주유소 복합개발 방안에 관한 연구

A Study on Service Station’s Complexity Development

For the past 20 years, the number of service stations doubled whereas the sales volume and net income for each station decreased by 50 percent. Accordingly, it was necessary for service station operators to develop a new paradigm that would guarantee survival in this now marginal industry. This paper discusses how to enhance profitability while maintaining real estate value through the strategic development of various service station characteristics. To elaborate, this paper analyzes and demonstrates the outlook of service stations in Seoul and its metropolitan areas, and how to develop and motivate operators in regards to the service station’s complexity models, current status and satisfaction ratios of service stations owners etc. After numerous interviews, most service stations owners and managers shared the consensus that the current market is already over saturated, and the outlook of this industry does not look optimistic at all. Operators were highly interested in the potential for service station’s complexity development and the corresponding strategic implications, and whether they were feasible or not. The following are a summary of the key findings of this paper. First, to enhance its profitability, service station’s complexity development strategy generally worked, and there was strong co-relationship. Also, the monthly sales volumes of service stations with complexity models, was on average superior to normal service station’s monthly sales volumes. Second, the area and the size of the service stations were one of the most important factors for the success of the service station’s complexity development strategy. The larger the size of the service station areas meant more choices for owners and managers, thus leading to greater profitability and flexibility. Third, owners and managers preferred fast food restaurants or coffee franchises for their service station’s complexity models. Nevertheless, evidence has shown that due to the fast food industry’s unfair practices and upper hand knowledge, many service stations suffered profit loss as well as potential lawsuits due to malpractices when signing the contacts between the fast food restaurants or coffee franchises. To summarize, based on these analysis and insights, I would like to suggest the service station’s complexity models and how to enhance profitability while maintaining real estate value through strategic development of each service station characteristics.