부동산마케팅에서 포지셔닝과 차별화 전략에 관한 연구

A Study on the Positioning and Differentiation Strategy in Real Estate Marketing

1. CONTENTS (1) RESEARCH OBJECTIVES In this study I hope to answer the question, "In real estate marketing, what is the specific steps on positioning process through differentiation." In order to solve the research problem, I have established specific objectives of this study as follows. First, I should analyze the differentiation strategy in real estate. Second, I should propose specific steps on positioning process thorough differentiation in real estate marketing. (2) RESEARCH METHOD I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on differentiation in real estate and positioning process of real estate firms. (3) RESEARCH FINDINGS The findings of this study can suggest the implications as follows. As the positioning process through differentiation in real estate marketing, the search of consumer need, competitive advantage evaluation, selection of differentiation method, and integrated marketing communication are specifically proposed. They will contribute to the theoretical progress of understanding on positioning in real estate marketing. 2. RESULTS This study enlarges general marketing to real estate marketing by analyzing the differentiation strategy in real estate and proposing specific steps on positioning process through differentiation in real estate marketing. However, the implications should be evaluated in the light of certain limitation. Because this study shows the characters of exploring study, the future study of cross-sectional design should be conducted so that the differentiation strategy and positioning in real estate can be assessed more accruately.