不動産 市場 환경변화에 따른 不動産 仲介 마케팅의 先進化 方案에 관한 硏究

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.