부동산정보서비스산업의 경쟁요인에 관한 연구

부동산정보서비스산업의 경쟁요인을 분석했다.

With the development of the Internet, the real estate information industry has made a rapid progress as it has actually been used as a major channel for consumers to acquire real estate information. But it has revealed a fundamental problem in its earning power because of the excessive competition between the same kind of firms surrounding the franchising business as a major source of profit, and the expanded real estate information services of the comprehensive Internet portals.

This study was intended to understand this problem and elicit the strategy for industrial development with the analysis of the current industrial situation based on the extensive industrial survey research and the descriptive study. Specifically speaking, this study attempted to develop the modified model based on Michael Porter's 5-Force Model(1980, 2008), the representative framework of the industrial structure analysis model, and to apply it to the real estate information service industry.

This led this study to elicit the core competitive factors that had an effect on the competitiveness of the real estate information service industry and identify its relationship to corporate performance. And it attempted to elicit the variables specific to the firm and analyze the determinants of differential competitiveness and the competitiveness reinforcement scheme. The findings of this study can be summarzied as follows : First, an attempt was made to conduct rank logistic regression analysis about the effect of competitive factors on corporate performance.

As a result, it was found that the magnitude of influence was in orders of the threat of substitute services, the intensity of competition between existing firms, the threat of new entrants, the supplier's bargaining power, and the buyer's bargaining power. Analysis showed that all of the five competitive factors statistically had a negative effect on corporate performance within the significance level of 5%.

Second, it was found that for the PR-oriented type the intensity of competition between existing firms and the supplier's bargaining power had a negative effect on corporate performance and for the information-oriented type the intensity of competition between existing firms had a negative effect on corporate performance within the significance level of 5%. But it was found that for the high-grade service type and the low-grade service type, any of them had no statistically significant effect on corporate performance.

Third, it was found that for the firms whose online business occupied less than 50% of their total business, the intensity of competition between existing firms, the threat of substitute services and the threat of new entrants had a negative effect on corporate performance and for the firms whose online business occupied more than 50% of their total business, the intensity of competition between existing firms, the threat of substitute services and the threat of new entrants and the supplier's bargaining power had a negative effect on corporate performance within the significance level of 5%.

This study presented the following implications and suggestions for the development of the real estate information service industry : First, analysis shows that because the real estate information service industry shows the industrial structure vulnerable to the external competitive environment, it should not only acquire competitive advantage in the competition between existing firms but also cope actively with the threat of substitute services, the supplier's bargaining power and the threat of new entrants in order to increase its corporate performance.

Second, positive research showed that the real estate information service firms feel severely threatened with the emergence of substitute services such as comprehensive internet portal sites such as NAVER, YAHOO, NATE, DAUM and the like engaging directly in real estate brokerage network business or free real estate counseling services, and real estate information service of local government and the like. Therefore it is thought that they are required to make concerted efforts to enhance the attractiveness of products and services by responding to the threat of substitute services.

Finally, real estate information service firms are required to differentiate information and enhance the credibility and quality of service so as to lower the threat of substitute services, the buyer's bargaining power and the threat of new entrants. It can be said that this study has its significance in that it is the empirical study attempting to elicit the scheme to secure competitiveness through the questionnaire research on most of the domestic real estate information service firms, the channel for real estate consumers to access information.

Especially, this study is expected to provide basic materials for national government to establish the policy for real estate information service industry or formulate the direction for business of existing real estate information service providers or prospective providers under the situation that data from the survey research properly conducted on them do not still exist. 부동산정보서비스산업은 인터넷 발달과 함께 소비자의 부동산정보 취득의 주요 채널로 활용되면서 급속히 성장하였다. 그러나 주 수익원인 가맹점 사업을 둘러싼 동종 기업 간 과당경쟁, 인터넷 종합포털의 부동산정보 서비스 확대로 말미암아 수익력(收益力)에 근본적인 문제점을 드러내고 있다. 본 연구는 이 같은 문제점을 인식하고, 광범위한 산업 실태조사와 문헌연구를 바탕으로 산업현황 분석과 함께 산업발전을 위한 전략을 도출하는 데 목적이 있다.

이를 위하여 대표적인 산업구조 분석 모형인 마이클 포터(Michael Porter)의 ‘5-Forces 모형'(1980, 2008)을 기초로 수정 모형을 개발하여 부동산정보서비스산업에 적용하였다. 이를 통해 부동산정보서비스기업의 경쟁력에 영향을 미치는 핵심 경쟁요인을 도출하고, 기업성과와의 관계를 규명하였다. 또한 기업의 핵심 경쟁요인은 해당 기업특성에 종속적일 수 있으므로 기업특성변수를 도출하고 차별적인 경쟁력 결정요인과 경쟁력 강화 방안도 함께 분석하였다. 본 연구의 결과는 다음과 같이 요약될 수 있다. 첫째, 경쟁요인이 기업성과에 미치는 영향에 대한 순위로짓 회귀분석을 실시한 결과, 영향력 크기는 대체서비스의 위협, 기존 기업 간 경쟁강도, 신규 진입자의 위협, 공급자의 교섭력, 구매자의 교섭력 순으로 나타났다. 통계적으로도 5가지 경쟁요인은 모두 유의수준 5% 이내에서 기업성과에 부(-)의 영향을 미치는 것으로 분석되었다. 둘째, 홍보 중심형은 기존 기업 간 경쟁강도, 대체서비스의 위협, 공급자의 교섭력이, 정보 중심형은 기존 기업 간 경쟁강도가 유의적인 수준 5% 이내에서 기업성과에 부(-)의 영향을 미치는 것으로 나타났다.