A Study on the Success Factors of Local Agricultural Shopping Mall 'Saiso' - From a platform sustainability perspective

• 발행기관: 한국식품보건융합학회
• 저자명: Jong Min BAEK Jong Woo CHOI
• 간행물 정보: 『식품보건융합연구』제11권 2호, 39~49쪽, 전체 11쪽
• 주제분류: 복합학 > 과학기술학
• 파일형태: PDF
• 발행일자: 2025.03.31

국문 초록

Since 2020, online sales of agri-food products have increased significantly, with public shopping malls showing notable differences in performance depending on the administrative and operational capabilities of local governments. This study aims to derive practical and policy implications by analyzing the case of Gyeongsangbuk-do’s ‘Saiso,’ a local government-run agricultural platform that has demonstrated stable and continuous growth. The research identifies three major strategies that contributed to Saiso’s success. First, the integration and centralized operation of municipal and county-level shopping malls enabled economies of scale and expanded support for local farms. Second, the delegation of operations to a specially established local government corporation allowed for flexible and proactive execution of business activities such as live commerce, promotional campaigns, and global market entry. Third, Saiso’s open market-type logistics structure, characterized by low commission fees and increased bargaining power with delivery service providers, helped reduce logistics costs. These findings suggest that continued platform integration and strategic policy support from local governments are essential for the sustainable growth of public agri-food platforms. Farmers and local producers, in turn, should focus on improving product and service quality. This study is significant in that it analyzes a real-world success case, providing valuable insights that have been underrepresented in existing research.

목차

1. Introduction

2. Literature Review

3. Analysis of Strategies

4. Results and Discussion

5. Conclusions

References

키워드

Food Shopping Mall Platform Management Sustainability