• Korean Institute of Interior Design Journal
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• v.21 no.3
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• pp.31-39
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• 2012

This is the time we need differentiated strategy due to consumer's standard of purchasing is becoming more complicated and corporate marketing war is intensely competitive. For a long-term strategy, making competitive corporate image is important because companies have their own competitiveness. In addition, importance of having a relationship with customer is magnified through consumers'direct and indirect experience. "The corporate complex cultural space is designed place for experiential marketing to convey its meaning to consumers." Under above concept, this study analyzed the theory of experiential marketing and conducted a survey which is based on experiential marketing strategic module (SEMs) using the analyzed theory. This study drew expression characteristics of space through case analysis and conducted a survey to have more effective corporate complex cultural space. As a result, the experience in the space enables people to understand of the space through five senses, not consist of simply chucks of sense-date, and this result emphasizes the importance of 'Event' because people tend to escape from restriction for reality to relive stress and have emotional satisfaction. In addition, it shows expression characteristics which provide sympathy as a flexible interaction through symbolical image. The result of the expression characteristics' survey is showed up to improve effect of corporate complex cultural space. This study is analyzing the corporate complex cultural space through experience marketing for the company which wants provide differentiated experience of various space expression methods and catching current position. Also, this study places its significance to give a way to increase space preference and effect of corporate complex cultural space. Based on the result of this study, I hope the future corporate complex cultural space will develop refreshingly.

• Journal of the Korea Convergence Society
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• v.8 no.11
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• pp.299-306
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• 2017

In this paper, the development of differentiated programs for visitors as well as those for teaching, ways on how to make these halls a culture complex that can support diverse cultural activities for citizens, and strategies to increase their utilization for the public as an facility open to the community, given the trend that intangible cultural heritage teaching halls are getting bigger and complex. The intangible cultural heritage teaching halls of it is need to make improvements to the facility for their activation. Therefore In this paper as a collected information on their establishment and administration to find ways for their activation from a user perspective by visiting three intangible cultural heritage teaching halls except Seoul and large cities of metropolitan areas. We expect that findings from the study will provide a basis to set directions to make intangible cultural heritage teaching halls a culture complex facility.