지속가능한 성장을 위한 백화점의 경쟁전략에 관한 연구

A Study on the Competitive Strategy of Department Store for Sustainable Development

Purpose – Since Korean distribution market was opened, the domestic environment in department stores has been changed by the pattern of consumption and consumer need based on income classes. As multilateral Free Trade Agreement (FTA) accelerates opening markets, the scale of circulating capital has become bigger. Large-scale commercial facilities have developed quickly as a form of a large shopping center, thus, the matter of choice and securing market area became an important valuable in this trend. Moreover, multi-complex space has been proposed as the goal of successful business with promoting the public benefit. Research design, data, and methodology – This research studied consumer behavior using data about the life style and sales of consumers, not statistical data or survey as previous studies. This research tried to find the differentiation in complex cultural space with consumption behavior of department store. Results – As the structure of society and culture was getting diverse and complex, economic growth and development with such diversity and complexity improved consumers quality of life. The changes of consumer life style are quite natural like human instinct. Department stores have activated retail business with the products of accumulated technology. Moreover, they have created the space of consumption and culture. Because of these social and environmental changes, department stores are being developed as Multi-functional spaces as well as sale places considering the strategies of department and the changes of consumers’ purchasing behaviors. Conclusions – Urban culture complex is a landmark standing for the culture era of 21st century. It has provided an opportunity for consumers to enjoy culture, and has been an important factor to improve company images. Based on these roles and needs, expectancy effects are related with consumer preference and space preference, and the attitude toward companies. Moreover, the expectancy