| Title |
A Longitudinal Study on the Change of Marketing Perception and Positioning to Local Small Architectural Firms |
| DOI |
http://dx.doi.org/10.5659/JAIK_PD.2016.32.8.65 |
| Keywords |
Small Architectural Firm ; Architectural Marketing ; Positioning ; Longitudinal Study |
| Abstract |
The study was designed as a longitudinal study, utilizing 2010 and 2015 survey results to small local architectural firms in Daejeon. The research purpose was to generate a reference point for devising architectural marketing and position strategies. This longitudinal study found as follows. First, small architectural firms did not show clear understandings regarding the type and utility of architectural marketing. Second, project competition based on design fees was found under market conditions with the priority of best quotation principle. In internal positioning, a buyer's market caused both positioning of conservative operation and positioning of reduction in size. In external positioning, positioning as creativity-focused and local-based firms was strengthened. The research results can be a reference point for developing the success strategy of small architectural firms from a business perspective. |