이동통신 매장의 임대료 결정요인분석을 통한 입지선정에 관한 연구

A Study on Site Selection through the Analysis of Rent Determinants of Mobile Communication Stores

This research was conducted based on factors affecting sales performance by inherent properties of the store, characteristics based on the store, and commercial supremacy (regional) for 1,104 mobile communication retail stores in Seoul, Gyeonggi Province and Inchoen. According to the results to an empirical analysis, the following suggestions could be found. The independent variables for the factors that influence sales and total of monthly sales were, stores under direct management, CE Assessments-High, CE Assessments-low, MNP performance, profits from changing mobile phone devices, the number of employees, the number of years that have elapsed, the gross area of the store, commercial area A, commercial area B and Gyeonggi providence. Among these many factors,the variables that has positive(+) influence on the total amount of the monthly pay were analyzed as,stores under direct management, CE Assessments-Low, MNP performance, profits from changing mobile phone devices, the number of employees, the gross area of the store, commercial area A and commercial area B. The variables that has negative(-) influence on the total amount of the monthly pay were, CE Assessments-High, the number of years that have elapsed, and Gyeonggi region. A dummy variable that is based on commercial properties in Seoul was related to minus in the total monthly pay, and the profits from sales were similar to Seoul. However, the proportion of stores directly managed by company headquarters was smaller than Seoul. Considering the significant factors that affect sale performances and the total monthly pay, the future must hold careful thoughts for store location analysis and objective management. The results to the analysis was that considering the significant factors that affect sales performances,monthly payments cap and total sales analysis of areas for opening stores and for objective management,the need for further studies and consideration for relocations are needed.