Journal of the Korean Geographical Society (대한지리학회지)

The Korean Geographical Society (대한지리학회)
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A Study for Locating of a New Store Considering Competition for Trading Area: Focusing on the Case of Hypermarket in Seoul Metropolitan Area

상권경쟁을 고려한 신규점포의 입지선정에 관한 연구 - 서울시 대형마트를 대상으로 -

  • Tae, Kyoung-Soub (Anyang Girl's High School, Department of Economics & Real Estate, Hansung University) ;
  • Rhim, Byeong-Jun (Department of Real Estate, Hansung University)
  • 태경섭 (안양여자고등학교, 한성대학교 경제부동산학과) ;
  • 임병준 (한성대학교 경제부동산학과)
  • Received : 2010.07.06
  • Accepted : 2010.09.14
  • Published : 2010.10.31
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Abstract

Finding the ideal location for your business is one of the most critical and important steps you will have to undertake. Otherwise, done in the wrong way you will only end up paying an expensive cost for an unsuitable location. Therefore to select the perfect location for your business, this study makes a reasonable and simple model for retail shops by calculating occupation population for each store applying Huffs "Probability Theory" to Hypermarket in Seoul. Then this study, based on occupation population, has divided every unit section (dong scale) into 4 market types which represent the state of the competitive markets, including monopoly, oligopoly, competitive, and noncompetitive markets. Consequently, the most reasonable place to locate a new store is where it can take most of the customers, that is, a place which can take non-competitive market as much as possible and is distant far enough from competitive market where competition is severe.

입지는 모든 산업에 있어서 성공의 핵심적인 결정요소이기 때문에 잘못 선정된 입지는 아무리 유능한 운영자라 할지라도 많은 어려움을 겪기 마련이다. 이에 본 연구는 보다 합리적이고 간편한 소매점의 입지 선정 모델을 만들고자 서울시 소재 대형마트를 대상으로 허프의 확률이론을 적용하여 점포별 점유인구를 산출하였다. 점유인구를 바탕으로 모든 단위 구역을 상점간 경쟁 상대를 나타내는 4개의 시장유형, 즉 독점시장, 과점시장, 경쟁시장 비경쟁시장으로 구분하였다. 신규점포가 입지에 가장 합리적인 장소는 점유인구를 가장 많이 확보할 수 있는 지점으로, 비경쟁시장을 최대한 확보할 수 있으면서, 경쟁시장에서 멀리 떨어진 곳이다.

Keywords

Acknowledgement

Supported by : 한성대학교

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