판매촉진을 위한 체험마케팅이 적용된 드럭스토어 공간구성 - 홍대앞 H&B 스토어를 중심으로 - Spatial Composition of Drugstore Applied with Experience Marketing for Sales Promotion - Focused on the Health & Beauty Stores around the Hong-Ik University -원문보기
In a rapidly changing market, the companies are applying a variety of elements for promoting sales for the inflow of consumers. For the elements of sales promotion, the tendency to apply the experiential marketing that provides a positive recognition centering on the customers, and in such tendency,...
In a rapidly changing market, the companies are applying a variety of elements for promoting sales for the inflow of consumers. For the elements of sales promotion, the tendency to apply the experiential marketing that provides a positive recognition centering on the customers, and in such tendency, the consumers places the values on the experience obtained from the spatial elements of sales promotion provided by the companies. As it is reflected on the life style of consumers, the drugstores applied with the experiential marketing as a mean of sales promotion is rapidly growing in the distribution market. In this study, the elements of sales promotion was picked out and 5 types of experience such as sense, feel, think, act, relate of Bernd H. Schmitt was investigated. The spatial composition of drugstores were classified into destination, assortment, convenience and occasion, and through self experienced visual research, the experiential marketing strategy applied to drugstores and the elements of sales promotion applied with experiential marketing was analyzed. The streets of Hongik University as a strategic point of beauty, by selecting four H&B stores which were recently opened, a future direction is proposed by conducting the case analysis on the elements of sales promotion of drugstores and the spatial composition of drugstores applied with experiential marketing. In conclusion, in overall space, the behavioral experiential elements are weak. The behavioral experiential elements are a marketing that induce the intuitive behavior added with expertise and considered difficult to be maintained. Although the consumers think that the biggest value of drugstores is 'free and convenient product test' but in the other hand, they tend to think most positively about the consulting of experts. Therefore, the space emphasized with expertise should be more highlighted but such space should consider the convenience of consumers.
In a rapidly changing market, the companies are applying a variety of elements for promoting sales for the inflow of consumers. For the elements of sales promotion, the tendency to apply the experiential marketing that provides a positive recognition centering on the customers, and in such tendency, the consumers places the values on the experience obtained from the spatial elements of sales promotion provided by the companies. As it is reflected on the life style of consumers, the drugstores applied with the experiential marketing as a mean of sales promotion is rapidly growing in the distribution market. In this study, the elements of sales promotion was picked out and 5 types of experience such as sense, feel, think, act, relate of Bernd H. Schmitt was investigated. The spatial composition of drugstores were classified into destination, assortment, convenience and occasion, and through self experienced visual research, the experiential marketing strategy applied to drugstores and the elements of sales promotion applied with experiential marketing was analyzed. The streets of Hongik University as a strategic point of beauty, by selecting four H&B stores which were recently opened, a future direction is proposed by conducting the case analysis on the elements of sales promotion of drugstores and the spatial composition of drugstores applied with experiential marketing. In conclusion, in overall space, the behavioral experiential elements are weak. The behavioral experiential elements are a marketing that induce the intuitive behavior added with expertise and considered difficult to be maintained. Although the consumers think that the biggest value of drugstores is 'free and convenient product test' but in the other hand, they tend to think most positively about the consulting of experts. Therefore, the space emphasized with expertise should be more highlighted but such space should consider the convenience of consumers.
구매를 일으키는 요소에는 여러 가지가 있으나 판매촉진 활동은 소비자의 구매와 취급상의 효율성을 자극하는 것으로 상품전시, 진열 및 전람회 등을 포함하는 활동8)을 말한다. 소비자들의 구매심리를 자극하여 즉각적인 반응을 일으켜 구매를 유도할 목적으로 해당 제품이나 서비스의 성능에 대해 정보를 제공하거나 설득하려는 기업 중심적인 마케팅 이벤트이다.
한국형 드럭스토어는 의약품 중심이 아닌 무엇을 중점으로 두고 판매를 합니까?
즉 업종별 유통채널에 의해 각각 제공되던 약품, 식음료, 화장품 등의 상품을 한 번에 구매하고자 하는 소비자의 건강 및 미용 Needs에 맞춘 소매 업태라고 볼 수 있다.15) 약국을 바탕으로 점차 상품구색을 확대한 외국과는 달리 ‘한국형 드럭스토어’는 건강과 미용을 전문적으로 한다. 국내 드럭스토어는 당초 의약품을 중심으로 한 잡화점 형태에서 출발했지만, 약사법에 의해 일반 의약품의 소매점 판매 허용에 관해 차일피일 미뤄지면서 본연의 업태 특성을 살릴 수 없게 되었다.
판매촉진 활동의 목적은 무엇입니까?
소비자들의 구매심리를 자극하여 즉각적인 반응을 일으켜 구매를 유도할 목적으로 해당 제품이나 서비스의 성능에 대해 정보를 제공하거나 설득하려는 기업 중심적인 마케팅 이벤트이다. 단기적으로 즉각적인 매출의 증대를 목적으로 하며, 추가적인 인센티브의 제공으로 고객들의 행위에 직접적인 영향을 준다. 기업이 원하는 마케팅 목표의 효과적인 달성을 위한 마케팅믹스9) 중에서 광고, 홍보, 인적판매를 제외한 촉진수단이며 단기성과 자극성을 특징으로 적극적으로 판매를 유도한다.
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