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Comparison of Location and Customer Characteristics of the Traditional Markets and the Large Discount Stores in Wonju and Its Policy Implications

  • Journal of Regional Studies and Development
  • Abbr : JRSD
  • 2014, 23(2), pp.319-355
  • Publisher : Institute for Poverty Alleviation and International Development: IPAID
  • Research Area : Social Science > Area Studies > Regional Studies in general > Comparative / Statistical Regional Studies

김지웅 1,  Tae Jeong Lee 1

1연세대학교

Accredited

ABSTRACT

We compare the location and customer characteristics of the traditional markets and the large discount stores in Wonju to derive policy implications for traditional market vitalization. So far, the market domains of the traditional market and the large discount stores in Wonju do not seem to overlap spatially and the City of Wonju will have to make efforts to maintain the current spatial structure. Nevertheless there is an imbalance between the location of large discount stores and the traditional markets: all the large discount stores are located in the booming new growth centers whereas all the traditional markets are trapped in the stagnant old town centers. Thus, the revitalization of the traditional markets in Wonju is closely linked to the rejuvenation and redevelopment of the old town center. Taking advantage of its culture and history, the old town center would have to be developed as the center for cultural activities and other high-value services. In that context the traditional markets in the old town center will enrich the cultural contents of the town center. In terms of the spatial distribution it is the SSMs, not the large discount stores, that threaten the domains of the traditional markets. Thus, without resolving the conflicts of interests between the traditional markets and the large discount stores it is not possible to strengthen the traditional markets. According to the analysis of the customer behavior, the large discount stores are not encroaching the domain of the traditional markets unilaterally. Instead, the traditional markets exert the competitive power against the large discount stores to a certain extent. Although the local government has been made various efforts to vitalize the traditional markets by modernizing and improving the physical environments, expanding the parking facilities, and providing special lectures for the merchants, those efforts need to be coordinated better with the efforts to improve the management of the merchants at the traditional markets. For instance, instead of specializing in the low-price items, the traditional markets will have to establish the reputation for the healthy organic foods which have high income elasticities. Because it is the merchants who should take the initiatives, the local government needs to encourage and support the merchant organizations so that they can exert the leadership.

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This paper was written with support from the National Research Foundation of Korea.
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