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Since the middle of the 1990’s, the domestic apartment market is not focused on the differential architectural design factors or the preference of consumer's needs but on which company builds the apartment housings. This structure is needed for a new change by the reasons of the decontrolling price of domestic apartment housings and the IMF (International Monetary Fund), which caused the stagnation of housing. In this processing, brand strategy is added and simultaneously differentiation of design factors are added as a part of brand strategies. This study investigated residents’ preferences focusing on architectural design factors used in the marketing strategy of brand apartment housings. And based on such results of survey the further directions of architectural design factors are suggested in the 4th. In conclusion, it is found that the brand apartment housing residents evaluate standards on apartment housing differently than standards in the past. That is, moving away from the basis of orientation and the floor to focusing of living space design can be interpreted. In order to develop the differentiation of architectural design factors we have to subdivide different design factors into detail areas and then studies of design factors should be continuously conducted.