백화점 마케팅 전략을 위한 비주얼 커뮤니케이션 디자인에 관한 연구 - 전국 롯데백화점 비주얼 디자인을 중심으로

Abstract

Customers have been changing their purchasing motivation to various goods and high quality services. So Department stores (D.S.) are going after new tendencies and trying to make new idea designs. These changes affect society, culture and way of life. Each D.S has tried to make a difference from big shopping centers and discount shops by making marketing strategies which offer customers the complex space where they enjoy their time and leisure, and not just seek the large-scale, thereby increasing their esthetic value by enlarging the counter top space and elegant interior, carefully choosing the main goods and focusing on the spacing formation followed by the choice. This research is the effect and the role of a visual communication design (V.C.D.) on the department store’s marketing strategy. Chapter 2, the definition of a D.S and marketing. Chapter 3, the theoretical study of a V.C.D. Chapter 4, the understanding of V.C.D. expression of graphics, interiors, and displays. Chapter 5, the analysis and investigation of V.C.D. seasonal trends, general observations, events, and signs. Chapter 6, D.S. marketing strategy through the V.C.D. feature. The result, V.C.D.’s role in the D.S marketing is helping the communication between D.S.s and customers about goods and is the way to deliver the value of goods to the customers. Suggesting the goods to the customers is the most important thing. Furthermore the skill to increase the efficiency is suggested by V.C.D. D.S.s are very sensitive to changing goods concepts, spending trends and the customer’s impression of to the stores image. These greatly affect the success of company. V.C.D. of D.S.s are inevitable to keep up with the change and customers impressions. The following are the examples of case studies of D.S. marketing strategies derived from the V.C.D feature carried out in Korea’s domestic representative D.S Lotte, Hyundai and Shinsegae. First, a marketing strategy through seasonal V.C.D is one of the most sensitive elements that customers respond. Therefore, an emotionally appealing design through the five senses should be researched and a structure of color recognizing emotion, a development of color design structure, an analysis of color, prediction, a marketing process using tools should not only resolve the color related problems but also be dedicated for seasonal design developments. Second, in big events, a visual design as a sales promotion which is important for the atmosphere of department should be designed in different ways by dividing a marketing strategy through V.C.D into largely a sale, a festival days' event, the opening of a shop, the anniversary of the founding each. Furthermore, commercial advertisement should be performed in order to reflect a change of market environments and of customers' various desires. Third, a marketing strategy through V.C.D of event should provide a diverse form of experience and pleasure as an entertainment in order to extract customers' interest in a short time and construct a pleasant shopping environment. Fourth, a marketing strategy through V.C.D of Sign should introduce a characteristic brand design in order to provide a new shopping space and emotional space at the same time reflecting a flow of the times in a regular period. Furthermore, it should induce a fresh communication with customers with sensitive visions. In sum, the main focus of this research is to analysis the correlation between a marketing strategy of department in our country and a constituent in view of design through a case study. The consumers of modern society are never satisfied with primary demands as their value and life quality are improved. The consumers want to form a sympathy with visual elements such as pleasure and superiority. A new design is needed for the change of space and visual marketing effects. A department should differentiate the visual design in order to appeal illusion, pleasure, cultural stimulus and beautiful experience and it also should plan to be able to experience wholly under aesthetic ambience and provide a space in order to form a sympathy with changing consumers.