UEC(Urban Entertainment Center) 부동산 개발에 따른 마케팅 전략 -영등포 ‘타임스퀘어’를 중심으로-

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UEC(Urban Entertainment Center) 부동산 개발에 따른 마케팅 전략에 관한 것으로
-영등포 ‘타임스퀘어’를 사례로 한 것입니다.

목차

제1장 서론·····································································1
제1절 연구의 배경 및 목적····································································1
제2절 연구의 범위 및 방법····································································1

제2장 부동산 마케팅························································2
제1절 부동산 마케팅 정의······································································2
제2절 부동산 마케팅 전략······································································2

제3장 UEC ····································································3
제1절 UEC 정의····················································································3
제2절 UEC 특징····················································································4

제4장 영등포 타임스퀘어 개발··········································5
제1절 타임스퀘어 입지 여건·····································································5
제2절 타임스퀘어 사업 개요·····································································6

제5장 타임스퀘어 마케팅··················································6
제1절 타임스퀘어 마케팅 전략··································································6
제2절 타임스퀘어 마케팅 수행한 이유······················································13

제6장 결론·····································································19

<참고문헌>·····································································20
<설문지 첨부>·································································21

본문내용

제1절 연구의 배경 및 목적

최근 동대문 상가는 물론 새로이 개점하는 복합 상업시설들이 분양률 저조로 인한 어려움을 토로하고 있다. 이는 쇼핑센터들이 기존의 상업시설들과 차별화를 둔 콘텐츠도 없이, 또 변화하는 시장의 흐름도 읽지 못하고 단지 선례의 성공 시류에 편승하려한 결과다. 하지만 2009년 9월, 죽어가던 상권 계에 놀라운 바람이 일었다. 그 곳은 바로 공실률 0%를 기록하며 개점해 현재 하루 평균 방문객이 20만 명을 넘는 영등포 타임스퀘어다. 강남도 아닌 강북에, 누구도 패션의 중심이라고 생각지 않는 영등포 지역에서 타임스퀘어 성공은 말 그대로 놀라움 자체였다.
이 같은 성공에 전문가들은 타임스퀘어 개발 주체인 경방 기업에 대한 타 기업들의 신뢰도, 기존 상업시설들의 분양방식의 운영과 차별화를 둔 선진국 형 임대방식 운영을 도입 등을 원인으로 말한다. 부동산 마케팅 업계에서도 임대식의 운영은 경방의 체계적이고 전체적인 마케팅을 가능케 하여 더욱 더 큰 발전을 이끌어내고 있다는 평이다.
따라서 본 연구에서는 성공적인 오픈과 함께 나날이 놀라운 매출을 기록하고 있는 타임스퀘어의 다양한 마케팅 전략을 비교 분석하여 그 성공 요인을 알아보려 한다.


제2절 연구의 범위 및 방법

1) 연구의 범위
본 연구는 2009년 9월에 개점한 UEC(Urban Entertainment Center)인 타임스퀘어 만을 대상으로 조사하였다. 시간적 범위는 개점 당시부터 2010년 6월까지이며, 타임스퀘어 성공 요인 중에서도 마케팅 전략에 집중하였다.


2) 연구의 방법
본 연구는 상기의 연구 목적을 달성하기 위하여 국내외 논문, 인터넷 상의 자료 등을 참고한 문헌적 연구를 중심으로 타임스퀘어 마케팅 전략에 대한 이론적 고찰과, 실제 타임스퀘어 이용 고객들을 대상으로 설문조사를 실시하여 객관성 있는 마케팅 수행 결과를 도출하였다.

참고 자료

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