부동산마케팅 분야의 연구경향

Abstract

The research trend of the real estate marketing fields from 1994 to 2014 was analyzed and classified in this study. First of all, researches were analyzed by the frequency of 4P(Price, Product, Place, Promotion), the classification of marketing activities, the collection of data, the method of statistical analysis, and authors. Also, researches were analyzed by the chronology of real estate marketing subjects ; product, price, promotion, distribution, analysis of marketing environment, information system and marketing research, consumer behavior, STP(Segmentation, Targeting, Positioning) etc. We found distinctions between real estate marketing research trend and that of general goods by means of quantitative analysis, and that of real estate in general as well. First, the marketing environmental analysis was the most frequently used subjects among subdivisions of the real estate marketing fields. That is, the center of real estate market has been changed from the provider to the consumer demand. Second, marketing mix studies were highly frequent among marketing 4P, which was suspected by the reasons of the complexities of the real estate itself. Third, most of authors' affiliation was university and performed alone, which was different from the previous study results. That's why the cooperative studies are needed in the future. Forth, most of the data collection method was primary data. It shows the needs of systematic empirical study in future. Fifth, research fund supporting for the real estate marketing fields was only 17%, although it is quite real working-level economy. Results suggest that research fund expansion plans would be needed in private sector. Chronological analysis found that the significant area of interest was promotion, marketing environmental analysis, consumer behavior, STP.