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This study evaluated the place marketing strategy effect on the market vitalization by using a case study on the Handicrafts Weekend Market at Baekhyeon Cafe Street in Seongnam city. The research reviewed the urban design guidelines, the land use and development processes for the cafe district. 192 questionnaires for the visitors were analyzed in order to specify influences on the street market vitalization through statistic analysis, matching sample T-test and multiple regression. The results were as follows. First, most customers visited the cafe district due to the product, price, place and promotion factor which is specialized by the place marketing strategies. Second, the promotion in the Flowing Market led customers to spend more money and time as well as to have re-visit intention. Third, unique place design and products were more ciritical factors for better customer satisfaction. Fourth, the differentiated products and promotion conditions in the commercial street promoted visitors to spend more money. Fifth, visitors tended to stay longer when they find various promotions and products in the commercial area. Last, the unique products and promotion conditions were significantly influential elements for customer revisit.

목차

Abstract
 1. 서론
  1.1 연구배경 및 목적
  1.2 연구내용과 범위
 2. 이론 및 선행연구 검토
  2.1 장소마케팅의 개념과 전략
  2.2 선행연구검토 및 본 연구와의 차별성
 3. 연구대상지 및 수공예 주말시장 현황
  3.1 연구대상지의 개발특성과 용도현황
  3.2 수공예 주말시장 현황
 4. 분석방법 및 기초통계
  4.1 분석방법의 설정
  4.2 기초통계 및 방문특성 분석결과
 5. 실증분석
  5.1 수공예 주말시장의 영향력 분석
  5.2 상가활성화에 미치는 영향요인분석
 6. 결론
 REFERENCES

저자

• 홍경구 [ Hong, Keong-Gu | 단국대학교 건축학과 교수, 공학박사 ] Corresponding author

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