A study of designing events as a means of marketing communication

- with priority given to corporate events -

Kim, Mi-Jung(Interior Design Major Department of Interior Design Graduate School of Ewha Womans University Directed by Prof. Kwon, Young-Gull)

With the 21st century just around the corner, our life has been changing drastically. Quality has become more important inner resources have been often accounted for. Such rapid change life. Our modern times which require a fusion of spirit and material attach values to the components of culture and develop them on a spiritual basis.

Corpporations, which are sensitive to environmental changes, are improving in their ability to adapt new plans for the bettement of our culture, life and environment. Corpporations utilize "events" to create new modes which connect the quality of our culture to business, so they can obtain the business' intended objectives.

We have become accustomed to the word, "event," since the end of the 80's. Though it a very public concept, events are a field that leaves much to be desired for lack of thorough planning and qualified planners. This study recognizes events as a medium for corporate communication creating the concept of the 3rd Space as an active marketing place where companies can deliver information catering to consumer's needs.

In the business environment where information, culture and service are mixed with products, corporations should provide consumers with cultural satisfaction and confidence in companies and commodities, while pursuing profits and enhancing their public image. On the basis of this affirmative view, research has been conducted as follows:

- Define the purpose and scope of the stud and describe the research method.

- After reviewing the background of events and the components of marketing communication, advance a theory of commodities, and offer a marketing research method for product planning.

- Analyze the diversified cooperate environment with the theory of "corporate culture", and introduce a way to activate the corporate event. From the marketing point of view, recognize the corporate event as an effective method to enhance the corporate image and deliver the corporate message and information.

- Place emphasis on elaborate design in the process of conducting the event, and show the building. According to the concept of the event, plan and design a fashion show under a theoretical background and a survey of the market.

- Corporate events produce image differentiation, formulate a corporate culture, create psychological satisfaction for consumers by providing information, differentiate products and promote sales. With these advantages, corporate events are judged to be the most humanistic communication method.

In conclusion, we should conduct further studies to develop an accurate and systematic approach, which appreciates the value of culture and brings out a human media of communication.