| 논문명 |
브랜드 커피 전문점의 마케팅 전략에 영향을 주는 공간 디자인 요소에 관한 연구 / A Study on Space Design Element Affecting the Marketing Strategies of Local Coffee Shop Chains |
| 수록사항 |
한국실내디자인학회 논문집, v.19 n.5(통권 82호) (2010-10) |
| 주제어 |
브랜드 커피 전문점 ; BI ; 공간 디자인마케팅 ; 마케팅 전략 ; Coffee shop chains ; BI ; Space Design Marketing ; Marketing Strategies |
| 요약2 |
The aim of study is examining the marketing strategies and analyzes space design which is reflected marketing strategy and design elements by coffee shop chains. For the purpose, field survey and the questionnaire survey are conducted in coffee shop chains in Myeong-dong in Seoul. The results of the questionnaire survey are analyzed through SPSS 18.0 program and these results compare with the field survey. The result of analysis were as follows; 1) The company have to plan the coffee shop chains which were reflected by consumer opinion. 2) The coffee shop chains have to plan independent atmosphere space for take out consumers. 3) The coffee shop chains have to consider suitable design elements according to condition of lease, an area and position. 4) The coffee shop chains have to have design marketing strategies which were reflected by space, furniture, color and lighting. 5) Companies should communicate with consumers actively. |
