데이터베이스 마케팅을 통한 부동산 서비스업의 선진화 방안 연구

데이터베이스 마케팅을 통한 부동산 서비스업의 발전 방안을 연구했다.

The real estate service secor deals with transacting huge amount of properties. The domestic real estate market which is imperfect and speculative in nature shows weakness in many respects. Brokerages, appraisers, real estate managers, etc are small in size, and exist in a very sporadic form. Under the new world-trade regime, WTO, even the small shops are forced to cope with the strong and big-sized foreign firms in the domestic market. A good number of foreign firms are already active in the domestic market, showing their excellent company images, service mixes and advanced marketing srtategies.

The domestic real estate market is now in the stage of taking new forms; changing from type Ⅰ-with specialized small firms to type Ⅱ-with integrated large firms, and also to type Ⅲ -with integrated large firms equipped with some financial function. The domestic real estate service market eventually becomes volatile and speculative more than before, allowing for a condition resulting in leakages of large amount of the national wealth. The service firms should be reshaped competitive enough to cope with the ERA, the Colliers Jardine and ohter foreign firms already working in the domestic market. It is difficult, however, for the service firms to get momentum for growth and development.

The real estate market is cyclically hot and speculative, making the Government to take regulative measures. This paper presents a self-help and autonomous mechanism to bear and overcome the challenges coming out of the unfavorable domextic market situation. The method is so-called database(DB) marketing. The DB marketing is aimed at making loyalty customers rather than promoting sales directly. This new concept marketing takes the view that most of the profit comes from life-time customers, not from the frequently switching purchasers. The DB marketing makes it possible to develop and keep direct contact with customers and get plenty of detailed information.

This is a condition for sustatined upgrading of the useful databases. Information can be a remedy to treat market imperfection, an intrinsic nature of the real estate market which should be overcomed. Database marketing is in itself a substitute for a market survey as well as a product development strategy. By utilizing the detailed information on customers, good responses can be attained by minimum contact with them. These advantages cannot easily be reaped by the small-sized firms at the shop level. They must be integrated into bigger ones - big enough to accommodate new marketing concept.

This can also be a condition for desirable franchise relationship between firms at the national and regional levels, which is favorable for an effective database marketing system.