韓國食生活文化學會誌 제34권 제5호 (p.534-542)

전통시장 활성화 인식도에 관한 연구 - 전통시장 상인의 경영활성화 교육 참여 여부를 중심으로 -

Study on Vitalization Awareness of Traditional Markets - Focus on Participation in Management Activation Education of Traditional Market Traders -
키워드 :
Traditional market,education,revitalization,performance,marketing

목차

Abstract
I. 서 론
II. 연구내용 및 방법
   1. 조사대상 및 기간
   2. 조사내용 및 방법
III. 결과 및 고찰
   1. 조사대상자의 일반사항
   2. 교육 참여 여부에 따른 시장상인의 전통시장 활성화사업 인식도
   3. 교육 참여 여부에 따른 시장상인의 전통시장 활성화를 위한개선사항
   4. 교육 참여 여부에 따른 시장상인의 공동마케팅 인식도
   5. 교육 참여 여부에 따른 시장상인의 경영성과에 관한 인식도
   6. 교육 참여 여부에 따른 시장상인의 현대화시설에 관한 중요도-만족도 비교
   7. 교육 참여 여부에 따른 전통시장 현대화시설 선택속성의IPA 분석
IV. 요약 및 결론
References

초록

This study aimed to provide insight into methods for activating management of traditional markets by understanding differences in merchant perception according to whether or not the merchant has participated in management activation education. Analysis of merchants’ levels of perception of market activation found that educated merchants had a higher perception of pre-post modernization satisfaction, promotion of traditional market revitalization projects, and post-support changes in sales. In a co-marketing context, educated merchants showed significant differences in onnuri gift certificates, bargain sales, festivals and events, and advertisement promotions. With regards to perception of management performances, educated merchants showed statistically significant higher responses for items such as satisfaction with the current vendor, increased sales, and increased customer awareness. The results in this study may be incorporated into the policy-making processes of the government or local governments in order to revitalize traditional markets, and merchant education for activation of management is deemed to be continuously necessary.