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한국건축시공학회 / v.4, no.3, 2004년, pp.153-159 
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건설 업체의 브랜드아파트 마케팅 전략 방안
( A Marketing Strategy for Brandapartment of Construction Companies ) |
| 이상범;조영준;임남기; 동의대학교 건축공학과;중부대학교 건축공학과;동명정보대학교 건축공학과;
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| 초 록 |
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| The brand value of apartment which affects not only sale percent and profit but also the worth of real estate is raised as an important point of sale competition in the apartment market. But now the market is occupied by a few construction companies, which have well recognized brand. So it's difficult for a construction company without brand to enter the apartment market because of consumer's ignorance. domestic construction companies are spending lots of money and effort to advertise their characteristic brandapartment based on classified consumer's desire and offer consumers what they want. Therefor, This study investigated the factors of recently characteristic brandapartment focusing on design, environment, materials, home automation and surveyed residents preference of a brand by P.O.E methods. Based on such results of survey, this study suggest the basically reference information on characteristic strategy of an brandapartment. |
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| 키워드 |
| 브랜드아파트;특성화 요소;거주자 선호도;브랜드 영향력;Brandapartment;characteristic factors;Residents' preference;The brand influence; |
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한국건축시공학회지 / v.4, no.3, 2004년, pp.153-159
한국건축시공학회
ISSN : 1598-2033
UCI : G100:I100-KOI(KISTI1.1003/JNL.JAKO200411922932515)
언어 : 한국어 |
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| 논문 제공 : KISTI 한국과학기술정보연구원 |
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