한국 대형 가전업체의 디자인마케팅 사례 분석 -S전자의 ‘비스포크’와 L전자의 ‘오브제’ 사례를 중심으로-

초록

It is pointed out that in the modern society overflowing with various media for background and purpose, marketing strategies are not differentiated greatly, only with different strengths. Accordingly, to implement the more enhanced design marketing, there is a need to parse the current marketing strategy and to supplement and improve the discovered problems. This study is aimed to analyze the marketing strategies of two major consumer electronics companies in South Korea, which are regarded as a rival company for a long time, and to arrange its difference and similarity. As a methods, the theoretical background is explored a change in the domestic consumer appliance brand marketing environment through considering a literature research and a prior research. The marketing case analysis was chosen the research subjects as cases of ‘Bespoke’ for S Electronics and ‘Objet’ for L Electronics based on the year in 2021. Two cases are used on the basis of analyzing 4P(Product, Price, Place, Promotion) strategy by Edmund Jerome MCcarthy(1960) and SWOT(Strength, Weakness, Opportunity, Threat) by Ken Andrews(1971). Data collection is made through the contents of the company’s marketing strategy of having been released on the websites and media articles of both companies and through the interview with the branch sales managers who sell the related products. The period of data collection is from November of 2021 to January of 2022. The date of the interview with branch managers is December 1, 2021. In conclusion, ‘Bespoke’ for S Electronics is focused on the experience of consumers without remaining in ‘design’ and ‘space.’ Design is pursued on the basis of individuality and preference. Home appliances appear to be directly selected and experienced by consumers. On the other hand, ‘Objet’ for L Electronics is focusing on harmony with furniture. Therefore, it is indicated to provide the home appliances made of the same material as furniture and to target consumers with elegant and premium products. Two major consumer electronics companies are stepping up the consumer choice in common through design rather than technology. Also, the companies are aiming to sell more in packages through offering the unified design. Conclusion, In a rapidly changing society, consumers are setting new values and creating various types of life. Even a consumption pattern does not either follow a simple fashion or select a product just because of being a cheap price. In other words, it became the era in which the marketing of showing ‘differentiation in product’ determines the survival of a company. This study examined the detailed marketing strategies of major consumer electronics companies in our country, thereby having confirmed that an environmental change in design marketing is being rapidly made.

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