부산대학교 도서관

The purpose of this study is to present that korean coffee shop how to use the experiential marketing , and whether its effect on some recognize their own position. To this, an empirical analysis in order to globally representative Starbucks, Coffee Bene and Hollys Coffee to understand how to use experiential marketing strategy and means and reflection.The empirical analysis concludes as follows : First, marketing communications and new use integrated marketing communications and brand awareness and interest, can improve the market, that point of success. "Now era of experiential marketing, also can meet the needs of customers, only to seize the market. Therefore, long-term customer and continuous communication. Second, the special perceptual design of coffee shop elements and natural design elements to maintain more than brand recognition is not lost. Therefore, through the illustrations feel brand, customers can remember the experience. Third, sells the illustrations of differentiation, indoor space by eliminating boring is not boring. Experience in the sense that gives a person is his own experience, this is all people want to share. Fourth, experience marketing is based on mutual benefits between enterprises and consumers, and should be correct trust as the foundation, in order to achieve. Consumer is a very good experience, create for the enterprise mission, high enterprise image will greatly benefit to the enterprise. People are familiar with new products, as consumers and potential consumers to positive attitude change of experience marketing.Key words : Case study, Korean coffee shop, Chinese coffee shop, Experiential marketing.