플로잉마켓을 활용한 장소마케팅이 상가활성화에 미치는 영향 - 성남시 백현동 카페거리 상인을 중심으로 -

홍경구 ( Keong-gu Hong ) 한국디자인트렌드학회 2017 한국디자인포럼 Vol.55 No.-

연구배경 본 연구는 백현동 카페거리에서 시행된 플로잉 마켓을 활용한 장소마케팅전략이 상가활성화에 미치는 영향을 실증적으로 분석하고자 하였다. 연구방법 이를 위해서 백현동 카페거리의 개발특성과 96명의 상인들에 대한 전수조사를 진행하였고 이를 바탕으로 상가활성화에 미치는 영향을 대응표본 T검증, 교차분석, 다중회귀분석을 통해 실증적으로 분석하였다. 연구결과 첫째, 상인들은 백현동 카페거리가 장소마케팅 요소들에 의해서 명소화되어 고객들이 방문하고 있다고 평가하였다. 둘째, 플로잉 마켓은 백현동 카페거리에 방문하는 고객의 수를 증가시키고 체류시간을 늘릴 뿐만 아니라 상가 수입에도 긍정적인 효과가 있다. 셋째, 상업가로의 만족도를 높이기 위해서는 장소디자인요소가 가장 중요하였고 다음으로 관리운영요소가 중요하게 나타났다. 넷째, 고객의 체류시간을 늘이기 위해서는 관리운영요소가 가장 중요하였으며, 다음으로 장소디자인요소가 중요하게 나타났으며, 다섯째, 상가수입을 증대시키기 위해서는 관리운영요소가 가장 중요하였고 다음으로 상품요소가 중요하게 나타났다. 마지막으로 고객수를 늘이기 위해서는 관리운영요소와 상품요소가 중요하게 나타났다. 결론 이 연구는 최근 가로활성화사업에서 플로잉 마켓의 효과를 통계적으로 검증하였고 가로활성화 목적에 따른 차별화 전략을 제시하였다. Background The purpose of this study is to evaluate the place marketing strategy effect on the street market vitalization by using a case study on Flowing Weekend Market at Baekhyeon Cafe Street in Seongnam city. Methods The research reviewed the urban design guidelines, the land use and development processes for the cafe district. 96 questionnaires for the owners were analyzed in order to specify influences on the street market vitalization through statistic analysis, matching sample T-test, cross analysis and multiple regression. Result Most owners thought that Most customers visited the cafe district due to the product, price, place and promotion factor which is specialized by the place marketing strategies. Second, the promotion in the Flowing Market led more customers to visit and time as well as to increase income of owners. Third, unique place design and various promotions were more critical factors for better owners satisfaction. Fourth, promotion conditions and unique place design in the commercial street promoted customers to stay longer. Fifth, owners made more money when customers find various promotions and products in the commercial area. Last, the unique products and promotion conditions were significantly influential elements for increasing customers. Conclusion this study analyzed the place marketing strategy effects on the street market vitalization statistically and suggested differentiation strategy as the purpose of street vitalization.

상가운영방식에 따른 장소마케팅 구성요소가 상가 활성화에 미치는 영향

홍경구(Hong, Keong-Gu) 한국도시설계학회 2016 도시설계 : 한국도시설계학회지 Vol.17 No.5

본 연구는 상가운영방식에 따른 장소마케팅이 상가활성화에 미치는 영향을 분석하고자 하였다. 이를 위해서 장소마케팅의 이론연구와 함께 각 시설의 개발특성을 분석하고 심층설문조사를 통해 장소마케팅의 효과를 실증적으로 검증하였으며, 그 결과는 다음과 같다. 첫째, 직접관리방식을 바탕으로 장소마케팅 전략을 구사한 아브뉴프랑이 종래의 분양 방식을 바탕으로 장소마케팅 전략을 구사한 푸르지오 월드마크보다 높은 만족도를 나타냈다. 둘째, 상가관리방식의 차별화는 장소마케팅의 전략을 수립하고 계획요소를 특화하는 데 큰 영향력을 주는 요소이다. 셋째, 이용자의 만족도 및 이용자의 소비촉진에 가장 큰 영향을 미치는 장소마케팅 계획 요소는 상점요소로 나타났다. 넷째, 체류시간에 가장 큰 영향을 미치는 요인은 시설의 현재 특성에 따라 상이한 결과를 나타냈다. 마지막으로 재방문의향에 가장 큰 영향을 미치는 요인은 모두 상품요소로 나타났다. This study observed the effects on market vitalizations by place marketing strategy according to retails management in the mixed-use housing. To observe the effect, each facilities’ development characteristics were analyzed along with theoretical study of place marketing. Moreover, the effect of place marketing was empirically proved by a survey conducted on the Avenue France and the Prugio Worldmark. Firstly, customers’ satisfaction of the Avenue France which fully introduced the concept of place marketing was rated higher compared to the Prugio Worldmark poorly introduced the concept of place marketing. Secondly, differentiation of the operation management is the most influential factor when establishing the strategy of the place marketing and specializing planning factor. Thirdly, the most influential factor affecting customer satisfaction and spending promotion is the specialized store element. Fourthly, the most influential factor affecting staying period was different based on the facilities’ current characteristics. Lastly, the most influential factor affecting revisiting intention was specialized store element.

주제가로의 장소성 형성요인이 장소선택에 미치는 영향

홍경구(Hong Keong-Gu) 대한건축학회 2009 대한건축학회논문집 Vol.25 No.1

This study investigates empirically and statistically a series of questions of what makes the placeness in the field of physical design and whether it increases the demand and revisiting for the place and contributes to the local economy. the results, derived from the questionnaire survey data from Yak-Jun street in Daegu, are as follows : firstly, factor analysis shows that 'the present situation' and 'historicity' and 'land-use' constitute the factors of placeness. secondly, logistic regression analysis shows that 'the present situation' and 'historicity' factors influence positively people's behavior of choosing the place to visit. thirdly, t-test demonstrates that the placeness has economic values in the sense that it increases the frequency of visit and total expenditure on the place.

가로활성화사업에서 주민만족도 및 장소애착에 미치는 영향요인분석

홍경구(Hong, Keong-Gu) 대한건축학회 2013 대한건축학회논문집 Vol.29 No.4

The aim of this paper is to examine the determinants of residents’ satisfaction and place attachment in the Process of Street Revitalization Project. The factor analysis and stepwise regression are employed as the empirical analysis on resident"s satisfaction and place attachment through the case of Apsan Food Street, in Daegu metropolitan city. The major findings are as follows; First, they are the most satisfied with pedestrian-friendly road in items of physical plan and less satisfied with most of program items than items of physical plan. they all are satisfied with all of items In resident participation and all role players in the Process of Street Revitalization Project. Second, they are satisfied with all the result of the street revitalization project, especially, change to pedestrian-friendly road and their own community as well as the process of resident participation and the revenue after the project. The last, the influence factors in residents" Satisfaction and Place Attachment are "Resident Participation Factor", "Role-Player Factor" And "Physical Plan Factor" by factor and regression analysis. Going forward, this research will help us better understand these revitalization projects and find new ways to improve resident satisfaction and place attachment.

이용자의 관점에서 재래시장 환경개선사업이 시장활성화에 미치는 효과분석

홍경구(Hong Keong-Gu) 대한건축학회 2008 대한건축학회논문집 Vol.24 No.11

This study investigates empirically and statistically a series of questions of what makes the Effect on Traditional Retail Market on the Customer's Viewpoint and whether it increases the revisiting for Traditional Retail Market. For this analysis, we use multi-regression model and chi-square test. The results, derived from the survey data from Yeongchun public market, are as follows : firstly, 92% of customer estimates improved effect of environmental renewal project and there are important renewal project items : 'the arcade building', 'passageway paving', 'the building of parking place' and so on. Secondly, 85.5% of customer estimates revisiting effect of environmental renewal project and it is important renewal project items, that is, 'the building of arcades', 'the building parking place' and 'the remodeling of retail shop'. Thirdly, 87% of Customer estimates economic effect of environmental renewal project and 7.8% of daily expenditure in visiting the market expends more. Multi-regression analysis shows that 'the building of arcades', 'passageway paving' and 'the building parking place' influence positively people's behavior of more expending.

공동주택단지의 주거환경적 특성이 주택가치에 미치는 영향

홍경구(Hong, Keong-Gu) 대한건축학회 2014 대한건축학회논문집 Vol.30 No.11

The aim of this paper is to examine the effects of apartment complex characteristics on Housing value at Suseong-gu in Daegu. Three Multiple regression models based on Hedonic price model are employed as the empirical analysis on housing value with 948 data of the 30 apartment complexes in Daegu. The major findings are as follows; First, condominium complex variables are the most influential factor on housing value in the same level of housing market. the second is locational variables and the last is housing unit variables. Second, ‘Area of exclusive use space’ of the housing unit variables which include ‘Number of layers’, ‘The direction of the unit’, ‘Number of room’ and ‘Corridor type’ is the most heavyweight variable on housing value. Third, ‘Number of housing unit’ and ‘Green and Lot area’ of the condominium complex variables which cover ‘Green area per person’, ‘Number of parking lots per person’, ‘Floor area ratio’, ‘Building-to-land ratio’ and ‘Heating system’ are more important factors. The last, ‘The distance of public transportation and Neighborhood park’ are the most significant factors in the locational variables which contain ‘Number of School and Neighborhood park within a given range’ and ‘The distance from City center and Big-box retailer’.

원룸형 도시형 생활주택의 거주만족도 및 거주애착에 미치는 영향요인분석

홍경구(Hong, Keong-Gu) 대한건축학회 2013 대한건축학회논문집 Vol.29 No.6

The aim of this paper is to examine the determinants of residential satisfaction and attachment in the Multi-family dwelling of Studio-type. The factor analysis and regression are employed as the empirical analysis on residential satisfaction and attachment in Daegu metropolitan city. The major findings are as follows; First, after we evaluated the post-occupancy satisfaction, they are satisfied with the performance of unit inside though the relaxed regulations of construction, rent fee and the maintenance of building. But they are unsatisfied with amenity facilities related to housing, the building performance of the noise and vibration because of relaxed regulation of construction. There is no satisfaction of neighborhood related to the Multi-family dwelling of Studio-type. Second, the influence factors in residential Satisfaction are ‘Living environment and Location Factor’, ‘Building Maintenance Factor’ And ‘Economic Factor’, that is, rent and utility fee. Also the influence factors in residential Detachment are ‘Economic Factor’, ‘Living environment and Location Factor’ and ‘Building Maintenance Factor’ by factor and regression analysis. Going forward, this research will help us better understand residential satisfaction from the point of residents and find new ways to improve resident satisfaction and attachment.

하천변 주거지경관에 대한 인지유형별 시각적 영향 요인 분석

홍경구(Hong Kyoung-Gu),안건혁(Ahn Kun-Hyuck) 대한국토·도시계획학회 2003 國土計劃 Vol.38 No.4

서울시 재개발 임대주택 입주자의 주택서비스 규모와 편익분석연구

홍경구(Hong Kyoung-Gu),안건혁(Ahn Kun-Hyuck) 대한국토·도시계획학회 2003 國土計劃 Vol.38 No.1

코로나19가 공공실버주택 입주자 만족도에 미치는 영향요인 분석 - 수원광교 공공실버주택 거주자 패널자료를 중심으로 -

홍경구(Hong, Keong-Gu) 대한건축학회 2021 대한건축학회논문집 Vol.37 No.12

This study aims to examine the difference of the influencing factors on the Residential Satisfaction among Public Housing for the Elderly with Seniors Welfare Center Before and after COVID-19. Also this study used multiple regression and a paired difference analysis by using 80 persons panel data as an empirical study by Post Occupancy Evaluation for 2 years. The research results revealed several features. First, the satisfaction of ‘unit design’ variables increased and the satisfaction of ‘Community Service Facilities’ variables decreased after COVID-19. Second, there are no significant differences on the satisfaction of ‘Management’ variables among programs, the satisfaction of ‘expenses’ variables decreased and the satisfaction of ‘Social Activities’ variables increased after COVID19 on the contrary. Third. there are significant differences in unit design factor, expenses factor, Social Activities factor and accessibility on the Residential Satisfaction among Public Housing for the Elderly with Seniors Welfare Center after COVID-19. The ‘Defect Repair’ and ‘Kindness Of Employee’ variables on management factor and The ‘Pubic Sports Facilities’ and ‘Performing Arts Facilities’ variables on Neighborhood Facilities factor are important regardless of COVID 19. Last, the most inflencial factor on the Residential Satisfaction among Public Housing for the Elderly with Seniors Welfare Center is ‘unit design’ factor and second is ‘Social Activities’ factor.