인터넷마케팅활동이 부동산 중개성과에 미치는 영향에 관한 연구

• 영문명: A Study on the Effect of Internet Marketing Activities on Real Estate Brokerage Performance
• 발행기관: 한국주거환경학회
• 저자명: 김혜경(Kim, Hae Kyung) 강정규(Kang, Jeong Gyu)
• 간행물 정보: 『주거환경(한국주거환경학회논문집)』住居環境 제16권 제3호 (통권 제41호), 115~130쪽, 전체 16쪽
• 주제분류: 사회과학 > 지역개발
• 파일형태: PDF
• 발행일자: 2018.09.30

영문 초록

This study used a number of online marketing activities of authorized real estate brokers and portal sites to select among these tools and to focus on Internet marketing activities. Based on the demographic differences, the government conducted a survey of authorized brokers in Seoul, Daejeon, Daegu and Busan according to the characteristics of internet marketing activities. Research methods are as follows. First, conducting frequency analysis, Internet activities of established public service brokers are categorized into search ads, SNS marketing, search ads and social networking sites marketing, SNS marketing and portal site advertisement, total SNS site advertising and portal marketing, Among the seven Internet marketing activities, the results of real estate brokerage are high when they are engaged in search, SNS marketing, portal site advertisement and SNS marketing together. Second, through factor analysis, the main reasons for internet marketing activities were extracted as explanatory variables, and reliability analysis was conducted.Third, the analysis of one-way distribution looked at real estate brokerage performance by opening public utility certified brokers according to their type of Internet marketing activities by demographic characteristics, region and specialty. The results confirmed that the opening public brokers were engaged in Internet marketing activities, focusing on search and portal site advertising to quickly deliver products. SNS marketing was helping to communicate with customers through the use of real estate information in a limited marketing area due to the characteristics of real estate. Therefore, if they are actively marketed separately or in combination, they could be effective in marketing brokerage performance.

목차

Ⅰ. 서 론

Ⅱ. 부동산중개와 인터넷마케팅의 이론적 고찰

Ⅲ. 연구 설계 및 분석 방법

Ⅳ. 인터넷마케팅활동과 부동산 중개성과 실증분석

Ⅳ. 결론

키워드

부동산 인터넷마케팅 중개마케팅 부동산 중개성과 부동산 마케팅 Real Estate Internet Marketing Broker Marketing Real Estate Broker Performance Real Estate Marketing