| Abstract |
| `Third Space`, the concept which appeared in 1980s, is the most comfortable place other than one`s home and office, where one or the masses can take a rest and refresh oneself with staying there on regular basis. In a word, it means `A Home away from Home`. It is shown that, for enterprises and customers, space becomes having an additional concept of `Third Space` as well as functional meanings due to the sentimental propensity to consume, widespread construction of commercial buildings, changes of off-line space for the development of telecommunication technology and attempts of design management. In other words, people more and more seek for the total-design which includes not only goods and packing but also interior design. In this way, space marketing, that makes use of space, affects on consumers` purchase directly by the way of improving enterprises` and brands` images. Companies are developing space-marketing by opening experience-shop in the severely competing Korean mobile communication market. It is called space marketing-strategy having small and widely distributed points, which makes `Third Space` from existing agencies. There are typical examples such as TTL Zone of SK Telecom, Goodtime Shop of KTF and Phone&Fun of LG Telecom, which have advented since 2005. Each company tries to attract consumers` attention reflecting its market share and goals depending on marketing circumstance in interior design. |
|
|
| Key Words |
| Third Space, Space Design Marketing, Experiential Marketing |
|
|
 |
|
Full Text