공공택지 구매결정요인에 관한 연구 : 서울시 문정지구를 중심으로

서울 문정지구 공공택지의 구매 결정 요인을 분석했다.

Recently, the land supply market of the public housing site development business has been reorganized from a supplier-centered one into a consumer-centered one, the factors of decision on the purchase of public housing sites, too, have become more complex and diverse. Therefore, the plan for development and the promotion of lotting-out marketing strategy for the potential consumers’purchase decision factors have become the main challenges.

This study presented the same purchase decision factors for public housing sites to groups with different dispositions, such as individual developers, project companies, construction firms and financial companies, analyzed and summarized the impact value and importance ranking by each group.

Through the factors of the purchase of buildings such as apartment houses and officetels in the existing precedent studies and experts’ Focus Group Interview (FGI), this study drew land-related variables, set new factors of decision on the purchase of public housing sites and analyzed the importance, influence and ranking of each group and the entire groups concerning the drawn factors of decision on the purchase of public housing sites.

The results of the study are summarized as follows: the purchase decision factors in the entire groups were in the following order: payment terms, the district unit plan and competing sites in the district, which were found to be important variables in deciding to purchase a public housing site. As a result, public corporations, which are public housing site suppliers, point out the necessity of the improvements in payment terms, the district unit plan and competing sites in the district, which have close relevance to increase the intention to purchase public housing sites.

Today, in a difficult market environment with the prolonged recession in the consumer-centered real estate market in which consumers determine the market, the following measures for improvement have been suggested in terms of the improvement of cash flow and fiscal sustainability through public construction companies’ early collection of construction expenses. First, payment terms, conservative to be accepted in the real estate market in comparison to the scale of the sale price of a housing site.

In light of the general case in which the buyer is asked to pay a fixed amount of money by calculating certain periods by each stage of down payment, middle payment (Two times) and the balance (Paid when moving in) in the agreement on the general lotting-out apartment sale with a small purchase price scale in the market, the condition of payment due of the balance within 60 days after the conclusion of a land contract is a condition with excessive restriction, difficult to attract land buyers in comparison to the general case.

Thus, it is necessary to remove the barrier in the discovery of consumers by improving the relevant regulations and systems for changes in the situations of the market. Second, an appropriate development plan for the district unit planning through demand verification is needed. The district unit plan is an important factor when potential consumers plan for products, and secure lotting-out property, and public corporations in charge of the development of the actual public housing sites, too, should make products that increase potential consumers’ purchase intention through an analysis of business feasibility according to the district unit plans when they set up a development plan.

Third, the proper plan for competing sites in the district. For enterprises’ security of business feasibility, in the business that can ensure profitability and the plan for commercial lands, a plan for the development of housing sites in the relevant business district should be set up through advance demand verification. In the development project, marketability and lotting-out property are important, as well as profitability, and the imbalance of supply and demand according to the excess supply of sites may be difficulty in selling the developed housing site products.

Thus, housing site development suppliers should properly induce the competition between the land buyers, appropriately distributing and planning competing sites with the same purpose in the business district for the consumers of housing sites by connecting them to the adjacent areas.

This study could obtain a result that provides academic and practical implications for four groups, including individual developers, project companies, construction firms and financial companies by analyzing the factors affecting the decision on the purchase of public housing sites, but it has limitations as follows: First, it was difficult to take the business and commercial lands supplied in Seoul, where business and commercial lands, which are the scope of research, are in the position of relative advantage as representative samples. In order to overcome this, it is judged to conduct a study with various samples, like the cases of public housing sites promoted in the capital area.

Second, since there were few preceding studies that analyzed the factors of decision on the purchase of public housing sites, this study was attempted for the first time and ended up with an exploratory character, and the purchase decision factors were drawn through the factors of decision on the purchase of apartment houses or officetels and experts’Focus Group Interview (FGI). Implications will increase if more theoretical results are accumulated and purchase decision factors can be drawn and analyzed on a reliable theoretical background. These are considered the limitations of this study.

Therefore, if studies of the factors of decision on the purchase of public housing sites continue, it is judged that more factors affecting potential consumers’purchase decisions can be found in development plans and marketing activities. Thus, it is expected that in future research, the research target area will expand and the research achievements will be a