CAJ | 학술논문

奥特莱斯已演变成为一种新型的零售业态，在实践中取得巨大成功，但相关学术理论成果还相对缺乏。本研究以空间竞争理论为基础，从传统购物中心和奥特莱斯间的博弈出发，在消费者的偏好不确定的情况下，探究了奥特莱斯的区位选择、建设规模以及商品定价问题，试图为奥特莱斯投资人提供决策依据。研究结果表明，最优区位选择和建设规模依赖于消费者的聚集程度，消费者聚集程度较低时，奥特莱斯应紧邻消费者，投资者应尽可能扩大其建设规模，聚集程度较高时，可适当远离消费者，且选址越远，建设规模越大。另外，奥特莱斯中各零售商的商品售价不会偏离购物中心指导价。
오특래사이연변성위일충신형적령수업태，재실천중취득거대성공，단상관학술이론성과환상대결핍。본연구이공간경쟁이론위기출，종전통구물중심화오특래사간적박혁출발，재소비자적편호불학정적정황하，탐구료오특래사적구위선택、건설규모이급상품정개문제，시도위오특래사투자인제공결책의거。연구결과표명，최우구위선택화건설규모의뢰우소비자적취집정도，소비자취집정도교저시，오특래사응긴린소비자，투자자응진가능확대기건설규모，취집정도교고시，가괄당원리소비자，차선지월원，건설규모월대。령외，오특래사중각령수상적상품수개불회편리구물중심지도개。
Outlets which shows great success in practice has already evolved into a new retail mode .However , there are not many related research results for decision support .Therefore, in this paper, based on spatial com-petition theory , we explore Outlets location selection , construction scale and commodity pricing issues to provide the decision-making reference for an Outlets investor .We consider the game between traditional shopping center and Outlets under consumer taste uncertainty .The results show that the optimal location choice and construction scale depend on the agglomeration degree of consumers .When the degree is low , Outlets should be near to the consumers and the investor should expand the construction scale as large as possible .When the degree is high , Outlets may be far away from the consumers and the construction scale is increasing in the location distance between Outlets and consumers .In addition , the selling price of each retailer of Outlets will not deviate from Outlets’ guiding price .