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NTIS 바로가기한국생활과학회지 = Korean journal of human ecology, v.23 no.1, 2014년, pp.101 - 122
김정희 (부산대학교 생활환경대학 의류학과) , 이진화 (부산대학교 생활환경대학 의류학과)
In this study, the Pine & Gilmore(1998) and Schmitt(1999, 2003), based on previous studies. Recent trends in large department stores and distribution outlets, discount stores and large retail centers, such as the consumer's experience is divided into internal and external fashion brand stores naviga...
핵심어 | 질문 | 논문에서 추출한 답변 |
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경쟁적 우위를 위해 하드웨어 중심의 마케팅 차별화에서 무엇으로 전환이 되고있는가? | 소비자들이 다양한 멀티채널을 이용하여 쇼핑하는 것을 선호하고 자신이 가치가 있다고 판단되는 제품에는 다소 비싼 제품이더라도 과감하게 투자하는 가치소비의 쇼핑행태는 국내 패션리테일 패러다임을 바꿔가고 있다. 기존의 제품이나 가격, 기술 등 하드웨어 중심의 마케팅 차별화만으로는 경쟁적으로 우위를 차지할 수 없게 되었고, 소비자의 라이프 스타일에 따라 체험, 디자인, 스토리, 스타일 등 감성적, 무형적 가치를 더 중시하는 소프트웨어 중심으로 전환되고 있다. 그 중에서도 소비자의 ‘체험(experience)’은 리테일 마케팅의 새로운 화두로 관심을 모으며, 그 활용 범위도 점차 확대되는 추세이다. | |
국내 패션리테일 패러다임을 바꿔가는 행태는? | 소비자들이 다양한 멀티채널을 이용하여 쇼핑하는 것을 선호하고 자신이 가치가 있다고 판단되는 제품에는 다소 비싼 제품이더라도 과감하게 투자하는 가치소비의 쇼핑행태는 국내 패션리테일 패러다임을 바꿔가고 있다. 기존의 제품이나 가격, 기술 등 하드웨어 중심의 마케팅 차별화만으로는 경쟁적으로 우위를 차지할 수 없게 되었고, 소비자의 라이프 스타일에 따라 체험, 디자인, 스토리, 스타일 등 감성적, 무형적 가치를 더 중시하는 소프트웨어 중심으로 전환되고 있다. | |
리테일 마케팅의 새로운 화두로 관심을 모으는 체험에 대한 특징은? | 그 중에서도 소비자의 ‘체험(experience)’은 리테일 마케팅의 새로운 화두로 관심을 모으며, 그 활용 범위도 점차 확대되는 추세이다. 특히, 소비생활에서 체험적 요소가 크게 부각되는 체험마케팅은 소비자에게 다각적인 소비경험을 제공하려는 통합적 마케팅 노력으로(An et al., 2010), 산업과 제품의 특징에 관계없이 소비자들과의 커뮤니케이션을 적용할 수 있는 것이라면 어디든 사용될 수 있다는 점이 기존의 마케팅과 큰 차별화된 큰 특징이라 할 수 있다(Chattopadhyay & Laborie, 2005; Shaw & Ivens, 2002; Schmitt, 1999/2003; Pine & Gillmore, 1998; Shin & Kim, 2010; Hur, 2000). |
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