부동산정보서비스산업의 핵심 경쟁요인 도출에 관한 연구

• 영문명: A Study on Deduction of the Core Competition Factors in Real Estate Information Service Industry
• 발행기관: 한국부동산학회
• 저자명: 박원갑(Park, Won Gap) 강병기(Kang, Byung Gi) 김갑열(Kim, Gab Youl) 이국철(Lee, Kook Chul)
• 간행물 정보: 『부동산학보』不動産學報 第35輯, 136~154쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.12.23

영문 초록

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study is to analyze the influence of 5 competition factors on the performance of real estate information service companies and deduce the core competition factors using the industrial structure analysis model(the Five Forces Model) of Porter. (2) RESEARCH METHOD Multiple regression analysis was performed to determine whether and how much each competition factor has an impact on the company's performance. ANOVA and t-test were applied to identify whether the business performance is different depending upon the business characteristics variables. Regression analysis was performed to test the moderating effect whether the relation between competition factors and business performance is changed depending upon the levels of business characteristics variables. (3) RESEARCH RESULTS Threats by alternative services and strength of consumers' negotiation power were found to have reverse relationship with the performance of real estate information service company. The performance of real estate information service company was found to be different depending upon the service types and the portion of online business. The portion of online business was found to act as a moderating variable in the relationship between competition factors and business performance. However, service types were found to act as a moderating variable only to the threat by PR-focused alternative services and consumers' negotiation power of low-priced service types. 2. RESULT Firstly, when empirical analysis was performed to real estate information service enterprises, threats by alternative services was found to give the largest negative influence to business performance. That is, it is difficult to improve the business performance without reducing the threat by the major internet portal such as Naver. The measures to improve the preference of the products and services should urgently be sought against the threat by alternative services. Secondly, the consumers' negotiation power was found to give the largest negative influence to business performance next to alternative services. It is needed to real estate information service companies to differentiate the information and improve the credibility and quality of services to reduce consumers' negotiation power. Thirdly, many real estate information service enterprises aim at PR-focused services to improve the performance in a short time. When the endeavors are aimed at PR service with neglecting the quality improvement of information services, such endeavors will result in obstacles interfering with the continuous growth of enterprises due to secession of consumers in the long-term view. Therefore, the competitiveness should be improved by the method to strengthen the basic information function of real estate information service company.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 문헌 고찰

Ⅲ. 연구 모형과 조사 설계

Ⅳ. 실증 분석

Ⅴ. 결론

abstract

참고 문헌

키워드

Real estate information service industry the Five Forces Model Portion of online business Core competition factor Industry competitiveness