This study is to suggest a strategy and trend of products development by major construction companies to form a trend and to set the trend in housing market through investigation about brand image campaign for TV ad, individual design items, result of products development and special plans. It is the strategy for products development of construction companies surveyed to be divided into five kinds. First, the change from in the unit to outside. Second, centralization of design powers about products development through submit and the wining of a prize in the domestic & foreign design fair to publicize a excellent quality in a roundabout way. Third, reinforcement of service for support the habitability and design manual for secure uniform quality. Forth, investment in the environment-friendly housing and new recycling energy. Fifth, reinforcement of organizational power for improving production capability.