아파트 分讓戰略 硏究

다국어 초록 (Multilingual Abstract)

The apartment housing market in Korea has been supplier-oriented market due to deep-seated shortage of supply. Price of apartment has skyrocketed since two years. Most people have bought apartment without consideration on price and quality. Some have regarded it as way of speculation. Under such circumstances, apartment housing companies have enjoyed a good time.
But change on environment of housing market is coming. Recently, government took steps for stabilization housing market. And consumers don't put up with rising price of apartment any more. Some consumer-group have demanded for downing sales price of new apartment with reasonable data.
Housing companies should note the report of The Ministry of
Construction and Transfortation that the ratio of housing supply per a family will be 100.2% in 2002, Recently, there are severe competitions for leading company inside housing companies. With new marketing and new strategy, they try to raise value of their brand and make their customers feel good.
On this study, new marketing strategy is mainly considered as two aspects ; a unified marketing strategy and a specified marketing strategy against above change on housing market.
A unified marketing strategy is planed for long-term basis with raising value of brand which is connected brand-image, landmark apartment, and apartment complex(the same brand town).
In a specified marketing strategy, it is suggested that housing companies should emphasize competitive advantages what belong to targeted apartment. In Order to find out relative advantages, preparatory research about the area where apartment will be seated is needed by necessity. The competitive advantages cover convenient transport facilities, nearby shopping centers, high-leveled education environment, good views and competitive price.
Marketing by using Internet is another strategy. According to high increase of Internet user, the potential power of marketing in Internet is boundless. Housing companies should be much concerned about marketing joined Internet and use it with active and positive mind.

목차 (Table of Contents)

• 목차
• 第1章 序論 = 1
• 第1節 硏究의 背景과 目的 = 1
• 第2節 硏究範圍와 課題 = 3
• 第2章 不動産 마케팅 = 5
• 第1節 不動産 마케팅의 槪念 = 5
• 1. 마케팅의 槪念 = 5
• 2. 不動産 마케팅의 定義 = 5
• 3. 不動産 마케팅의 諸 過程 = 7
• 第2節 不動産 마케팅 戰略의 樹立 = 8
• 1. 不動産 마케팅 環境의 分析 = 8
• 2. 不動産 마케팅 戰略 樹立시 考慮事項 = 9
• 3. 不動産 마케팅 戰略 樹立의 內容 = 9
• 第3節 不動産 마케팅믹스 戰略 = 11
• 1. 不動産 마케팅믹스의 意義 = 11
• 2. 不動産 마케팅믹스 戰略 = 11
• 第3章 아파트 分讓마케팅戰略 = 19
• 第1節 아파트 分讓마케팅의 重要性 = 19
• 1. 아파트의 特性 = 19
• 2. 分讓 마케팅의 重要性 = 19
• 第2節 아파트 分讓마케팅 現況 = 20
• 1. 아파트 分讓市場의 成功背景 = 20
• 2. 아파트 마케팅 現況 = 21
• 第3節 아파트 分讓 마케팅 戰略 = 22
• 1. 아파트市場의 環境變化 = 22
• 2. 아파트 分讓戰略 = 23
• 第4章 市場變化에 따른 아파트 分讓戰略 = 35
• 第1節 意義 = 35
• 第2節 統合的아파트 分讓戰略 = 38
• 1. 아파트 브랜드化와 分讓戰略 = 38
• 2. 랜드마크아파트와 分讓戰略 = 42
• 3. 타운化아파트와 分讓戰略 = 44
• 第3節 個別團地 分讓戰略 = 48
• 1. 個別團地 分析의 必要性 = 48
• 2. 事例硏究 = 49
• 3. 團地別 特化分 讓戰略 = 57
• 第4節 인터넷을 利用한 分讓戰略 = 64
• 第5章 結論 = 67
• 參考文獻 = 69
• ABSTRACT = 71