This study aims to analyze the locational factors which the small firm enterpreneurs in Pusan City mainly consider in deciding location choices for their plants, and then to grasp the differences of the factors in terms of nature of firms, managerial personal characteristics and zoning areas. In order to implement the purpose of the rescarch, data are collected from selected small firm enterpreneurs throughthe questionaire. The main results are summerized as follows. First, it is pointed out that small firm indu-strialists for the regional choice consider crucial rationale as non-economic factor of personal reson with additional consideration of transpor-tation, infrastructure, service, market and labor forces. But in selection of site, they are apt to have high regard on the such factors as infra-structure, service, land and transportation factor. These factors to select the site demonstrate differentiation in terms of character of enter-prises, managerial characteristics and zoning areas. For example, land in the light of indu-strial sector is regarded as an important factor with longer the time of the establishment of firms or more aged or experienced enterpreneurs, wheras infrastructure and service in the heavy and chemical industrial sector are taken up as an important one with shorter the time of establishment of firms or less aged or experienced or higher educational background of enterpren-eurs. In addition, the non-economic factors such as the residential livebility and personal reason are picked up as important factors with smaller the firm or more aged or experienced, lesser educational background of entrepreneurs. Taking into consideration zoning area, infra-structure and service in the industrial area such as the exclusive and semi-industrial areas, land in green belt area, and transportation in the commercial and residential areas are singled out as the most important factors respectively. In addition, the non-economic factors of the resi-dential livability and personal reason in the non-industrial areas are also highly regarded. Second, land is picked up as the most impor-tant one of pulling factors toward the present site while other factors such as infrastructure, service, personal reason are also regarded as the secondary reason for the move-in decision; the pulling factors for the present plant location show somewhat differences in terms of the charcter of the enterprises, managerial chara-cteristics and zoning areas. Policy measures including land, infrastructure under the environmental aspects, service and transportations are, in turn, pointed out as the important ones for pushing factors. Meanwhile, as the important staying factor in the present place, transportation, infrastructure and service under the aspect of the agglomeration benefit, market, personal reason are considered. The pushing and staying factors also shows somewhat distinctive differences in terms of the character of enterprises, managerial chracteristics and zoning area. In the case of zoning area, land is regarded as the most important factor to move out, especially in the non-industrial areas inclu-ding the commerical and residential areas policy measures, infrastructure and service are indicated as important factors to move out. In the mean-time, as the important staying factor, industria-lists in the exclusive and semi-industrial areas point out transportation, infrastructure and service. Whereas the counterparts in the com-mercial area regard transportation and market as important factor, those in the residential area consider the non-economic factors such as personal reason and residential livability. Taking into consideration the result of this analysis, it is identified that the locational chara-cteristics of the intraurban small firm industries are not only associated with the character of enterprises, but also with manager's personal character and the trait of zoning area. Therefore, it seems that the thorough review or examination of enterprises, industrialists' characteristics and zoning areas will have meanin-gful significance in attemption explanation of small firm industries at the intrauban scale in the future. Especially, it appears that the eco-nomic factors such as land, infrastructure, service, transportation, and the non-economic factors such as residential livability and personal reason play together important parts to determine the locational choice of small firm industries along with non-industrial benefit. Thus, such status reveals the obvious implication for the intraurban industrial policy in the future.