복합상업시설의 지불의사 임대료 추정에 관한 연구

1. CONTENTS (1) RESEARCH OBJECTIVES Contract decision process of the real estate as statistics show rents were all decided by tug of war of tenants and lessors. tenants hold a prominent position over lessors in rental contracts were caused to limited supplies on characteristics of real estate. services for tenants are increasing to get secure stable rental profits and maintain friendly relationships with superb tenants, cause buildings or shopping districts of vacancies are gradually increasing over a primary rate through worsening of real estate, supplies increased and Etc. tenants are being more priority than lessors in rental contract and service management for resident, cause their position has been changed each other as mentioned above. So, importance of services for lessors are increasing, lessors' willingness to pay is necessary to considered to the fore with the decision of superiority of lessors, also decide the rental. (2) RESEARCH METHOD This study used PSM (Price Sensitivity Meter); price sensitivity analysis; and applied UTP(Unique Target Point); four different price survey methods which is suggested by PSM; to comprehend tenant's willingness to pay objectively and scientifically. (3) RESEARCH FINDING In this study, estimate the willingness to pay which is most important and effective for buying decision of tenants in lessors position according in the rental market of change. For this case, S complex store; located in seoul; which has high population density and Industrial activities is selected as analysis target area for estimating of tenant's willingness to pay for rent. 2. RESULTS This study will be used to comprehend differences of environmental importances for consumers provide good baseline data for tenants, contribute to making efficiency rental strategies.