| Title |
Marketing Strategy and Influential Factors based on the Attributes of Unit Modular System |
| Authors |
Kim, Domin ; Lee, Jeongseok ; Kim, Juhyung ; Kim, Jaejun |
| DOI |
http://dx.doi.org/10.6106/KJCEM.2014.15.1.078 |
| Keywords |
Unit Modular System ; IPA ; Marketing Strategy ; Apartment Housing |
| Abstract |
Modular system is a construction method which installs factory-manufactured units on site. It enables to reduce the duration and improve the quality of the construction. Nevertheless, the unit modular system is restrictively applied to domestic market such as barracks, education facilities, low-rise housing. To motivate the application of unit modular system, this study figures out important attributes of the unit modular system in a domestic construction market. Finally this study suggest marketing strategies and influential factors by Importance-Performance Analysis(IPA) based on those attributes focusing on the apartment housing. As a result, Unit modular System in the domestic market has strength on constructability, but it show weakness on usability and economic aspects which are more important in apartment housing market. Thus an improved technology in usability and economic aspects are required to activate the market. |