Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

A Comparative Study on the Interior Design of Korean-Chinese Coffee Shop - Focusing on the Starbucks

한·중 커피전문점의 실내 공간 환경 디자인 비교 연구 - 스타벅스를 중심으로

  • 조링 (부경대학교 마린융합디자인) ;
  • 조정형 (부경대학교 공업디자인)
  • Received : 2018.10.16
  • Accepted : 2018.01.20
  • Published : 2019.01.28
Download PDF
⟨ Previous Next ⟩

Abstract

As the rapid pace of modern society, people's daily life is becoming tenser and busier. We need a place to relax and to release our pressure. Coffee shops therefor become one of our best choice. With the strengthening of the expansion of the localized Starbucks coffee shop, it becomes extremely urgent for other coffee shops to enhance the space environment design to become outstanding in the coffee shop market. This paper researches and compares the indoor environment design of Starbucks coffee shops in four cities in China, namely Shanghai, Suzhou, Shenzhen and Beijing and four cities in Korea, namely Busan, Seoul, Seoul and Jeju. By comparing the design characteristics and the style of the interior environment of Korea-China coffee shops, we analyze the various elements of space design and summarize the differences in the environmental design of Korea-China Starbucks coffee shops. Moreover, we propose the strategic direction for the future design and the future development of coffee shops. The survey results show that the indoor environment design of Starbucks coffee brand mainly highlights the regional cultural characteristics. Starbucks shops utilize the fashion culture elements based on the local economic and cultural characteristics, aiming at creating a characteristic coffee brand culture and promoting the vigorous development of the coffee market.

현대사회의 속도가 가속화됨에 따라 사람들의 생활도 빠르게 흘러가게 되었다. 즉 카페는 사람들이 필요로 하는 도시의 휴식처가 되었으며 스타벅스의 현지화가 더욱 확대됨에 따라 각양각색의 테마 카페들 사이에서 어떻게 두각을 드러내었는지, 카페 공간의 환경 디자인에서 어떤 뚜렷한 특징을 드러내었는지 연구가 필요하게 되었다. 본 논문의 연구 범위로는 중국의 상하이, 쑤저우, 선전, 베이징 네 곳과 한국의 부산, 서울, 경주, 제주 네 곳이며 이러한 지역의 스타벅스 실내 환경 디자인을 현지조사를 하였다. 한국과 중국의 카페 내부 환경의 디자인 특징과 스타일을 대조하였으며 공간 디자인의 각 요소를 분석하여 한국과 중국의 스타벅스 환경 디자인의 차이점을 종합하였다. 동시에 향후 카페 디자인 전략의 방향과 향후 발전될 디자인에 대해 제기하였으며 조사결과 스타벅스 브랜드의 실내 환경 디자인은 주로 지역 문화의 특징이 두드러지는 것으로 나타났다. 현지 경제 문화의 특징에 근거하여 유행하는 문화 요소를 표현하였고 특징 있는 카페 브랜드 문화를 만들어내며 카페 시장의 활발한 발전을 이끌었다.

Keywords

OHHGBW_2019_v10n1_123_f0001.png 이미지

Fig. 1. Design direction of coffee brand stores

OHHGBW_2019_v10n1_123_f0002.png 이미지

Fig. 2. Starbucks Founding store

OHHGBW_2019_v10n1_123_f0003.png 이미지

Fig. 3. Special Starbucks Coffee Shop

OHHGBW_2019_v10n1_123_f0004.png 이미지

Fig. 4. Inamo Restaurants in London central

Table 1. Coffee space components

OHHGBW_2019_v10n1_123_t0001.png 이미지

Table 2. Coffee space style

OHHGBW_2019_v10n1_123_t0002.png 이미지

Table 3. Data Analysis of Brand of Coffee Shop in July 2018

OHHGBW_2019_v10n1_123_t0003.png 이미지

Table 5. Chinese starbucks coffee shop' space element

OHHGBW_2019_v10n1_123_t0004.png 이미지

Table 6. Chinese starbucks coffee shop' space element

OHHGBW_2019_v10n1_123_t0005.png 이미지

Table 7. Chinese starbucks coffee shop' space element

OHHGBW_2019_v10n1_123_t0006.png 이미지

Table 8. Korea starbucks coffee shop' space element

OHHGBW_2019_v10n1_123_t0007.png 이미지

Table 9. Korea starbucks coffee shop' space element

OHHGBW_2019_v10n1_123_t0008.png 이미지

Table 10. Korea starbucks coffee shop' space element

OHHGBW_2019_v10n1_123_t0009.png 이미지

Table 11. Korea starbucks coffee shop' space element

OHHGBW_2019_v10n1_123_t0010.png 이미지

Table 12. Difference in Fixed Element

OHHGBW_2019_v10n1_123_t0011.png 이미지

Table 13. Difference in constructive Element

OHHGBW_2019_v10n1_123_t0012.png 이미지

Table 14. Difference in Fluid Element

OHHGBW_2019_v10n1_123_t0013.png 이미지

Table 4. Chinese starbucks coffee shop' space element

OHHGBW_2019_v10n1_123_t0014.png 이미지

References

  1. K. J. Kim (1997). Open starbucks coffee shop, Shinhegae, Daily economy, 14
  2. Zhang ling. (2014). Design analysis and research space in the chain catering-Starbucks and fire houses as an example, Doctoral dissertation, Hunan normal university,6(5),20-21
  3. JIAN Jia-xiu & WU Jia-wei & ZHOU Jin-xing. (2007). Phenomenon of Starbucks and Designing Trends of Restaurants and Bars, Journal of maoming university, 17(3) DOI : 10.3969/j.issn.2095-2562.2007.03.024
  4. Li Huilan. (2014). A Study on the Expression of Space with Visual Directing Object in Commercial Space-Focused on Brand Coffee Shop, Doctoral dissertation, Sungkyunkwan University, 24-30
  5. LI Pengbo. (2017). Strategies and Their Effect Mechanism of Promoting Leadership Effectiveness of Traditional Service Enterprises: A Case Study Based on Starbucks Coffee, Tourism Tribune, 32(3) DOI : 10.3969/j.issn.1002-5006.2017.03.011
  6. Ren Lulu. (2016). Design of Star Symbol Symbolic Design, Art Education Research,(15) DOI: 10.3969/j.issn.1674-9286.2016.15.045
  7. Chen Yao. (2016). Exploration on the Design of MultIsensory Starbucks on MultI-Service Starbucks, Art Research,(3)3 DOI: 10.3969/j.issn.1673-0321.2016.03.001
  8. SHI Yishao & YANG Fenglong. (2018). Features of Spatial Distribution and Impacting Factors of Starbucks in Shanghai, Economic Geography, 38(5), 130-131 DOI: 10.15957/j.cnki.jjdl.2018.05.016
  9. HU Yan-rong & LIU Hong-jiu. (2013). Influencing Factors of Customer Experience Value:Take Starbucks Coffee as an Example, Statistics & Information Forum, 28(3), Autumn, P.107-110 DOI: 10.3969/j.issn.1007-3116.2013.03.018
  10. Yi Yinfei & Han Songli. (2011). The Strategy Analysis of the Brand of Catering Enterprise-Takinng Starbucks as An Example, Pioneering with science&Technology monthly, (06),20-21 DOI: 10.3969/j.issn.1672-2272.2011.06.009
  11. Zhang Nian. (2003). Here Comes Starbucks,Here Come the Left Bank, Southern cultural forum, (6),8 DOI: 10.3969/j.issn.1003-7772.2003.06.003
  12. Tan Jianmei. (2016). The "I" Conxept in "CIS"-Taking starbucks as example, SHEJI, (24)147 DOI: 10.3969/j.issn.1003-0069.2016.24.050
  13. ZHU Lin. (2013). A Discussion of Experience Design for Coffee Shops Based on Starbucks, Journal of Wuxi Institute of Commerce, 13(6),88 DOI: 10.3969/j.issn.1671-4806.2013.06.024
  14. Wang Hua. (2008). Brand-Barrel Brand Experience, Tourism Studies, Management & Technology of SME, (14)51 DOI: 10.3969/j.issn.1673-1069.2008.14.046
  15. YANG Liu. (2012). Economic Factors Contributing to Special Starbucks Language -A Case Study of Perlocutionary Act, Shandong Foreign Languages Teaching Journal, (5) DOI:10.3969/j.issn.1002-2643.2012.05.006
  16. Fang lingling. (2014). MIcrocultural FlavorIng of MIcrocultural Flavour : A Study of Social ConstructIons, China Book Review, (8) DOI:10.3969/j.issn.1002-235X.2014.08.028