1990년대 이후 지속적으로 성장을 유지해오던 대형할인점들의 성장세가 주춤하고 있다. 이는 국내경기의 전반적 하향성장에도 기인한다고 할 수 있지만 대형마트에 대체할 수 있는 새로운 소매점들이 등장하면서 대형할인점의 소비자만족도가 떨어지고 있다는 것을 반증한다고 할 수 있을 것이다. 소매수명주기 상 성숙기에 진입한 대형할인점들은 새로운 전략적 대안을 찾기 위해 많은 노력을 기울이고 있다. 그러나 그러한 전략적 대안은 소매업이론을 통해서도 찾아낼 수 있을 것이다. 따라서 본 연구에서는 대형할인점시장의 현황을 분석해보고, 소매업이론을 활용한 대형마트의 전략 적 대안을 제안하는데 그 목적이 있다고 할 수 있다. 본 연구에서 제시하고 있는 전략적 대안은 대형할인점의 지역사회활동을 통한 지역과의 관계구축과 새로운 개념의 쇼핑 개념인 복합쇼핑몰의 성장을 제안하고 있다. 이러한 연구결과를 바탕으로 대형할인점들이 활용한다면 기존 소비자들의 재방문을 증대시킴으로써 긍정적인 마케팅성과를 얻을 수 있을 것으로 판단된다.

Since a distribution market was opened in 1993, various new business emerged in the Korean retail industry. Discount stores have been seeing rapid growth through structure reorganization process of the distribution industry, which much affects not only commercial activity but also structure of urban space. Competition among these discount store business has intensified. When applying development aspects of retail business through the competition to the retail life cycle, discount store have already entered the maturation stage. Retail life cycle, the wheel of retailing, and dialectic theory has considerable utility for explaining the process of retail revolution, though ot still needs to expand the concept fundermentaly and comprehensively. What kind of marketing strategies are needed. This study attempts to apply retail life cycle, the wheel of retailing, and dialectic theory to discount store. This study analyses the status of discount store, reviews the theoretical hypothesis on the retailing (retail life cycle, the wheel of retailing, and dialectic theory), and applying the hypothesis of that theory to discount store. This study suggest that discount store need community contribution (corporate social responsibility) and complexation. corporate social responsibility is high topicality in business practice all industries. There are several retailers that have always cared for socially responsible behavior. Because retailers are also aware that their customers more and more evaluate them according to their socially responsible behavior. But now it is needed not only social contribution also community attachment such as procurement of community productions. It is general thinking the complexation has an effects on discount store`s sales because a synergy effect is created. But some study revealed that integrated commercial facilities are not significantly correlated with sales. on the other hand, interior integration can overcome behavioral, temporal restrictions.