공간마케팅 전략적 요소를 적용한 가구 쇼룸 사례분석

Abstract

As we go through COVID-19, the definition of space is changing to a place that gives consumers experiences. Therefore, it is necessary to plan a space that can satisfy the emotions and experiences of consumers by applying space marketing. The furniture market has grown due to COVID-19. Recently, furniture showrooms have been inducing customers and purchases by organizing experience spaces. The purpose of this study is to respond to the changing needs of current consumers and propose an effective and competitive space design for furniture showrooms in the future. A checklist of furniture showroom design applied with spatial marketing strategic elements was prepared. Based on the checklist, a field survey was conducted to analyze the furniture showroom. Among the strategic elements, the element of space appeared the best and the element of relationship was found to be lacking the most. In the element of space, the interior design made the product look attractive. The furniture in the consultation space was created using our own products or similar to the atmosphere of the showroom. In the element of relationship, the furniture showroom constituted a space for consumers to view freely rather than a space for sale. However, the difference in appearance was low, and the effect of attracting customers was low, and symbols that could express the brand were insufficient. In the spatial composition of the furniture showroom, it was found that the space marketing strategic elements were best applied to the product display space, and the attraction space was the most insufficient.