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- 저자 : 오미용 ( Oh Mee-yong ) (검색결과 2 건)
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대형 오피스빌딩의 부동산 자산관리서비스가 임차 구성원 만족도에 미치는 영향분석 - 그랑서울과 FKI타워를 중심으로
오미용 ( Oh Mee-yong ),박태원 ( Park Tae-won ) 한국부동산분석학회 2017 不動産學硏究 Vol.23 No.1
Fierce competition to attract tenants due to the oversupply of office buildings, which began from the late 2000s, was a turning point toward sharply lowering the value of lease and placing emphasis on the tenant-friendly management such as tenant service brand development. Though many large office buildings were supplied, precedent studies mainly dealt with small- and medium-sized buildings or medium- and large-sized buildings. Focusing on new large office buildings, this study reflected the item of space image, which was one of their major management items. The research process is as follows: Preliminary factors were selected through F.G.I and Delphi survey of experts in the real estate asset management industry. And as a result of conducting a tenant survey and factor analysis, a total of 6 factors were derived, and then a regression analysis on them was carried out. As a result, it was shown that the influence of space image management was the greatest, being followed by work environment management, common area management, safety management, amenities management and personnel management. This study is different from precedent studies in that it newly reflects a factor of space image that large buildings intensively manage. Besides, this study is significant because it was verified that the space image management such as buildings` exterior appearance in large office buildings in the asset management service had the largest effect on tenant satisfaction.
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상업용 부동산 머천다이징 개념화와 구성요소 중요도 비교분석 - 서울시 현대시티타워 사례를 중심으로
오미용(Oh, Mee-Yong),유민태(You, Min-Tae),박태원(Park, Tae-Won) 한국도시설계학회 2021 도시설계 : 한국도시설계학회지 Vol.22 No.6
본 연구는 상업용 부동산 머천다이징은 부동산 자산가치를 증진시키기 위한 전략이라는 관점에서 시작하였다. 이를 위해 ‘상품화계획’이라는 머천다이징의 본원적 개념과 부동산의 개발부터 관리까지의 프로세스를 융합하여 상업용 부동산의 머천다이징의 개념과 구성요소를 체계화 하고, 구성요소 간 중요도를 비교분석 하였다. 실증분석의 과정 및 분석결과는 다음과 같다. 대항목에서는 테넌트 구성계획(0.235), 사업기회탐색(0.220), 컨셉 도출(0.207), 소비환경조성(0.179), 자산효율 극대화(0.159) 순으로 나타났다. 중항목에서는 집객력 강화 전략(0.118), 방문목적 다양화 전략(0.117), 소항목(41개)에서는 브랜드파워 있는 앵커테넌트(0.0427), 용도·업종·업태 재구성(0.0367), 광고ㆍ홍보의 다각화(0.0363) 순으로 나타났다. 본 연구 결과는 상업용 부동산의 개발 및 운영관리 단계에서 실무적 활용이 가능할 것으로 기대한다. This study conceptualized commercial real estate merchandising by dividing the concepts and components into three stages for commercial real estate merchandising. Additionally, we analyze the importance and priority of each step. As a result, the study showed how significant components were; in large items, Tenant Organization Plan (0.235), Search for Business Opportunity (0.220), Concept Generation (0.207), Construction of Consumption Environment (0.179), and Maximization of Asset Efficiency (0.159). Among them, it was shown in order of strategy to strengthen concentration (0.118), diversification strategy (0.117) and image setting (0.116). For details, see Anchor Tenant (0.043), followed by Redevelopment of Usage, Business Type, and Business Condition (0.037), and Diversification of Advertising and PR (0.036). The implications of this study are that the definition and components of commercial real estate merchandising have been identified by combining relevant theories and concepts at the practical level from real estate asset management perspective.
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