스페이스 마케팅 관점에서의 스포츠전문점의 표현방법에 관한 연구 = A Study on the Expression Methods of Sports Stores from the Perspective of Space Marketing - Focused on the Cases of Exterior Space of Sports Stores surrounding Busan National University -

다국어 초록 (Multilingual Abstract)

The purpose of this study was to explore the main strategic elements of space marketing, and then to analyze how commercial store"s components reflected on these space marketing elements on exterior space because exterior space is the first impression piece of information about the store that is observed by the shopper before entry into the store. In order to achieve such purposes, 5 branded sport stores, which are running businesses surrounding Busan National University area were selected and analyzed through a phenomenon research method. Based on the perspective of Space Marketing, six strategic elements were extracted into sensory elements, space elements, differentiated appearance, image-associating element, story-creating element, sense-stimulating space. Together, the exterior"s components were also extracted into 3 parts: architectural components, visual components and display components for examining how they being performed on the above space marketing strategic elements. The results of these detail analysis showed that although brand"s exterior components expressed mostly similarly to each single space marketing strategic elements; However, Nike and Adidas utilized almost exterior"s components to fully express almost single strategic elements of space marketing and also understanding that each brand has their own presentation method to stress out the selected strategic elements from the perspective of space marketing that they considered to be the most important. These differences made their own brands" exterior space differentiated.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 스페이스 마케팅의 이론고찰
• 3. 사례분석
• 4. 결론
• 참고문헌