글로벌환경하에서의 부산지역상권의 활성화 전략

Abstract

The Promoting Strategies of Commercial Area in Global Environment -Focused on the Busan area-

Hyun Hwa Kang

Interdisciplinary Program of E-commerce, The Graduate School, Pukyong Nationa University

Abstract

Despite the long history of its own, Korea has not actually showed the progress of the distribution industry because of the wide-spread atmosphere which looks down on commerce. Since 1960s, Korea has achieved a high level of economic growth based on the strategies for growth of manufacturing business and exportation. Meanwhile, a lack of interest in the distribution industry caused the whole sale and retail industries to fall behind. However, as large-scale distribution facilities of retail kept showing up since 1990s, the retail business started to grow in both of the size and the quality. And yet, the development of such modern distribution facilities take over the local marketing areas such as traditional markets and shopping malls, pushing them to a more difficult situation. The major distribution companies which rule over the consumption demand of the local marketing area are raising the level of customers' loyalty even more than before, by consistently maintaining the similar store concept. This is certainly helpful getting a positive response from the customers both rationally and emotionally. On the other hand, since the small-scale commerce businesses tend to be more concerned about their own interests and individual marketing, there hardly found a clear definition among themselves about how to organize and promote their business in a systematic way. This lack of interest or knowledge keeps weakening the competitiveness of the local commerce area as well as accelerating the hollowization in the urban area. Such problems of the local marketing area eventually lead the whole shopping malls to the habitual behavior while they never get the right direction for the development of the local commerce. In particular, in case of Busan, even though it has been going through the consistent expansions, the population keeps decreasing. Even more, the development of the secondary cities and the adjacent regions resulted in falling apart of the urban trading area which naturally led to the prosperity of the marketing area in the secondary cities. As a result, Busan is now focusing on how to stop the decline of the trading area in the main city and recovering as well as improving the competitiveness of its own market. If Busan succeeds with its own assignment which is the promotion of its marketing area, the economy of the ordinary people and the society would be more strengthened, reviving the stagnant local business. The low level of attraction of the urban trading areas, caused by suburbanization of the cities and appearance of large markets to the secondary cities, may be the reason to the decline of the urban marketing area. In order to accomplish the promotion of the marketing area, it is strongly required for the shop owners to recognize their own problems and to work on how to meet the demands of customers and residents in their area. Since consumers take a significant interest in prices, designs of products, quality, distance and convenient shopping, they naturally end up with choosing a store which satisfies them with all those elements. Compared to the rural areas with more convenient space allocation, it takes more time for the marketing area of the city to recover once it falls behind, because of land price, rental fee, access to the roads, size of the stores, and legal problems. Add to this, the recent consuming pattern is considered to be rather difficult to handle for the urban trading market. All these problems are the causes of the continues hollowization and the decline of the urban areas. In order to accomplish a balanced development on the trading area of each region, promotion measures which reflect the characteristic of each trading area should be established. The followings are how to promote the vitalization of the marketing area. First, the government needs to come up with more of the support policies for the vitalization. The present governmental supports are mainly applied to the traditional markets. This might be a problem of fairness between other stores, reducing the effect of the support. Rather than sticking to the individual support, the government should think about how to synthetically promote the local trading market, selecting the stores in a certain area as a whole. In addition, a review over the establishment of the general management system would be required. Second, the vitalization is able to be achieved by the changes of merchants and a organization of them. The consciousness reformation of the merchants have been constantly being talked about. The powers and the values of the consumers have never been emphasized this much before, which clearly indicates that it is the time for the merchants to consider how to strengthen their sales capacity while satisfying the customers at the same time. The merchants now need to come up with products and service that understand the demands of the customers and improve the satisfaction. On the other hand, a bond between the merchants is recommended so that more various governmental supports are secured. The merchants should work hard on developing their unique attractions which induce the consumers to choose them over the big companies. Third, as the more number of residents and large scale business buildings are withdrawing themselves, other big distribution facilities are taking over the empty spaces. Even though their appearances are helpful enlarging the size of a floating population, it is definitely required to establish an integrated marketing strategy as well as an international marketing strategy in pursuit of the vitalization of the existing trading area, by creating a basic concept which is called the marketing area of the extreme globalization.