아파트 분양마케팅 활동의 한계효과에 관한 연구
A Research on the Marginal Effects of Condominium Sales Marketing
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In this study, a causal relationship between the performance variables of apartment sales marketing were analyzed. The results of empirical analysis are as follows. The number of effective DB prospects to increase the number of inbound calls and the number of inbound calls to be positive for the subscription rate and the initial sales rate. This study shows the number of inbound calls is important mediating performance variable of condominium sales marketing process. Next, the marginal effect of condominium sales marketing activities affecting the number of inbound calls was analyzed. To spend a certain amount of money per unit of analysis, the most effective ranking of condominium sales marketing were Cell phone text message>Newspaper Advertising>Publicity>sale flyer>Internet Advertising>TV Advertising in order.
Abstract
In this study, a causal relationship between the performance variables of apartment sales marketing were analyzed. The results of empirical analysis are as follows. The number of effective DB prospects to increase the number of inbound calls and the number of inbound calls to be positive for the subscription rate and the initial sales rate. This study shows the number of inbound calls is important mediating performance variable of condominium sales marketing process. Next, the marginal effect of condominium sales marketing activities affecting the number of inbound calls was analyzed. To spend a certain amount of money per unit of analysis, the most effective ranking of condominium sales marketing were Cell phone text message>Newspaper Advertising>Publicity>sale flyer>Internet Advertising>TV Advertising in order.
참고문헌 (10)
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- 백민석, "분양아파트의 초기계약률 결정요인에 관한 연구", 도시행정학보, 24(1), pp.213~237 (2011), 한국도시행정학회
- 백민석, "아파트분양마케팅의 성과관리에 관한 연구 - 분양마케팅 과정에서의 인바운드 수를 중심으로 -", 주거환경, 10(3), pp.119~131 (2012), 한국주거환경학회
- 우정, "마케팅성과 측정에 관한 연구", 박사, 경영학, pp.2005
- 조영선, "미분양 아파트 해소 방안 모형에 관한 연구", 주거환경, 8(2), pp.241~251 (2010), 한국주거환경학회
- Clark, Charles R., "Marketing New Homes" (1989), National Association of Home Builder Press
- Leone, Diane P., "Marketing Multifamily Housing with Integrated Marketing Strategies" (2003), BuilderBooks
- McKenna-Harmon, Kathleen, "Contemporary Apartment Marketing: Strategies and Applications, 2nd edition" (1993), Institute of Real Estate Management
- Parker, David F., "Marketing New Homes" (1999), Home Builder Press
- Stone, Dave, "New Home Marketing" (1989), Real Estate Education Company