고객의 구매행동을 고려한 백화점 V.M.D 계획 : 부산시내 백화점 중심으로 = (A) Study on the V.M.D plans for consumer' behavior at department store : Focus on department store in Pusan

다국어 초록 (Multilingual Abstract)

Recently, the distribution system of the downtown department stores in Pusan has been rapidly changing. Competition between the Pusan department stores is increasing as a result of the combination of deregulation of the Korea distribution system and the entrance of large department stores from Seoul and abroad, especially large foreign distribution centers which posses advanced distribution skills. These factors along with the sophistication of consumers' tastes have warranted change in distribution systems.
In order to actively keep up with foregoing environmental changes in the distribution market, introduction of consumer based marketing strategies is inevitable. Therefore, the execution of V.M.D as a marketing strategy can produce the desirrd effects for department stores by offering valuable service, matched with consumers' expected needs.
This can be accomplished by understanding and analyzing consumer behavior. The overall goal of V.M.D is to provide a more convenient and pleasant shopping environment for consumer.
V.M.D is an expression strategy implemented to influence customers with the visualization of a departntent stores' own image.
This is one type of corporate identity strategy which unities various merchandising strategies so that customers can easily differentiate one department store from another.
In view of the customers, it is possible to make the shopping experience easier by enhacing visual merchandising and purchasing procedures.
At present, most of the department in Pusan sell identical items and at the same price, thus there is no differentiation.
Therefore, the creation of an image and unique atmosphere for a department store is a vital for success.
This report will present the V.M.D project by investigating and analyzing the behavior of female customers of the downtown Pusan deparhnent stores.
The first step of V.M.D is to determine the target market and understand their needs. Secondly, the displays' design should visually emphasize the item's characteristics and value.
As well as informing customers of current fashion information, V.M.D allow customers to enjoy their shopping experience and educate them of new life style based on the displays.
Lastly, V.M.D should make floor display more innovative and interesting for the benefit of the customers.

목차 (Table of Contents)

• 목차 = ⅰ
• ABSTRACT = ⅷ
• 제1장. 서론 = 1
• 1-1. 연구의 배경 및 목적 = 1
• 1-2. 연구 범위 및 방법 = 2
• 제2장. 이론적 고찰 = 3
• 2-1. 백화점에 대한 이해 = 3
• 2-1-1. 백화점의 기능 = 3
• 2-1-2. 백화점의 M.D(Merchandising) 전략 = 4
• 2-2. V.M.D에 대한 이해 = 6
• 2-2-1. V.M.D(Visual Merchandising)의 개념 = 6
• 2-2-2. V.M.D의 배경 및 효과 = 7
• 2-2-3. V.M.D의 전개 = 8
• 2-3. 구매 행동의 이론적 고찰 = 10
• 2-3-1. 소비자의 구매행동 = 10
• 2-3-2. 소비자 욕구와 구매 행동 변화 = 11
• 제3장. 현황조사 = 16
• 3-1. 백화점 고객의 구매 행동 조사 = 16
• 3-1-1. 조사 방법 및 대상 = 16
• 3-1-2. 분석과 평가 및 제안 = 17
• 3-2. 부산 시내 백화점 V.M.D 현황 = 32
• 3-2-1. 부산 상권 및 백화점 현황 = 32
• 3-2-2. 부산시내 백화점 V.M.D 현황 = 34
• 제4장. 고객의 구대 행동을 고려한 V.M.D 계획 = 45
• 4-1. 백화점 외관 = 45
• 4-2. 백화점 매장 계획 = 46
• 4-2-1. 매장 구성 = 47
• 4-2-2. 동선 계획 = 48
• 4-2-3. 조명 계획 = 49
• 4-2-4. 색채 계획 = 50
• 4-3. V.M.D에 의한 상품 연출 = 52
• 4-3-1. V.P(Visual Presentation) = 52
• 4-3-2. P.P (Point of sale presentotion) = 54
• 4-3-3. I.P(Item Presentation) = 56
• 4-3-4. 코디네이트(Coordinate) = 60
• 4-3-5. 상품 진열 집기 = 62
• 4-4. P.O.P(Point of Purchase) 계획 = 64
• 제5장. 결론 = 66
• ＜참고문헌＞ = 69
• 부록 = 71