아파트 구매 거주자의 만족도 특성분석을 통한 마케팅 전략 연구 = A Study on Marketing Strategy Based on the Analysis of the Characteristics for Satisfaction of Occupants Purchasing Apartment

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyze apartment house clients' satisfaction characteristics, reviewing the strategies of apartment marketing.
For this purpose, the following study points were set up;
First, theories of apartment marketing would be reviewed, the conditions of housing industry in Korea would be analyzed. Second, potential apartment house clients would be surveyed via questionnaire to analyze their satisfactions. Third, based on the results of the survey, strategies and policy alternatives of apartment house marketing would be examined. The results of this study are as follows ;
First, apartment house clients' satisfactions for apartment house differed depending on such demographic variables as age, number of family members and income level.
Second, apartment house clients's satisfaction was affected more by the quality of apartment house than its price.
Lastly, based on the above findings, the following strategies of apartment house marketing were put forwards ; it is necessary to improve the quality of apartment house to meet the changing market for apartment houses, while making efforts to create a better external environment for apartment houses. And also, it may well be necessary to produce more decent apartment houses which can sell in the market, and at the same time, reinforce the marketing strategies in a more systematic way through a scientific management of market, information and estimation.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 연구설계
• Ⅲ. 구매 거주자의 만족도 특성분석
• Ⅳ. 요약 및 결론
• 參考文獻

참고문헌 (Reference)

1 "후발 건설업체의 브랜드 마케팅 전략" 대한건축학회 19 (19): 2003.

2 "주택통계정보" 2005.

3 "아파트주거환경통계" 2005.

4 "아파트마케팅 전략에 관한 연구" 2001.

5 "아파트 구매자의 특성을 이용한 부동산 마케팅 전략에 관한 연구" 2004.

6 "브랜드 아파트의 부동산 마케팅 전략에 관한 연구" 2003.

7 "부동산 시장변화에 다른 마케팅 전략에 관한 연구" 2003.

8 "부동산 마케팅의 투자만족 영향요인에 관한 연구" 2003.

9 "부동산 마케팅 전략방안에 관한 연구" 2003.

10 "구매고객 특성분석에 의한 아파트 마케팅전략에 관한 연구" 2000.

11 "J. Avebury" 1990.

12 "Effects of Dwelling Floor Level on Factors Related to Residential Satisfaction And Home Environment In High-Rise Apartment Buildings" 1997.