購買顧客 特性 分析에 의한 아파트 마케팅 戰略에 관한 硏究

Abstract

The purpose of this study is to suggest a set of strategies for apartment marketing based on the analyses of some characteristics of the consumers who have bought or are willing to buy an apartment. To achieve the purpose, theories of apartment house marketing were reviewed. First, second the current conditions for housing industry in Korea were analyzed. Third, a sample of the customers who have bought recently or are willing to buy in the near future an apartment were surveyed via questionnaire to analyze their such characteristics as their interests, satisfaction and preferences. Fourth, based on the results of the analyses of the survey, strategies and policy alternatives for apartment house marketing were suggested. The regional scope of this study was limited to Seoul and the surrounding area. The customers who were living in or wanted to purchase an apartment house as of 1999 were sampled for the questionnaire survey. Apartment house clients' characteristics were analyzed in the following ways; First, in order to analyze the factors affecting their need for apartment house, such variables as preferences for location, indoor facilities, constructors, services and information were analyzed. Second, in order to analyze the factors influencing the clients' satisfaction, such attributes of an apartment house as scale, commodity value and socio-economic characteristics were analyzed. Third, in order to analyze the factors affecting the clients' preferences, for apartments such variables as facilities, commuting conditions and environment were analyzed, Based on these analyses, some marketing strategies for apartment houses were suggested as follows; First, the clients' need for an apartment house was influenced by such demographic variables as age, number of family members and income level. On the other hand, the clients were found to value constructor, price and location of an apartment as the most important factors affecting their need for the type of a house. Second, the clients' satisfaction was affected more by the quality of an apartment house than by its price. However, their satisfaction differed depending on their demographic characteristics. Third, although the clients' preferences differed depending on their demographic characteristics, they tended to favor those apartment houses surrounded by a better environment. Based on the above findings, the following strategies for apartment house marketing were suggested ; First, it is necessary to improve the quality of an apartment house to meet the changing market need for apartment houses, while making efforts to create a better external environment for apartment houses. Second, it may be necessary to produce more decent apartment houses which can sell in the market and, at the same time, reinforce the marketing strategies in a more systematic way through scientific management of information on the market. Third, in addition to improvement of the quality for clients, more efficient marketing strategies should be explored both for the private and the public apartment houses. Finally, the following policy alternatives need to be taken into consideration; First, the focus of marketing strategies needs to be shifted from price to quality of an apartment for the clients' satisfaction. Second, the housing policy should be designed in view of consumers rather than suppliers. Third, the government needs to develop various policies to offer financial supports to the housing industry. Fourth, the developers of apartment houses should enhance their public relation activities and promote their sales.