재래시장 활성화 노력에 대한 반성과 과제

• 영문명: Reconsideration and Task of the Revitalizing Efforts of Conventional Markets
• 발행기관: 한국마케팅과학회
• 저자명: 박봉두(Bong-Doo Park) 노정구(Jung-Koo Noh)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2005 추계학술대회 발표 논문집, 251~267쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.11.30

영문 초록

  The conventional markets have fallen into decay of late years, because they did not follow the modernization of distribution industry, have structural problems of small scale, and the merchants do not have active mind to cope with changing trends of distribution environment. But, the conventional markets have some important positions in several aspects. They have played important role in distribution and regional economy, have long history and developed regional culture, and still have important position for consumer"s shopping places. So revitalizing conventional markets are necessary, and since 2002 many revitalizing programs have been carried out. But the results are not satisfactory, because there are no long-term plan, vision, and differentiated supporting programs.
  In this paper we provide several suggestions for successful revitalization programs of conventional markets. First, it is necessary to reform merchant"s powerless mind, so the merchants should voluntarily participate in revitalizing programs. Second, differentiated marketing programs should be carried out through segmentation, targeting, and positioning. So big-sized markets put into practice more aggressive marketing programs and small-sized markets had better seek for niche markets. Third, to overcome the weakness of small scale, cooperation and co-using in the logistics facilities and distribution systems are necessary. Fourth, to broaden trading area and attract young consumers, electronic commerce system should be successfully built. Fifth, most of the merchants in the conventional markets are over 50 years old, and conventional markets lose their vitality. So some inducements or supporting programs should be provided to attract young merchants into conventional markets. Sixth, because consumers prefer to have more fun in the shopping process, reinforcing entertainment factors will be good strategy to get more shoppers. Seventh, the output of revitalizing efforts are not come out immediately, the government should support the revitalizing program with long-term vision and goal.

목차

Ⅰ. 문제의 제기
Ⅱ. 재래시장의 중요성
Ⅲ. 재래시장의 경쟁력 상실 원인
Ⅳ. 재래시장 활성화 노력에 대한 반성
Ⅴ. 재래시장 활성화를 위한 과제
Ⅵ. 결론
참고문헌
〈Abstract〉