• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2004.11a
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• pp.399-403
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• 2004

As the housing market is changing, there's a trend that the brand marketing through the TV-CM is increasing. Thus, this study purposes to identify the characteristics and the limit of the marketing on the housing market by analyzing the elements of marketing on TV-CM in the 2000's and comparing the representative business enterprises with each other. In the case of television advertisement, it is dominated by the emotional advertisement which is sensitive and image-oriented than the rational one. In addition, 1 pointed out some problems resulted from the transitional feature of the television advertisement and the gap between the real apartment and its brand image appeared on the advertisement, then I will present corresponding solutions.

• Journal of the Korean Institute of Landscape Architecture
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• v.32 no.4
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• pp.71-82
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• 2004

During the IMF period the unsold of apartment housing was significantly increased due to financial problems. Apartment constructors had to severely struggle with fund problems and even some of them were bankrupted. Due to this fact, they had to find new marketing strategies to sell the apartment complexes even with low margins. One of the solutions was that housing companies could present a distinctive and outstanding outdoor space in apartment complexes. The purpose of this study was to investigate such differentiated marketing strategies by reviewing the apartment housing advertisements during the IMF period. The major findings through this study were as follows: 1. During the IMF period housing companies presented a distinctive and outstanding outdoor space in apartment complexes. In 1999, which was the peak of the IMF impact, there were frequent advertisements for apartment housing in daily newspapers. 2. Daily newspapers had been mostly used for advertising the apartments. A thorough review of them is very valuable in investigating differentiated marketing strategies of the outdoor space in apartment complexes. 3. The main theme of differentiation of outdoor space can be summarized as : Emphasis of the importance of healthy life, application of environment-friendly facilities, and use of traditional korean style elements in apartment complexes.

• Journal of the Korean housing association
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• v.20 no.4
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• pp.59-68
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• 2009

A well-managed brand name (eg., Xi, the #, and I-Park) becomes brand equity. Brand equity affects the name value of brand in question and revenues. Elaborated researches regarding causes and effects forming brand equity, however, are hardly found. This research aims at: (1) examining the relationships among antecedents of apartment brand equity, brand equity components, and brand preference; and (2) proposing marketing strategies for strengthening apartment brand equity. The research method utilized is a survey. The research procedure consists of four steps as follows: (1) literature review; (2) hypotheses construction regarding antecedents and consequences of apartment brand equity; (3) measurement of apartment brand equity; and (4) covariance structure analysis of relationships between antecedents and consequences. This study found following positive relationships. First, the corporate image and apartment advertisement have a positive influence on brand-name recognition/image and perceived quality, consisting of apartment brand equity. Second, brandname recognition/image, perceived quality, and brand-name preference, consisting of apartment brand equity, have a positive influence on a brand affinity. Thus it is concluded that apartment brand equity is strengthened by means of: (1) the distinction of major factors, forming brand equity and enforcing it; and (2) the establishment and implementation of integrated marketing communication (IMC) strategies.

• KIEAE Journal
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• v.7 no.3
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• pp.11-20
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• 2007

The purpose of this study is to analyse the effects of the eco-friendly factors on the apartment housing price rise and to suggest the desirable way of marketing strategy for apartment housing. For the analysis, the data of apartment sites in Seoul had been collected from September 2006 to February 2007. The data consisted of 95 apartment sites in Seoul. Data were analyzed with descriptives, crosstabs, and discriminant analysis by SPSS/PC for Window. Following result was obtained. The eco-friendly apartment housing price rate in Seoul was determined by eco-friendly landscape, green space rate, house unit size, installment sale price per pyeong, floor space index, distance from subway station when it was not considered the impact of building age, construction company's brand, and autonomous districts. Findings of this research can provide valuable information for marketing strategy of housing construction company.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• autumn
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• pp.543-548
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• 2002

The brand value of apartment which affects not only sale percent and profit but also the worth of real estate is rising as an important point of apartment competition. But now the apartment brand market is occupied by some large-sized construction companies with strong recognition. So it's difficult for newly joined construction companies to enter the apartment market and the companies that made inroads into the market don't have the brand effects because of consumers' ignorance. Therefore, through the analysis of example from construction and industrial companies, I suggest the marketing strategy which consists of target market, positioning strategy, brand naming strategy, PR strategy and distinct strategy.

• Journal of the Korean housing association
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• v.20 no.2
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• pp.27-35
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• 2009

With the change of construction environment, the main body of construction industry was moved from project suppliers to consumers. Accordingly in order to strengthen competitiveness, project suppliers have to concentrate on marketing for diversification. Thus, it is required to utilize real estate marketing from the beginning of development project to introduce 'consumer-centered marketing strategies' instead of 'supplier-centered marketing'. This study aims to find out what consumers consider the most important factors when selecting apartment. According to the study, when residents select their apartment in residential area, they valued those attributes with investment, location, dwelling attribute, apartment complex attribute, unit price per square meter, in order. This result will contribute to qualitative improvement of housing development project.

• Journal of the Korean Institute of Landscape Architecture
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• v.34 no.6 s.119
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• pp.87-100
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• 2007

This study analyzed the key words in Korea's leading apartment brands and newspaper advertisements to examine especially their view-oriented advertising characteristics and green marketing properties. Four study topics were established and examined for this purpose. The following are the results; 1. The key words on apartment brands and catch phrases are $\ulcorner$emotion-oriented$\lrcorner$ words, such as taste, pride, and happiness, and $\ulcorner$environment-oriented$\lrcorner$ to appeal to customers with beautiful views of the nature. Also key words on newspaper advertisement headlines stress views for $\ulcorner$environment-oriented$\lrcorner$ characteristics as well as $\ulcorner$emotion-oriented$\lrcorner$ characteristics for elegance and luxury, and $\ulcorner$function-oriented$\lrcorner$ characteristics for the future. Views, nature and park are key words and everything about illustration that are especially emphasized even on the headlines of newspaper advertisements. 2. Unlike brands or headlines, sub-headlines and body copies stress $\ulcorner$modern-oriented$\lrcorner$ characteristics for life, culture, and accessibility, followed by $\ulcorner$emotion-oriented$\lrcorner$ characteristics. Key words on caption were also highly $\ulcorner$modern-oriented$\lrcorner$, followed by $\ulcorner$environment-oriented$\lrcorner$ and $\ulcorner$function-oriented$\lrcorner$ characteristics for practical aspects. 3. In result of $X^2-test$, $\ulcorner$environment-oriented$\lrcorner$ key words that convey good views, naturalism, parks, and nature are the major representation of green marketing strategies of apartment brands and newspaper advertisements. However, brands were strongly $\ulcorner$emotion-oriented$\lrcorner$, whereas captions were $\ulcorner$modern-oriented$\lrcorner$ and body copies were $\ulcorner$investment-oriented$\lrcorner$. Both apartment brands and advertisements were consistently $\ulcorner$environment-oriented$\lrcorner$, but were not consistent in other factors. 4. Different parts of newspaper advertisements are focusing on green marketing strategies in terms of environmental protection, but are actually leaning toward modern-oriented lifestyles and accessibility. Thus, it is more well-being marketing rather than green marketing. To pursue true green marketing despite the limits of newspaper advertisements, it is necessary to present products and pricing strategies that represent sustainable.

• Journal of the Korean housing association
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• v.21 no.2
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• pp.31-39
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• 2010

The trend in which an apartment is regarded as not only a substantial property or 'residence' but also as a 'means of self-expression' for consumers is increasing in the present housing marketing, and thus, the apartment brand image has become an important field of marketing management. Therefore, the present study aimed to verify the difference between the image of a housing brand and the self-image of consumers in order to propose a singular direction of strategies for the formation of a differentiated brand image. As a result of research, analysis showed that there is a trend in which consumers show a more positive attitude towards a brand apartment that has a brand image closer to an ideal selfimage. Even if this trend is weak, it was confirmed that the consentaneity between a brand image and the self-image of housing products can become a variable having some influence on brand attitude. The survey method compared a brand image and a self-image by using Likert's 5-point scale on the apartment brands of the top three companies according to the study result of a national brand competitiveness index (NBCI). Self-consentaneity was determined by using the distance measurement model of self-consentaneity proposed by Sirgy (1982). The study data was collected from 210 persons and the PASW program was used for statistical data analysis.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2009.11a
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• pp.23-26
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• 2009

The trend that an apartment is regarded as not only a substantial property called 'residence' but also 'means of self-expression' to consumers is increasing in the present housing marketing, and thus, the apartment brand image is settling down as an important field of marketing management. Therefore, the present study aimed to verify difference of brand attitude according to consentaneity between an image of a housing brand and self-image of consumers to propose one kind of direction of strategies for formation of a differentiated brand image. As a result of a research, the trend that consumers show more positive attitude on a brand apartment having a brand image closer to an ideal self-image was analyzed to exist even if it is weak, so it was confirmed that the consentaneity between a brand image and a self-image of housing products can become a variable having some influence on brand attitude. The survey method understood a brand image, a self-image and brand attitude by using a Likert's 5-point scale on apartment brands of upper three companies according to a study result of a national brand competitiveness index(NBCI) and understood self-consentaneity by using a distance measurement model of self-consentaneity of Sirgy(1982). The questionnaire for the present research was carried out by surveying students of D university and the PASW program was used for statistical data analysis.

• Journal of the Korean Institute of Landscape Architecture
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• v.32 no.6 s.107
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• pp.52-67
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• 2005

The purposes of this study were to classify the changing periods of apartment outdoor space in Korea and to clearly understand the specific characteristics of each period. The study has been done through on-site observation of apartment complexes, and through the analysis of housing estate planning techniques, rules and regulations affecting outdoor spaces during the rapidly developing era. The results of this study shows that three major periods with distinct characteristics were found, which were as follows: 1) The first well defined period spans from 1960 to 1990. In this period, apartment construction was rapid, and as a result, quality of housing environments were sacrificed. As little attention was given to the landscapes in apartment complex, they were constructed very simple and identical in outdoor space of apartment complex. This period can be referred to as the 'commonly universal period in apartment outdoor space'. 2) The second period spans from 1991 to 1996, during which time a housing construction project for two million residences was completed in order to significantly stimulate the provision of houses to the general public. As a result, regulations were relaxed causing housing environments to deteriorate. Although apartments were constructed very close together, there was some diversification and experimentation in outdoor styles. This period can be referred to as the 'congestion period of apartment outdoor space'. 3) The third period spans from 1997 to the present. During this time the number of unsold apartments has grown considerably throughout the country. Many different apartment complex marketing strategies have been employed to reduced the glut of unsold apartments. This experimental trend has continued and been well-received since the IMF period. The distinguishing characteristics of this period are the introduction of a rich natural landscape, the increase in communications among residents, the human oriented design, and the refined and elegant design for the outdoor street furnitures. As a result, this period can be named the "differentiation period of apartment outdoor space".