不動産 인터넷 電子商去來의 活性化에 관한 硏究 = (A) STUDY ON THE ACTIVATION OF INTERNET E-COMMERCE IN THE REAL ESTATE MARKET

다국어 초록 (Multilingual Abstract)

Because of 'internet-system' as a new marketing method leading 21st century : multimedia-period, real estate marketing paradigm have been changed and great innovation have happened in many part of society.
E-commerce, although it brings about explosive expansion in trading quantity, have many border in managing real estate as asset because of its own characteristics. But in the real estate market, those who would not make use of 'internet marketing system' is sure to loose in competition in 21st century.
So, I will study how to approach to e-commerce system and polices so that e-commerce system using a method of 'internet' will be widely used as a new method in real estate marketing. In this study, I would suggest some subjects by study of books and examples as follows.
Because information and communication network has supplemented and the numbers of internet users have increased explosively, e-commerce using internet system has appeared as a new marketing method, suppliers communicate directly with customers by 'network' in distribution process so that the firms can supply goods at lower prices and market world-wide customers beyond the border of time and space.
Also, they can meet the need of special customers by 'one to one marketing' using data-base system, and in cyber space they can manage business without material market, such as for land, building, and with a least number of operators. This way have a merit and unlimited chances in comparison with a existing commerce.
In the corning of an information-oriented society, a marketing strategy have changed from 'mass marketing' to 'one to one marketing', a marketing purpose have changed from 'market share' to 'customer share'. Also in marketing activity, one-sided marketing way has changed to a interactive way. According to these points, 'e-commerce' using internet in real estate market will last to be brought up to 'cyber marketing'.
Internet system have a great contribution to many sectors in a society. But it have some problems in 'e-commerce' as follows.
First, there are some problems in management such as low-leveled reliance on infra-system owing to uncertain performance of communication network, time in connection with internet' required too long, low -leveled reliance on commercial advertisement and goods on 'web' network, not-enough numbers of goods, the lack of safety due to disclosure of customers' private information, inconvenience of electronic money and disproportionate customer class of young generation(20∼30years-old).
Second, we have to prepare a set of laws which guarantee the improvement of 'e-commerce' by getting rid of trade barrier and solve troubles. We have to prepare stable legal environment keeping in harmony with other related laws, not conflicting with international law concerning 'e-commerce'.
Third, problem is construction of communication network. At least, there is a lack of essential basement for communication in CATV business and 'e-commerce' which could be constructed without construction of super high-speed communication network.
Forth, in Korea the level of domestic technical developments which is essential to 'e-commerce', such as electronic transfer system, security system, electronic papering and so on.
After solving these problems, to activate ' e-commerce' we have some subjects which promote the usage of 'internet'.
First, legal and institutional instruments are essential to construction of basement. Secondly, the construction and promotion of communication network are required. Finally, maintenance of internet-using environment which is development of technology concerning internet and supporting polices is required.
In the real estate market, meeting with rapid development in the technology of information and new cyber-market, we have to invite positively internet marketing system, develop and educate the organization and operators in the business world concerning the real estate market. So we have to confront new management paradigm in 21st century.

목차 (Table of Contents)

• 목차 = ⅰ
• 第1章 序論 = 1
• 第1節 硏究의 目的 = 1
• 第2節 硏究의 範圍 및 方法 = 3
• 第2章 電子商去來와 인터넷마켓팅에 관한 理論的 考察 = 5
• 第1節 電子商去來의 槪念 定義 및 類型 = 5
• 1. 電子商去來의 槪念 定義 = 5
• 2. 電子商去來의 類型 = 7
• 第2節 電子商去來의 特徵 = 11
• 1. 傳統的 商去來와 電子商去來의 比較 = 11
• 2. 電子商去來의 長短點 = 13
• 3. 電子商去來의 흐름 特性 = 15
• 4. 電子商去來 參加者의 相互作用 = 16
• 第3節 인터넷 電子商去來의 現況 및 展望 = 21
• 1. 國外 인터넷 利用現況 = 21
• 2. 國內 인터넷 利用現況 = 23
• 第4節 電子商去來 관련 法制動向 = 26
• 1. 국제기구의 法制動向 = 26
• 2. 電子商去來에 관한 각국간 法制의 動向 = 33
• 3. 主要事案別 法制의 懸案 = 41
• 第5節 인터넷의 등장과 마케팅의 變化 = 46
• 第6節 不動産과 인터넷 마케팅 = 49
• 1. 인터넷마케팅의 意義 = 49
• 2. 인터넷 마케팅 전략의 요소 = 51
• 3. 마케팅과 不動産의 自然的特性과의 相關關係 = 53
• 4. 마케팅과 不動産의 人文的特性과의 相關關係 = 55
• 5. 不動産 마케팅 戰略의 特性 = 56
• 第7節 인터넷 마케팅 類型分析 = 57
• 1. 웹을 利用한 인터넷 마케팅 = 57
• 2. 전자우편과 인터넷 마케팅 = 60
• 3. 인터넷 경매 = 61
• 4. 인터넷 쇼핑 = 65
• 第3章 國內 인터넷上의 不動産情報 現況과 事例分析 = 69
• 第1節 國內 不動産情報 現況 = 69
• 1. 不動産 情報提供 現況 = 70
• 2. 不動産 情報의 活用 = 74
• 第2節 國內 不動産 分野別 事例 = 78
• 1. 不動産 Total Service 情報 = 78
• 2. 競賣, 入札 - 태인 不動産 클럽 = 79
• 3. 賃貸, 賣物情報 - 한국 토지신탁(홈바이저) = 80
• 4. 컨설팅 - lD 컨설팅 = 81
• 5. 분양권 專門 情報 - webrealty21 = 81
• 6. Portal 서비스 - 부동산 네트 = 83
• 7. 直去來 - "그린" 不動産 直去來 마당 = 83
• 第3節 不動産 情報의 加工 및 提供 = 84
• 1. IP (Information Provider) = 85
• 2. CP (Contents Provider) = 86
• 第4節 現行 인터넷 不動産情報의 評價 및 分析 = 89
• 第4章 인터넷 電子商去來의 問題點 및 活性化 方案 = 92
• 第1節 인터넷 電子商去來의 問題點 = 92
• 1. 國內 電子商去來 現況 및 問題點 = 92
• 2. 不動産 電子商去來 特性上의 問題點 = 93
• 第2節 인터넷 電子商去來에 대한 活性化 方案 = 95
• 1. 인터넷 活用 促進을 위한 基盤造成 및 環境整備 = 95
• 2. 不動産 電子商去來 特性에 따른 改善方案 = 100
• 3. 不動産 인터넷마케팅 活性化 方案 = 102
• 第5章 結論 = 105
• 1. 要約 = 105
• 2. 硏究의 限界 및 향후 硏究方向 = 107
• 參考文獻 = 108
• ABSTRACT = 112