라이프 스타일을 반영한 마케팅 사례연구 -국내 홈 인테리어 기업의 사례분석을 중심으로-

다국어 초록 (Multilingual Abstract)

As consumers living standards and individuals desire for self-expression has has been improved, unlike past strategies that emphasized the function and value of product itself, company started trying and adopting a new form of strategy to propose products that stimulate consumers emotions and reflect his/her lifestyle. In addition, this is being used as a part of the strategy for survival in the offline market according to the growth of the online market. Therefore, this study analyzed the phenomenon that company has been changing from product-centered marketing strategies to marketing strategies that reflect and propose lifestyles through examples of representative domestic home interior companies. After understanding the knowledge of the current status about the on-offline market through prior researches, the transformation from a product-centered marketing to an integrated marketing strategy reflected lifestyles was analyzed through marketing examples of representative home interior companies. This study presents the necessity of a “space packaging marketing” strategy as a new form of markting that reflects lifestyle puts significance on the necessity of follow-up research on marketing that reflects lifestyle.