지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.6
- 수록면
- 113 - 124 (12page)
이용수
초록· 키워드
오류제보하기
A house’s value is an abstract concept as much as an individual taste, in turn causing an effect on a consumer’s housing purchase behavior. Consumers do not choose their housing solely on the basis of its functionality; but moreover, by taking into consideration a house’s value, such as the possibility of a rise in housing prices, social setting, and company prestige, home buyers will make a final decision in purchasing a home. With these desires, housing consumers have a preference for reliable and quality built homes, built by big firms.
Construction firms began to market and sell their independent brand names to differentiate themselves from other apartment housing competitors. During the Exchange Crisis in the late 1990s, unsold apartments caused an economic liberalization of selling prices. But since the rise of income level in the 2000s, Korean consumer’s budgets have increased for a reputable apartment’s worth.
To enable housing consumers to choose their housing, construction firms have made efforts to enhance or establish their own unique brand name image. And over time, the influence of the power their brand name has had on consumers, has gradually increased.
It has been shown that the abstract value system of a product’s brand name, rather than the functionality of the actual product, has led consumers to make a purchasing commitment. So now construction companies will continue to build up their brand name image, reputation and prestige to differentiate themselves from the rest, and satisfy customer’s desires. Companies should focus their brand name image around creative concepts and reasonable prices, considering buyers’ positive well-being in the natural environment of their home.
This study was intended to identify what motivates and influences a consumer’s intention to buy, and what is desired and sought after from consumers. This study should assist and reinforce housing suppliers to establish their reputation for quality and customer satisfaction by strategizing their marketing plan based around their customer’s desires, to create a better housing culture.
Construction firms began to market and sell their independent brand names to differentiate themselves from other apartment housing competitors. During the Exchange Crisis in the late 1990s, unsold apartments caused an economic liberalization of selling prices. But since the rise of income level in the 2000s, Korean consumer’s budgets have increased for a reputable apartment’s worth.
To enable housing consumers to choose their housing, construction firms have made efforts to enhance or establish their own unique brand name image. And over time, the influence of the power their brand name has had on consumers, has gradually increased.
It has been shown that the abstract value system of a product’s brand name, rather than the functionality of the actual product, has led consumers to make a purchasing commitment. So now construction companies will continue to build up their brand name image, reputation and prestige to differentiate themselves from the rest, and satisfy customer’s desires. Companies should focus their brand name image around creative concepts and reasonable prices, considering buyers’ positive well-being in the natural environment of their home.
This study was intended to identify what motivates and influences a consumer’s intention to buy, and what is desired and sought after from consumers. This study should assist and reinforce housing suppliers to establish their reputation for quality and customer satisfaction by strategizing their marketing plan based around their customer’s desires, to create a better housing culture.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 고찰 및 선행 연구
Ⅲ. 자료현황 및 자료분석
Ⅳ. 결론 및 연구의 한계점
참고문헌
참고문헌 (13)
참고문헌 신청
1. [학위논문] - 김창수 / 2003 / 아파트 분양전략 연구 / 석사 / 건국대학교
2. [학술지(정기간행물)] - 김홍규 / 2005 / 아파트브랜드가 아파트 청약 경쟁률에 미치는 영향분석- 서울시 동시분양 아파트를 중심으로 - / 지역연구 21 (2) : 125 ~ 144
3. [학위논문] - 김희섭 / 2006 / 아파트 브랜드 가치가 구매 의사 결정과정에 미치는 영향 / 석사 / 중앙대학교
5. [학술지(정기간행물)] - 박경도 / 2005 / 중소벤처기업의 브랜드 구축을 위한 고객만족도 관리 전략: 아파트 건설산업을 중심으로 / 기업가정신과 벤처연구 8 (3) : 2 ~ 32
6. [학술지(정기간행물)] - 신종칠 / 2004 / / 대한국토⋅도시계획학회지
2. [학술지(정기간행물)] - 김홍규 / 2005 / 아파트브랜드가 아파트 청약 경쟁률에 미치는 영향분석- 서울시 동시분양 아파트를 중심으로 - / 지역연구 21 (2) : 125 ~ 144
3. [학위논문] - 김희섭 / 2006 / 아파트 브랜드 가치가 구매 의사 결정과정에 미치는 영향 / 석사 / 중앙대학교
5. [학술지(정기간행물)] - 박경도 / 2005 / 중소벤처기업의 브랜드 구축을 위한 고객만족도 관리 전략: 아파트 건설산업을 중심으로 / 기업가정신과 벤처연구 8 (3) : 2 ~ 32
6. [학술지(정기간행물)] - 신종칠 / 2004 / / 대한국토⋅도시계획학회지
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