대형 쇼핑센타의 시장권과 매출잠재력 평가에 관한 연구 - 대전광역시를 사례로

• 영문명: Catchment area and sales potential of shopping centers ; The Case of Taejon
• 발행기관: 한국지역개발학회
• 저자명: 정순오(Chung SoonOh)
• 간행물 정보: 『한국지역개발학회지』제10권 제3호, 107~118쪽, 전체 12쪽
• 주제분류: 사회과학 > 지역개발
• 파일형태: PDF
• 발행일자: 1998.12.30

영문 초록

As the rapid restructuring of retailing market is impelled by modernization and globalization, the large scale shopping centers in urban center are roughly divided into two types of department store and warehouse discount store. Their marketing area in same aspects overlaps but competes each other by differentiating. The former typical examples are fresh food and medium or low price clothes while the latter are the strategies of emotional consumption and very low price shopping attraction for daily life goods. Although it is common that western style warehouse discount stores are located in suburban shopping mall near urban periphery beltline highway, our urban environment locates the shopping centers in downtown, and results traffic congestion and other diseconomies. Therefore to secure urban environment and their retail power, there must be business and public strategic choices. The department stores have to support all aspects of urban residents` daily life and catch the shopping opportunities accompanied with dining out and leisuresports activities, etc. while the discount stores to concentrate upon the week cycle shopping and relatively long distance approaching by the regional residents. The paper suggests also specialization for medium size discount stores to maintain regional market area while dose adherence to neighborhood society for not big departments stores. Also, it recommends the suburban mall location policy for big discount stores and connection to the basement of downtown department stores for the traffic congestion resolution.