아파트 분양을 위한 마케팅 커뮤니케이션 활동에 대한 AHP 분석

• 영문명: An AHP Analysis of Marketing Communication Activities for Apartment Sales
• 발행기관: 한국주거환경학회
• 저자명: 오세준(Oh, Sae Joon) 윤동건(Yoon, Dong Gun)
• 간행물 정보: 『주거환경(한국주거환경학회논문집)』住居環境 제15권 제3호 (통권 제37호), 255~266쪽, 전체 12쪽
• 주제분류: 사회과학 > 지역개발
• 파일형태: PDF
• 발행일자: 2017.09.30

영문 초록

It is hard to verify which types of marketing communication activities are more effective in apartment sales promotions. Many apartment sales companies routinely advertise their marketing campaigns without analyzing media effect nor necessity. It is the unit cost that matters the most for them. This needs to be improved, and promotion budget should be distributed to more effective activities. This study attempted to analyze the importance of apartment marketing promotion items. The authors wanted to show the efficient guidelines on apartment sales budget distribution by examining cost-efficient sales marketing promotion activities to achieve sales increase and enhance customer preference. To understand the level of importance in apartment sales marketing promotion activities, Analytic Hierarchy Process(AHP) model was applied and marketing experts survey was carried out in two groups: apartment sales experts and advertising experts. They thought differently. Experts in apartment sales considered activities, such as banners, were effective; those in advertising do not. Therefore, this result can be a big help for practitioners in the field to divide and use their sales budget effectively.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경 및 선행연구 검토

Ⅲ. 실증분석

Ⅳ. 결 론

키워드

아파트 분양 마케팅 커뮤니케이션 프로모션 분양광고 AHP Apartment Sales Marketing Communication Promotion Apartment Sales Advertising AHP