農協하나로마트 立地戰略에 관한 硏究 : 원주농협 하나로마트 사례를 중심으로 = Location strategies of Nonghyup Hanaromarts : In the case of Wonjoo nonghyup Hanaromart

다국어 초록 (Multilingual Abstract)

Starting from year of 2000, the domestic retail businesses have been changing faster than any time before. I.e, new types of business (such as the convenient store, the discount store, the warehouse-like whoresale/retail outlet shop (based on membership system), homeshopping.etc are beginning to appear and the business world of department stores(which has been one of the major domestic retailers) is trying to make real positive change.
The competition in domestic retail business world is getting more fierce as the foreign retail industry start to enter our market with retail business' openning to foreigners and domestic conglomerate's entry into this business.
Therefore, this research's goal is to insist developing the best location leads to successful opening a new Nonghyup Hanaromart to survive in these competitive circumstances. The example location of Wonjoo nonghyup Hanaomart has been examined to supplement that insistence which is possible under recognition that location selection is everything for retail sale.
As a result of analysis of Wonjoo nonghyup Hanaomart, when you decide a location for a new outlet, it is essential to evaluate step by step if the selected location would be attractive to a customer as followings.
First of all, initial step for location development is examining a candidate location on every side. These examinations include inquiring the location in a city, environment(circumstances and the view of nature) surrounding the location, population and household, inner structure of city, city boundary, city function etc. These examinations should be done before anything else.
Secondly, the reasonable analysis of selling zone should be given to optimize the location selection. Analysis of selling zone and location decision never be considered as seperated process of decision making, but should be regared as consecutive process of it. While location selection means deciding where Distribution center must be located for better Marketing, the reasonable analysis of selling zone is evaluating and studying the regularity of customer's behavior.
Thirdly, after making desirable market classified and selecting good location in that market, the next thing retailers have to do is making final decision for location selection. Good location for small supermarket always isn't suitable for big discount store.
There isn't perfect location which makes everything satisfied to do business. To select better location , you have to consider the characteristics of the candidate location, traffic, rival stores, buying or renting the stores, expected return and so on.
Finally, Cost analysis compared with expected return margin should be followed by location selection. It is because expected return margin can be influenced by wage, tax, insurance bill, etc while net sales is affected by location selection.
In consequence of studying the example location of Wonjoo nonghyup Hanaomart, when you decide a location for a outlet, it is principal to deliberate the characteristics of the candidate location, traffic, rival stores, buying or renting the stores, expected return and so on. The location selection depends on a category of business or business status. It means that a retail store handling slow turnover goods has to be located in larger selling zone where more potential customers could be found. On the other side, big discount store or shoppingmall should be located in surburbs because it can attract customers with various lines of commodities.
This research is aimed to prevent financial loss caused by mal-location of outlets in getting into the retail business. And to prevent general failure caused by mal-location of retail outlets which often results from following examples-launching retail business copying other outlets' case thoughtlessly starting retail business persuaded by the simple fact that rent is very cheap.
This research is focused on telling the best location method of retail outlets to with a view to saying modernization of retail and whole sales business. But owing to the lack of related data and time, we have some kind of shallow research. And that this research is hard to be generalized becuse it was studied on small particular area. In spite of that, this research will help the outlet managers recognize 'In retail business, location is everything', and also help them analyze, predict location in the place of customers which will leads to spot the best location. Moreover, it will help those who try to study 'outlets location theory' in deciding the research direction and if you mention about the national economy, it also can be used as reference material in planning better retail and whole sale business system.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 방법 및 구성 = 2
• 제2장 소매유통과 입지에 관한 이론적 고찰 = 3
• 제1절 점포입지의 의의와 중요성 = 3
• 제2절 점포입지 후보지에 대한 상권분석기법 = 6
• 제3장 농협하나로마트 입지현황과 문제점 = 30
• 제1절 농협하나로마트(수퍼마켓)사업목적 = 30
• 제2절 농협하나로마트(수퍼마켓)발전과정 = 31
• 제3절 농협하나로마트 입지현황 = 33
• 제4절 농협하나로마트 입지 문제점 = 43
• 제4장 농협하나로마트 신규점포의 입지 사례연구48
• 제1절 설문조사 개요 =
• 제2절 원주농협 소비자 설문조사 분석 = 49
• 제5장 원주농협하나로마트의 입지전략 = 63
• 제1절 원주시 단계동소재 상권(입지 분석) = 63
• 제2절 원주농협 하나로마트의 입지여건 =
• 제3절 원주농협 하나로마트의 입지유형별 분류 = 72
• 제4절 부지 및 입지측면의 평가 = 73
• 제5절 원주농협하나로마트 사업지 상권 구조 = 73
• 제6장 결론 및 요약 = 75
• 참고문헌 = 78
• Abstract = 81
• 설문서 = 85