전통시장 사회적 자본과 포지셔닝 요인: 한중 비교

Social Capital and Positioning Determinants of Traditional Markets: Comparison between South Korea and China

This paper identifies the social capital elements of positioning strategy for the traditional market in South Korea and China, estimates the consumers’ importance perception of strategy components for establishing the unique identity of traditional market with the 3-gap place branding model, and derives the priorities and uniqueness of strategic positioning components for each country traditional market with the separate-variance and paired t-tests, the Tukey test, and the correlation test. We use the survey data composed of the 247 consumers in South Korea and 208 consumers in China. Both of respondents in South Korea and China showed the moderate positive replies with the ratio large than majority for sustainable growth prospect and indicated the accessibility and parking lot as the highest priority of correction measures for traditional market. In addition, the social capital elements in the aspects of positioning strategy components for traditional market are evaluated more importantly in South Korea than China and have different perception ratings by the demographic factors such as gender, shopping hour, and purchasing amount. Especially, the positioning strategies of traditional markets in South Korea and China should establish the essential market functions such as accessibility and cheap/variety and also accomplish the unique social capital elements such as inhabitants lives, tourism, nostalgia/culture, region community, and mood/bargaining components according to the identity, purpose, image, and equity of their own traditional market brand.