아파트 분양마케팅 활동과 초기계약률에 관한 연구

Abstract

Condominiums (also known as apartment in Korea) are considered as the most typical residential type recently. It had been quite easy to find consumers for newly constructed condominiums when the supply was much less than the demand. However, as the housing supply has gradually been increasing, the conditions of residential housing market were changed to look for potential consumers. Consequently, more systematic and scientific sales marketing activities are required for successful condominium sales at the changed market environments. Therefore, the effective sales marketing activities are indispensable to meet the goal of successful condominium sales. Despite of the importance of sales marketing activities, there is little research on the effect of sales marketing activities on condominium sales. The previous research mainly focuses on the influence of condominium characteristics and environment characteristics on subscription rate which is a kind of purchase intention. To find out the impact of sales marketing activities on sales performance, this study examines how the condominium characteristics, environment characteristics, sales marketing characteristics are influencing initial sales rate. This study uses initial sales rate as dependent variable because it shows consumer's real purchase behavior for condominium. To do empirical research, this study collects actual data of initial sales rate and sales marketing activities for condominium sales. This study finds out that characteristics of condominium to be sold, characteristics of environment in condominiums sales and characteristics of sales marketing have influence on initial sales rate. This study confirms that condominium characteristics and environment characteristics are important for successful condominium sales. This study shows that sales marketing activities such as newspaper advertising, event marketing and other marketing activities, have a significant impact on initial sales rate. This study suggests sales marketing activities play an important role in successful condominium sales, and also contributes in laying the foundations for empirical study on condominium sales marketing.