A Comparative Study on the Components of the Convenience Store BrandWeb Identity Type - Focused on CU and GS25 Mobile App -

?????? ????????? ???????????? ?????? ?????? ???????????? ???????????? ?????? ???????????? ???????????? ????????? ????????? ????????? ????????? ???????????? ??????. ?????? ????????? ????????? ?????? ?????????????????? ??????, PC?????? ???????????? ??? ?????? ???????????? ????????? ?????? ?????? ?????? ???????????? ????????? ?????????????????? ?????? ?????? ???????????? ???????????? ???????????? ??????. ????????? ????????? ???????????? ??????????????? ??? ?????? ????????? ???????????? ?????? ????????? ??? ?????????????????? ????????? ????????? ?????? ?????? ??????. ??? ????????? ?????? ?????? ???????????? ????????? ???????????? CU??? GS25??? ????????? ?????? ????????? ????????? ?????? ????????? ???????????? ????????? ??? ??????????????? ????????? ????????? ???????????????. 1??? ????????? ???????????? ?????? 10???30?????? ???????????? ???????????? ????????? ???????????? ????????? ?????????????????? ????????? ?????? ?????? ????????? ?????? ?????? ????????? ???????????? ??????. ???????????? ????????? ????????? O2O???????????? ?????? ??????, ?????? ??? ????????? ??????????????? ???????????? ????????? ????????? ????????? ??? ?????? ????????? ???????????? ??????. ????????? ????????? ??? ?????????????????? ????????? ?????????????????? ?????? ????????? ????????? ????????? ?????????. ????????? ????????? ????????? ????????? ??? ?????????????????? ????????? ???????????? ?????? ?????????????????? CU??? GS25??? ?????? ????????? ?????????????????? ??? ??????????????? ?????? ???????????? ?????? ???????????? ????????? ???????????? ?????? ??????????????? ???????????????. ?????? ????????? ????????? ????????? ?????? ????????? ?????? ??? ?????????????????? ????????? ????????? ????????? ????????? ?????? ???????????????. ??? ????????? ??????, ???, ???????????? ????????? ????????? ?????? ???????????? ??? ?????????????????? ???????????? ????????? ??????????????? ????????? ???????????? ??????????????? ?????? ????????? ????????? ?????????????????? ????????? ????????? ???????????? ????????? ?????? ??? ??? ??? ?????????????????? ????????? ????????? ??????????????? ?????? ???????????????. Despite the overall decline in consumption due to sluggish domestic demand stemming from the prolonged recession, the online shopping mall market is growing rapidly. Especially in case of the interface for online shopping, it is expanding its sales network by launching apps with brand identity in all retail brands, with the tendency to use more mobile than PC. Therefore, a new brand web identity for online marketing is required to meet the rapidly changing distribution environment. In this study, we investigated the method of online purchase channels and mobile apps of CU and GS25, which are representative domestic convenience store brands, and examined the strategy and expression of each web identity. As the number of one-person households grows, convenience store brands, which are favored by the consumers in their 10s to 30s, are increasing at a rapid pace because of small quantity purchase, using mobile applications shopping. The convenience of the convenience store’s mobile distribution service has been able to deliver, storage, and payment through O2O services, and has excellent effects on the brand perception as well as the increase in sales. This has led to the growing importance of brand identity to the identity of brand identity. The study is intended to examine the concept of existing web identity. In addition, whether CU and GS 25 representative Korean convenience stores have consistency in their own brand and web identity and how to use the online sales network were studied. In conclusion, in the era of on and offline mix, this study confirmed that the strategy and presentation of the web identity itself are important in order to integrate the identify of brand in a consistent way under the premise of reconstituting them by combining the visual and non-visual elements