영업 및 출점전략 차이에 따른 백화점의 매출성과 비교 연구

다국어 초록 (Multilingual Abstract)

This study holds purpose in comparing whether there is a significant difference between the location and characteristics of individual branches based on the sales and retail strategies of department stores.
As a result, the following conclusion was reached. First, Lotte Department Store, a brand which seeks to create a popular image through establishing many branches, locates branches in areas of high floating population and accessibility. Also to a large extent, the characteristics of their branches were aligned with the larger strategic direction. Second, Hyundai and Shinsegae Department Stores that pursue a select and concentration strategy for creating a high-quality image rather than pursuing an expansion strategy put more emphasis on the competitiveness of the branch over location. In addition, the characteristics of all branches were aligned with the larger strategic direction. Third, department stores which seeks to create a popular image through establishing many branches achieved higher revenues both sales and sales efficiency than department stores that pursue a select and concentration strategy for creating a high-quality image.