• 한국실내디자인학회논문집
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• 제20권5호
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• pp.105-113
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• 2011

Brand is a useful tool for modem people living under the age of the brand, to explain the information of their products by differentiating themselves from others. It also represents the value of company and plays a major role convincing customers. Even living space brands are no exception. According to the development of marketing management ability, living space brands require the new sales strategy to dominate the market over the business competition, and plan differently for a changing market environment. On such account, companies are commercializing the living space via establishing its brands. Thus the study will cover the living space differentiation strategies for promoting the brand images of respective construction companies and will strive to compare and analyze the differentiation strategy factors that construction firms are pursuing through case analysis framework. Moreover, it's objective focuses on materializing the strategies of living space in accordance to the brand application elements.

• 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.

• 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.

• 품질경영학회지
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• 제44권2호
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• pp.425-450
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• 2016

Purpose: This study can provide a strategic advantage for the marketing information of CRM of apartment provider microscopically. It is also expected to contribute to policy for public housing supply in the macro. Methods: This study is contained theoretical research on CRM & Residential Satisfaction & the brand of Apartments with the search for prior literature. Establish a research model to derive a hypothesis. It performs measurements aimed at an apartment tenant. After the test the hypothesis proposes a conclusion. Results: CRM activity of the housing construction companies is confirmed that a significant positive influence on residential satisfaction and brand value. Conclusion: Housing construction companies through improved residential satisfaction have on the growth strategy that takes the brand value in regardless of environmental factors. it is necessary to focus on CRM activities.

• 한국조경학회지
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• 제38권1호
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• pp.49-63
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• 2010

본 연구는 기호학적 분석과 해석을 통해 아파트브랜드 명명(命名)에 담긴 의미와 가치를 살피고, 브랜드가 지향하는 조경적 관점의 설득 메시지가 무엇인가를 밝히고자 시도되었다. 명명 조어분석 결과, 조합과 접합 그리고 혼성방식의 경향이 강한데, 이는 주거문화의 다양한 가치를 담기 위한 시도로 판단된다. 명명 발상법은 문자의 상징성 강조 방식이 강하며, 다의적 메시지를 전달하고자 하는 중의법적 경향과 건물에 인격을 부여하기 위한 의인화, 고유어 및 한자를 적절히 섞어 이용함으로써 자연과 인간의 조화 및 전통적 주거관을 현대적 감각으로 되살리고자 하는 실험성도 동시에 발견된다. 어휘소의 빈도 분석 결과, ville, nature, beauty(미(美)), human, park, hi, green, palace(궁(宮)), nobility, centre(tra) 등의 순으로 설득언어의 등장 비중이 높음을 알 수 있는데, 이는 대부분 조경 및 전망, 자연성 그리고 품격 등을 설명하는 어휘소로 판단된다. 또한 아파트브랜드 포지셔닝 등 기존 연구동향을 바탕으로 한 분석틀에 의한 어휘소 유형화 결과, 국내 아파트브랜드의 지향점과 가치를 좌우하는 가장 비중 있는 외적 개념 축은 '환경지향성'과 '감성지향성'이며, 내부적으로 '기능지향적' 특성이 강화되는 추세로 볼 수 있다. 또한 '환경지향성'을 표출하는 대표적 설득언어이자 브랜드 어휘소의 순위가 정원 및 공원, 전망 그리고 자연성 등임을 볼 때 '조경적 설득 메시지'가 브랜드 명명에 팽배되어 있음을 엿볼 수 있다. 또한 palace, nobility, class를 주요 어휘소로 하는 '품격축'과 human I, you 등을 어휘소로 하는 '자부심축' 등의 감성지향적 설득언어 역시 브랜드의 차별화와 고급화를 선도하는 중요 가치개념이자 설득언어로 활용되고 있다. 더불어 환경지향적 관점으로 유형화한 전망축의 어휘소 중 hi, hill, tower, view, mark, heights 등의 어휘소는 주상복합아파트 등 조망을 주요 가치개념으로 한 초고층아파트가 지향 트렌드와 중복되고 있음을 비추어볼 때, 당분간 고층지향적 설득언어 역시 국내 아파트브랜드의 동향을 지배하는 요인이 될 것으로 예견된다.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2009년도 추계학술발표대회 논문집
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• pp.272-277
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• 2009

The purpose of this study wat to check CS service and to seek directions of development of CS service in apartment house by investigating the status of CS service and residents' satisfaction of CS service. This study indicates brand apartments provide a variety of CS service for the residents living in the apartment houses. In terms of perceptions and satisfaction of CS service, the study has found that there is growing recognition and needs of CS service and it is necessary to reinforce A/S service in aspect of CS service.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2006년도 추계학술발표대회 논문집
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• pp.215-218
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• 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.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2003년도 정기총회 및 추계학술대회
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• pp.277-282
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• 2003

The purpose of this study is to investigate the architectural visual identity, and scheme of conceptional extent of architectural visual identity through literature research and sample analysis by design factors for apartment design. Korea National Housing Corporation's Mapo apartment put first caterer which is continued about 30 years to solve shortage of houses by beginning and the impact of IMF and the price decontrol on second half in the 1990s have changed the housing status to commercial goods. Construction companies have introduced brand concept to satisfy consumer's appetite in production of house goods including apartment under market situation. Importance of visual identity in apartment design occupies has risen in heftily. However most companies are in condition of stay on two-dimensional application that uses symbol, logotype, and character assistance. Several high position construction companies are trying architectural visual identity, but those are applied in partial element and those are not going forward to systematic classification and synthetic visual identity plan within peculiarity of apartment complex. This study is to grasp plan and design tendency to acquire identity of design element of construction field and goods through design examination. In conclusion visual identity in apartment design is architectural visual identity on all of 2 dimensions and 3 dimension for application. Architectural visual identity is a language of form that prescribe identity about external appearance in combination with brand image.

• 한국주거학회논문집
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• 제18권3호
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• pp.63-72
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• 2007

The purpose of this study is to identify the impact of the building, site, and region characteristic factors on the annual average price rising rate of apartment housing in Seoul. The data were consisted of 272 apartment units in Seoul. A survey included checking the drawing documents and interview with apartment maintenance staffs and real estate agencies from October 2006 to February 2007. Data were analyzed with descriptives, frequency, crosstabs, and linear regression by SPSS/PC for Window. The linear regression model was employed to evaluate the price rising rate in apartment housing. Following results were obtained. The price rising rate for pyeong ($3.3m^2$) of apartment housing was determinated by the district zone, the construction company's brand name, the building age, the building stories, the floor space index, the building-to-land ratio, the green space rate, and the distance from the downtown. Especially, the district zone was the most important factor that affected the price rising of apartment housing in Seoul. Therefore, the policy has to focus to solve the imbalance between autonomous districts with the collaborated tax.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2008년도 춘계학술발표대회 논문집
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• pp.144-148
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• 2008

The purpose of this study is to get a grasp on the current trend of apartment facilities by analyzing the bathroom facilities of the brand apartments, which are currently being sold in the metropolitan area. Twenty eight apartment complexes from top seven brand apartment, ranked by its construction ability in 2007, were selected as the subject of the study. Research was conducted by studying bathroom facilities of each complexes through e-catalogues in their web-site. The results of the analysis are as follows. Functional improvements as well as digital equipments were added to the basic facilities. Also in order to upgrade the quality of bathrooms, various and high-quality facilities and finishing materials were used as well as glass partitions for separation of dry and wet area, sunlight windows and so on. The conclusion reached to the fact that those various bathroom facilities need to be considered in the aspect of providing high quality living environment, not just supplying various bathroom to the future customer.