대규모 복합쇼핑몰의 활성화 방안에 관한 한국과 일본사례의 비교 연구 (Comparative Case Study of Vitalizing Strategy for Large Complex Shopping Malls in Korea and Japan)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 21권 / 3호 / 55 ~ 94페이지
· 저자명 : 백인열, 강우성

초록

국내 복합쇼핑몰은 코엑스몰과 센트럴시티가 영업을 시작하면서 본격적으로 도입되었으며 이에 따라 소비자들의 소비 형태에도 많은 변화가 시작되었다. 본 연구의 목적은 단순한 재화의 구매를 벗어나 여가를 즐기듯 장시간 체류하거나 구매 이외의 행동에 중점을 두는 소비자들에게 매력적으로 인식되기 위해 복합쇼핑몰이 중점을 두는 부분은 어떤 것이 있는지에 대한 연구를 수행하는 것이다. 연구방법으로는 한국과 일본의 대표적인 복합쇼핑몰을 운영하는 실무 전문가를 대상으로 심층인터뷰를 실시하는 질적 연구를 시행하였다. 이를 통하여 복합 쇼핑몰을 선호하는 소비자를 위한 쇼핑몰 관리자들의 마케팅 활동에 대하여 조사하고 시사점을 도출하였다.
연구결과 복합쇼핑몰의 활성화 요인은 크게 1)물리적 요인과 2)운영적 요인으로 분리할 수 있으며, 운영적 요인은 다시 직접적 마케팅 요인과 간접적 마케팅 요인으로 분류 할 수 있었다. 또한, 한국과 일본 모두 물리적 요인과 직접적 마케팅 운영요인이 활성화에 중요한 항목이라고 인지하고 있었다. 하지만, 간접적 마케팅 요인에 있어서 차이점이 두드려지게 나타나고 있었다. 특히, 전문 마케팅 운영조직을 사내에 보유하고 지역사회와 연계한 다양한 공익적 활동을 실시하는 일본 측 요인이 한국에서는 거의 나타나지 않았다. 또한, 일본의 쇼핑몰들은 일관된 관리운영체계를 갖추어 서비스품질을 높이기 위한 노력을 하는 등 쇼핑몰의 참신함을 장기간 유지하여 전체 브랜드가치를 높이려는 시도들이 많다는 것도 차이점으로 드러났다. 우리나라의 경우 복합쇼핑몰과 아울렛의 지속적인 출점이 예정되어 향후 경쟁이 치열해 질 것으로 예상되는 바, 개별 쇼핑몰이 이러한 경쟁을 이겨나가기 위해서는 기존의 활동에 덧붙여 간접적 마케팅 요인을 함께 고려하는 것이 유효할 것으로 판단된다.

영어초록

ABSTRACT The commercial spaces play increasing roles in consumers' life by providing places for enjoying their leisure times. Especially, the complex shopping malls, which combine retail shops with food & beverage and entertainment elements, offer ‘Urban Leisure Space’ for citizens to spend leisure time conveniently. The modern history of domestic complex shopping malls began with the introductions of Coex Mall and Central City. These complex shopping malls brought many changes in consumers' consumption behaviors.
Given these importances, the purpose of current study is to investigate the vitalizing strategy for complex shopping malls to attract customers who simultaneously enjoy leisure and free time, in addition to simply buying goods and service. Based on extant literature, we first developed a theoretical model to understand the strategic process of the complex shopping mall.
The research methodology we adopted is a qualitative approach using case study method. We examined existing shopping malls in both countries and selected representative yet comparable two sets of shopping malls. Then, we collected comprehensive information about them, combined with series of interviews. Specifically, we conducted series of in-depth interviews with industry experts in Korea and Japan, who have more than 15 years of experience each. With this approach we are able to draw managerial implications by investigating the marketing activities of managers in complex shopping mall to satisfy their customers. In doing so, we emphasize the commonalities and differences between Korea and Japan's complex shopping malls.
The research found that the key vitalizing strategy for complex shopping mall consists of two factors: physical factors and operational factors. The physical factors contribute to the success of shopping mall in tangible perspective, including architecture and the flow of human traffic. Examples include choosing high-potential location in planning stage, offering easy accessibility for customers, and achieving economy of scale in size. The operational factors can be further categorized into two factors: direct marketing factors and indirect marketing factors. Direct marketing factors affect the sales directly (e.g., diversification of MD, attracting key tenants etc.), whereas indirect marketing factors affect the sales indirectly by increasing store traffic (e.g., event, entertainment etc.).
Both Korean and Japanese experts acknowledged that the physical factors and direct marketing factors are crucial factors in vitalizing the complex shopping mall. However, they are dramatically different in utilizing the indirect marketing factors (see Table 1). First, Japanese shopping malls have ‘Town Management’ team to manage the entire brand from the beginning. This team can be extended to ‘Area Management’ to connect with local society and government agency. These teams can be expensive to maintain but are very important in vitalizing the complex shopping malls. Second, Japanese shopping malls build a consistent business system across functional areas and many times achieve vertical integration as well. This helps long term cooperative relationships and high quality service, thereby offering positive credibility to customers. Since each new service the shopping mall offers is indeed a new product, the vertical integration combined with the town management team is very effective in new product development process. The third difference is the collaboration with local society and government. They acknowledge that the shopping complex itself is a part of local society and participate in many social services, which provide customers with more experience and pleasure than simple consumption. These activities might not be relevant for short term performance of the mall, but are the future direction for the organization. In Korea, since the future competition will be intensifying as more complex shopping malls and outlets continue to enter, the existing complex shopping malls need to take into account the indirect marketing activities to win the competition.


Our study also offers the following managerial implications. First, in the middle of increased opening of capital markets and deepening globalization, more and more private equity funds and real estate developers are entering into commercial real estate development business. For this reason, our study shed lights on vitalizing strategy in the perspective of domestic and foreign retail firms and real estate developers. Second, we also offer key success factors of complex shopping malls for the developers, potential tenants, and other stakeholders. Finally, we notice that Japanese real estate firms are indirectly entering the domestic markets via consulting firms or joint investment, especially in commercial and business facilities. And, Korean real estate firms are considering to invest in Japan as well. Our study can help the mutual understanding of both markets by investigating the commonalities and differences of two countries.

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