| 논문명 |
커피전문점의 유형과 공간디자인 마케팅 표현요소 연구 / Research on Coffee House Types and the Expressive Elements in Their Space Design - With a Focus on Coffee Houses in Hongik Univ. - / 홍대 커피 전문점을 중심으로 |
| 수록사항 |
한국실내디자인학회 논문집, v.20 n.4(통권 87호) (2011-08) |
| 주제어 |
커피전문점 ; 마케팅 ; 공간디자인 마케팅 ; 표현요소 ; Coffee Shop ; Marketing ; Space Design Marketing ; Expressive Elements |
| 요약2 |
Despite the recent economic depression, the beverage industry is becoming as big as the bakery industry, reaching 3 trillion in scale. With the national income exceeding twenty thousand dollars, the consumption of coffee has greatly risen, of which professionals say that the coffee craze is only in the beginning stage. With this growth, the number of coffee shops is also increasing, and in order to increase competitiveness and to secure profit in the market economy, design marketing is being perceived as a very important factor. By examining domestic coffee shops and their space design, and deducting their marketing strategies and expressive elements of space design through SWOT analysis and 4P analysis, this research aims to analyze domestic coffee houses and their marketing strategies by case studies. This research shows how important expressive elements are through comparison of the various expressive elements of space design used in the individual types of coffee houses. Future research might investigate in depth about each element and their adequateness for the space types. |
