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통합적 마케팅 커뮤니케이션(IMC) 전략에 의한 브랜드 스토어 디자인 특성에 관한 연구

Title
통합적 마케팅 커뮤니케이션(IMC) 전략에 의한 브랜드 스토어 디자인 특성에 관한 연구
Other Titles
A Study on Design Characteristics of Brand Store based on the Integrated Marketing Communication(IMC) Strategy
Author
김은영
Alternative Author(s)
Kim, Eun Young
Advisor(s)
장순각
Issue Date
2013-02
Publisher
한양대학교
Degree
Master
Abstract
소비 공간은 마케팅 커뮤니케이션 도구로 활용되며 브랜드와 소비자 간의 매개체 역할을 하고 있다. 본 연구에서는 마케팅 커뮤니케이션의 측면에서 TV, 라디오 등의 전파매체, 그리고 신문과 잡지 등의 지면매체를 통해 장기간 형성된 브랜드의 이미지가 실제로 손에 잡히는 구매 활동으로 이어지는 소비 공간을 브랜드 스토어라고 정의한다. 최근의 브랜드 스토어는 단순히 물품과 서비스에 대한 구매를 통해 소비자의 욕구를 만족시키는 1차적 기능에서 머무르는 것이 아니라 브랜드에 대한 정서적 체험과 동시에 적극적 참여를 통해 긍정적인 이미지를 구축하는 공간이 되고 있다. 또한 이러한 브랜드에 대한 인식은 소비자의 라이프스타일, 사회 문화 등에 영향을 미치면서 각 분야의 기업들은 온라인 및 오프라인 공간을 통한 마케팅 전략에 관심을 기울이고 있다. 또한 매체 발달로 인한 마케팅 패러다임의 변화로 인하여 통합적 마케팅 커뮤니케이션(IMC)개념이 대두되었으며, 이에 본 연구에서는 IMC의 전략적 요소를 브랜드 스토어에 도입시켜 매장 공간의 디자인 특성을 파악하고자 하였다. 연구의 범위는 업종별로 분류하였으며 분류 항목 기준은 의류, 금융, 전자 제품, 식품 브랜드로써 뉴스 보도자료 및 신문기사를 근거로 하여 브랜드 매장을 가장 활발히 구축하고 있는 분야로 정하였다. 시간적 범위는 2012년을 위주로 최근 3년간 리뉴얼 및 신규오픈 한 국내 사례로써 업종별 5곳씩 총 20곳을 선정하였다. 연구 방법은 선행 연구 및 이론적 고찰을 통하여 IMC특성에 따른 브랜드 스토어 공간의 디자인 특성에 대한 기준을 도출한 후 각 항목 당 5문항을 추출하여 체크리스트를 제작하여 분석의 기준으로 사용하였다. 사례 조사에서는 해당 브랜드의 배경 및 마케팅 전략에 대한 사전 조사를 하였으며, 업종별 사례지를 직접 방문하여 현장 조사를 실시하였다. 사례 조사 내용을 토대로 하여 업종별, 공간별, 마케팅 전략에 대한 분석 결과를 도출하였으며 그 내용은 다음과 같다. 첫째, 브랜드 스토어를 업종별로 분류하여 공간 디자인 전략의 공통점 및 차이점을 살펴보았다. 브랜드 스토어는 상업적인 목적을 가지고 운영되는 공간이므로 광고, 홍보 메시지 전달 및 브랜드 이미지 상징 요소가 전반적으로 부각되고 있었다. 또한 기업의 긍정적인 이미지 구축을 위하여 공통적으로 문화 및 감성적인 요소를 강조하고 있는 추세임을 알 수 있었다. 차이점을 살펴보면, 의류 브랜드는 상징성과 맥락성, 감성이 높게 나타나 시각적인 이미지 전략의 비중이 높았으며, 금융 브랜드는 정보 제공 및 디지털 매체의 활용이 강하게 나타났음을 알 수 있었다. 전자 제품은 정보성 및 참여성이 높게 나타나 제품의 체험이 강조되었으며, 식품 매장은 매장 디자인 및 분위기가 중요하게 작용하고 있는 것으로 나타났다. 둘째, 브랜드 스토어의 공간이 가진 성격에 따라 디자인 특성이 다르게 적용되고 있음을 알 수 있었다. 각 공간이 가진 역할 및 조건이 모두 다르므로 공간을 통해 전체적으로 일관된 메시지의 전달이 이루어지기 위해서는 체계적인 스페이스 프로그래밍으로 인한 공간의 유기적인 조합을 통하여 스토리를 구성해 나가는 것이 중요하다고 판단된다. 셋째, IMC 전략적 측면에서 살펴보았을 때 브랜드의 아이덴티티가 한 가지 특성으로만 구분되어 질 수 있는 사항이 아니므로 모든 요소를 동시에 적용하는 방식은 적절하지 않음을 알 수 있었다. 단순히 트렌드만을 의식하거나 브랜드와 무관한 요소의 도입으로 공간의 정체성을 모호하게 하기보다는 브랜드에 적합한 요소를 적절히 혼합하여 사용하는 전략이 필요할 것이다. 브랜드 이미지를 상징하는 것이나 일관된 메시지의 전달은 마케팅 커뮤니케이션의 전제 조건이 되어야 하며, 체험이나, 매체 활용, 감성적 접근, 고객 유형화와 같은 요소들은 정확한 분석을 통하여 브랜드 고유의 개성을 효과적으로 드러낼 수 있도록 계획되어야 한다. 본 논문은 그 동안 시각적인 요소를 중심으로 논의되어 왔던 브랜드 스토어에 대한 연구를 통합적 마케팅 커뮤니케이션의 측면에서 바라보았으며, 마케팅 전략의 연장선상에서 브랜드 이미지를 구축하는 방식에 대하여 알아보았다. IMC라는 무형적 개념을 공간에 적용시켜 브랜드 스토어를 분석하는 기준을 도출한 것에 연구의 의의를 두고 있으며, 업종별 브랜드를 분석하였으므로, 마케팅 및 디자인분야에서 보다 체계적인 매장 디자인 계획을 위한 자료로 활용되길 기대한다. 또한 마케팅의 기본 개념은 소비자와 기업 간의 커뮤니케이션임을 재차 강조하며 공간 디자인 분야에서도 끊임없는 소통에 대한 연구가 이루어지기를 바라는 바이다.|A consumption space is utilized as a marketing communication means, and plays a role as a medium between a brand and consumers. In terms of marketing communication, this study defines a consumption space where the image of a brand established over time through various media such as broadcasting methods including TV and radio, and paper methods including newspaper and magazine finally leads to hands-on purchasing activity as a 'brand store.' Recently, a brand store goes beyond the basic function to satisfy the consumers' desire through purchase of goods and service. Rather, it is regarded as a space where positive images are established through emotional experiences of and active participation in a brand. In addition, as such an awareness of brands affects consumers' lifestyles as well as social cultures, companies in various industries are paying attention to marketing strategies in online and offline spaces. As the development of media changed the marketing paradigm, the concept of Integrated Marketing Communication(IMC) emerged, and this study examines the design characteristics of shop spaces by introducing IMC strategic elements to brand stores accordingly. As for the scope, spaces were classified depending on the types of business. The items to be classified include areas where brand shops are most actively established in clothing, finance, electronic appliance, and food brands as specified by news reports or newspaper articles. As for the time period to be covered, domestic shops newly opened or renewed for the last three years, especially during the year of 2012, 5 shops for each business type and 20 in total. As for the study method, the standard for design characteristics of brand store space was established based on the previous studies and theoretical investigation on IMC characteristics. Then 5 items for each section were extracted, and the checklist was prepared as the basis for analysis. As for the case study, a preliminary research was conducted on the background and marketing strategies of each brand, which was followed by the onsite survey in each shop of the businesses. Based on the case study, the result of analyzing marketing strategies for each business type and space is as follows: First, the brand stores were classified for each business type to examine the common aspects and differences among the spatial design strategies. Since brand stores are a space operated for a commercial purpose, symbolic elements of the brand image as well as advertising and promotional messages were highlighted. In addition, cultural and emotional elements were emphasized in general to establish a positive corporate image. As for differences, clothing brands emphasized visual image strategies with such factors as symbol, context, and emotion highly estimated, while finance brands tended to make full use of digital media and highlight the advantages as an information provider. Brands of electronic appliances emphasized experiencing products, promoting information and participation. Lastly, food stores cared most the design and atmosphere of the space. Second, it turned out that the design characteristics might be varied depending on the characteristics of the brand store space. As the role and condition of each space was different, it is vital to develop its own story by combining the space in a well-organized manner through systematic space programming in order to deliver a consistent message. Third, in terms of IMC strategies, it is difficult to classify the brand identity merely based on one single characteristic. Thus, it is not appropriate to apply all elements simultaneously. Rather than blindly pursuing the trend or introducing elements irrelevant to the brand, which might make the identity of the space more vague, it is necessary to strategically combine elements proper to the brand. Symbolic elements of the brand image and consistent delivery of messages are two of the prerequisites in marketing communication. Such elements as experience, use of media, emotional approach, and customer categorization need to be analyzed in a way that the unique character of the brand could be effectively revealed based on accurate analysis. This study views the space of brand stores, which has been discussed mainly in terms of visual elements, in the perspective of Integrated Marketing Communication. The way of establishing a brand image is examined as part of marketing strategies. This study is of significance in that it draws out the standard for analyzing brand stores in application of the intangible concept of IMC to space. As it analyzes brands in each business type, it is expected that this could be utilized as the basis for systematic shop design planning in marketing and design areas. In addition, Once again, the basic concept of marketing is the communication between consumers and businesses. Accordingly, it is hoped that there will be active and constant studies on communication in the area of space design.
A consumption space is utilized as a marketing communication means, and plays a role as a medium between a brand and consumers. In terms of marketing communication, this study defines a consumption space where the image of a brand established over time through various media such as broadcasting methods including TV and radio, and paper methods including newspaper and magazine finally leads to hands-on purchasing activity as a 'brand store.' Recently, a brand store goes beyond the basic function to satisfy the consumers' desire through purchase of goods and service. Rather, it is regarded as a space where positive images are established through emotional experiences of and active participation in a brand. In addition, as such an awareness of brands affects consumers' lifestyles as well as social cultures, companies in various industries are paying attention to marketing strategies in online and offline spaces. As the development of media changed the marketing paradigm, the concept of Integrated Marketing Communication(IMC) emerged, and this study examines the design characteristics of shop spaces by introducing IMC strategic elements to brand stores accordingly. As for the scope, spaces were classified depending on the types of business. The items to be classified include areas where brand shops are most actively established in clothing, finance, electronic appliance, and food brands as specified by news reports or newspaper articles. As for the time period to be covered, domestic shops newly opened or renewed for the last three years, especially during the year of 2012, 5 shops for each business type and 20 in total. As for the study method, the standard for design characteristics of brand store space was established based on the previous studies and theoretical investigation on IMC characteristics. Then 5 items for each section were extracted, and the checklist was prepared as the basis for analysis. As for the case study, a preliminary research was conducted on the background and marketing strategies of each brand, which was followed by the onsite survey in each shop of the businesses. Based on the case study, the result of analyzing marketing strategies for each business type and space is as follows: First, the brand stores were classified for each business type to examine the common aspects and differences among the spatial design strategies. Since brand stores are a space operated for a commercial purpose, symbolic elements of the brand image as well as advertising and promotional messages were highlighted. In addition, cultural and emotional elements were emphasized in general to establish a positive corporate image. As for differences, clothing brands emphasized visual image strategies with such factors as symbol, context, and emotion highly estimated, while finance brands tended to make full use of digital media and highlight the advantages as an information provider. Brands of electronic appliances emphasized experiencing products, promoting information and participation. Lastly, food stores cared most the design and atmosphere of the space. Second, it turned out that the design characteristics might be varied depending on the characteristics of the brand store space. As the role and condition of each space was different, it is vital to develop its own story by combining the space in a well-organized manner through systematic space programming in order to deliver a consistent message. Third, in terms of IMC strategies, it is difficult to classify the brand identity merely based on one single characteristic. Thus, it is not appropriate to apply all elements simultaneously. Rather than blindly pursuing the trend or introducing elements irrelevant to the brand, which might make the identity of the space more vague, it is necessary to strategically combine elements proper to the brand. Symbolic elements of the brand image and consistent delivery of messages are two of the prerequisites in marketing communication. Such elements as experience, use of media, emotional approach, and customer categorization need to be analyzed in a way that the unique character of the brand could be effectively revealed based on accurate analysis. This study views the space of brand stores, which has been discussed mainly in terms of visual elements, in the perspective of Integrated Marketing Communication. The way of establishing a brand image is examined as part of marketing strategies. This study is of significance in that it draws out the standard for analyzing brand stores in application of the intangible concept of IMC to space. As it analyzes brands in each business type, it is expected that this could be utilized as the basis for systematic shop design planning in marketing and design areas. In addition, Once again, the basic concept of marketing is the communication between consumers and businesses. Accordingly, it is hoped that there will be active and constant studies on communication in the area of space design.
URI
https://repository.hanyang.ac.kr/handle/20.500.11754/133881http://hanyang.dcollection.net/common/orgView/200000421913
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GRADUATE SCHOOL[S](대학원) > DEPARTMENT OF INTERIOR DESIGN(실내환경디자인학과) > Theses (Master)
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