theories with the changes in the characteristics of firm's complex cultural space, but few studies have been conducted on systematic approach to experience design and its directivity of application. Experience design happens in a space and the effects of space marketing include playing a role as landmark for city promotion, increasing consumer's brand loyalty by forming corporate image through space experience, increasing sales through consumer's immediate feedback and efficient sales promotion, and improving quality of life by maximizing consumer satisfaction. In space marketing, the type of space is divided into direct marketing space and indirect marketing space depending on marketing perspective. Among which, indirect marketing space is again sub-categorized into production space where corporate products and services are produced, consumption space where corporate products and services are consumed directly, and consumer benefit space where consumer demands are accepted for the purpose of corporate image and brand image. In this study, company building as production space, experience store as consumption space, and corporate culture center as consumer benefit space were selected as representative cases for indirect marketing by type of space. As research methodologies, drawings, visual inspection, and case analysis were selected depending on the characteristics of experience design. Again, these were classified by type of space and characteristics of experience design before comprehensive comparison and then it could be concluded as follows: First, as a result of considering the characteristics of experience design of corporate complex cultural space, such factors as sentience, association, recognition, dynamism, and interactivity could be drawn. Second, company's complex cultural space is classified into exhibition, education, performance, and resting space. As a result of evaluating the characteristics of experience design by space, the characteristics of experience design appeared highly in exhibition and education spaces, but less in performance and resting places. In particular, the characteristics of experience design appeared less in performance spaces because there were less complex cultural space that had performance space. This suggests that it is necessary to provide an event by utilizing common use space without planning a separate space or applying associated experience with other spaces to a resting place in addition to the characteristics of 'a place to relax.' Third, different characteristics of experience design could be emphasized depending on the nature of complex culture space. Sentience appeared high in exhibition space, recognition in performance space, association in education space, and experience design characteristics related to interactivity in resting place. This suggests that it is necessary to make a plan for achieving balanced experience through introduction of various experiences by emphasizing on experience design elements suitable for the characteristics of each space. Fourth, the more the space experience elements in a company's complex culture space, the more active the buying activities because consumers stayed longer at a store. This suggests that it is necessary to increase experience design elements for space production by recognizing these points and introduce various experience elements actively beyond the existing space production methods. Fifth, as a result of comparing the characteristics of experience design by type of marketing, the application of experience design appeared higher in the order of consumer benefit space > production space > consumption space. In consumer benefit space, five characteristics of experience design were distributed evenly at a higher level. In production space, association and interactivity appeared highly. This suggests that such factors to be reminiscent of corporate image or interact with space visitors appeared highly. In addition, in consumption space, sentience and association appeared highly, which suggests that such experiences to make people remember space or encourage them to consume through user's senses appeared prominently. Like this, it was found that the degree of application of the characteristics of experience design by type of marketing appeared differently. To reduce the difference in the degree of application of experience design, it seems to be necessary to achieve balanced experience by applying various experience-design elements appropriately to the purpose of each type of marketing. This study is significant in that it classified complex culture spaces in terms of space marketing, drew the characteristics of experience design from company' complex culture space and made a case analysis of the degree of application, and applied an intangible concept called as experience design into space and presented directivity. The findings from the analysis by type of marketing and type of space are expected to be the data for more effective application of experience design into designing a corporate space marketing and planning a design and based on these specific data, it is hoped that continuous researches and theory studies can be carried out further.