제1장 연구개요 ·········································································································· 1
1. 연구 배경 및 목적 ··························································································· 1
2. 연구범위 및 연구방법 ······················································································· 2
3. 연구내용 ··········································································································· 3
제2장 전통시장 및 상점가 현황과 실태 ····································································· 4
1. 전통시장 현황 ··································································································· 4
1) 전통시장 개요 ····························································································· 4
2) 전통시장의 운영현황 ··················································································· 5
3) 전통시장 및 상점가 활성화 지원사업의 근거 ············································· 6
4) 정부의 전통시장 및 상점가 활성화 정책 ···················································· 7
2. 부산지역 전통시장 현황 ················································································· 14
1) 부산광역시 전통시장 및 상점가 현황 ······················································· 14
2) 부산지역 전통시장 및 상점가 활성화 지원사업 ········································ 19
3. 시사점 ············································································································ 24
1) 전통시장 및 상점가 활성화 정책 트랜트 변화 ········································· 24
2) 부산지역 전통시장의 활력은 약화 ···························································· 25
3) 부산지역 전통시장 및 상점가 활성화 지원사업은 정부정책에 동조화 ······ 25
제3장 부산지역 전통시장 및 상점가 실태조사 ························································· 26
1. 조사의 개요 ···································································································· 26
1) 조사목적 ···································································································· 26
2) 조사대상 ···································································································· 26
3) 조사 내용 ·································································································· 28
2. 상인회 조사결과 ····························································································· 29
1) 상인회 기본 현황 ······················································································ 29
2) 전통시장 및 상점가 현황 ·········································································· 30
3) 시설 현황 ·································································································· 32
4) 공동마케팅 사업 현황 ··············································································· 34
5) 정부지원 사업 참여 현황 ·········································································· 35
6) 지역상권과 협력활동 여부 ········································································ 36
3. 상인 조사결과 ································································································· 36
1) 응답자 특성 ······························································································ 36
2) 점포경영 실태 ··························································································· 37
3) 공동지원사업 인지와 매출 도움여부 ························································· 43
4) 점포 운영 애로사항 ·················································································· 44
4. 고객 조사결과 ································································································· 45
1) 고객 특성 ·································································································· 45
2) 고객의 전통시장 이용 현황 ······································································ 46
5. 실태조사 시사점 ····························································································· 51
1) 전통시장에서 상인회의 역할이 중요 ························································· 51
2) 전통시장 상인들의 점포 경영현대화 노력 중요 ········································ 53
제4장 부산지역 전통시장 및 상점가 활성화 사업 성과분석 ···································· 55
1. 성과 분석 개요 ······························································································· 55
1) 성과측정 선행연구 ···················································································· 55
2) 본 연구의 성과지표 ·················································································· 56
3) 분석방법 ···································································································· 57
2. 전통시장 운영성과 분석 ················································································· 58
1) 표본시장의 특징 ························································································ 58
2) 전통시장 고객 수 ······················································································ 59
3) 전통시장 매출액 ······················································································ 61
4) 전통시장 상인수 ························································································ 62
5) 전통시장 빈점포 수와 빈점포율 ································································ 63
3. 전통시장의 점포 경영성과 분석 ····································································· 64
1) 표본점포의 특징 ························································································ 64
2) 점포의 일평균 고객수 ··············································································· 65
3) 점포의 일평균 매출액 ··············································································· 66
4) 점포의 한달 평균 영업일 수 ···································································· 68
5) 상점가의 전반적인 만족도 ········································································ 68
4. 고객의 전통시장 평가 ····················································································· 69
1) 표본 고객의 특징 ······················································································ 69
2) 전통시장 1회 방문 평균 구매금액 ···························································· 70
3) 전통시장 평균 방문 횟수 ·········································································· 71
4) 전통시장에 대한 고객평가 ········································································ 71
5. 시사점 ············································································································ 75
1) 전통시장 운영성과는 코로나19로 인해 혼재되어 나타남 ························· 75
2) 코로나 19의 영향으로 점포의 고객수 및 매출액이 크게 감소하여
경영성과가 혼재되어 나타남 ····································································· 76
3) 고객 1회 방문 평균 구매금액은 특성화와 지원사업 참여시장이 큼 ········ 76
제5장 부산지역 전통시장 및 상점가 활성화 지원방안 ············································· 77
1. 지원 방향 ······································································································· 77
1) 코로나 장기화로 위축된 전통시장 조속한 활력 회복 ······························· 77
2) 디지털 전환 대비 전통시장 및 상점가의 디지털 역량 제고 ···················· 78
3) 전통시장 및 상점가 활성화 정책의 패러다임 전환 대응 ·························· 78
2. 전통시장 지원방안 ·························································································· 79
1) 코로나 장기화로 위축된 전통시장 조속한 활력 회복 지원 ······················ 79
2) 디지털 전환 대비 전통시장 및 상점가의 디지털 역량 제고 ···················· 85
3) 전통시장 및 상점가 활성화 정책의 패러다임 전환 대응 ·························· 90
제6장 요약 및 향후과제 ·························································································· 95
1. 요약 ················································································································ 95
2. 한계점과 향후과제 ·························································································· 96
1) 한계점 ······································································································· 96
2) 향후과제 ···································································································· 97
참고문헌 ··················································································································· 98
부록 ························································································································ 100
부록 1. 설문조사지 ··························································································· 100
부록 2. 설문조사 결과 ······················································································ 121
부록 3. 전문가 의견조사 결과 ·········································································· 164
<표 2-1> 전통시장의 특성별 구분 ··················································································· 5
<표 2-2> 우리나라 전통시장의 현황 ··············································································· 6
<표 2-3> 전통시장법의 지원사업 조항 ············································································ 7
<표 2-4> 전통시장 활성화 정책방향(2014년) ································································· 8
<표 2-5> 2018년도 중점 추진방향 ··············································································· 10
<표 2-6> 시장경영혁신지원 사업(2021년) ···································································· 13
<표 2-7> 전통시장 주차환경개선 사업(2021년) ···························································· 13
<표 2-8> 부산지역 전통시장 및 상점가 현황 ······························································· 14
<표 2-9> 부산전통시장의 점포수 ··················································································· 15
<표 2-10> 부산의 구별 전통시장 및 상점가 현황(2021년1월) ···································· 17
<표 2-11> 부산광역시 전통시장 및 상점가 활성화 지원 현황 ····································· 21
<표 2-12> 시장경영혁신지원 연도별 사업 ····································································· 24
<표 2-13> 시설현대화 및 주차환경 개선 연도별 사업 ················································· 25
<표 3-1> 표본 자료의 구성 ··························································································· 26
<표 3-2> 부산지역 전통시장 및 상점가 상인회 기본 현황 ··········································· 29
<표 3-3> 상인회 회원 및 상인회비 ··············································································· 30
<표 3-4> 정부 지원사업 중 현재 참여 여부 ································································· 35
<표 3-5> 업종별 매출액 감소이유(1순위) ······································································ 42
<표 3-6> 고객/매출액 증가에 도움이 되는 공동 지원사업(1순위) ································ 43
<표 3-7> 업종별 점포운영 애로사항(1순위) ·································································· 44
<표 4-1> 성과지표와 측정변수 설정 ············································································· 56
<표 4-2> 전통시장 활성화 지원사업 수행 구분 ···························································· 58
<표 4-3> 특성화 시장 여부에 따른 고객수 비교 ·························································· 60
<표 4-4> 전통시장 활성화 지원사업 참여 여부에 따른 고객수 비교 ···························· 60
<표 4-5> 특성화 시장 여부에 따른 매출액 비교 ·························································· 61
<표 4-6> 전통시장 활성화 지원사업 참여 여부에 따른 매출액 비교 ···························· 61
<표 4-7> 특성화 시장 여부에 따른 총 상인수 비교 ····················································· 62
<표 4-8> 전통시장 활성화 지원사업 참여 여부에 따른 총 상인수 비교 ······················ 63
<표 4-9> 특성화 시장 여부에 따른 총 빈점포 수와 빈점포율 비교 ····························· 63
<표 4-10> 전통시장 활성화 지원사업 참여 여부에 따른 빈점포 수와 빈점포율 비교 · 64
<표 4-11> 특성화 시장 여부에 따른 점포의 일평균 고객수 비교 ································ 65
<표 4-12> 전통시장 활성화 지원사업 참여 여부에 따른 점포의 일평균 고객수 비교 · 66
<표 4-13> 특성화 시장 여부에 따른 점포의 일평균 매출액 비교 ································ 67
<표 4-14> 전통시장 활성화 지원사업 참여 여부에 따른 점포의 일평균 매출액 비교 · 67
<표 4-15> 특성화 시장 여부에 따른 점포의 한달 평균 영업일수와 영업시간 ············· 68
<표 4-16> 전통시장 활성화 지원사업 참여 여부에 따른 점포의 영업일수와 영업시간 68
<표 4-17> 상인들의 상점가 전반적인 만족도 비교 ······················································· 69
<표 4-18> 고객들의 1회 방문 평균 구매금액 비교 ······················································ 70
<표 4-19> 정부지원사업 별 고객의 전통시장 평균 방문횟수 비중 비교 ······················ 71
<표 4-20> 전통시장에 대한 고객의 만족도 비교 ························································ 72
<표 4-21> 정부지원사업 별 고객의 세부 시설평가 비교 ·············································· 73
<표 4-22> 정부지원사업 별 고객의 점포평가 비교 ······················································· 74
<표 4-23> 전통시장 운영성과 요약 ··············································································· 75
<표 4-24> 점포 경영성과 요약 ····················································································· 76
<그림 2-1> 사업별 주요 개편 방향 ················································································· 8
<그림 2-2> 디지털 상권 르네상스 사업 구성도 ···························································· 12
<그림 2-3> 시장형태 및 인정 유형 ··············································································· 14
<그림 2-4> 전통시장의 점포 분포 현황 ········································································ 15
<그림 2-5> 부산 전통시장 종사자 수 ··········································································· 16
<그림 2-6> 구별 점포수와 빈점포수 ············································································· 18
<그림 2-7> 구군 전통시장 종사자 현황 ········································································ 18
<그림 2-8> 전통시장 주차장 현황 ··············································································· 19
<그림 2-9> 부산광역시 전통시장 및 상점가 활성화 지원계획 ······································ 22
<그림 3-1> 전통시장 점포 수 ······················································································· 30
<그림 3-2> 전통시장 상인 수 ······················································································· 31
<그림 3-3> 전통시장 매출액 및 고객 수 ······································································ 32
<그림 3-4> 기반시설 보유현황 ······················································································ 32
<그림 3-5> 편의시설 보유현황 ······················································································ 33
<그림 3-6> 공동마케팅 사업 실시 현황 ········································································ 34
<그림 3-7> 최근 3년간 정부 지원사업 참여 경험 ························································ 36
<그림 3-8> 지역상권과 협력활동 여부 ·········································································· 36
<그림 3-9> 대표자 연령대 ··························································································· 37
<그림 3-10> 점포 소유 형태 ························································································· 37
<그림 3-11> 총 영업기간 ······························································································ 37
<그림 3-12> 최근 1년 내 영업기간과 영업시간 ··························································· 38
<그림 3-13> 주 업종 ····································································································· 39
<그림 3-14> 일 평균 매출액 및 고객 수 ····································································· 39
<그림 3-15> 현금영수증 발행 비중 ··············································································· 40
<그림 3-16> 거래 수단별 취급 여부 ············································································· 40
<그림 3-17> 거래 수단별 매출 비중 ············································································· 41
<그림 3-18> 전년 대비 매출액 증가여부와 증감률 ······················································· 41
<그림 3-19> 시장/상점가 공동 지원사업 인지 여부 ····················································· 43
<그림 3-20> 고객 성별 ······························································································· 45
<그림 3-21> 연령대 ······································································································ 45
<그림 2-22> 전통시장 평균 방문 횟수 ········································································· 46
<그림 3-23> 전통시장 이용 시 주요 구매 물품 및 이용 서비스 ································· 46
<그림 3-24> 전통시장 방문 시 이용 교통수단 ····························································· 47
<그림 3-25> 전통시장 방문 시 이동 소요시간 ····························································· 47
<그림 3-26> 전통시장 방문 목적 ·················································································· 48
<그림 3-27> 타 시장 대비 본 전통시장 방문 이유 ······················································ 48
<그림 3-28> 전통시장 1회 방문 평균 구매금액 ··························································· 49
<그림 3-29> 전통시장 이용 시 주요 결제 수단 ··························································· 49
<그림 3-30> 코로나19로 인한 전통시장 이용 변화 ······················································ 50
<그림 3-31> 전통시장 이용 시 불편한 점 ···································································· 50
<그림 3-32> 상인회의 정부 지원사업 중 현재 참여 여부 및 향후 참여 의향 분석 ···· 52
<그림 3-33> 고객의 전통시장 점포 평가 IPA 분석 ··················································· 53
<그림 4-1> 총상인수, 고객수와 매출액 분포 ······························································ 59
<그림 4-2> 점포수, 빈점포 수와 빈점포율 분포 ························································· 59
<그림 4-3> 점포당 일평균 고객수와 매출액 분포 ······················································· 65
<그림 4-4> 고객의 구매금액 분포 ················································································· 70
<그림 5-1> 주차장 및 주차면수 상위 15개 시장 ························································· 81
<그림 5-2> 시장별 빈점포수와 빈점포율 ······································································· 83
<그림 5-3> 온라인 진출 지원단계 ················································································· 88
