BX디자인을 통한 전략적 체험모듈(SEMs)과 브랜드 관계성 연구 - SK Telecom ‘T’의 BX디자인 차원의 디자인경영 전략 모듈 제안을 중심으로 -

Background: Currently, the flow of marketing is changing to experience marketing which focuses on the relative communication with customers. The experience marketing is to create a variety of experiences for customers and the overall brand experience is completed through SEMs. To identify the effect relationship between SEMs and BX design sector, this study suggested measures that could maximize customers’ brand experience effectively. In addition, it tired to figure out whether developing and supplying the experience of a BX design sector to improve the brand relationship, is desirable. Methods: This study researched the tendency of related previous studies and theoretical backgrounds and set study questions suitable for the purpose of the study in the empirical research. And it tried to induce study result through the text. Then, it tired to suggest a business strategy in the BX design aspect based on the study result and make the conclusion. Result: The experience levels that showed high correlation in each sector of SEMs and BX design were revealed. The correlation was the highest in recognition level for web site and electronic media of BX design sector, in sense level for communication, and in behavior level for joint branding. In addition, the sector that affected the most in the brand relationship of BX design was joint branding. Conclusion: This study found that the experience level of SEMs was affected by supplying means of BX design sector, the participating behavior experience based on supplying customer benefits helped to recognize brands more friendly, and it increased the brand relationship. Based on the study result, it suggested BX design strategy in the design business aspect. It is expected that this study would b a measure to maximize brand experience and halp to keep the positive brand relationship with customers.