국내 소규모 한식 프랜차이즈의 베트남 다낭시 해외진출을 위한 상권분석에 관한 연구

The purpose of this study is to analyze commercial districts in Danang, Vietnam for the small Korean restaurant franchises who plan to operate business entities in the area. In order to accomplish the purpose of the study, this research adopted an inductive approach for dividing commercial districts of Danang into small segments. In other words, the study investigated current Korean restaurants in Danang and categorized them into smaller commercial districts based on their geographic locations. The research team visited Danang, Vietnam four times to collect data between October 2019 and February 2020. As a result, the 50 Korean restaurants were detected and included in the study. Specifically, the 50 Korean restaurants were displayed on a two-dimensional map to visually verify their locations and distribution. Based on the geographical analysis, five commercial districts were extracted; Pham Van Dong, Nguyen Van Thoai, An Thuong, Cho Han, and Nguyen Van Linh. The research conducted field surveys and technical analysis of each commercial district through interviews with representatives of real estate companies and Korean restaurant owners, and it addresses general characters, main companies, competitors, rental fees, menu items of each district. In addition, this study presents operational success factors through analysis of major companies and suggests suitable items and strategies for each commercial district based on the analysis of commercial districts. Therefore, small Korean restaurant franchises who intend to expand to Danang, Vietnam might utilize the information provided in this study.