| 논문명 |
수도권 타운하우스 분양성 제고를 위한 마케팅 전략 / Strategies for Higher Marketabilityof the Townhouse in the Metropolitan Area of Seoul / 마케팅 믹스 4요소 제품, 가격, 입지, 판촉을 중심으로 |
| 저자명 |
박경옥 (Park Kyoung-Ok) ; 이상운(Lee Sang-Un) ; 조현주(Cho Hyun-Ju) |
| 수록사항 |
대한건축학회논문집 계획계, v.24 n.3 (2008-03) |
| 주제어 |
타운하우스 ; 마케팅 믹스 ; 제품 ; 가격 ; 입지 ; 판촉 ; 분양성 ; Townhouse ; Marketing Mix ; Product ; Price ; Place ; Promotion ; Marketability |
| 요약1 |
본 연구는 마케팅 믹스 4P요소(제품, 가격, 유통, 판매촉진)를 기준으로 수도권 타운하우스의 물리적 특징과 공급특징을 분석하고, 동일한 관점에서 잠재 고객층인 상류층을 대상으로 요구조사를 실시하여 타운하우스의 현황과 소비자요구를 비교함으로써, 소비자의 요구에 부합하는 타운하우스의 마케팅 전략을 제시하고자 한다. 이 연구를 통해 한국 타운하우스의 현황을 바로 이해하고, 잠재 소비자의 성향에 부합한 마케팅 전략 제시를 함으로써 건설 산업의 발전과 다양한 주거공급에 도움을 줄 수 있을 것이다. |
| 요약2 |
This study has a purpose of suggesting marketing strategies leading to the successful sales of the town houses which witness a boom recently as a new type of residence. Nineteen town house complexes, presented in the market in 2004 to 2007, are the object of this study, and their physical characteristics along with supply conditions were studied from the viewpoint of the marketing mix of 'product', 'price', 'place' and 'promotion'. The questionnaire was accompanied with the study, asking demand side of customers. It has comprised fifty persons of middle and upper class with more than 5 million wons of monthly income. Following is what we suggest as marketing strategies. (1) Product: The residence for undisturbed life is preferred, so that detached type or maisonette(duplex) type residences have to be supplied. The parking space for at least three vehicles has to be allotted to each house. The space for common use and service system for life has to be emphasized. The unit size of house has to be large enough with 60 to 70 pyeongs. The interior is recommended to have cozy, natural and elegant image, and eco-friendly facilities are preferred more. (2) Price: The sales price per 3.3㎡ should be lower than 14 million wons. (3) Place: The considerations for the location of town houses have to be surrounding nature, conveniences and traffic. (4) Promotion : The way of selling town houses has to be the 'open market' type. Big constructors have chances to establish their own private brands, whereas smaller constructors have to try to enhance consumers' recognition by means of inviting well-known architects to their projects. |
