D15 The Brand Image of Silver Housing Industry(PROCEEDINGS OF THE 54TH ANNUAL CONFERENCE OF JSSD)
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概要
- 論文の詳細を見る
本研究の目的は、韓国のシルバー世代を対象にした住宅産業でよく見られるブランドマーケティングの特徴と問題点などを分析・調査し、その効果を考えることにある。現在韓国のシルバー住宅産業界は、韓国の国民意識と生活レベルの向上に合った、より多様で優れたサービスを必要としている。しかし、社会・経済的な支援が十分ではなく、商品のモデル開発の単一化など、世界の先進各国に比べまだ研究が必要な段階と言えるだろう。韓国のシルバー住宅の消費者である高齢世代の特徴としては、自分の購買決定に対し、他購買者との比較を通し安心感を得ようとする傾向が強いという点を上げられる。従って、これからの韓国のシルバー住宅産業は商品のブランド化を通し、高い品質とサービスを消費者に提供することが重要であることがわかる。又、いわゆる他地域との格付け政策によるブランド価値を高めることにより、シルバー住宅産業の発展と成長を図ることも可能であると考える。
- 2007-06-20
著者
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KIM Ji
M.Arch Course, Graduate School of Techno Design, Kook Min University
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YOON Hea-kyung
Graduate School of Techno Design, Kook Min University
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KIM Yong-Seong
Graduate School of Techno Design, Kook Min University
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Kim Ji
M.arch Course Graduate School Of Techno Design Kook Min University
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Yoon Hea-kyung
Graduate School Of Techno Design Kook Min University
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Kim Yong-seong
Graduate School Of Techno Design Kook Min University
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