전통시장의 자생적 활성화 방안: 지배구조, 지원서비스 및 소비자신뢰를 중심으로

In Korea, there are about 1,500 traditional markets, formerly known as conventional markets, where individual merchants do business to make ends meet. Most of traditional markets have been on the rapid decline due to the sagging economy as well as changes in retail competition. Over the past decade, substantial amount of governmental support has been provided to turn around traditional markets, but to no avail. This paper suggests that drastic improvements should be made in three areas in order to lead the traditional markets to regain competitiveness against powerful retail chains. They are governance structure, supporting services and consumer trust. The biggest weakness of traditional markets is that store ownership is fragmented over hundreds of individuals, and thereby it is so hard to derive consensus among them. What is worse, three-fourth of merchants are tenants who have to pay fixed rent every month. Ironically, it is the store owner, not the tenant merchant who gains from the governmental support. We propose that the governance structure of traditional markets should turn into merchant-owned market corporation for sustainable revitalization. Utilization of outside experts who provide consulting services for merchants at traditional markets should also be integrated and organized to enhance the quality and efficiency of their assistance. This paper proposes the introduction of market management firm structure comprising of outside experts who provide total solution services on a team basis for traditional markets and share profits from improved results. The fundamental reason that many consumers do not shop at traditional markets lies in the lack of consumer trust over the quality, country-of-origin, price tag of the products that are sold by market merchants. We suggests that 100% customer satisfaction in the form of ‘money-back’ guarantee should be introduced to foster the business philosophy of honest and integrity among merchants at traditional markets.