• 주택과사람들
• /
• s.200
• /
• pp.78-79
• /
• 2007

현대 건설의 새로운 아파트 브랜드 '힐스테이트'에 대한 수요자들의 반응이 뜨겁다. 광고 카피가 사람들의 입에 오르내릴 정도로 힐스테이트는 벌써부터 유명세를 떨칠 기세다. 진정한 명품의 가치를 아는 사람들만이 느낄 수 있는 힐스테이트의 매력과 깊은 의미를 새겨보고 브랜드 네이밍과 광고 촬영 현장을 스케치했다.

• Proceedings of the Korean Institute of Interior Design Conference
• /
• 2006.05a
• /
• pp.179-182
• /
• 2006

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.

• KSCE Journal of Civil and Environmental Engineering Research
• /
• v.28 no.4D
• /
• pp.523-531
• /
• 2008

This study tried to find differences between housing lotting prices and sale prices owing to new multi-family housing price regulation. As the results of this study, they are as follows; First, this study shows housing market in Busan has a preferences of new housing which has a new housing form differing from the existing housing form. For example, the mixed-use apartment with higher stories shows steeper incline than the apartments with the existing forms. Second, the new housing prices are affected by the information that affect the price of the old existing housing. They are rates of green area of an apartment complex, the number of household, accessibility to downtown Busan and etc.. They are also confirmed factors that affect a rise of used-housing price in other studies. Third, brand value of apartments affects new housing prices. For example, if the major construction companies build the new apartment, it shows a rising trend than any other housing. Therefore, the local construction companies are expected to be put on a disadvantage places than major construction companies. Fourth, the lotting prices are the most important cause that lead to rise the new housing prices. Accordingly, the present lotting prices are expected that upward tendency the purchasing prices of the new housing will not continue, because the lotting prices have risen since the government removed lotting price regulations and exceeded the level of used-housing prices. And it denote that importance of housing sub-market which indicates rates of old existing housing market rising, frist preference Gu, second preference Gu, rate of multi-family housing.

• Korean Architects
• /
• no.6 s.458
• /
• pp.80-87
• /
• 2007

• 주택과사람들
• /
• s.166
• /
• pp.12-14
• /
• 2004

• Journal of Families and Better Life
• /
• v.24 no.2 s.80
• /
• pp.27-42
• /
• 2006

This study examined consumers' awareness of apartment brands and the purchase intention of apartments with brand names. This study compared apartment brand awareness with purchase intention in terms of consumers' socio-economic and housing characteristics. Also, it identified the factors that influence consumers' awareness and purchase intention of apartment brands. The data were obtained via a questionnaire completed by adults 20 years of age and olde. (N=383), and were analyzed by t-tests, ANOVA, chi-square tests, multiple regression, and logistic regression analyses. The findings of this study are as follows: First, both consumers' awareness and purchase intention of apartment brands were higher among married males in their 30s and 40s than among unmarried females in their 20s and 50s. For consumers who had graduated from graduate schools, both awareness and purchase intention of apartment brands were lower than other groups. Second, consumers dwelling in apartments or row houses showed higher awareness of apartment brands. And those who lived in row houses were more likely to consider purchasing apartments with brand names. Third, every factor of consumers' housing values was higher than the middle point of the scale. Especially, economic and social values of housing were important factors for both awareness and purchasing intention of apartment brands. Fourth, the apartment brand awareness had a positive effect on the purchase intention of the apartments with their own brands.

• 월간 기계설비
• /
• no.2 s.199
• /
• pp.66-70
• /
• 2007

벽산건설(주)은 1958년‘한국스레트공업주식회사’로 출발하여 우리나라 경제성장 시기를 함께하며 발전해왔다. 1991년 벽산건설(주)로 상호를 변경, 현재까지 국내 건설부문의 일익을 담당하고 있다. 벽산건설(주)은 특히 아파트 건설부문에서 두각을 나타내고 있다. 2005년 벽산건설(주)의 아파트 브랜드인“블루밍”에 대해 SDP(Self Design Project)를 런칭해 그동안 일률적이던 아파트 내부 건축에 대해 변화를 줘 고객에게‘자신만의 아파트’라는 이미지를 심어준 것이다. 끊임없이 발전하려는 벽산건설(주)의 노력이 지금의 벽산건설(주)을 만들게 된 원동력이다. 벽산건설(주)은 2007년을“내실기반의 지속성장을 하는 해”로 설정하고 올해 경영방침을 △수익기반의 다변화 △고객 만족 경영 △Software 경쟁력 강화로 정했다. 이에 따른 구체적인 경영전략으로 △전략적 제휴확대로 양질의 수주 확보 △Before Service 전사적 확대 △인적자원 경쟁력 강화 △핵심기술의 확보 및 개발 등 더 나은 기술과 고객만족을 위해 오늘도 정진하고 있다.

• Proceedings of the Korean Institute of Interior Design Conference
• /
• 2006.11a
• /
• pp.215-218
• /
• 2006

The attention of brand apartment is flourishing along with growing concerns about resident's health and their housing. This study examined the environment-friendly features on six brand apartments in Kangnam area in Seoul since 2000. The findings were as follows: The environment-friendly features of most brand apartments are in satisfactory level. The environment-friendly parking lot and greenzone were satisfactory on the viewpoint of ecology. From the perspective of relationship between housing and environment there was lack of the consideration of locality issues. However, from the perspective of health and comfortability there was lack of indoor planting.

• Korean Institute of Interior Design Journal
• /
• v.15 no.3 s.56
• /
• pp.111-117
• /
• 2006

In the recent years, domestic construction companies have tried to differentiate their apartments using brand positioning. Respective construction companies are attracting public attention with discriminative brands. This study investigated residents' preferences focusing on apartments facade design used in marketing strategy of brand apartments. Four concepts in surveyed brand apartments are deluxe, modern, eco-friendly and comfortable. According to the related study on design factor of apartment facade, the design factors are chosen such as the overall building shape, balcony form, main color, exterior wall shape, material, main access shape, pent house design and window size. As a result of analysis, there was a difference between brand concepts and consumers' views. Therefore, apartment facade design to differentiate their own companies' brand images should consider the perception of customers.

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