아파트 브랜드와 인테리어 디자인의 관계성 연구

Abstract

근대 주택은 핵가족과 함께 소형화, 단순화되고, 인구증가와 인간의 집단화 과정이 더욱 적극화되어 도시의 발달을 가져오게 되었으며 아파트(Apartment)와 같은 도시집단 주택의 유형이 보편화되었다. 또한 주택의 다양한 특성은 주택의 구조적인 특징 이외에 주택이 위치하고 있는 주변의 환경적 특징까지 포함하고 있는데, 특히 아파트는 우리나라의 대표적인 주거 형태로 주택의 다양한 특징들을 포함하고 단순히 주거하는 목적뿐만 아니라 부의 축적 수단으로 활용되는 사례가 늘어나고 있다. 소비자는 광고노출이 많은 아파트 브랜드가 브랜드 인식도 높을 것이라 생각하고 있으며, 브랜드가 있는 아파트의 구매의도가 높다고 볼 수 있다. 또한 더욱 경쟁이 치열해질 아파트 건설 시장에서 차별화되기 위해서는 건설업계들도 소비자들을 세분화하여 만족시킬 수 있는 마케팅 전략과 인테리어 디자인을 통해 브랜드 문화를 구축해야할 것이다. 아파트 브랜드는 기업의 이미지와 가치이므로 합리적인 계획을 통해 전략을 완성하고 브랜드를 발전시켜야 하며, 앞으로 더 많은 관심을 가지고 연구개발 해야 한다.; The simplification and under sizingof family units added with population growth and collectivization has accelerated the development of the city. In accordance, the concentrations of housing in the city have lead to the replenishment of apartment as a common form of urban residence. According to the specific site of location, housing possesses various qualities including structural character and environmental character. In Korea, the apartment is a typical and representative residential form which comprises all the necessary and essential qualities of housing. And recently, apartment has also grown into a mean of investment to accumulating wealth. In the past when the supply of residential housing was relatively low, houses were sold as soon as it was finished with its construction. However with the 1998 IMF, housing transactions were stopped short. And measures of regulating housing distribution price became completely free which contributed to the competitiveness in the residential market. In this competitive and changing market climate, construction companies realized that their company name was no longer a drawing factor to win the interest of the customers. With the improvement in quality of life and growth of economy, construction companies set out to satisfy the customer's demands with distinguished and improved qualities in their own apartment brands. This competitive rivalry between companies led to the development of individual brand names. The launching of various apartment brand names brought about significant and dramatic changes. The supplier centered distribution shifted to primacy in consumer preferences, and design became an important factor in the interior market. This study focuses on analyzing the influence of interior design in relation to apartment brands, while reestablishing the relationship of consumer preference in regard. Interior design is going through a visible and momentous change as with changes in consumer's brand recognition. With this in mind, the study wishes to derive each company's brand implications and its suggested strategic point.