• 한국주거학회논문집
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• 제21권2호
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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.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2009년도 추계학술발표대회 논문집
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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.

• 가정과삶의질연구
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• 제28권3호
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• pp.179-187
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• 2010

Since the late 20th century, construction companies have developed different brands of apartments while keeping the LOHAS, well-being, ubiquitous, and one-stop-living concepts in mind. From this point of view, this study intends to define the diverse space planning needs of apartment residents. The purpose of this study is to suggest optimum guidelines regarding the subject of space requirements and planning by conducting in-depth interviews of residents whose apartment floor size is between $66m^2$ (20 Pyong) and $165m^2$ (50 Pyong) and whose apartment is less than 5 years old. The major findings were as follows: (1) The shortage of storage space in different types of apartment housing units was found to be a chronic problem. Thus, closet sizes mustbe increased. (2) The size of the master bedroom needs to be decreased, whereas the size of the kitchen and dining room as well as the size of the second and/or third bedroom must be increased. More space is required in common areas occupied by the family and larger closets are needed. Less space is required for the master bedroom.

• 한국건설관리학회:학술대회논문집
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• 한국건설관리학회 2007년도 정기학술발표대회 논문집
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• pp.603-606
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• 2007

2007년 현재 우리나라의 아파트 시장은 건설업체의 이름보다 브랜드가 더 알려져 있는 것이 현실이다. 이런 아파트의 브랜드화는 10년 전으로 거슬러 올라간 외환위기 이 후부터 존재하기 시작하였다. 외환위기 이 후 분양가 자율화와 주택시장의 구조변화로 인해 건설업체간의 경쟁은 브랜드 아파트라는 새로운 개념을 창출 해 냈고, 현재 브랜드가 분양시장에 있어서는 매우 큰 영향력을 발휘하고 있는 것은 누구나 다 알고 있는 사실이 되어버렸다. 이와 같이 브랜드가 건설업체의 중요한 요소로 두각 되고 있음에도 불구하고, 브랜드 아파트를 형성하고 있는 여러 요인들과 그것의 실제 사용자인 거주자에 관한 상관관계에 대한 연구는 거의 이루어지지 않고 단편적인 측면의 브랜드 전략과 거주자의 만족도에 대한 연구만이 진행되어 왔다. 이에 본 연구는 아파트 브랜드와 주거의 상관관계의 영향변수를 분류하여 이들 간의 상호작용을 시스템 사고 이론에 입각하여 연결하고, 그 구조를 동태적으로 파악하여 상관관계가 어떻게 이루어지고 있음을 보이고, 나아가서 아파트 브랜드에 대한 건설업체의 전략수립의 기초정보를 제공하고자 한다.

• 디자인학연구
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• 제19권4호
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• pp.145-154
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• 2006

오늘날 브랜드아파트 광고는 유비쿼터스 도입으로 소비자 편리를 추구하는 하이테크 아파트의 이미지와 소비자의 웰빙 라이프를 강조하는 자연친화적 아파트의 이미지가 주류를 이루고 있다. 그러나 일부 브랜드를 제외하고는 광고이미지 표현에 있어서 차별성이 결여되어 있다고 보여진다. 이것은 광고의 궁극적 목적인 효과적인 커뮤니케이션의 제공에 대한 문제와도 관련이 있을 것이다. 따라서 본 연구는 브랜드아파트 광고의 효율적 커뮤니케이션 방안을 제시하기 위하여, 먼저 최근 브랜드 아파트 광고가 제시하고 있는 이미지들을 기호학적으로 해석하고, 이러한 이미지가 소비자에게 적절하게 전달되고 있는지를 검토하기 위하여 디자인 전문가 집단123명을 대상으로 브랜드 아파트 광고에 대한 이미지 조사를 실시하였다. 그 결과 광고 표현의 기호학적 해석에 있어서는 광고 컨셉과 광고 이미지가 기호학적으로 일치하고 있을 때 의미공유가 이루어지고 있으며, 이러한 의미공유로부터 광고주와 소비자 간의 성공적인 광고 커뮤니케이션 실현이 가능한 것으로 나타났다. 본 연구의 결과를 토대로, 광고 기획에 있어서 기호학의 도입은 효율적인 광고 커뮤니케이션의 제공을 위한 논리적인 판단 기준이 될 수 있음을 알 수 있었다.

• 한국실내디자인학회논문집
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• 제15권6호
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• pp.159-171
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• 2006

As the increase in quantity of apartments has been stable, consumers' needs in housing quality become more diverse. According to the changes in the tendency of residents, construction companies has developed brands of apartment buildings with the concepts of LOHAS, well-being, ergonomics, ubiquitous. However, these trends has been focusing on the Capital area, and becoming fixed and typical in the way of delux quality, large-sized houses and a healthful residence. For that reason, this research is about survey on the needs of the local apartment residents, especially in Daegu. This analysis of their preferences will furnish basic data and offer possible interior plans to building companies making inroads into the Daegu apartment market. This research is based on the questionnaire forms which had been collected for two months(in Aug.-Oct.) of 2005 in Daegu and the amount of the samples is 135. All of them are the residents of the apartments where they moved in after 2000. The contents of this research include the evaluation of plane composition and practicality, interior finishing and design, and spaces for items. The results of this research show that the interior design and finishing materials of apartments in Daegu should be improved and the drainage and uncleanness of bathroom also need to be considered, much like the results of Seoul area. However, regarding the higher age range and life stage, the bedroom 2 needs to be planned for a study and the design of livingroom is prefered to be widely open. Besides, comparing with those in Seoul, the residents in Daegu demand that spaces for things (especially those in secondary kitchen and dress room) be more organized and convenient.

• 가정과삶의질연구
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• 제26권6호
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• pp.159-166
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• 2008

According to the change in diverse tendency of residents, construction companies has developed the brands of apartments with the concepts of LOHAS, well-being, ubiquitous, etc. The purpose of this study was to suggest space requirement and planning for residents characteristics. The questionnaire survey was adopted in this study and 252 cases were used for data analysis. The survey analysis has been made by using of SPSS WIN 12.0. The major findings were as follows; (1) Resident opinion about the direction of each space was investigated into the need of South-facing in master bedroom highly. (2) The residents didn't want to decrease the current size of each space, the space which wanted to increase was livingroom. (3) The significant variables of space requirement and planning for residents characteristics were family life cycle, the age of householder, the occupation of householder, the size of apartment.

• 한국실내디자인학회논문집
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• 제15권3호
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• pp.111-117
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• 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.

• 한국실내디자인학회논문집
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• 제24권5호
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• pp.87-98
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• 2015

As an apartment house as well as improving quality of life is becoming one of the brands, it is increasing the importance of the outer space with the facilities in the housing complex. In particular, the outdoor playground such as the community facilities that children and adults share as the activity areas for residents has received attention. However, actually children have not used many of Korean apartment housing playgrounds that were installed formally in the scrap area according to the housing plan by residential construction standards. it is considered necessary to improve the quality of the playground in housing complex and reform it in order to make the eco-friendly play space in which children can play safely and h healthily. As an alternative, we analyzed the eco-friendly properties of the playgrounds installed in the eco-friendly housing complex in Germany and derived the main planning elements of eco-friendly playground. In the observational survey of the 10 playgrounds in 9 housing complexes in 5 regions in Germany, we evaluated the environment-friendliness of these playgrounds in the 8 fields(location and placement, ecological environment, play space, play equipment and facilities, additional facilities, materials and resources, energy saving, environmental load reduction) according to the levels(suitable, partial reflection, unsuitable, non-reflection) of reflection of eco-friendly planning factors. The following is the summary of the results about the reflection of eco-friendly planning factors. In terms of "suitable": location and placement(88.8%), play equipment and facilities(73.5%), additional facilities(60.6%), environmental load reduction(54%), and ecological environment(50%) were higher than others. In terms of "unsuitable": there was nothing. In terms of "non-reflection": energy saving(95%), additional facilities(32.2%), and materials and resources(30.9%) were in order. Therefore, on the basis of these results, this study proposed the planning indicators to be considered first and the planning factors that should be complemented and improved in the construction of apartment housing playground in future.

• 한국건설관리학회논문집
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• 제15권4호
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• pp.86-94
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• 2014

주상복합 아파트는 고급화와 다양한 장점으로 꾸준히 수요가 증가하여 수도권을 중심으로 지속적으로 공급되어 왔다. 지방중소도시의 경우에는 선례도 부족하고 성공을 담보할 수 없어 주상복합 아파트의 공급이 거의 이루어지고 있지 않았다. 현재에는 소득수준이 높아진 지방중소도시에 주상복합 수요가 있으며, 수도권 주택 공급이 포화된 현실에서 새로운 사업으로써 지방중소도시 주상복합 아파트의 공급 사업을 고려할 수 있다. 그러나 사업성의 타당성 분석을 위한 지방중소도시 주택 시장의 기본적인 자료나 관련한 연구가 거의 없는 실정이다. 이에 타당성 분석의 기초가 되는 적정 분양가격을 과거 시장가격이 없는 경우에도 적정가격을 추정할 수 있는 PSM 모델을 활용하여 추정하였다. 더불어 이러한 분양가격과, UTP를 통한 가격의 수요 탄력성, 가격결정 요인을 일반 아파트와 주상복합 아파트의 두 경우로 구분하여 각각 도출하고 시사점을 제공하고자 하였다. 분석결과 OPP 기준으로 봤을 때 주상복합 아파트의 분양가가 일반 아파트의 분양가에 비해 10.8% 높게 추정되었다. UTP도 주상복합 아파트가 높은 것으로 나타났으며 일반아파트 보다 주상복합 아파트의 가격민감도가 낮은 것으로 나타났다. 가격결정 요인 분석 결과는 일반 아파트와 주상복합 아파트 모두 응답자 연령, 교육수준이 유의한 것으로 나타났으며 주상복합 아파트의 경우 가족 수도 유의한 것으로 나타났다. 연구의 결과를 통해 실무적으로 활용이 가능한 분양가 추정 방법의 제시 뿐만 아니라, 지방중소도시에 주상복합 아파트를 공급할 경우 기존의 일반 아파트에 비해 높은 가격으로 분양가를 산정할 수 있다는 사실을 확인하였다. 더불어 수요탄력성이나 가격결정 요인 등의 결과를 주택 상품 기획을 위한 마케팅 분야에도 활용을 기대할 수 있다.