| 요약2 |
(Background and Purpose) The rapid growth of online e-commerce has led to a demand for new-concept marketing strategies in the offline market. The recent excessive supply in the market has led to many similar products , making it difficult for consumers to distinguish between the brands. Consequently, the offline space, where consumers gain direct brand experience beyond branding based on two-dimensional visual elements, such as advertisements and magazines, has gained attention. Finally, the offline store branding, which clearly conveys brand identity and highlights the features distinguishable from those of other companies, has become essential. Thus, this study examined the need for experiential marketing-based offline stores in contemporary society inundated with brands, and to present an offline-store branding strategy that would assist in promoting successful brand experience. (Method) In this study, the concept and characteristics of experiential marketing and offline store branding were examined through theoretical consideration. The branding components were explored considering previous studies, followed by the derivation of offline store branding strategy based on the experiential marketing strategic experiential module by Bernd H. Schmitt. Finally, the four selected cases were analyzed using the model diagram. (Results) The analysis showed that the sum of strategic elements by brand was higher in the order of Muji Hotel Ginza, Cooking Library, Amore Seongsu, and Simmons Terrace. The sum by strategic element was higher in the order of Visual, Organic Experience and Experience, Value Proposition, Association, Cultural Arts, Spatiality and Regional Co-prosperity, and Platform. (Conclusions) All four offline stores, which attracted great response as brand experiential stores, were applying the experiential marketing-based offline stores branding strategies in a balanced manner. Among the experiential modules, the sense was used the most, and the relationship was used the least.
When experiencing through that, visual part is considered important. The relationship segment remained insignificant compared to other experiences, but the breadth of the experience was found to be expanding gradually. Muji Hotel Ginza arranged the stores and hotel providing accommodation together, thus allowing a high degree of experience. Simmons Terrace, which provided the lowest degree of experience, still had the characteristics of a showroom, raising the need for research. Therefore, this researcher hopes that the results of this study would provide a basis for formation of offline stores serving as a space that would offer differentiated experience and allow consumers to experience various brand values. |