아파트마케팅 戰略에 관한 硏究 : 시장세분화, 제품포지셔닝 및 4' Ps 마케팅믹스 전략을 중심으로 (A) Study on Condominium Marketing Strategy : Focused on Market Segmentation, Positioning and 4' Ps Marketing Mix Strategy원문보기
In the case of the domestic housing construction market, real estate condition stagnation by constant housing mass supply of the goverment and IMF economy crisis was bring to increase of stored condominium under oversupply. Consequently, The character of housing market was changed from supplier's market to buyer's market. Accoding to the change of such industry paradigm, housing company was caused it to be necessary new ...
In the case of the domestic housing construction market, real estate condition stagnation by constant housing mass supply of the goverment and IMF economy crisis was bring to increase of stored condominium under oversupply. Consequently, The character of housing market was changed from supplier's market to buyer's market. Accoding to the change of such industry paradigm, housing company was caused it to be necessary new management strategy for a competition high position. Especially, marketing strength was became a prominent figure a important success factor to housing industry. <표생략> This paper is written in order to establish the market segmentation, positioning and 4'Ps marketing mix strategy. Each strategy is consist of various concept and methodology. The first, market segmentation congregate homogeneous customer from reliability analysis, factor analysis, k-means cluster analysis, cross-classification analysis(chi-square). Also, we are select target market from market segmentation in using demographic characteristics and general chracteristics. The second, positioning take a triangular position of market competition for product differentiation from multidimensional scaling(kyst, prefmap, profit). The third, 4'Ps marketing mix strategy present strategy from product, price, place, promotion to mix for conjoint analysis. In conclusion, the three strategy was a good strategy for a sale of stored condominium of the house builder. Also, the customer was treated to a good service from the housing construction company.
In the case of the domestic housing construction market, real estate condition stagnation by constant housing mass supply of the goverment and IMF economy crisis was bring to increase of stored condominium under oversupply. Consequently, The character of housing market was changed from supplier's market to buyer's market. Accoding to the change of such industry paradigm, housing company was caused it to be necessary new management strategy for a competition high position. Especially, marketing strength was became a prominent figure a important success factor to housing industry. <표생략> This paper is written in order to establish the market segmentation, positioning and 4'Ps marketing mix strategy. Each strategy is consist of various concept and methodology. The first, market segmentation congregate homogeneous customer from reliability analysis, factor analysis, k-means cluster analysis, cross-classification analysis(chi-square). Also, we are select target market from market segmentation in using demographic characteristics and general chracteristics. The second, positioning take a triangular position of market competition for product differentiation from multidimensional scaling(kyst, prefmap, profit). The third, 4'Ps marketing mix strategy present strategy from product, price, place, promotion to mix for conjoint analysis. In conclusion, the three strategy was a good strategy for a sale of stored condominium of the house builder. Also, the customer was treated to a good service from the housing construction company.
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