http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
閔晶湜,禹勝瓚,朴雄姬,梁德承 東新大學校 1997 論文集 Vol.9 No.-
The department stores in Korea, which represent the existing distribution industries, face a structural turning point. Especially, such environmental changes seriously threaten the department stores in Kwangju. In addition the big department stores and discount stores in Seoul opened or will open their branch shops in Kwangju, and so the keen competition of local industries is expected. If the big department stores with rich fund and advanced management know-how establish their branch shops in local areas, the status of existing local department stores will lowered as much. Therefore, the local department stores need to analyze and examine all conditions of competitors as well as their own current conditions and levels. The purpose of this study is to investigate how the department stores have been recognized by consumers as a pre-stage for facing the environmental changes, to schematize the consumer's preference for department stores in Kwangju spatially and to connect the properties which compose the image of a department store based on the perceptual position and competitive relations which the consumers recognize for four department stores (Garden, Songwon, Shinsegae and Funny) in Kwangju as research objects, and then to find the strength and weakness of a department store. This study uses PC-MDS program to grasp the competitive relations among department stores and make a positioning map. As a result of examining the matrix data about customers' responses for the degree of similarity of four department stores by each couple with a KYST analysis, Shinsegae and Songwon are superior to Garden and Funny. In addition, in order to interpret the axis (dimension) of scheme from KYST, this study abstracts 12 properties which compose the images of department stores and performs a PROFIT analysis, and furthermore consumers are asked to choose their preferred department stores in three conditions (gift purchase, dress purchase, and A/S and disposal of returned goods) and then this study conducts PREFMAP analysis. The result suggests that the consumers recognize Shinsegae and Songwon as the best department stores. Finally, the results of this study show the perceptual position of four department stores in Kwangju schematically and propose the position of the most ideal department stores, and this study suggests the direction of strategy for positioning of department stores in Kwangju, as a pre-stage to understand how the department stores are recognized by consumers, in order to cope with the environmental changes.