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3D ÇÁ¸°ÆÃÀÇ È®À强À» È°¿ëÇÑ Ã¼Ç踶ÄÉÆà °ø°£ Ư¼º ¿¬±¸ / A Study on Characteristic of Experiential Marketing Space applied Expandability of 3D Printing - Focused on the Flagship Stores- / Ç÷¡±×½± ½ºÅä¾î¸¦ Áß½ÉÀ¸·Î |
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Çѱ¹°ø°£µðÀÚÀÎÇÐȸ ³í¹®Áý, Vol.11 No.05 (2016-10) |
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½ÃÀÛÆäÀÌÁö(207) ÃÑÆäÀÌÁö(11) |
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ºê·£µå ; üÇ踶ÄÉÆà ; üÇ踶ÄÉÆà °ø°£ ; Ç÷¡±×½±½ºÅä¾î ; 3D ÇÁ¸°ÆÃÀÇ È®À强 ; Brands ; Experiential Marketing ; Experiential Marketing Space ; Flagship Store ; Expandability of 3D Printing |
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(Background and Purpose)Presently, with fierce competition among companies, commercial spaces that include visual factors and experiential programs are drawing attention to display both differentiation and creativity. As 3-D printing technology's patent expires and 3-D printers come into wide use, individuals will begin to manufacture and sell products, which can be considered a new industrial structure. As a new method of marketing and production to stay competitive and cost-effective, this has been determined as a new business frontier for both the manufacturing and service industries, and involves the mass production of individually customized goods and services. The 3-D printing technology has expandability in this new industrial form, which has formative, animated, efficient, economical, and temporary characteristics as marketing methods. This study will analyze the expandability of 3-D printing and experiential marketing characteristics, and will explain the relationship between 3-D printing and experiential marketing. Further, this study identifies the limitations in the current flagship stores. Examples of experiential marketing space will be analyzed that play flagship store-type roles, as applied to the expandability of 3-D printing, which creates such new additional value as product credibility. This not only emphasizes that production and sales are most important for enterprises, but also that the enterprise that offers experiential marketing must create new additional values, such as the brightness of knowing. These compel customers to stay naturally, and provide effective product information. Spaces with 3-D printers currently do not exist; therefore, this study addresses the necessity of 3-D printing expandability in the experiential marketing space by offering distinctive spaces and customized products. (Method)This study illustrated six features by using 3-D printing's expandable factors, as well as "Strategic Experiential Modules," a framework based on the experiential marketing theory by Bernd H. Schmitt. This study indicates that both experiential marketing characteristics and an analysis of experience act as tools. Moreover, previously analyzed cases focused on six shops in the domestic and foreign industries. (Result)The study uses functional, decorative, and informational characteristics to reveal that customers have been satisfied with a new spatial experience and active interaction with enterprises. Experiential marketing spaces further highlight enterprises' brand identities, and create added value from the interactions between companies and customers. (Conclusion)The application of the expandability of 3-D printing leads to customer interest, effectively imprinting a company's brand identity and obtaining product credibility better than the current experiential marketing space. This study suggests a new forwarding proposal applying 3-D printing expandability in the spatial design area. |