<특별기고 5> 분양주택의 지리적 표적시장 설정을 위한 시장권역에 관한 조사연구

초록

1. CONTENTS(1) RESEARCH OBJECTIVESThe purpose of this study is analyze the factors of demanders in selecting the residence by contract. It was analyzed on the basis of a data of specific characters and investors' addresses. (2) RESEARCH METHODLiterature survey and questionnaire survey focused on customers. (3) RESEARCH RESULTS Major findings of this study are as follows; The market sphere of the selecting residence of Seoul Metropolitan Area can be divided by three, and the selecting pattern of customers is closely related with their residential administration area. 2. RESULTS According to the testing results of the study hypothesis shows some interesting findings. In case of residential facility regional characters are not an important factor. Rather than regional characters the difference among number of households, structural type of products, and method of marketing determines the ratio of selecting near area. And so to find out the internal selling point and concentrated marketing effort is of more effective in enhancing the ratio of first order market sphere.

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