부동산 분양 마케팅 전략에 관한 연구

• 영문명: A Study on Realty Sales Marketing Strategy -Focused on Successful or Failed Cases of Residential/Official Realty-
• 발행기관: 한국지방행정학회
• 저자명: 조용석 이충노
• 간행물 정보: 『한국지방행정학보』제4권 제2호, 59~80쪽, 전체 22쪽
• 주제분류: 사회과학 > 행정학
• 파일형태: PDF
• 발행일자: 2007.12.30

영문 초록

This paper is written in order to analyze the primary factors of successful or failed cases of the recent accomplished realty sales marketings and in order to establish the 9 factors for successful marketing for the 3 Ps marketing mix strategy added existing 4 Ps marketing mix strategy. The factor of failed cases can be applied the factor for successful marketing. Each strategy is consist of various methodology and conception. The drawn 9 factors for successful marketing in realty sales market are as follows. The first factor is CEO s idea with flexibility , the second is appropriate product planning , the third is converting weakness into strength , the fourth is gaining target customers first , the fifth is knowing tendency of competitors , the sixth is thorough intro-marketing , the seventh is reflecting public information , the eighth is understanding of self abilities , the ninth is maintaining relationship with client companies . In the case of the domestic housing construction market, real estate condition stagnation by constant housing mass supply of the government and IMF economy crisis was bring to increase of stored condominium under oversupply. Consequently, the character of housing market was changed from supplier s market to buyer s. According to the change of such industry paradigm, housing company caused it to be necessary new management strategy for a competition. Especially, marketing strength was became a prominent figure a important success factor to housing industry. In conclusion, the 7P s strategy that is product, price, place, promotion, postulate, prospect and population can be appropriate strategy for a sale of official and residential realty including new and stored condominium apartments. The first hereafter task is to collect, investigate and analyze more various cases in order to make faithful researches. The second task is to restudy the factors as stated above for successful realty sales marketing with positive investigation so as to make this thesis be in substance.

목차

Ⅰ. 서 론

Ⅱ. 부동산 마케팅의 이론적 배경

Ⅲ. 부동산 분양마케팅의 성공과 실패사례

Ⅳ. 부동산 분양마케팅 전략 제언

Ⅴ. 결 론

키워드

부동산 부동산 분양마케팅 주민 공무원 real estate realty sales marketing residential official