이동통신 매장의 임대료 결정요인분석을 통한 입지선정에 관한 연구

Abstract

This research was conducted based on factors affecting sales performance by inherent properties of thestore, characteristics based on the store, and commercial supremacy (regional) for 1,104 mobilecommunication retail stores in Seoul, Gyeonggi Province and Inchoen. According to the results to an empirical analysis, the following suggestions could be found. Theindependent variables for the factors that influence sales and total of monthly sales were, stores underdirect management, CE Assessments-High, CE Assessments-low, MNP performance, profits from changingmobile phone devices, the number of employees, the number of years that have elapsed, the gross area ofthe store, commercial area A, commercial area B and Gyeonggi providence. Among these many factors,the variables that has positive(+) influence on the total amount of the monthly pay were analyzed as,stores under direct management, CE Assessments-Low, MNP performance, profits from changing mobilephone devices, the number of employees, the gross area of the store, commercial area A and commercialarea B. The variables that has negative(-) influence on the total amount of the monthly pay were, CEAssessments-High, the number of years that have elapsed, and Gyeonggi region. A dummy variable thatis based on commercial properties in Seoul was related to minus in the total monthly pay, and the profitsfrom sales were similar to Seoul. However, the proportion of stores directly managed by companyheadquarters was smaller than Seoul. Considering the significant factors that affect sale performances andthe total monthly pay, the future must hold careful thoughts for store location analysis and objectivemanagement. The results to the analysis was that considering the significant factors that affect sales performances,monthly payments cap and total sales analysis of areas for opening stores and for objective management,the need for further studies and consideration for relocations are needed.