| Title |
Conceptualization of Merchandising in Commercial Real Estate and Comparative Analysis of Component Importance - Focusing on Hyundai City Tower in Dongdaemun-Gu, Seoul |
| Authors |
오미용(Oh, Mee-Yong) ; 유민태(You, Min-Tae) ; 박태원(Park, Tae-Won) |
| DOI |
https://doi.org/10.38195/judik.2021.10.22.6.17 |
| Keywords |
상업용 부동산, 머천다이징, 구성요소, 복합쇼핑몰, 계층분석기법 |
| Abstract |
This study conceptualized commercial real estate merchandising by dividing the concepts and components into three stages for commercial real estate merchandising. Additionally, we analyze the importance and priority of each step. As a result, the study showed how significant components were; in large items, Tenant Organization Plan (0.235), Search for Business Opportunity (0.220), Concept Generation (0.207), Construction of Consumption Environment (0.179), and Maximization of Asset Efficiency (0.159). Among them, it was shown in order of strategy to strengthen concentration (0.118), diversification strategy (0.117) and image setting (0.116). For details, see Anchor Tenant (0.043), followed by Redevelopment of Usage, Business Type, and Business Condition (0.037), and Diversification of Advertising and PR (0.036). The implications of this study are that the definition and components of commercial real estate merchandising have been identified by combining relevant theories and concepts at the practical level from real estate asset management perspective. |