| 요약2 |
Influence of the space for food and beverage(hereinafter, referred to as 'F&B') of urban entertainment center(hereinafter, referred to as 'UEC') is being intensified enough to be highlighted as a main facility recently, which is leading the space design marketing strategy targeting F&B facilities into a major controversial issue. Hereupon, this study is aimed at drawing the characteristics of the space design marketing strategy factor targeting the F&B space of UEC. As for the research objective, first, this study suggested the strategic factor of space design marketing on the basis of the preceding research, and then considered its characteristics by conducting the case analysis on the basis of strategic factors , and selecting the F&B space within the major complex shopping malls in metropolitan areas, which have opened, or renewed recently after 2010. The result of the case analysis is as follows: First, F&B brand is seeking space differentiation through aggressive development of a theme, and for this purpose, it is realizing spatial visualization through symbolism, pleasure, and association. Second, F&B brand is enhancing the connectivity of space experience by eliciting efficiency, accessibility and continuity of space movement through construction of experience contents, and in the midst of induced movement like this, a customer is acquiring informativeness, interest, and participation according to the character of experience contents. It is hoped that the strategic characteristics deduced as research results could be applied as basic materials of space design marketing strategy in time of planning of the F&B space of UEC. |