| In current marketing the importance of the concept and meaning of the relation of media and customer is increased gradually. Especially, studying the relation of store and consumer is an inevitable subject of current company which pursuits the customer satisfaction first, as changing from the marketing for unspecified multitude to the individualized marketing for specified individual or group The advertisement strategy of company must be changed from the basic strategy, which is the basic promotion, to the united marketing communication strategy to show collectively and manage in united cycle structure as expanding to the marketing mix, which is related with the advertisement strategy, which thinks advertisement, public relation, store identity, visual merchandising, event and promotion partly and individually. Therefore, all kinds of store media sending massage to customers in store as well as mass media are necessary. S.I. of store makes it easy that customer and store come close mutually, is one of communications to appeal to sense through the satisfaction of all purchasers until uniting store, product and customer, and purchasing products, and is the united 4 marketing communication media, the most basic of store constitutions. The S.I. of store can be constructed as expressing the consistent creative concept and advertising continuously in stages, using out media, such as TV, newspaper and magazine, and in media, such as SAV, interior, furniture and VMDCVP，PP, IP, POP, wide color and poster). Also, if connecting closely all communications, the synergy effect with distinction can strengthen the competitive power and increase sale. Therefore, in this study after investigating how S.I affects all media in the united marketing communication and the construction process through strategic IMC consideration of the bestshop S.I. of LG electronic in IMC, the development direction through analyzing the results will be investigated, |
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