아파트 브랜드 이미지 선호 분석을 통한 건설사의 지방 시장 진출 전략 방안에 관한 연구

A Study on forming strategies to make inroads into the market of Dae-gu apartment buildings by researching and analyzing the preferences of the local residents

Since the middle of 1990's, domestic apartment building suppliers have set up brand images to overcome the difficulties in financial situation after IMF foreign exchange crisis. The main trends in recent apartment buildings could be classified generally into several types, such as 'Ubiquitous Intelligent(standing for High-tech)', 'Walkable Community(community-friendly)', 'Eco-friendly', 'Ergonomic Humanity(Human Engineering)', 'e-easy Home through Internet(Digital Home)'. With those brand images, construction enterprises have been making inroads into local apartment markets, especially one of the region around Dae-gu. It is meaningful and worth researching and analyzing the local residents' preferences and tendencies to form marketing strategies of brand images. Here, this research and analysis is of pre-examination before getting down the study of this subject.