(공간마케팅 전략으로서) 기업 복합문화공간에 나타난 경험디자인 특성에 관한 연구

초록

This study aims to analyze experience design characteristics of corporate complex cultural space and present efficient space planning directions. The temporal scope of this study is corporate complex cultural spaces which opened within the previous 10 years and the spatial scope is exhibition spaces that the highest experience design elements are inducing consumption. For this study, the characteristics of experience design were figured out through literature studies and case studies were performed with targeting corporate complex cultural spaces, The results of this study are as follows. First, five characteristics such as sentience, association, recognition, dynamism and interactivity were derived through considering the characteristics of corporate experience design, In the characteristics of experience design of the corporate complex cultural space, association showed the highest level but dynamism and recognition showed low level. Second, in the result of analyzing the characteristics of experience design by type of corporate space marketing, customer benefit space showed the highest characteristics of experience design and the next was production space and consumption space in order and it appeared the characteristics of experience design were different according to types of corporate space marketing. Third, in the result of analyzing experience design characteristics according to the type of space of the corporate complex culture space, there were differences in experience design characteristics among the production space, consumption space, and customer benefit space. Fourth, in order to promote exhibition space of corporate complex cultural space, it is required to increase the number of tour in exhibition space or to make it possible to perform permanent exhibition using open other spaces. In addition, it is also necessary to attract actively customers by increasing openness through shortening flow of human traffic. This study has a significance in that intangible concept of design experience was applied to the space and then proposed direction by classifying complex cultural space in terms of space marketing and analyzing cases though deriving characteristics of the experience design. Based on this analysis, it is expected that this study will be used for the effective application during the corporate space marketing or design planning.

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