국내 복합상업시설 식음공간의 공간디자인 마케팅 전략적 요인의 특성에 관한 연구

Abstract

Influence of the space for food and beverage(hereinafter, referred to as 'F&B') of urban entertainmentcenter(hereinafter, referred to as 'UEC') is being intensified enough to be highlighted as a main facility recently, which is leadingthe space design marketing strategy targeting F&B facilities into a major controversial issue. Hereupon, this study is aimed atdrawing the characteristics of the space design marketing strategy factor targeting the F&B space of UEC. As for the researchobjective, first, this study suggested the strategic factor of space design marketing on the basis of the preceding research, andthen considered its characteristics by conducting the case analysis on the basis of strategic factors , and selecting the F&Bspace within the major complex shopping malls in metropolitan areas, which have opened, or renewed recently after 2010. Theresult of the case analysis is as follows: First, F&B brand is seeking space differentiation through aggressive development of atheme, and for this purpose, it is realizing spatial visualization through symbolism, pleasure, and association. Second, F&Bbrand is enhancing the connectivity of space experience by eliciting efficiency, accessibility and continuity of space movementthrough construction of experience contents, and in the midst of induced movement like this, a customer is acquiringinformativeness, interest, and participation according to the character of experience contents. It is hoped that the strategiccharacteristics deduced as research results could be applied as basic materials of space design marketing strategy in time ofplanning of the F&B space of UEC.