[논문]스페이스 마케팅 관점에서의 파사드 디자인의 표현방법 연구 - 부산과 후쿠오카의 스포츠 전문점을 중심으로 -

마이; 김동식

doi:10.14774/jkiid.2016.25.4.023

스페이스 마케팅 관점에서의 파사드 디자인의 표현방법 연구 - 부산과 후쿠오카의 스포츠 전문점을 중심으로 -
A Study on the Expression Methods of Facade Design from the Perspective of Space Marketing - Focus on Sports Stores in Busan and Fukuoka - 원문보기

한국실내디자인학회 논문집 = Journal of the Korean Institute of Interior Design, v.25 no.4 = no.117, 2016년, pp.23 - 34

마이 (부산대학교 주거환경학과) , 김동식 (부산대학교 주거환경학과 및 노인생활환경연구소)

Abstract ▼ AI-Helper

The purpose of this study was to investigate the influential factors of space marketing, and then to empirically analyze how they were reflected on the facade elements of sports stores. In order to achieve such a purpose, the research was firstly based on the perspective of space marketing to extract various features into 4 types of factors, namely sensuous factors, differentiated external appearance factors, image-associating factors and story-creating factors. Secondly, this study extracted the elements of facade design for sports stores including architectural elements, visual elements and display elements. Thirdly, it clarified the correlation of the influential factors of space marketing with the external space elements of sports stores. Fourthly, the qualitative analysis method was applied to analyze eight selected cases in Busan and eight selected cases in Fukuoka, Japan in order to explore the various different methods of expression of facade design. Lastly, the study found that the stores in Busan mostly take advantage of contrasting effects to deliver a strong visual impression to customers in the sensuous factors. Besides, the facade shapes in Busan were designed to be straight in order to enhance the main doors with its distinguished formative features to maximize the effective expression of the differentiated external factors, along with other expression methods of the image associating and story creating factors. This was done to associate with the brand identity in comparison with the stores in Fukuoka.

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문제 정의

The objective of this study was focused analysis on the correlation of perspectives on space marketing with the facade design. It also elicited findings of expression methods into whether the space marketing factors were applied to the facade design and what methods were expressed on the facade design.
This research aims to investigate the perspective of space marketing and consequently analysis was made to illustrate how the elements of sports stores were reflected on facades. This is because the facade is the first impression of information about the store that is observed by the shoppers before entry into the store, and plays a crucial role in forming the brand assets including brand loyalty and brand awareness.
This study was based on previous research into facade design elements to derive the elements of facade design. This was done in order to examine the factors of space marketing that are applicable to the facade design of sports stores. In this way, the research extracted the fundamental elements of facade design for general commercial stores.

제안 방법

Based on the qualitative analysis method, sports stores are analyzed to measure the strength and standard of expression on how visual-architectural , visual and display elements are expressed specifically and quantitatively with emphasis on the strategic factors of space marketing. Therefore, it was possible for the study to conduct a comprehensive analysis of expression methods on facade elements for each individual branded sports stores.
However, the research merged all of the 7 factors and set out a list to examine which factors can be applied for practical case studies. However, there is a shortage of previous research regarding the specific expression characteristics of ‘Spatial factors’, ‘Interacting factors’, and ‘Eco-friendly factors ‘.
In order to execute the application of space marketing to the facade design, this research collected the strategic factors and the influential factors of space marketing since 2000. Preceding research⁷⁾ are shown in table 3.
However, there is a shortage of previous research regarding the specific expression characteristics of ‘Spatial factors’, ‘Interacting factors’, and ‘Eco-friendly factors ‘. Therefore, four factors of space marketing were selected to analyze the correlation of space marketing with facade design of sports stores because they are directly related to a space marketing standpoint, which enhance brand loyalty and brand awareness. The four extracted strategic factors of space marketing⁸⁾ are shown as in table 5.
Thirdly, it conducts a qualitative analysis method analysing the 8 cases in Busan and the 8 cases in Fukuoka in order to obtain the individual expression methods of facade design from each brand and the differences between two countries.
Thirdly, the image-associating factors were found to be emphasized very strongly by colors, and super graphics from the design of show windows and main doors in order to deliver the visual identity and classification. The image-associating factors at Fukuoka stores were expressed strongly by an emphasis on the sophisticated signs, which gives a dynamic association with a sense of creation and offering brand extension opportunities.
This study was based on previous research into facade design elements to derive the elements of facade design. This was done in order to examine the factors of space marketing that are applicable to the facade design of sports stores.

대상 데이터

To completely set out a list of the elements of facade design, the research observed 16 sports stores in both Busan and Fukuoka to determine which elements are on the facade of sports stores. In this way, columns and walls were removed; corporate image and decorated elements that expressed almost the same things were changed precisely into super graphics and others things such as plants, DVD screens etc.

성능/효과

The main customers of sports stores are young people in their 20s and 30s. The survey also found that brand name sports stores are the most preferred shop types for buying sports wear as compared to department stores and other types of outlet stores, including discount stores.

후속연구

Based on the qualitative analysis method, sports stores are analyzed to measure the strength and standard of expression on how visual-architectural , visual and display elements are expressed specifically and quantitatively with emphasis on the strategic factors of space marketing. Therefore, it was possible for the study to conduct a comprehensive analysis of expression methods on facade elements for each individual branded sports stores.
This is because the facade is the first impression of information about the store that is observed by the shoppers before entry into the store, and plays a crucial role in forming the brand assets including brand loyalty and brand awareness. Therefore, the overall result of the research could provide specific and practical expression methods which could apply to not only sports stores but also to other types of commercial spaces.

참고문헌 (20)

Han, Ye Ji, Effects of In-store Experiences on Store Satisfaction, Brand Attitude and Purchase Intention, Graduate School of Design Sungkyunkwan University, 2013
Lee, Mi Jin, Interior Design Elements of a Commercial Space in the Psychological Process of Purchasing (AIDMA), Graduate School of Pusan National University, 2011
Jung Hyun Lim, A study on purchasing of Sports Products according to preference for counter, the graduation school of Sookmyung Women's University, 2001
Naoto Takaki, Building an Integrated Trans-border Economic Region between Busan and Fukuoka, Seoul National Economic Research Institute, 2011
Lee, Mi Jin, Interior Design Elements of a Commercial Space in the Psychological Process of Purchasing (AIDMA), Master Thesis of Pusan National University, 2011
Hong Seoungyoung: Space Marketing, Samsung Economic Research Institute, 2007
Yeo, Mi, A Study on the Preference of Design Elements of Shop Facade, Journal of the Korean Institute of Interior Design, vol.24 2015
Kim, Ji Hyun, A Study on Directing of Space for Food and Beverage by Applying Influential Factors of Space Marketing, Master Thesis of Hong-ik University, 2010
Kim, Huym-shin, A Study on the Facade Design of Domestic Company Buildings That Have Expressed the Methods of Corporate Images, Journal of the Korean Institute Of Interior Design, vol.23 2014
Kim, Dong-Hoon, Hong, Mi-Rang, A Study on Complex Cultural Spaces based on Space Marketing, Korean Institute of Interior Design Journal, vol.15 2015
Cao Wenjia, A Case Study about Digital Media Design Expression Characteristics in Commercial Space for Experiential Marketing, Journal of the Korean Institute Of Interior Design, vol.17 2015
Park, Si-Yoon, A Study on the Interior Design of Hotel Design through Brand Marketing Collaboration, Journal of the Korean Institute of Interior Design, vol.23 2014
Choe, Hye-Jin, A Study on Differentiation Strategy of Apartment Space According to Brand Identity Factors, Journal of the Korean Institute of Interior Design, vol.20 2011
Choi, Won Sun, A Research about Experiencing Space Presentation for Enhancement of Sport Stores' Store Identity, Journal of the Korean Institute of Interior Design, vol.5 2011
http://www.baccro.com/news
http://www.fukuoka-reit.jp
http://the.honoluluadvertiser.com
http://www.bizwatch.co.kr
http://it.chosun.com/news
http://www.thescoop.co.kr/news

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스페이스 마케팅 관점에서의 파사드 디자인의 표현방법 연구 - 부산과 후쿠오카의 스포츠 전문점을 중심으로 -
A Study on the Expression Methods of Facade Design from the Perspective of Space Marketing - Focus on Sports Stores in Busan and Fukuoka - 원문보기

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스페이스 마케팅 관점에서의 파사드 디자인의 표현방법 연구 - 부산과 후쿠오카의 스포츠 전문점을 중심으로 - A Study on the Expression Methods of Facade Design from the Perspective of Space Marketing - Focus on Sports Stores in Busan and Fukuoka - 원문보기

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스페이스 마케팅 관점에서의 파사드 디자인의 표현방법 연구 - 부산과 후쿠오카의 스포츠 전문점을 중심으로 -
A Study on the Expression Methods of Facade Design from the Perspective of Space Marketing - Focus on Sports Stores in Busan and Fukuoka - 원문보기

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