대형할인점 입점이 낙농 유제품 대리점의 성과에 미치는 영향 및 평가요인으로서의 중요도 분석 (The Analysis of Large-scale Discount Store Location on the Performance of Dairy Product Agencies and Its Importance Factor for Agency Assessment)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 19권 / 4호 / 63 ~ 90페이지
· 저자명 : 박철수, 강필성

초록

대형할인점의 급격한 성장으로 인해 재래시장, 일반슈퍼 및 가정배달을 주력시장으로 하는 낙농 유제품 대리점에 대한 새로운 전략수립과 공정한 성과평가가 최근 낙농 유제품 업계의 주요 이슈로 등장했다. 이러한 새로운 유통환경에서는 대형할인점이 입점하는 위치, 즉 소비자의 대형할인점 접근성이 각 대리점의 매출액에 큰 영향을 미치게 되며 이를 대리점 성과평가 지표에 어떻게 반영할 것인가가 대리점과 본사 마케팅 부서 모두의 입장에서 중요한 이슈가 되고 있다. 본 연구에서는 대형할인점의 입점이 인근 낙농 유제품 대리점들의 매출에 미치는 영향에 대한 실증적 분석과 함께 낙농 유제품 대리점의 성과 평가 시 대형할인점 입점효과의 적절한 반영비중을 알아보고자 한다. 대형 할인점의 입점이 인근 대리점의 매출에 미치는 영향을 분석하기 위하여 국내 S사의 실제 매출 데이터를토대로 대형할인점 입점 전후 3개월간의 매출액 증감을 비교하였다. 또한, 낙농 유제품 대리점의 성과평가모델 구축을 위해 과거 연구와 S기업의 실제 평가지표를 접목하여 네 가지 관점에서 13가지의평가요소를 도출하였다. 이를 토대로 계층분석과정을 이용하여 성과평가 항목들 간의 상대적 중요도를 산출한 결과, 중요도 상위 5개의 평가요소는 유통채널 총매출액, 제품카테고리1 매출액, 특정채널(급식) 매출액, 정책이행 및 가치관, 대형할인점 입점 효과 순으로 나타나 대형할인점 입점 여부는 인근 낙농 유제품 대리점의 성과를 평가하는데 매우 중요한 요인 중의 하나임이 확인되었다.

영어초록

The recent distribution revolution that triggers the excessive growth of large discount storesraises an issue of building new marketing tactics and a fair assessment system for sales agentsin the dairy product retailing industry. These new marketing tactics are closely related to theagencies that deal with supermarkets, domestic markets and delivery services. In businessmanagement, setting the assessment standard for the company’s agencies and maintainingfairness when trading with the agencies are critical. The purpose of this study is to analyzehow the entry of large discount stores affects nearby fresh food retailing agencies, and todetermine the appropriate relative importance of it when assessing the performance of freshfood retail agencies.
In order to investigate the influence of the entry of large discount stores, the sales of theCompany S are collected for a total of 31 large discount stores that are open in 2012 by the topthree big companies in South Korea. We first compare the three months’ sales figures after itsentry with the sales figures prior to the entry. The agencies are categorized into five groups,according to their relative location to the large discount stores that are newly installed.
O Group A: Fresh food retailing agencies that supply the products to the large discountstores that are newly installed. (27 stores)O Group B: Agencies nearby the large discount stores but do not supply the products (B1 ⊂B2 ⊂ B3) - Group B1: Less than 1km from the large discount stores. (37 stores)- Group B2: Less than 2km from the large discount stores. (54 stores)- Group B3: Less than 3km from the large discount stores. (61 stores)O Group C: Agencies not related to the entry of the large discount stores.
With the relative sales performance of the five groups before and after the entry of thelarge discount stores, we construct three research hypotheses as follows. Based on the Student’s t-test, we found the null hypotheses of the hypothesis 1, 2, and 3 canbe rejected. In other words, the entry of large discount stores resulted in the increased sales ofGroup A, but decreased sales of Group B. In addition, the influence of large discount stores onthe sales performance is stronger when the distance between the large discount store and theagencies becomes closer.
In order to build an appropriate evaluation model for the fresh food retailing agencies bytaking the large discount store entry effect, we established thirteen assessment criteria underfour perspectives. Then, we conducted the analytical hierarchy process (AHP) to estimate therelative importance of the assessment criteria. The relative importance determined by the AHPis listed in Table 1.
For the higher level (Level 1), it was found that the Retailing Channel was the most importantassessment criterion, followed by Product Portfolio, Process and Environment, andManagement Capability. Among the detailed assessment factors, it was found that the “Total Retailing Channel Sales”, “Product Category 1 Sales”, and “Specific Channel Sales” were thethree most significant criteria. The rank of “The Effect of the Entry of the Large Discount stores”was determined as 5, which implies that it is almost as important as the sales volumes whenassessing the performance of fresh food retailing agencies.

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