주거 공간의 브랜드화를 통하여 브랜드의 중요성이 점차 높아지면서 소비자의 주목을 끌기 위한 경쟁은 더욱 심화되고 있으며 강력한 브랜드 구축은 경쟁력 있는 기업의 필수적 요소로 자리 잡고 있다. 이러한 환경 변화로 기업은 일시적인 브랜드 개발이 아니라 장기적이고 체계적인 브랜드 개발 및 관리를 해야 한다. 또한, 소비자의 니즈(Needs)에 맞는 상품 개발이 기획단계에서부터 주거 공간 마케팅 활동을 통하여 이루어질 필요성이 있다.
본 연구에서는 일반적인 상품과는 다른 주거 공간의 상품적 특성에서 기인하는 브랜드 이미지와 마케팅 전략의 문헌적 연구, 주거 공간 마케팅 전략의 기본 전략을 마케팅 믹스 전략(4P MIX)으로 분류하여 구체적인 분석 모형을 설계하고, 결과를 도출한다. 이러한 연구 결과를 바탕으로 주거 공간의 브랜드 이미지 제고를 위한 효과적인 마케팅 전략 방안의 기틀을 마련하고, 주거 공간 마케팅 전략 수립에 도움이 될 기초자료를 제공하고자 한다.
With the increasing of brand's importance through the branding of housing spaces, the brand companies' competition to get the attention of customer is getting harder and harder and the having a strong brand became one of the essential elements of all competitive companies. Therefore, a company needs to develop and manage his own brands systematically on a long-term basis not temporarily. Furthermore, the products developing that meets the customers' needs has to be carried out through housing space marketing activities right from the planning stage. This study set out to conduct literature study on brand images and marketing strategies based on the characteristics of a housing space as a product different from other products and to divide the basic strategies for housing space marketing into marketing mix strategies(4P MIX) to design a specific analysis model and generate results. The results, this study is also aimed to offer the basic data conducive to make a base for effective marketing strategy for housing space to improve the brand image.
With the increasing of brand's importance through the branding of housing spaces, the brand companies' competition to get the attention of customer is getting harder and harder and the having a strong brand became one of the essential elements of all competitive companies. Therefore, a company needs to develop and manage his own brands systematically on a long-term basis not temporarily. Furthermore, the products developing that meets the customers' needs has to be carried out through housing space marketing activities right from the planning stage. This study set out to conduct literature study on brand images and marketing strategies based on the characteristics of a housing space as a product different from other products and to divide the basic strategies for housing space marketing into marketing mix strategies(4P MIX) to design a specific analysis model and generate results. The results, this study is also aimed to offer the basic data conducive to make a base for effective marketing strategy for housing space to improve the brand image.
