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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

The innovation of residential environment

Home Network System

11/11/2008 Presented by Seung-Hyun,Lee

2nd presentation Self-theme project : Consumer behavior& Technology


Home network system

INTRO

HoMe

CASE STUDY

COSUMER THEORY

CONCLUSION

What is Home Network?

Network System - Technology

Data

Entertainment

Automation

Network

Network

Network


Home network system

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


Home network system

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


Home network system

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


Home network system

CHANGE

HoMe

CASE STUDY

COSUMER THEORY

CONCLUSION

Interior Trend

Network System - Technology


Home network system

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


Home network system

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”


Home network system

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”


Home network system

CaSe

TECHNOLOGY

COSUMER THEORY

CONCLUSION

study

Home network system in


Home network system

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


Home network system

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


Home network system

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


Home network system

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


Home network system

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


Home network system

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


Home network system

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


Home network system

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


Home network system

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


Home network system

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


Home network system

TECHNOLOGY

CASE STUDY

CONSUMER THEORY

CONCLUSION

Thank you!


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