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Home Network System

The innovation of residential environment. Home Network System. 11/11/2008 Presented by Seung-Hyun,Lee. 2 nd presentation Self-theme project : Consumer behavior& Technology. INTRO. HoMe. CASE STUDY. COSUMER THEORY. CONCLUSION. What is Home Network?. Network System - Technology.

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Home Network System

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  1. The innovation of residential environment Home Network System 11/11/2008 Presented by Seung-Hyun,Lee 2nd presentation Self-theme project : Consumer behavior& Technology

  2. INTRO HoMe CASE STUDY COSUMER THEORY CONCLUSION What is Home Network? Network System - Technology Data Entertainment Automation Network Network Network

  3. TECHNOLOGY HoMe CASE STUDY COSUMER THEORY CONCLUSION Network System - Technology Current STAGE 4 STEP Introduction of Ubiquitous Network Environment to Home network system 3 STEP UBIQUITOUS AUTOMATION 2 STEP MULTIMEDIA ENTERTAINMENT 1 STEP DATA NETWORK 2005 2007 2012 Early adopter Market Mass Market Source : LG Electronic Technology Institute

  4. TECHNOLOGY HoMe CASE STUDY COSUMER THEORY CONCLUSION Network System - Technology Ubiquitous Network Environment Every time Everywhere OVERCOMETime & Geography Limitation The Change of Home’s Function and Meaning

  5. CHANGE HoMe CASE STUDY COSUMER THEORY CONCLUSION Network System - Technology Home Appliances’ Digitalized systemHome Network system Home Convergence “The convergence of home appliances and furniture” MOBILE MULTIMEDIA MEDIA BROADCAST

  6. CHANGE HoMe CASE STUDY COSUMER THEORY CONCLUSION Interior Trend Network System - Technology

  7. CHANGE HoMe CASE STUDY COSUMER THEORY CONCLUSION Home Service Network System - Technology Set up box Medical Checkup HOSPITAL SECURITY Face-to-face contact PUBLIC INSTITUTION Internet Home appliances control BROADCAST STATION Security Equipment Remote Control Door phone Light Control SCHOOL Robot

  8. CHANGE HoMe CASE STUDY COSUMER THEORY CONCLUSION Network System - Technology HUMAN LIFE TECHNOLOGY “UBIQUITOUS” • The new Home Lifestyle Trend • The Extension of Home Dimensions “The Innovation of Home Culture”

  9. CaSe TECHNOLOGY COSUMER THEORY CONCLUSION study The New Concept of residential life The brand Xi Brand residential life “TOWN HOUSE” Home network system -High tech image The slogan is.. “Have an extra intelligent life in Xi”

  10. CaSe TECHNOLOGY COSUMER THEORY CONCLUSION study Home network system in

  11. CaSe TECHNOLOGY COSUMER THEORY CONCLUSION study Marketing Strategy http://www.youtube.com/watch?v=YDpfZsgO8lQ http://kr.youtube.com/watch?v=7M32Yyab0OQ Why do they show the scenes of a concert and playing a flute in the commercial of residence? sells “the culture” • They presents the ideal life of people • They lead the new high-class residential life

  12. CaSe TECHNOLOGY COSUMER THEORY CONCLUSION study Target Analysis ‘The Families that want luxurious life’ mainly Female Target -large income earners(families) -housewives who consider the value of life importantly -professional women They want… Self-Confidence High quality of life Well-being Showing off to others

  13. C.C.T. TECHNOLOGY CASE STUDY CONCLUSION CCTConsumer Culture Theory Consumer Culture Theory CCT sheds light on interactive relationship between groups, marketplace, and diverse cultural setting & meaning. Consumer actions CCT Marketplace Cultural meanings

  14. C.C.T. TECHNOLOGY CASE STUDY CONCLUSION Consumer Culture Theory Marketing Strategy 1 Emphasize the privilegethat only Xi residents can have “The people that live in Xi are special!!” Pride Privilege 1st Domain Luxurious life Consumer Identity Projects Consumers, working with marketer-generated materials, are identity seekers and makers to forge a coherent sense of self or identity • 1. The market produces consumer positions • 2. Consumers choose the positions which they want to inhabit • 3. Consumers pursue their goals through the positions and align their identities with cultural scripts

  15. Self-concept TECHNOLOGY TECHNOLOGY CASE STUDY CASE STUDY CONCLUSION A Theoretical Approach Marketing Strategy 1 By living in Xi, people can improve Their Value of Life Xi encourages people achieve Self-enhancement Pride Privilege Consumer Self-Concept Luxurious life Self-Concept Self-enhancement Perceived self Ideal self The reaction of others

  16. C.C.T. TECHNOLOGY CASE STUDY CONCLUSION Consumer Culture Theory Marketing Strategy 2 “ Community” Every Xi offers online and offline communities encourages residents to participate in their community Create their own life in Xi 2nd Domain Share their own culture in Xi Marketplace Cultures Xi is their one ofsocieties • Consumers are culture producers. • The collective identifications are grounded in shared beliefs, meanings, mythologies, rituals, social practices and status systems Consumption phenomena Culture

  17. C.C.T. TECHNOLOGY CASE STUDY CONCLUSION Marketing Strategy 3 Consumer Culture Theory Emphasize upper-class image “High-class culture marketing” Offer various cultural facilities-concerts, exhibitions( Xi gallery) Bestow benefit of membership 3rd Domain Sport leisure community • The Sociohistoric Patterning of Consumption • Consumers are conceived of as enactors of social roles and positions. • Institutional/ • Social structures • Social class • Community • Gender • Ethnicity • Family • Households Consumption choices and behaviors Gallery

  18. C.C.T. TECHNOLOGY CASE STUDY CONCLUSION Marketing Strategy 4 Consumer Culture Theory Successful advertising Show lifestyle ideals in AD The effect of a Popular star - Consumers reflect her themselves 4TH Domain http://kr.youtube.com/watch?v=TxTWsuzgZw0 • Mass-Mediated Marketplace Ideologies and Consumers’ Interpretive Strategies Popular Culture Texts Consumer • Marketplace ideologies and idealized consumer types are conveyed by popular culture texts, such as ads, TV programs, films. • Decoding the mass-mediated marketplace ideologies helps to reveal the ways in which these cultural texts shape consumers’ certain identity and lifestyle ideals. • Consumers are interpretive agents rather than passive dupes

  19. Semiotics TECHNOLOGY TECHNOLOGY CASE STUDY CASE STUDY CONCLUSION Consumer Behavior Theory Marketing Strategy 5 Emphasize “Brand image, Brand identity” The brand means… Consumer research and SEMIOTICS -the symbol of wealth -the meaning of high class -the slogan ,“intelligent life” Object is a thing which exist itself without meaning Sign denotes the object with certain meaning among people Interpretant means interpreters’ reaction to the sign SIGN <PEIRCE’S TRIADIC SEMIOSIS> OBJECT INTERPRETANT

  20. ConclusioN TECHNOLOGY CASE STUDY CONSUMER THEORY Technology & Consumer behavior The Prospect of Home Network • The Diversification of the function of Home • -Home hospital • -Home school • -Home working, Telecommuting • The residence of the aged • -Medical service, Security Service

  21. TECHNOLOGY CASE STUDY CONSUMER THEORY CONCLUSION Thank you!

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