自由連鎖店의 運營實態 및 그 改善方向 : 光州地方을 中心으로

다국어 초록 (Multilingual Abstract)

Nowadays, Korea is in need of marketing modernization because the marketing sector linking production With consumption has fallen behind.
In Korea, it is suitable for the small retailing stores to organize and cooperate through voluntary chains in or-der to achieve economy of scale, because they occupy a large proportion of marketing sector and their small scales alone are not suitable to achieve economy of scale.
Therefore, Korea's government has propelled the organization of voluntary chains since 1974. The result has not been favorable so far because of the lack of management ability and leadership of controlling body, and the lack of recognition of member stores,
For this reason, in this thesis the writer analyzed voluntary chains in the Gwanju area, discovered the problems and suggested improvement methods for voluntary chains for the modernization of marketing in Korea through voluntary chains as follows ;
1. To reinforce the qualification and selection standards of member stores,
2. To reinforce the function of the controlling body in the development of goods, sales promotion, training of member retailers and order and delivery of goods,
3. To organize a cooperative system between the controlling body and the member stores.
4. To operate the model stores,
5. To reinforce the function of the controlling bodies' Assoiciation.

목차 (Table of Contents)

• 목차 = 1
• 第一章 序論 = 6
• Ⅰ. 問題의 提起 = 6
• Ⅱ. 硏究의 方法 = 8
• 第二章 自由連鎖店의 槪念 및 種類 = 9
• Ⅰ. 自由連鎖店의 槪念 = 9
• Ⅱ. 自由連鎖店의 種類 = 11
• 1. 都賣商主宰連鎖店 (Wholesaler-aponsored chain) = 12
• 2. 組合連鎖店 (Cooperative chains) = 13
• 3. 生産者主宰連鎖店 (manufacturer sponsored chains) = 14
• 第三章 自由連鎖店의 形成動機 = 15
• 第四章 自由連鎖店의 事業活動 및 利点 = 20
• Ⅰ. 事業活動 = 20
• 1. Merchandising事業 = 21
• 2. 販賣促進事業 = 21
• 3. 精導 및 情報提供事業 = 22
• 4. 其他의 事業 = 22
• Ⅱ. 自由連鎖店의 利点 = 22
• 第五章 光州地方自由連鎖店의 運營實態分析 = 23
• Ⅰ. 自由連鎖店의 必要性 = 23
• Ⅱ. 韓國 自由連鎖店의 實態 = 25
• 1. 設立現況 = 26
• 2. 資本金規模 = 28
• Ⅲ. 光州地方自由連鎖店의 運營實態 = 29
• 1. 本部運營嘗實態 = 29
• (1) 商品購買 = 30
• (2) 商品供給 = 30
• (3) 商品開發 = 32
• (4) 配送 = 33
• (5) 販賣促進 = 33
• (6) 敎育訓練 = 34
• (7) 加盟店의 負擔金 = 34
• (8) 立地調整 = 35
• (9) 意思疎通 = 35
• (10) 問題点 = 36
• 2. 加盟店運營實態 = 37
• (1) 一設實態 = 37
• (2) 運營現況 = 42
• (3) 本部의 對加盟店惠澤 및 希望事項 = 49
• (4) 問題点 = 52
• 第六章 光州地方自由連鎖店의 運營改善方向 = 53
• Ⅰ. 加盟店의 資格要件 및 選定基準强化 = 53
• Ⅱ. 本部의 機能强化 = 54
• 1. 商品開發 = 55
• 2. 販賣促進 = 55
• 3. 敎育訓練 및 販賣指導 = 56
• 4. 受注 및 配送管理 = 57
• Ⅲ. 經營參加 내지 協議機構設置 = 58
• Ⅳ. 모델店鋪의 設置 = 62
• Ⅴ. 自由連鎖店協會의 機能强化 = 62
• 第七章 結論 = 63