체험 마케팅 요소를 활용한 주택문화관의 디자인 방향

서지정보

ㆍ발행기관 : 한국주거학회 ㆍ수록지정보 : 한국주거학회논문집 / 18권 / 5호
ㆍ저자명 : 김정윤, 이현수, 이주현

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 주택문화관의 마케팅 전략 도출
Ⅳ. 주택문화관 분석
Ⅴ. 주택문화관의 체험요소 제안
Ⅵ. 결론
참고문헌

영어 초록

The purpose of this study is an analysis about space of housing cultural center with the marketing based on experience. By changing housing market, housing cultural center is a place to give an information, added value, image of housing. Consumers who experience a housing cultural center have an effect on purchase an apartment. The image of enterprise is important to select commodities to consumers. Today, company's brand image and concept include womanish, worthy and, sensual those. Under these views, housing cultural center should have continuous culture spaces that provide various experiential chance for consumers. The methods of this study are an analysis of brand image, analysis and application of experiential elements for housing cultural center. The results of this study have five parts. First, in Sense part, there are presented the sense of sight, smell and touch include material's color, finishing material, sound and etc. Second, in Feel part, consumers feel friendly and comfortable to brand through synesthesia. And they have a liberal mind about brand. Third, in Think part, consumers can experience a brand's image as a subject of event or space. Forth, in Act part, consumer is acted to scale of a space and aim of exhibition. Finally, in Relation part, consumers can have relation each other who visit Housing cultural center. And they can joint for interchange of information, culture enjoyment. In conclusion, this study has a great value of graft marketing view on the planning of Housing cultural center.

참고 자료

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