아파트 구매 거주자의 만족도 특성분석을 통한 마케팅 전략 연구

A Study on Marketing Strategy Based on the Analysis of the Characteristics for Satisfaction of Occupants Purchasing Apartment

The purpose of this study was to analyze apartment house clients' satisfaction characteristics, reviewing the strategies of apartment marketing. For this purpose, the following study points were set up; First, theories of apartment marketing would be reviewed, the conditions of housing industry in Korea would be analyzed. Second, potential apartment house clients would be surveyed via questionnaire to analyze their satisfactions. Third, based on the results of the survey, strategies and policy alternatives of apartment house marketing would be examined. The results of this study are as follows ; First, apartment house clients' satisfactions for apartment house differed depending on such demographic variables as age, number of family members and income level. Second, apartment house clients's satisfaction was affected more by the quality of apartment house than its price. Lastly, based on the above findings, the following strategies of apartment house marketing were put forwards ; it is necessary to improve the quality of apartment house to meet the changing market for apartment houses, while making efforts to create a better external environment for apartment houses. And also, it may well 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 a scientific management of market, information and estimation.