한의원의 디자인 전략을 위한 뉴트로 기반 브랜드 디자인 연구

Recently, small scare hospitals have begun to focus on brand strategies as stable management when they became difficult. Among these small scale hospitals, it focuses on oriental medical clinics that provide medical services based on traditional Korean medicine. In the case of oriental medicine clinics, research using past traditional stories that positively affect customers was preceded for brand reinforcement strategies. However, research focusing on graphic representation as a brand experience strategy is somewhat insufficient. Therefore, this study aims to confirm the impact of the 'newtro' design style, which reinterpreted Korea's past experiences according to the modern era, on the BX strategy of oriental medicine clinics. The study was conducted in a way that brand results with oriental medical clinics that agreed to utility the BX strategy based on newtro design style and compared and analyzed design out-puts with nearby oriental medical clinics. The analysis was composed of refinement, pleasure, trust, affection, personality, and revisit intention based on the BX evaluation and customer experience factors presented in the literature survey. As a result, oriental medical clinic, which formed the brand with the newtro design style, is confirmed significant effects in pleasure, emotion, and personality. This was the same as the contents of the literature survey suggested as the strength of the newtro design. However, it had a meaningless influence on the factors of sophistication and trust. In the interview, the subjects suggested that the expression of the newtro design style may be somewhat light because medical services deal with quality of life and life. This study confirmed that the newtro-style design as the BX strategy for oriental medicine clinics will have a positive effect. As above, this result suggests to use Newtro-style design as a design strategy that will help Korean traditional culture and medical services to strengthen brand.