한국 아파트 분양시장에서의 시장선점효과

First Mover Advantage of Apartment Sales Market in Korea

Apartment sales ratio is an important factor in marketing policy and housing development projects. In actual real estate market the first mover advantage is said to be a quite pronounced situation but in academic sphere empirical analysis has not been executed. We investigated the competition and performance of Apartment sales by analyzing 115 apartment development projects in Korea. We supposed that there be the advantage of the first supplier at the surrounding similar living area in view of apartment sales ratio and verify that assumption. We found that the lead-days are an influential factor on enhancing sales ratio. Especially in earlier period of project the result is clear. The results of 1 month after start-up are stronger than those of 3 month.