문화마케팅을 위한 주택문화관의 트렌드 변화에 관한 연구 = A study on the trend change of Housing Cultural Center for cultural marketing

다국어 초록 (Multilingual Abstract)

Recently major construction companies are building Housing Cultural Center instead of existing model house or housing gallery for accomplishing new marketing strategy. This Housing Cultural Center are different with existing model house or housing gallery on scale, spacial composition and operating program. And Background of differentiation is caused by change of housing market's environment, consumer's awareness level, service and marketing strategy. Because existing model house or housing gallery can not supply various consumer's needs and change of awareness level. Therefore, recent Housing Cultural Center is focused on cultural marketing for rapidly adjusting to new customer's need, including new customer acquisition and old customer retention. In accordance with this situation, it is very important to analyze out type and trend of Housing Cultural Center as facility for enlargement of cultural service and companies's social role for consumer. Therefore, the purpose of this study is an analysis about the trend of Housing Cultural Center as cultural space and a presentation of concept, function and direction when other construction companies build Housing Cultural Center hereafter.

참고문헌 (Reference)

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