부동산정보서비스산업의 경쟁요인에 관한 연구

박원갑 강원대학교 대학원 2009 국내박사

With the development of the Internet, the real estate information industry has made a rapid progress as it has actually been used as a major channel for consumers to acquire real estate information. But it has revealed a fundamental problem in its earning power because of the excessive competition between the same kind of firms surrounding the franchising business as a major source of profit, and the expanded real estate information services of the comprehensive Internet portals. This study was intended to understand this problem and elicit the strategy for industrial development with the analysis of the current industrial situation based on the extensive industrial survey research and the descriptive study. Specifically speaking, this study attempted to develop the modified model based on Michael Porter's 5-Force Model(1980, 2008), the representative framework of the industrial structure analysis model, and to apply it to the real estate information service industry. This led this study to elicit the core competitive factors that had an effect on the competitiveness of the real estate information service industry and identify its relationship to corporate performance. And it attempted to elicit the variables specific to the firm and analyze the determinants of differential competitiveness and the competitiveness reinforcement scheme. The findings of this study can be summarzied as follows : First, an attempt was made to conduct rank logistic regression analysis about the effect of competitive factors on corporate performance. As a result, it was found that the magnitude of influence was in orders of the threat of substitute services, the intensity of competition between existing firms, the threat of new entrants, the supplier's bargaining power, and the buyer's bargaining power. Analysis showed that all of the five competitive factors statistically had a negative effect on corporate performance within the significance level of 5%. Second, it was found that for the PR-oriented type the intensity of competition between existing firms and the supplier's bargaining power had a negative effect on corporate performance and for the information-oriented type the intensity of competition between existing firms had a negative effect on corporate performance within the significance level of 5%. But it was found that for the high-grade service type and the low-grade service type, any of them had no statistically significant effect on corporate performance. Third, it was found that for the firms whose online business occupied less than 50% of their total business, the intensity of competition between existing firms, the threat of substitute services and the threat of new entrants had a negative effect on corporate performance and for the firms whose online business occupied more than 50% of their total business, the intensity of competition between existing firms, the threat of substitute services and the threat of new entrants and the supplier's bargaining power had a negative effect on corporate performance within the significance level of 5%. This study presented the following implications and suggestions for the development of the real estate information service industry : First, analysis shows that because the real estate information service industry shows the industrial structure vulnerable to the external competitive environment, it should not only acquire competitive advantage in the competition between existing firms but also cope actively with the threat of substitute services, the supplier's bargaining power and the threat of new entrants in order to increase its corporate performance. Second, positive research showed that the real estate information service firms feel severely threatened with the emergence of substitute services such as comprehensive internet portal sites such as NAVER, YAHOO, NATE, DAUM and the like engaging directly in real estate brokerage network business or free real estate counseling services, and real estate information service of local government and the like. Therefore it is thought that they are required to make concerted efforts to enhance the attractiveness of products and services by responding to the threat of substitute services. Finally, real estate information service firms are required to differentiate information and enhance the credibility and quality of service so as to lower the threat of substitute services, the buyer's bargaining power and the threat of new entrants. It can be said that this study has its significance in that it is the empirical study attempting to elicit the scheme to secure competitiveness through the questionnaire research on most of the domestic real estate information service firms, the channel for real estate consumers to access information. Especially, this study is expected to provide basic materials for national government to establish the policy for real estate information service industry or formulate the direction for business of existing real estate information service providers or prospective providers under the situation that data from the survey research properly conducted on them do not still exist. 부동산정보서비스산업은 인터넷 발달과 함께 소비자의 부동산정보 취득의 주요 채널로 활용되면서 급속히 성장하였다. 그러나 주 수익원인 가맹점 사업을 둘러싼 동종 기업 간 과당경쟁, 인터넷 종합포털의 부동산정보 서비스 확대로 말미암아 수익력(收益力)에 근본적인 문제점을 드러내고 있다. 본 연구는 이 같은 문제점을 인식하고, 광범위한 산업 실태조사와 문헌연구를 바탕으로 산업현황 분석과 함께 산업발전을 위한 전략을 도출하는 데 목적이 있다. 이를 위하여 대표적인 산업구조 분석 모형인 마이클 포터(Michael Porter)의 ‘5-Forces 모형'(1980, 2008)을 기초로 수정 모형을 개발하여 부동산정보서비스산업에 적용하였다. 이를 통해 부동산정보서비스기업의 경쟁력에 영향을 미치는 핵심 경쟁요인을 도출하고, 기업성과와의 관계를 규명하였다. 또한 기업의 핵심 경쟁요인은 해당 기업특성에 종속적일 수 있으므로 기업특성변수를 도출하고 차별적인 경쟁력 결정요인과 경쟁력 강화 방안도 함께 분석하였다. 본 연구의 결과는 다음과 같이 요약될 수 있다. 첫째, 경쟁요인이 기업성과에 미치는 영향에 대한 순위로짓 회귀분석을 실시한 결과, 영향력 크기는 대체서비스의 위협, 기존 기업 간 경쟁강도, 신규 진입자의 위협, 공급자의 교섭력, 구매자의 교섭력 순으로 나타났다. 통계적으로도 5가지 경쟁요인은 모두 유의수준 5% 이내에서 기업성과에 부(-)의 영향을 미치는 것으로 분석되었다. 둘째, 홍보 중심형은 기존 기업 간 경쟁강도, 대체서비스의 위협, 공급자의 교섭력이, 정보 중심형은 기존 기업 간 경쟁강도가 유의적인 수준 5% 이내에서 기업성과에 부(-)의 영향을 미치는 것으로 나타났다. 그러나 고급 서비스형과 저급 서비스형은 통계적으로 유의미한 영향이 없는 것으로 판명되었다. 마지막으로, 온라인사업 비중이 50% 이하인 기업에서는 기존 기업 간 경쟁강도, 대체서비스의 위협, 신규 진입자의 위협이, 50% 초과인 기업에서는 기존 기업 간 경쟁강도, 대체서비스의 위협, 공급자의 교섭력, 신규 진입자의 위협이 각각 유의수준 5% 이내에서 기업성과에 부(-)의 유의미한 영향을 미친다는 사실을 얻어낼 수 있었다. 본 연구의 시사점과 부동산정보서비스산업 발전을 위한 제언은 다음과 같다. 첫째, 부동산정보서비스산업이 대외 경쟁환경에 취약한 산업구조를 드러내 기업성과를 증진시키기 위해서는 기존 기업 간 경쟁에서 경쟁우위를 확보해야 할 뿐만 아니라 대체서비스의 위협, 공급자의 교섭력, 구매자의 교섭력, 신규 진입자의 위협에도 적극 대처해야 할 것으로 분석된다. 둘째, 부동산중개 네트워크 사업을 직접 운영하거나 무료 부동산 상담서비스를 하는 네이버, 야후, 다음, 네이트 등 종합 인터넷포털이나, 정부의 ‘온나라 부동산정보 통합포털’, 지자체의 부동산정보서비스 등의 대체서비스가 등장함에 따라 부동산정보서비스기업들이 심각한 위협을 느끼고 있다는 것이 실증연구로서 확인되었다. 따라서 대체서비스의 위협 등에 대응하여 상품과 서비스의 매력도를 높이는 공동 노력이 필요할 것으로 판단된다. 마지막으로, 부동산정보서비스기업이 대체서비스 위협, 구매자의 교섭력, 신규 진입자의 위협을 낮추기 위해서는 정보의 차별화, 서비스의 신뢰도 및 품질 제고가 요구된다. 본 연구는 부동산 수요자의 정보 접근 채널인 국내 부동산정보서비스기업들 대부분에 대한 설문조사를 통해 경쟁력 확보 방안을 도출한 실증 연구라는 점에서 의의가 있다. 특히 제대로 된 실태조사 자료가 없는 상황에서 정부의 부동산정보서비스산업 정책수립이나 기존 부동산정보서비스사업자, 예비 사업자의 사업 방향 수립에 기초자료를 제공할 것으로 기대된다.

初等敎師의 音樂授業運營實態에 관한 연구

박원갑 연세대학교 교육대학원 1975 국내석사

舞踊藝術의 主題 扶助를 위한 舞臺美術의 影響硏究 : 現代舞踊을 위한 舞臺裝置를 中心으로

박원갑 경희대학교 대학원 1998 국내석사

2.17 사교육비 경감대책이 주택시장에 미치는 영향에 관한 연구

박원갑 건국대학교 부동산대학원 2005 국내석사

영문초록:This study was intended to compare and analyse the effect of the measure to alleviate private educational expenses issued in Jan 17, 2004 on the housing market in the Kangnam and Kangbuk districts of Seoul. The 2.17 Measure was to normalize public education and lower parents' burden of private educational expenses with a focus on the plan to improve the examination for college entrance to minimize the scores of the scholastic ability test and select new students on the basis of the records in the unofficial report since 2008 as well as EBS's broadcasting for the scholastic ability test. This study adopted as its place of investigation Daechi-dong Kangnam-gu and Sangkye-dong Nowon-gu. And it attempted to investigate the trends of the sales and rents of apartment housing in both districts, conducted the questionnaire research for real estate brokers and residents and make a comparative analysis of the effect of the measure on the housing market. Based on the findings, the following conclusion was drawn:First, Residents in the Kangnam district give more consideration to the educational environment than any other district in choosing the place of residence. Second, the 2.17 Measure to Alleviate Private Educational Expenses does not exert an unfavorable effect on the admission to college of children of residents in the Kangnam district. Third, the 2.17 Measure has exerted a considerable influence on the drop in the rent for housing in the Kangnam district in the short-term period. It was analyzed that this was because of the decrease of in-migration to other districts acted as the greater factor rather than the phenomenon arising from much transfer to any other district. Fourth, the 2.17 Measure had a limited effect on the housing market in the Kangnam district. It was estimated that consumers' expectation towards marginal profits in sale, government's housing stabilization measure and other factors had a great effect on the housing market. The analysis of the findings suggest that the educational policy can stabilize the rented apartment housing market in the Kangnam district. But it has some limitation in stabilizing the apartment housing transaction market, which indicates that the housing policy or interest-rate policy should be mobilized. Among other things, the housing policy is important, and so it would be necessary to need the measure to increase housing supply in the Kangnam district rather than the measure aimed at curbing speculation over real estate to reduce demand. This study has scientific significance in that it investigated the correlation between private education and housing market in the domestic reality that the relative importance of public education and private education is high. It helps government establish its educational policy and housing policy. And it has some limitation in that its object was limited to Daechi-dong and Sangkye-dong and it failed to investigate the effect of the 2.17 Measure in a many-sided way because of the small sample