不動産 市場 환경변화에 따른 不動産 仲介 마케팅의 先進化 方案에 관한 硏究 = (A) study for the development plan of real estate brokerage marketing corresponding to the real esate market change

다국어 초록 (Multilingual Abstract)

Real estate marketing is basically a social activity that satisfies the social need for real estates. To be more specific, real estate marketing is a process of reflecting the desires that a consumer with effective demand wants from a real estate when it is developed, and makes sure that real estates are supplied at a reasonable price. It is also a process of using loans that are offered in good conditions, and increasing the publicity of the real estate to promote the sales in lots and modernizing the profits.
As the real estate market is constantly changing because of business fluctuations and domestic/international policies, the development in the field of real estates still has a long way to go. The new administration has planned a different objective in the year 2003 housing policy. The key points in this new policy is: increasing housing welfare support for low-income workers, building 300 thousand houses each year in order to settle the housing prices in the metropolitan area(the government plans on developing and supplying an estimate amount of 6 million pyong of public building land), developing Pangyo as soon as possible, selecting Kimpo and Paju as a new town, checking the real estate trend every week and designating areas where the prices soar too high as (overheated) speculation areas in order to prevent speculation demands. In the middle of June, the government is going to take strong measures such as prohibiting the monopoly of the right to sell in lots until the transfer of the apartment ownership is finally registered, or boosting the taxes on the possession of real estates, destributing after 80% construction of rebuilding apartment. So, it took a measure to meet the situation, conclused and publicated such as guide firmness funds to Capital market, stability of house’s price. (23, May, 2003)
In these circumstances, the promotion of a synthetic real estate service industry and the establishment of a professional education system for real estate agents is required in order to specialize the real estate marketing field and to have the ability to compete in the international market. Plus the usage of information and communication networks should improve the safety and effectivity of the real estate business. The solutions to these matters will be closely viewed in the following of this research.
First, the policies for the real estate business must be refined and enhanced as the years go by. Systems such as tax on real estate possessions and the registration of the actual market price should be enforced in order to clarify the real estate market. Through this system, the working-class economy should be protected and the competitiveness of the national economy should be strengthened. The specialization of real estate agents must be achieved by supplementary education and more strict qualifications that is required to become an agent. This will enrich the trust between the customers and the agents, and help prevent troubles that may arise in the real estate market.
Second, We need structural reform in real estate marketing. For real estate has various fields, we must support real estate service industry for excution upgraded business culture and offer of synthetic real estate service in each field that be expecting demand. Service system is not developed independently in a business of real estate. The government, a broker and a dealer work and control together. Especiallly, a business of real estate must change for the consuming public.
Third, is to use the real-estate transaction information network efficently, in order to increase the value of the real-estate marketing profession by (via, through) information systems. In accordance with the age of information communication revolution, socially, culturally we should expand the influence of the information network. And the broker, through the sharing the information of transaction, should make the results that improve the service level. And the broker should cut down on the cost of information acquisition
through activating the real-estate transaction information network, such as sharing the information of transaction which results in the improvement of the service level. He should also seek the efficiency of the real-estate market, and build the trust of brokers, which in turn will guarantee the stability and the increased value of the real-estate marketing field. Through these, we should produce (create) the capability and the value that enables us to acquire, and use, the latest ideas (information) among various fields, including trading of the real-estate, sharing information on the inventory, and advertisement and public relations, all through use of internet.
Real estate broker have to offer improvement in service to the consuming public. And he try to win recognition from them. Offering concrete, exact information about medium and trying to do the best for safe dealings are the way of win the consuming public confidence.
According to the needs of the times the field of real estate marketing is changing quickly and variously. In this situation, I try to present new solutions about problems and limited progrems, research a way for improvement. But I feel my ability and experience are not enough for researching all the analysis of contents and solutions about This Study.
Now, I continuously research and analyze in this field for more developmental study. And I believe that other researchers that have wide experience study harder for improvement in national economic, active marketing, rising of broker’s trust level.

목차 (Table of Contents)

• 목차 = ⅰ
• 第1章 序論 = 1
• 第1節 硏究의 背景 및 目的 = 1
• 第2節 硏究의 範圍 및 方法 = 3
• 第2章 不動産 仲介 마케팅의 理論的 背景 = 4
• 第1節 不動産 仲介의 槪念과 특성 및 과정 = 4
• 1. 不動産 仲介의 槪念 = 4
• 2. 不動産 仲介業과 시장 경영의 特性 = 5
• 3. 不動産 仲介 과정과 委任단계 = 7
• 第2節 不動産 仲介 마케팅의 槪念 및 戰略 = 10
• 1. 마케팅의 意義 및 영역 = 10
• 2. 不動産 仲介 서비스의 마케팅 경로와 전략 = 12
• 3. 不動産 광고 기능 및 효과 = 15
• 第3節 不動産 仲介 마케팅 環境과 變化 = 17
• 1. 不動産 仲介 마케팅 環境과 구성요소 = 17
• 2. 不動産 市場 環境의 變化와 영향 = 21
• 3. 不動産 마케팅 서비스와 販賣 과정 = 26
• 第4節 外國人의 국내 不動産 마케팅 活動 및 投資 = 30
• 1. 관계 外國人의 不動産 취득 制度 = 30
• 2. 外國人의 국내不動産 마케팅과 投資 活動 = 32
• 3. 주요 投資 규모 현황 = 33
• 第3章 不動産 市場 환경변화에 따른 不動産 仲介 마케팅의 問題點 = 35
• 第1節 不動産의 政策的 問題點 = 35
• 1. 不動産 政策 발상의 대전환 필요 = 35
• 2. 公認仲介士 전문자격制度의 발전 부족 = 36
• 3. 不動産 去來사고 방지 대책 미흡 = 38
• 第2節 不動産 仲介 마케팅 産業의 구조적 問題點 = 39
• 1. 仲介 마케팅 서비스産業의 구조적 한계 = 39
• 2. 종합 마케팅 서비스 체계 미비 = 40
• 3. 不動産 仲介 手數料 체계 문제 = 41
• 第3節 情報시스템을 이용한 不動産 仲介 마케팅업의 가치 소요 = 43
• 1. 不動産 마케팅과 情報활용 가치의 變化 = 43
• 2. 不動産 去來 情報網 체계의 비효율성 = 44
• 3. 不動産 인터넷 마케팅 活動의 단순성 = 45
• 第4章 不動産 市場 환경변화에 따른 不動産 仲介 마케팅의 先進化 方案 = 47
• 第1節 不動産 仲介 마케팅 분야의 政策 發展 = 47
• 1. 國民經濟를 위한 不動産 政策 방향 제시 = 47
• 2. 公認仲介士 전문자격 制度의 정착 = 48
• 3. 不動産 去來사고 방지대책 강구 = 50
• 第2節 不動産 마케팅 산업의 구조적 改善 = 53
• 1. 不動産 마케팅 산업의 구조적 한계 극복 = 53
• 2. 종합 不動産 서비스 체계의 육성 = 53
• 3. 仲介 手數料의 합리적인 발전方案 = 56
• 第3節 情報 시스템을 이용한 不動産 마케팅업의 가치 창출 = 58
• 1. 不動産 마케팅 産業의 情報활용 가치 창출 = 58
• 2. 不動産 去來 情報網의 효율적 方案 = 60
• 3. 적극적이고 새로운 부동산 인터넷 마케팅의 활용 = 61
• 第5章 結論 = 64
• 參考文獻 = 67
• ABSTRACT = 70