| 요약2 |
This study, focusing on container multiplex cultural space, is intended to suggest a scheme of activating a container multiplex cultural space by analyzing how space marketing elements are applied to the configuration of container multiplex cultural space. Hence, an analysis framework was established by deducing the elements of space marketing and the characteristics of multiplex cultural space through precedent study and literature review relating to space marketing and multiplex cultural space. And through on-site visit, an example space was analyzed and a survey was conducted. The results of analyzing a case of container multiplex cultural space to which space marketing is applied are as follows. First, container multiplex cultural space needs performance space including a distinct exterior view and story element of space marketing. Second, space marketing element most applied to container multiplex cultural space needs the establishment of visual identity with associated image, and the visual clarity of distinct image is required. Third, in order to improve the ability to convey clearly the distinct image and visual identity, it is necessary to establish visual identity with image element associated with exhibition space, selling space and relaxation space. In further research, it is thought necessary to make a study of user satisfaction and preference in each space for multiplex cultural space to which space marketing is applied. |