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Store Module Case Study for Traditional Market Design Consulting


  • Department of Knowledge Service and Consulting, Hansung University, Korea, Republic of
  • Department of Economics, Hansung University, Korea, Republic of


Background/Objectives: After the 1990s, traditional markets in Korea have been in a continuous decline due to opening of the retail market and introduction of new types of businesses. Market modernization projects have been consistently promoted but have not yet to make a successful model. This is partly due to the lack of post case analysis research on market modernization projects. The study was conducted to derive problems and implications about nationwide representative market modernization project promotion cases through post comparative analysis. Methods/Statistical analysis: The study selected 4 traditional markets throughout the nation where there was promotion of market modernization projects to conduct field research and interviews about store modules, line of flow, facility configuration, and types of businesses. Empirical comparative analysis was conducted on construction hardware status through measurement and observation and data was collected on business environment and requirement characteristics by business type through interviews with merchant associations of the corresponding markets. Consistent standard was applied as much it was possible to comparatively analyze the 4 market modernization cases and on the unique characteristics of individual markets, the cause was determined in conjunction to the history of the business promotion process and regional characteristics. Ex post temporary stores unrelated to modernization projects were excluded from research subjects. When there were differences in currently used store modules and merchant area requirements by each business type, causes such as interior facilities were analyzed. Findings: As a result of analysis, although there were deviations according to the status of previous business types in each market, generally the size of the area used was in the order of restaurants> fisheries> livestock> side dishes. Overall, it was found that main line of flow had a wide line of flow of around 3 m considering logistics line of flow but in case of sub line of flow, there was fairly narrow line of flow due to the influence of such things as store area expansion demands and it was causing inconvenience for customer movement and inflow and outflow of products. Many of the problems of market modernization projects were confirmed in the facilities and equipment sector and especially problems about ventilation and plumbing were found commonly in most cases. Although traditional markets have inherently different identities from other retail categories, there are often cases of applying building plans imitating general hypermarkets and in the study, Gunsan Public Market corresponds to this case. In the future, continuously analyzing problems of market modernization projects such as construction, MD, and facilities equipment, and making databases and manuals of the solutions will be a necessity in successful market modernization project model establishment. Improvements/Applications: The study has significance in the fact that it established a starting point of comparative analysis research about status of facilities modernization projects after completion which was insufficient in previous researches about traditional markets. After the study, basic data to suggest guidelines in store modules by business type in traditional markets could be acquired and the study identified the facilities equipment standards that must be considered in future market modernization projects.


Case Analysis, Market Modernization Project, Market Activation, Store Module, Traditional Market.

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