韓國不動産廣告의 現況과 發展方向 : 大邱地域 仲介業者를 中心으로

다국어 초록 (Multilingual Abstract)

The term "real estate" has used in 196D' when economic development plan was began. Real estate of that period meant only dealing and lease, But now, we subdivided it into real estate managenemt, real estate finance, real estate estimate, real estate counselling, real estate development, real estate investment, real estate tzxation, real estate advereal estateising. Among these, the more society is cmoplicate and various, the more real estate advertising is necessary part for fulling the desire of dealer and leaser. But the real estate advertising in Korea is not systemtized, yet, Because the mediator and the constructor don't recognize the effect of real estate advertising, this research is necessary. Accordingly, the questionair that composed of 30 details is made out, delieved in center of mediator in Dong-gu, Seo-gu, Nam-gu, Buk-gu, Jung-gu of Taegu and extract at random, Investigative tern is from 1th Feb, 1993 tp 10th May, 1993. The copies of 450 questionairs are delievered.
The effects of analysis are following :
1. real estate advertising company is lacked speciality.
2. office automatization is excuted by spreding computer.
3. spsce advertisment must have belief and specialization.
4. the quality of mediator must be developed.
5. the special magagine on real estate information must be published.
6. the most favorite days are Sunday, Munday in real estate advertisment.
7. the most favorite mdieumm in space advertisment(newspaper, magazine), next orders are the advertisments of radio, TW, road, traffic.
8. the orderly details of newspaper advertisment are price(54.2%), local name and sorts of real estate(26.2%), equipment environment and items913.7%), service(6%).
9. responser has generally unsatisfaction in advertisment media.
10. when the nediator in newspaper, they write down following orders, lication items(58.3%) price and the date of payment(23.8%), buliding style and present conition(17.9%).
Various analyisis are looked around on above.
It amount to this, As the real estate advertisment is based on belief and fidelity. Customers don't buy the itself, but they must consider the convenience, utility, satisfaction, and so access it more closely. And unified and near-sighted attitudes are discarded by the scientism, variousness, specialization. 1 want this research to
help the establishment of real estate trading order and the mediator' consistant efforts.80

목차 (Table of Contents)

• 목차 = 0
• 제 Ⅰ 장 서론 = 1
• 제1절 연구의 목적 = 1
• 제2절 연구의 범위 및 방법 = 2
• 제 Ⅱ 장 부동산 광고에 관한 이론적 고찰 = 4
• 제1절 광고의 일반적 정의 = 4
• 제2절 부동산광고의 개념과 종류 = 18
• 제3절 우리나라 부동산 광고의 사적 고찰 = 35
• 제4절 미국의 부동산 광고 = 42
• 제 Ⅲ 장 부동산 광고에 대한 실중분석 = 47
• 제1절 분석방법 = 47
• 제2절 응답자의 특성 = 47
• 제3절 부동산 광고현황에 대한 실태분석 = 49
• 제4절 가설검증 및 결과의 해석 = 58
• 제 Ⅳ 장 부동산 광고의 발전방향 및 결론 = 73
• 참고문헌 = 76
• 영문초록 = 78
• 부록 = 81