| 논문명 | 스토리텔링 마케팅에서의 공간에 관한 연구/Study of Space in Storytelling Marketing |
|---|---|
| 저자명 | 정선아 |
| 발행사 | 한국실내디자인학회 |
| 수록사항 | 한국실내디자인학회 학술발표대회 논문집 , 제 8권 1호 |
| 페이지 | 시작페이지(125) 총페이지(6) |
| 주제분류 | 이론 |
| 주제어 | 스토리텔링 마켓팅 ; 공간연출 ; 감성 ; 상호작용 ; Storytelling marketing ; Space directing ; Emotion ; Interaction |
| 요약1 | 본 연구는 스토리텔링과 스토리텔링 마케팅에 대해 간략히 살펴보고, 공간과 인간 경험에 대해서 고찰한다.이에 의해 성공적인 마케팅 사례를 보여주고 있는 공간을 스토리텔링의 주요 특징을 중점으로 분석하여 공간이루고 있는 요소와 공간이 표현하고자 하는 의미와 공간과 소비자와의 커뮤니케이션 방법 등에 대해 연구하고자 한다. |
| 요약2 | The various kinds of consumption belong to a general category and at the same time the expression of most basic aspiration in the human life. Since the ancient times, the consuming activities have lasted with the other basic activities and the consuming space conducting consumption has developed as physical devices along with the human history. Those companies that have been given attention and getting favorable impression currently being selected by the consumers are now concentrated on the storytelling marketing. The storytelling marketing is that the emotion-oriented marketing activities give consumers the opportunities to enjoy the product contained stories to put the stories to marketing activities. It approaches to consumer with human story emotionally rather than rationally and heart rather than mind. Recently, the architecture has become artistic either it was linked and contacted media or part of marketing. We think that the story telling marketing is the eternal triangle among art, architecture and marketing that is a propensity or movement to interior at this time. I found out that the storytelling marketing methodology is able to touch the consumer’s heart and stimulate consumption aspiration that makes new circumstances and experience expressing space. And for that, effective marketing methodology is to give the consumers a more exciting and enjoyable motivation in accord with the modern society to give companies positive image to customers and accordingly for the companies to gain profits. The story telling space that is filled with ideas which produce new circumstance and experience using the established narrative and theme will be required continuously and able to develop in the future. |
| 소장처 | 한국실내디자인학회 |