• 한국정보컨버전스학회논문지
• /
• 제5권2호
• /
• pp.91-99
• /
• 2012

본 논문에서는 정부지원 소규모 유통점포인 나들가게를 대상으로 POS(point of sale) 등의 정보시스템 도입 및 활용현황을 살펴보고, 이에 따른 PDS(POS data service) 구축에 따른 기능 요구사항 및 경영성과에 대해 논의한다. 소매 점포의 POS와 연계되어 있는 공동정보시스템은 점포의 유통정보와 외부 연계정보를 수집하여 관리하고 분석정보를 제공한다. 본 연구에서는 나들가게의 POS 활용 현황을 실태조사 결과를 활용하여 분석한다. 또한, PDS의 기능 요구 사항을 살펴보고 소규모 유통점포에서 정보시스템의 활용 방안을 고찰한다. 결론적으로, 소규모 유통점포에 POS 도입이 직접적으로 성과로 나타나지는 않지만, POS의 원활한 활용과 점포 운영에 필요한 분석정보를 PDS 분석서비스를 통해 적극적으로 활용하는 경우에 고객에게 제공되는 서비스의 품질과 만족도 향상으로 나타나 경영성과에 미치는 영향이 어느 정도 관계가 있다고 할 수 있다.

• 유통과학연구
• /
• 제10권12호
• /
• pp.5-11
• /
• 2012

Purpose - This paper proposes measurement models to evaluate the management performance of small and medium-sized retail businesses on the basis of a trading area analysis that compares their proposed revenue to actual revenue in the trading area. Research design, data, methodology - The study proposes measurement models consisting of five stages, namely: (1) district background survey, (2) customer survey, (3) competitor survey, (4) business district survey, and (5) business performance analysis. Results - To identify business districts easily, this study preferred a minor-adjusted method based on the Euclidean distance, as it is simple to employ for the small and medium-sized businesses. This model was applied to select coffee shops in Daejeon. Results indicated that although the targeted shop was not located in an appropriate location, actual sales were higher than expected. Conclusions - Small- or medium-sized retail businesses face difficulties regarding the economies of scale and brand recognition and must choose an appropriate location to ensure management stability. However, such businesses will find it difficult to evaluate their competitive edge accurately using a trading area analysis.

• 산경연구논집
• /
• 제15권1호
• /
• pp.19-29
• /
• 2024

Purpose: It is necessary to look at the reasons why the Korean government has failed in boosting mom and pops, even though many aid programs for independent retailers have been introduced. Furthermore, this research will provide policy makers and practitioners with new insight to improve the performance of government policies. Research design: the researcher has had an interview with the 26 practitioners to gather the right information. Furthermore, interview results have been categorized into the government-related issues, support programs and shop owner-related issues, from a practitioner's perspectives. Results: The researcher found that the confusion of governmental support organization, the lack of retail marketing experts, frequent job rotation, the lack of cooperation between bureaucrats and associations, concerned about the governmental-related issues, are failure reasons. In terms of support program issues, the research found the following reasons: no blueprint, the lack of retail experts, relevance to budget scale, and the complexity of budget implementation. Associated with shop owner-related issues, the author found that the causes of failure are closely related to aging shopkeepers, the absence of a successor and increasing dependence on a government. Conclusions: The author proposes that a government has to rebuild existing support programs for small shop owners.

• 유통과학연구
• /
• 제14권1호
• /
• pp.51-58
• /
• 2016

Purpose - This study is to identify how the retail regulations influence customer shopping behaviours and furthermore, whether the Store Closing Act really protects independent retailers as well as traditional markets in Korea. Research design, data, and methodology - By adopting frequency analysis and factor analysis method, the research achieved research objectives. Before a field survey, the authors pre-tested the questionnaire developed, based on similar previous articles, and finalized. Amongst the 353 questionnaires distributed, 332 were returned. It means the response rate is 94.5%. Furthermore, available questionnaires are 330. Results - Rather than stimulating customers to more frequently visit public markets, the regulation has provoked new customer shopping behaviours. In other words, some consumers tend to shop in big box retailers before or after a store closing day, whereas others are likely to stop shopping. What is important is that customers do not patronise small retailers and conventional markets, thanks to the Store Closing Act. Conclusions - In order to keep retailers and public markets independent, the researchers suggest that the government should introduce new techniques without impeding the growth of a retailing sector.

• 한국유통학회지:유통연구
• /
• 제12권2호
• /
• pp.79-102
• /
• 2007

점포의 평가는 소비자의 마음속에 자리 잡고 있는 유사한 경쟁점포들 내에서 이루어지게 되며, 이렇게 "소비자가 특정 점포선택을 할 때 실제 고려하게 되는 점포들의 집합"을 고려점포군(考廬店鋪群; consideration set of stores)이라 한다. 본 연구에서는 소비자가 의류제품을 구매할 때 점포선택과정 중에 형성하는 고려점포군을 알아보고, 고려점포군과 점포이미지 중요도와의 관련성을 알아보고자 하였다. 연구결과에서 의류점포선택과정을 통해 형성된 고려점포군은 결과적으로 고려점포수와 고려하는 점포유형에 따라 다시 구체화될 수 있으며, 이를 기준으로 소비자 유형화를 실시한 결과 '소수-가두점 고려집단', '소수-시장 고려집단', '소수-백화점 고려집단', '소수-백화점/아울렛 고려집단', '다수-백화점/시장 고려집단', '다수-백화점/가두점 고려집단', '다수-백화점 고려집단'으로 구분되었으며, 유형화된 소비자 집단별 점포이미지 중요도에 있어서 유의한 차이가 있음이 밝혀졌다. 예를 들면, 시장을 고려점포유형으로 포함하는 소수-시장 고려집단과 다수-백화점/시장 고려집단은 저렴한 가격을 중요한 점포이미지로 여겼으며, 소수-백화점 고려집단은 점포 마일리지 카드나 할인카드, 다수-백화점/가두점 고려집단은 주변 여가공간 요인을 중요한 점포이미지로 꼽아 집단별 차이를 나타냈다. 이러한 결과들은 점포 운영자들이 자사 목표고객과 경쟁점포를 파악하고 이에 대응한 마케팅 전략을 수립하는데 효과적으로 사용될 수 있을 것으로 생각된다.

• 유통과학연구
• /
• 제18권2호
• /
• pp.69-77
• /
• 2020

Purpose - This paper is aimed to analyze the effects of the mandatory closing regulation targeting large retailers, which has been implemented since 2012 to protect small retailers. We examine the changes in consumers' choice of retailers and their purchasing patterns of agri-food following the implementation of such regulation. Research design, data, and methodology - Household spending patterns were identified through the historical data of household food purchase, consumer panel provided by the Rural Development Administration. Clustering was employed to determine the household spending patterns. Moreover, the different household spending patterns before and after the regulation were comparatively studied. The patterns of consumers' choice of retail stores and shopping baskets by the type of retailers, derived from the respective datasets before and after the regulation, were compared to analyze the effects of the regulation. Results -After the regulation, some consumers who used to shop at large retailers before the regulation changed their shopping places to small retailers. However, the product categories that consumers had mainly purchased before the regulation were rarely changed even after the regulation. Conclusions - Although the regulation helped migrate some of the consumers to small retailers, the regulation seemed to have failed to stimulate consumers to purchase the goods, normally bought at large retailers, from traditional markets. In other words, traditional markets are not effective substitutes for regulation-affected retailers.

• 유통과학연구
• /
• 제22권1호
• /
• pp.1-12
• /
• 2024

Purpose: Rapid technological advancements and information dissemination have catalyzed a steep upsurge in the distribution of ornamental flower arrangement products, effectively meeting the burgeoning demands of customers. This research endeavours to elucidate the relationship between market orientation (MO) and competitive advantage (CA), with the intermediary role of marketing performance (MP) within Denpasar's flower arrangement retail sector. Research Methods: Conducted within a Denpasar-based flower shop, the study engaged 94 respondents through a questionnaire-based data collection methodology. Utilizing a saturated sampling approach, the sample size equated to the population size. The analysis employed SmartPLS, a robust statistical tool. Results: The study findings reveal that MO does not exert a statistically significant direct impact on CA. Nevertheless, MO exhibits a substantively positive and statistically significant influence on MP, which, in turn, substantially and significantly contributes to CA. For flower arrangement business owners, it is imperative to orchestrate effective control over their marketing performance. Conclusion: This involves nurturing enduring customer and employee relationships by steadily implementing market-oriented distribution strategies. By doing so, customer satisfaction and growth, pivotal in bolstering marketing performance, can be adeptly sustained, ultimately culminating in attaining competitive advantage.

• 유통과학연구
• /
• 제14권6호
• /
• pp.65-73
• /
• 2016

Purpose - Recently, the management conditions of small independent retailers are getting worse everyday as large-scale marts and franchised convenience stores are increasing. The objective of this research is to find out the antecedents and consequences of cooperation in voluntary chain in order to enhance small independent retailer's competitiveness. Voluntary chains, also called affiliation or symbol groups, or allied group represent a high market shared in some European countries like Italy, France, and Germany. Nevertheless, there are still limitations in this research from academic fields. Drawing from network theory, the author investigates the relationship between antecedent factors in voluntary chain cooperation, such as participation benefits, justice of compensation, and autonomy in voluntary chain, and relationship specific asset. The author also attempts to examine the relationship between the relationship specific asset and cooperation of voluntary chain member shop and cooperation and consequence factors of voluntary chain cooperation, such as efficiency, group cohesiveness, and long-term relationship. Research design, data, and methodology - The author presented conceptual framework integrating the major antecedents and consequences of voluntary chain cooperation. The data were collected from 174 independent small retailers who joined K-voluntary chain. K-voluntary chain consists of small independent retailers. In accordance with their status, each entrepreneur associated with the voluntary group can own one or more outlets and can be a part of the life and the decision-making process of the group. This participation is not based on company turnover or on the number of outlets, but based on a one member, one vote system. To verify the research model and test hypotheses, the author carefully investigated the reliability, content validity, convergent validity, and discriminant validity of the proposed model. The data were analyzed by using SPSS 18.0 and AMOS structural equation modeling program. Results - The results of this study are as follows. First, as antecedent variables, participation benefits and justice of compensation have positive effect on the relationship specific assets of voluntary chain members. Second, voluntary chain members' relationship specific asset also directly related to the level of its cooperation to chain headquarter. Third, cooperation of voluntary chain member shop facilitates efficiency, group cohesiveness, and long-term relationship. Unexpectedly, there are no effect autonomy in voluntary chain to relationship specific asset. Conclusions - This research shows several theoretical and practical implications to both marketing scholars and marketers. In terms of theoretical implications, this study applies to network theory and network theory variables to explain the antecedent and consequence factors of cooperation in voluntary chain. From the point of view from business management, most of all, this study shows the way how to reinforce competitiveness of voluntary chain. Specifically, it is necessary for voluntary chain headquarter to give higher level of participation benefit and justice of compensation to its members. Second, the results also indicate what the consequence factors of cooperation in voluntary chain. In other words, to increase the level of marketing efficiency, group cohesiveness, long-term orientation in retail voluntary chain, and chain headquarter need to facilitate participants' cooperation.

• 마케팅과학연구
• /
• 제18권3호
• /
• pp.1-25
• /
• 2008

본 연구는 가전제품 소매채널에 관한 소비자의 선호 및 이용행태를 조사하고 가전제품 구매 채널 현황과 소비자들의 점포선택과 만족도를 분석하여 소비자가 특정 채널에 대하여 가지고 있는 소위 channel equity에 대하여 탐색적으로 접근 하고자 한다. 분석결과 가전제품 멀티채널 쇼핑환경은 소비자로 하여금 채널별로 차별화된 구매 패턴과 쇼핑동기를 만들어 주고 있었다. 백화점이나 대리점은 품질의 우수성과 A/S 측면에서 우세하며 대형할인점, 양판점, TV홈쇼핑, 인터넷쇼핑몰, 전자제품 판매 상가는 가격적인 측면이 경쟁 우위로 조사되었다. 채널별 소비자 만족도에 있어서는 애프터서비스가 잘되고 있는 백화점이나 대리점 등이 만족도가 상대적으로 높은 소매 채널임을 알 수 있다. 채널 에퀴티의 구성요인은 가격 경쟁력과 비교구매, 이용편리성, A/S, 판매원의 전문성, 배송의 신속성, 제품 검색용이, 판매원의 친절성, 매장의 쾌적성, 교통 편리성 등을 들 수 있다. 백화점의 경우 거의 모든 요소에서 가장 높은 만족도를 가지고 있어 채널 에퀴티가 높게 평가되었다. 인터넷 쇼핑몰은 제품을 쉽게 검색할 수 있다는 점에서 우위에 있으며 TV홈쇼핑의 경우는 비교구매와 가격경쟁력에서 우위가 있음을 알 수 있었고 채널별로 채널 에퀴티를 구성하는 요인들의 상대적 비중은 매우 달랐다. 본 연구에서는 채널 만족도를 평가한 후 에퀴티 포트폴리오와 채널별 에퀴티 구성 결과를 제시하고 있으나 향후 채널 에퀴티의 개념과 관리 툴에 대한 본격적인 연구가 요망된다.

• 한국의류산업학회지
• /
• 제23권4호
• /
• pp.469-479
• /
• 2021

This case study investigates fashion brands that have entered the pet fashion market. A total of 25 cases were identified and analyzed from three perspectives: 1) product types, size systems, prices, 2) design aspects, fabrics, patterns, styles, and 3) marketing strategies. The study results are as follows. First, the product types of pet fashion are not diverse, and only the sizes of small dogs can be found. However, there is a significant price difference between brands. Second, knitted fabrics with good elasticity are mainly used for pet fashion products, and patterns incorporating their brands are extremely common. The style is casual and sporty. Third, marketing strategies should include a new line within a brand or launch a single specialized brand as a one-shot test for consumer reaction. Additionally, it has been expanded and presented as a family look to meet the needs of the petfam. Further, existing fashion brands and retail-based brands select diverse small-scale dog fashion product brands and expand their operation as a dog lifestyle total selectional shop. Therefore, brands entering the future should consider strategies such as size segmentation, product diversification, and premium price of high-quality materials that help market products such as the expansion or promotion of existing brands.