데이터베이스 마케팅을 통한 부동산 서비스업의 선진화 방안 연구 = (A) Study on the database marketing for real estate service sector

다국어 초록 (Multilingual Abstract)

The real estate service secor deals with transacting huge amount of properties. The domestic real estate market which is imperfect and speculative in nature shows weakness in many respects. Brokerages, appraisers, real estate managers, etc are small in size, and exist in a very sporadic form.
Under the new world-trade regime, WTO, even the small shops are forced to cope with the strong and big-sized foreign firms in the domestic market. A good number of foreign firms are already active in the domestic market, showing their excellent company images, service mixes and advanced marketing srtategies. The domestic real estate market is now in the stage of taking new forms; changing from type Ⅰ-with specialized small firms to type Ⅱ-with integrated large firms, and also to type Ⅲ -with integrated large firms equipped with some financial function.
The domestic real estate service market eventually becomes volatile and speculative more than before, allowing for a condition resulting in leakages of large amount of the national wealth. The service firms should be reshaped competitive enough to cope with the ERA, the Colliers Jardine and ohter foreign firms already working in the domestic market.
It is difficult, however, for the service firms to get momentum for growth and development. The real estate market is cyclically hot and speculative, making the Government to take regulative measures. This paper presents a self-help and autonomous mechanism to bear and overcome the challenges coming out of the unfavorable domextic market situation. The method is so-called database(DB) marketing.
The DB marketing is aimed at making loyalty customers rather than promoting sales directly. This new concept marketing takes the view that most of the profit comes from life-time customers, not from the frequently switching purchasers. The DB marketing makes it possible to develop and keep direct contact with customers and get plenty of detailed information. This is a condition for sustatined upgrading of the useful databases.
Information can be a remedy to treat market imperfection, an intrinsic nature of the real estate market which should be overcomed. Database marketing is in itself a substitute for a market survey as well as a product development strategy. By utilizing the detailed information on customers, good responses can be attained by minimum contact with them. These advantages cannot easily be reaped by the small-sized firms at the shop level. They must be integrated into bigger ones - big enough to accommodate new marketing concept. This can also be a condition for desirable franchise relationship between firms at the national and regional levels, which is favorable for an effective database marketing system.

목차 (Table of Contents)

• 목차 = 1
• 제1장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 방법 및 범위 = 3
• 제2장 부동산거래의 정보화와 관계마케팅 = 7
• 제1절 부동산시장의 거래특성 = 7
• 제2절 정보화와 유통거래의 광역화 = 14
• 제3절 부동산의 고객관계관리 마케팅 = 23
• 제3장 부동산유통 정보화와 마케팅 환경변화 = 33
• 제1절 국내의 부동산서비스업 현황과 문제점 = 33
• 제2절 부동산 유통채널의 특징 = 38
• 제3절 부동산중개 제도의 문제점 = 42
• 제4절 거래의 조직화와 고객관계관리 방법 = 45
• 제4장 외국인업체의 사례와 국내업체의 경쟁력 = 52
• 제1절 미국 ERA(Electric Realty Associates)의 사례 = 53
• 제2절 종합부동산서비스사 Colliers Jardine의 사례 = 57
• 제3절 국내 부동산업계의 마케팅 경쟁력 평가 = 59
• 제4절 주요 시사점 = 67
• 제5장 데이터베이스 마케팅에 의한 경쟁력 강화 = 69
• 제1절 효율적인 마케팅방법의 선택 = 70
• 제2절 콜센터의 구축과 활용 = 75
• 제3절 데이터베이스의 구축과 관리방법 = 80
• 제4절 DB마케팅의 실행전략 = 85
• 제5절 데이터베이스 마케팅의 환경조성 = 88
• 제6절 주요 시사점 = 97
• 제6장 결론 = 100
• 제1절 연구내용의 요약 = 100
• 제2절 결론 및 향후 연구과제 = 105
• ABSTRACT = 110