재래시장 상인의 불황극복과 경영혁신을 위한 성공요인에 관한 연구：부산？경남지역을 중심으로

The purpose of this study is to survey the successful cases of korea traditional retail market small businessmen entrepreneurial characteristics and analysis on the factors affecting the success.To achieve such objectives, previous studies on the analysis of korea traditional retail market small businessmen entrepreneurial proclivity and management renovation were studied and put together. Research model was developed and on the basis of this model research hypotheses for empirical analysis were set up.The characteristics of entrepreneurial proclivity will be analyzed by means of such three variables as proactiveness, risk taking and management experience variables. management renovation will be analyzed by means of such four variables as product value, merchandising, distribution activities and brand.We obtained a master list of 300 small and medium companies that identified traditional retail market small businessmen. Questionaries were collected sent to the 250 valid questionaries were collected and used.The finding of this study are as follows;First, the research showed that entrepreneurial proactiveness is positive affect to the product vaule, merchandising, brand publicity. and business performance. Entrepreneurial risk taking is positive affect to the distribution activities Second, product value is positive affect to the merchandising and brand publicity.Third, brand publicity of the management renovation is positive affect to the business performance.In the process of research, this study draws out strategy to discriminate the korea traditional retail market small businessmen management characteristics and analysis on the factors affecting the success.