• 한국지역지리학회지
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• 제15권2호
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• pp.226-249
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• 2009

이 논문은 장소마케팅 전략의 지역믹스 유형을 분석하고 시론적 모델을 제시하는 것을 목적으로 한다. 이를 위해 광주 전남 지역의 최근 2년간 장소마케팅 관련 사례들을 분석한 결과, 총 87개의 지역믹스 사례가 도출되었다. 지역믹스 유형을 공간별, 주제별, 주체별, 대상별, 요소별로 분석한 결과, 총 27개의 지역믹스 유형이 도출되었다. 공간별 지역믹스 유형은 도시믹스, 권역도시믹스, 패키지도시믹스, 권역믹스, 공간패키지믹스 등 5가지 유형으로 나타났고, 주제별 지역믹스 유형은 문화믹스, 역사믹스, 관광믹스, 산업믹스, 행정믹스, 생태믹스, 교통믹스, 홍보믹스 등 8가지 유형으로 나타났다. 주체별 지역믹스 유형은 중앙정부주도형 공공믹스, 지방정부주도형 공공믹스, 기업주도형 민간믹스, 시민사회주도형 민간믹스, 민관파트너십 믹스 등 5가지 유형으로 나타났고, 대상별 지역믹스 유형은 주민믹스, 관광객믹스, 기업믹스, 공동믹스 등 4가지 유형으로 나타났다. 요소별 지역믹스 유형은 조직믹스, 이미지믹스, 포인트믹스, 타깃믹스, 채널믹스 등 5가지 유형으로 나타났다. 이러한 유형화를 바탕으로 장소마케팅 전략의 지역믹스 모델을 1차 모델과 2차 모델로 도출하였다. 지역믹스 1차 모델은 총 22개의 모델로 나타났고, 지역믹스 2차 모델은 총 126개의 모델로 나타났다.

• 패션비즈니스
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• 제22권5호
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• pp.64-82
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• 2018

As sustainability of fashion brands is becoming more important in the prolonged depression, the fashion market is also seeking ways to create new value through convergence with various fields. In the fashion market, convergence marketing is engaged with diverse technologies combined with advanced technologies and strategies. This study established the conceptual characteristics of convergence and divergence from a market perspective. Convergence can be summarized as Borderless, Compounding, Diversification, Recombination and Affiliation. The conceptual characteristics of the divergence can be summarized as de-fusion, individualization, differentiation, specialization, and segmentation. The characteristics of convergence revealed through the case of fashion market include the expandability of the new category, the expandability of the consumer, the brand experience, and the expandability of time and space. Divergence is the differentiation of brand value, target customer, and product nature. Through this study, we could understand the differentiation of the fashion market and the direction of the marketing strategy by looking at the characteristic of the convergence marketing - oriented research that has the contrary conceptual characteristics from the extended viewpoint. Based on this, it is possible to see the changes and patterns of brand marketing strategies and techniques in recent fashion market. In the future, it is expected that the systematic study of the marketing strategy of the domestic fashion brand based on the convergence and change characteristics of the fashion market proposed in this study will continue.

• 디자인학연구
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• 제19권1호
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• pp.39-48
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• 2006

현재 마케팅 환경은 과거의 가격 위주 전략의 제품판매 시대를 지나 상품, 기업, 브랜드 이미지를 통한 감성마케팅 시대로 접어들었다. 특히 고객의 직접 대면 장소인 기업 상업 공간 Space Identity는 직접 체험, 감각적 자극, 즉시 만족, 사회적 관계 형성을 할 수 있는 중요한 전략 요소임에도 불구하고 대부분의 국내 기업이 CI 기본 시각 시스템을 그대로 대입하는 2차원적 디자인 고려에만 머무르고 있으며 상업공간의 다양한 기능성, 컨셉, 상품과 고객 만족에 대한 고려는 부족한 것이 현실이다. 특히 공간과 고객의 최초 대면 접점인 파사드는 시각적 정보전달, 물리적 경계 역할과 더불어 내외부 공간의 연결성을 통해 공간의 컨셉과 기업과 상품 이미지, 정보 전달 및 고객 유입 정도를 결정하는 중요한 요소이다. 본 연구는 판매, 서비스, 홍보 등이 중심이 된 기업의 상업공간 파사드를 통해 상업 공간 전반에 적용된 Space Identity 적용 사례를 조사하여 상업 공간의 기능에 따른 상품, 고객 유입을 위한 이론 연구 바탕을 마련하고, 이론적 배경과 사례에서 지적된 문제점 개선을 위한 발전된 디자인을 위한 제안을 한다.

• 지역과문화
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• 제8권1호
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• pp.77-93
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• 2021

博物馆文化商品在博物馆收益中逐渐占据重要部分, 因此, 在博物馆经营中, 文化商品营销的重要性日益增大。本研究通过对中国故宫博物院和韩国国立中央博物馆的文化商品营销战略进行比较分析, 来探索两国博物馆文化商品营销的发展方向。为此, 通过产品, 价格, 渠道, 促销等营销4P战略分析, 分析了韩国国立中央博物馆（以下称中博)和中国故宫博物馆（以下称故宫)的文化商品的差异。研究结果表明, 在产品(product)方面, 故宫重视与其他企业的合作战略, 但中博主要以"企划展文化商品"为中心, 将重点放在自身的商品开发上。价格（price)方面, 中博的文化商品比一般产品的价格定价要高。与此相反, 故宫的部分文化商品与市面上类似产品比较, 以相对低廉的价格出售。据分析, 这是因为不同的市场占有率而采取的战略。从渠道(place)方面来看, 故宫利用多种电商销售文化商品, 而中博则通过特定网站进行集中销售。另外, 故宫的线下卖场位于故宫正门出入口等位置, 但中博的线下文化商品店则设立在中博内部。在促销(promotion)方面, 故宫主要利用网络社交媒体营销战略, 而中博会每年通过公开招募活动收集人们各种各样的想法, 开发文化商品。本次研究通过中国故宫博物院和韩国国立中央博物馆的博物馆文化商品营销方式的比较, 对中国和韩国博物馆文化商品的发展具有新的启示意义。

• 한국실내디자인학회논문집
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• 제16권6호
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• pp.144-151
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• 2007

The idea of shopping is changed from a purchase of merchandise to an experience of pleasure. This study is a space composition analysis for the introduction of theme in multi-plex shopping center design to reflect variable consumer trend and company marketing strategy, The study progressed through theoretical consideration and substance analysis about the shopping centers which had been designed by Jerd Partnership In Japan since 2000. The following is result. The path is a sole main street that is made of curve form, parallel and vertical circulating rout and movement of human being. It leads continuity. The node and landmarks have a circular court with typifier as powerful center, character of transition space and event for experience. It makes locational quality. The districts are composed of retail shops, restaurants and culture facilities and the edge is represented by closed vertical wall and parapet. It induces a domain. The characteristic of Jerde shopping center is an experience of theme environment through the path as betweenness with a story based on a main theme. It is mostly related nature or exotic element and is obviously represented at path and node. The node takes a round shape and bring about event as a court. The application of theme to the shopping center by Jerde has a significant meaning for place marketing.

• International Journal of Internet, Broadcasting and Communication
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• 제13권1호
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• pp.20-25
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• 2021

In the background of the rapid development of the IoT, smart home work is becoming more and more important to each science and technology company. Smart home provides a safe, comfortable, high-quality, high-performance smart home living space compared to general homes, and at the same time It is responding to the low-carbon, eco-friendly global trend. Growth drivers driving the smart home market are increasing the number of Internet users, increasing disposable income in developing countries, increasing the importance of remote home monitoring, and increasing the need for energy saving and low carbon. In 2013-2014, Xiaomi launched a series of smart routers and smart home hardware devices. In 2015, it announced the latest product of the Xiaomi Ecological Chain, the "Smart Home Package," and in 2016 launched the MIJIA brand to invest in various smart product companies. In 2017, Xiaomi announced a plan to build an open smart hardware MIOT platform. We investigated the management strategy of Xiaomi home smart service based on IOT. The management strategy was divided into cost lead strategy, differentiation strategy of Xiaomi home service, and AIOT strategy of Xiaomi smart home.

• 한국실내디자인학회논문집
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• 제22권2호
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• pp.167-175
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• 2013

This study aims to suggest a direction for interior space design for fashion flagship stores in the future where the brand identity can become correctly recognized by the consumers, and consumers can have various and differentiated experiences. As research method, theoretical concept review and case study on brand communication and VMD were used. Specifically, for review on brand communication, concept, strategies, and space types were explored, and, for review on VMD, concept, purpose, and expressive elements were researched. Also, the study looked at the relevance between and importance of strategy types of brand communication and VMD. Through these reviews, strategy types of brand communication and analysis criteria for VMD application were written based on the research and analysis of 8 cases in Korean and elsewhere. The results of this study is as follows: Based on marketing-oriented thinking with understanding of VMD, the plan must accurately understand the image and identity pursued by the brand, take into account the store layout, atmosphere, product concept, trend, and display, so that the store can communicate with the customers with cognitive consistency, diversity of senses, and differentiation from other companies. Currently, fashion flagship stores in Korea are concentrated on sales in expressing VMD, and, therefore, are difficult to deliver brand identity to consumers and they require diversity in expressive elements in doing so. Therefore, in the interior space design of fashion flagship stores in Korea, brand communication must enhance cognitive, behavioral, relationship, and culture marketing, and, requires confirming VMD expression in details by linking with brand communication and specific expressions based on it.

• 한국실내디자인학회논문집
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• 제22권5호
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• pp.68-77
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• 2013

'The Third space,' which is the concept that embraces sociological, spatial, and marketing concepts, refers to the place which is other than the home and the workplace and which is a comfortable frequented place where meditation, psychological relaxation, and social needs can be satisfied. 'The Third space' has the characteristics of comfort, openness, interactivity, playfulness, and diversity. In modern times, most of consumption spaces play the role of 'the Third space,' and the typical example is $Caf{\acute{e}}$. $Caf{\acute{e}}$ began from its origin with the characteristics of 'the Third space,' and recently it has become the complex cultural space of urban dwellers. $Caf{\acute{e}}$ as 'the Third space' has the characteristics of a healing space, communication space, personalized space, value-expressive space, culture and consumption space, nomad space. Such characteristics of $Caf{\acute{e}}$ are well represented in the cafes around the regions where 'street culture' has recently been formed. As examined through the examples, $Caf{\acute{e}}$ as 'the Third space' can be more strategically produced by establishing themes through storytelling, giving spatial identity through style creation, diversifying the sequence through complex space organization, and establishing interaction devices through experience elements.

• 농업과학연구
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• 제21권2호
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• pp.92-102
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• 1994

This study examined Public Evaluation for functions of urban open space environment using a marketing strategy called Importance-Performance analysis. 12 main function attributes for urban open space environment were selected 150 respondents were sampled in Taejon city by personal interview. Ratings used mean values from a seven-point scale. Results were then graphically displayed on an easily interpreted two-dimensional 'Action Grid'. Generally Importance Ratings were high, but Performance Ratings were low relatively for various open space environment functions. In air pollution control function the difference was the most large. The results of rating scale analysis indicated repondents' sexual and residence period difference.

• 한국조경학회지
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• 제32권6호
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• pp.52-67
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• 2005

The purposes of this study were to classify the changing periods of apartment outdoor space in Korea and to clearly understand the specific characteristics of each period. The study has been done through on-site observation of apartment complexes, and through the analysis of housing estate planning techniques, rules and regulations affecting outdoor spaces during the rapidly developing era. The results of this study shows that three major periods with distinct characteristics were found, which were as follows: 1) The first well defined period spans from 1960 to 1990. In this period, apartment construction was rapid, and as a result, quality of housing environments were sacrificed. As little attention was given to the landscapes in apartment complex, they were constructed very simple and identical in outdoor space of apartment complex. This period can be referred to as the 'commonly universal period in apartment outdoor space'. 2) The second period spans from 1991 to 1996, during which time a housing construction project for two million residences was completed in order to significantly stimulate the provision of houses to the general public. As a result, regulations were relaxed causing housing environments to deteriorate. Although apartments were constructed very close together, there was some diversification and experimentation in outdoor styles. This period can be referred to as the 'congestion period of apartment outdoor space'. 3) The third period spans from 1997 to the present. During this time the number of unsold apartments has grown considerably throughout the country. Many different apartment complex marketing strategies have been employed to reduced the glut of unsold apartments. This experimental trend has continued and been well-received since the IMF period. The distinguishing characteristics of this period are the introduction of a rich natural landscape, the increase in communications among residents, the human oriented design, and the refined and elegant design for the outdoor street furnitures. As a result, this period can be named the "differentiation period of apartment outdoor space".