| Title |
Effects on Market Vitalizations by Place Marketing Strategy with Retail Management in Mixed?Use Housing - Focused on the Comparison between Avenue France and Prugio World Mark |
| Keywords |
장소마케팅 ; 상가운영방식 ; 상가활성화 Place Marketing ; Retail Management ; Market Vitalizations |
| Abstract |
This study observed the effects on market vitalizations by place marketing strategy according to retails management in the mixed-use housing. To observe the effect, each facilities' development characteristics were analyzed along with theoretical study of place marketing. Moreover, the effect of place marketing was empirically proved by a survey conducted on the Avenue France and the Prugio Worldmark. Firstly, customers' satisfaction of the Avenue France which fully introduced the concept of place marketing was rated higher compared to the Prugio Worldmark poorly introduced the concept of place marketing. Secondly, differentiation of the operation management is the most influential factor when establishing the strategy of the place marketing and specializing planning factor. Thirdly, the most influential factor affecting customer satisfaction and spending promotion is the specialized store element. Fourthly, the most influential factor affecting staying period was different based on the facilities' current characteristics. Lastly, the most influential factor affecting revisiting intention was specialized store element. |