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스타마케팅이 아파트 시장에 미치는 영향에 관한 연구

Title
스타마케팅이 아파트 시장에 미치는 영향에 관한 연구
Other Titles
A Study on Effects of Star Marketing on Apartment Market
Author
이윤선
Keywords
스타마케팅; 브랜드; 시장주체; 아파트 브랜드 이미지; 쌍별비교; Star Marketing; Brand; Market Participatory; Apartment Brand Image; Pairwise Comparisons
Issue Date
2008-07
Publisher
대한건축학회
Citation
대한건축학회논문집 - 계획계, v. 24, No. 7, Page. 105-112
Abstract
Recently in apartment market, many construction companies have utilized star marketing strategy for expansion of their brands. It projects star's positive image into its apartment brand and is utilized as major marketing strategy for boosting demand. However, negative influences that star marketing strategy generates were found in other types of industry or business; and the star marketing strategy reflects how the running of advertisements is done through improvement of this problem. Despite this, being a latecomer in the advertisement industry, apartment marketing strategy, now, has yet to cope with the rapid changes of advertisement industry. Therefore, the paper explores star marketing factors that affect apartment market according to viewpoints of each market player, delineates problems in star marketing, and provides counter proposals.
URI
http://www.dbpia.co.kr/Journal/ArticleDetail/NODE01023285http://repository.hanyang.ac.kr/handle/20.500.11754/104716
ISSN
1226-9093
Appears in Collections:
RESEARCH INSTITUTE[E](부설연구소) > RESEARCH INSTITUTE OF ENGINEERING & TECHNOLOGY(공학기술연구소) > Articles
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