| 요약2 |
This study is a follow -up study by Kim, U.G. (20 21) on the importance of experiential design. In other w ords, the focus is on sales space experience design, and the importance of correlation with experience marketing is additionally verified. Therefore, additional research will be conducted on flagship store spaces with different genres from the previous book store spaces. The research method finds a sales exhibition space based on experiential marketing and experiential design. Specifically, we look at the flagship store that presents the brand's standard model from a marketing perspective. In particular, cases are analyzed from the perspective of sales space experience design (SSED). And it is evaluated in terms of qualitative and quantitative aspects of the case. In addition, its characteristics and importance are investigated through diagram analysis. The results of the case analysis are as follow s. First, in terms of the characteristics of experiential marketing components, the importance was high in the order of complex, sensory, emotional, cognitive, behavioral, and relational. And in terms of the characteristics of the experiential design components, it was high in the order of sensory stimulation, association and interaction, dynamics, non-dailyness and informativity. Therefore, the highest importance ranking was the same as the results of the previous Bookstore study. However, there was a difference in the importance ranking of the characteristic factors of the subordinate ranking. Nevertheless, this shows that it is necessary to recognize the importance of complex element characteristics and sensory stimulation element characteristics in the sales space. In this way, it was confirmed again that it is necessary to look into it from the perspective of empirical design in the sales space through complex components and sensory stimulation based on consumer experience. |