사례 연구를 통한 전통시장과 대형마트의 동반성장 방안

Abstract

In this study was analyzed the cases of mutually beneficial cooperation between traditional markets and large retailer. And we seek win-win cooperation model that make possibly shared growth of traditional markets with large retailer. The researched cases of win-win cooperation between traditional markets and large retailer in this study were divided into seven functional types based on previous studies. Many researched cases are not voluntary but forced by the local government. Large retailers cooperated with traditional markets to show that they are contributing to local community. We derived four win-win cooperation model between traditional markets and large retailer based on researched cooperation cases in this study and their problem analysis in consideration of the situation of location of traditional markets and large retailers, and commercial activation. First is the CSR model, that can be applied if the traditional markets and large retailers are in competitive relation rather than cooperative. The competitive relation occurs in a situation if consumers could not visit traditional market and large retailer at the same time. This situation happens if traditional market and large retailer located more than 1km away. The second is natural win-win cooperation model that promotes expansion of commercial power through the joint use of infrastructure as parking lot and discrimination of items. This model is available if large retailer located near to traditional market. The third is culture and tourism model that corresponds to the traditional markets, which have nearby a tourist and shopping attraction. The last is integration model that strengthen the commercial power of declining traditional markets by inviting large retailer. In the four strategic choice of the above, the CSR model belongs to not mutually beneficial model but compensation model for the loss of traditional markets. And the other three models can be mutually beneficial in the way of joint development of commercial power, discrimination of items, joint use of infrastructure, and so on.