부동산중개 활성화를 위한 부동산시장 특성 연구

다국어 초록 (Multilingual Abstract)

The necessity of this study is to promote the real estate brokerage business by improving business performance by improving the real estate industry's growth and survival in response to changes in the real estate market environment, such as the emergence of large real estate platform companies, foreign real estate companies' entry into the domestic market, and the rapid increase of official brokerages. Preparation of countermeasures is a need in a broad sense.
The necessity of consultation is the change in the family type to single or two-person households due to nuclear familyization, and the increase in demand for studios and officetels located in the vicinity of university districts due to the lack of university dormitories. This is a study on the characteristics of real estate to improve the performance of real estate brokerage firms.
The purpose of this study is to find the characteristics of real estate variables and factors with marketing capabilities that are thought to contribute to revitalizing the real estate brokerage business by affecting the improvement of the business performance of the real estate brokerage business.
In addition, as the variables and factors found, it is the presentation of a conceptual model for empirical research related to performance improvement through revitalization of the real estate brokerage business in the future and a research proposition for deriving research hypotheses.
As a result of the study, it was concluded that an efficient marketing strategy in response to changes in the real estate brokerage market is necessary to improve brokerage performance of real estate brokerages according to the vitalization of real estate brokerage business.
In addition, it was also concluded that a strategy for improving the business performance of real estate near college towns was needed for the young people and college students, who are the consumers, due to the increase in demand for studios and officetels located around college towns.
There are five variables that the researcher found through exploratory research to improve brokerage performance by revitalizing the real estate brokerage business: real estate environmental characteristics variable, real estate own characteristics variable, real estate broker capacity variable, real estate platform service variable, and real estate broker business performance related variables.
The researcher found related variables and factors through exploratory research to improve brokerage performance by activating the real estate brokerage business, and presented a conceptual model and research proposition based on the found variables and factors.
However, the existence, reliability, and validity of the causal relationship between the research propositions proposed by the researcher should be revealed through empirical analysis.
In addition, as a result of the empirical analysis, there is a need to discover additional variables that have a positive effect on the improvement of real estate brokerage performance as a factor in vitalizing the real estate brokerage business.
In addition, the research proposition was presented as variables and factors found through exploratory research by the researcher through theoretical consideration and preceding research, but in future studies, the research proposition and conceptual model were identified by finding the variables that positively influence real estate brokerage performance through the activation of the real estate brokerage business.
If it is supplemented, it is judged that the completion of the research hypothesis will be further improved in future empirical studies.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 연구의 필요성과 목적 1
• 가. 연구의 필요성 1
• 나. 연구의 목적 4
• 2. 연구의 구성 6
• Ⅱ. 이론적 고찰 8
• 1. 부동산 중개 및 부동산 마케팅의 개념 8
• 가. 부동산중개의 개념 및 부동산중개 환경 8
• 나. 공인중개사와 중개법인의 업무 범위 13
• 다. 부동산 마케팅의 개념 14
• 2. 플랫폼경제와 플랫폼서비스 16
• 가. 플랫폼 경제의 개념과 플랫폼비지니스 모델 16
• 나. 플랫폼서비스 18
• 3. 부동산플랫폼, 부동산 앱의 개념 및 플랫폼기업 현황 19
• 가. 부동산 플랫폼의 개념 19
• 나. 부동산 중개 앱(Application)의 개념 22
• 다. 국내 및 국외 부동산 플랫폼서비스 기업 현황 25
• 4. 대학생 주거실태 및 주거정보 커뮤니티 운영현황 27
• 가. 대학생 주거실태 및 주거정보 커뮤니티 운영현황, 1인가구 대응 주거 유형 27
• Ⅲ. 연구 명제 설계 30
• 1. 연구명제 도출을 위한 선행 연구 30
• 2. 변수별 연구 명제 31
• 가. 부동산환경특성 관련 변수와 연구명제 31
• 나. 대학가 주변의 부동산자체특성 관련 변수와 연구명제 33
• 다. 중개업자 능력관련 변수와 연구명제 36
• 라. 부동산 중개마케팅 도구로서의 플랫폼서비스 관련 변수와 연구명제 38
• 마. 부동산중개업소 사업성과 관련 변수와 연구명제 40
• 3. 부동산 중개업 성과제고를 위한 개념모델 42
• Ⅳ. 결 론 46
• 참고문헌 49
• ABSTRACT 56
• 국문초록 59
• 감사의 글 62