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Author: 陳基昌
Chi-Chang Chen
Thesis Title: 開發期購物中心流行物販業種租戶組合之影響要素研究─以汐止 U Town 為例
Research on Fashion Retail Tenant Mix of Shopping Center in Preparatory Period - A Case Study of U Town in Xizhi
Advisor: 喻奉天
Vincent F. Yu
Committee: 曹譽鐘
Yu-Chung Tsao
丁秀儀
none
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2015
Graduation Academic Year: 103
Language: 中文
Pages: 141
Keywords (in Chinese): 購物中心流行物販業種組合層級分析法
Keywords (in other languages): Shopping Centers, Fashion Retail, Business Combinations, Analytic Hierarchy Process
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  • 購物中心產業發展在台灣已歷經二十年,還記得購物中心在台灣零售市場剛萌芽
    時,消費者毀譽參半!『譽』的是購物中心空間環境的大器、舒適!『毀』的是購物
    中心的商品業種組合與動線佈局,讓已長久習慣百貨公司按樓層區分商品業種之制式
    規則的大部份消費者亂了套!普遍聽到的是消費者抱怨「找不到要買的東西」「跟迷
    宮一樣!走得好累!」「不好逛」等等怨言!就連一般物販業種租戶業者也皺眉頭,
    很多品牌租戶對購物中心觀望不前!然『購物中心』作為一種零售業態,也兼為一
    種商業地產類型,再加上二十年來經濟發展、產業轉型、與都會更新的衝擊與契
    機,帶動許多零售產業或非零售產業企業財團前仆後繼的投入『購物中心』的投資開
    發,同時也掀起一波波原屬『百貨公司』的從業主管也投身『購物中心』的籌設運營;
    這之間有土法鍊鋼者、有赴國外考察取經者、有延攬國際購物中心專才或顧問公司者、
    也有直接與國外購物中心開發商進行合作者;總之在眾多業者胼手胝足,努力與租戶、
    消費者互動、溝通、調整下,『購物中心』與傳統『百貨公司』的業態區別,逐漸被
    市場認知與接受,而購物中心包括流行物販業種在內的商品業種租戶組合,在比一般
    百貨公司更具優勢的空間資源與娛樂休閒商機集客條件下,就越發呈現出多元與活潑。
    既然是『購物中心』,如果是在商品物販與服務的方面,最先讓人想到的應該就
    是『流行時尚』的相關物販及服務;在這裡所謂的『物販』係國內一般百貨商場業界
    的術語,實際就是『零售』的意思;特別就『集客』行銷的面向而言,『流行時尚』
    的相關物販及服務之品牌租戶組合,更能貼切表現出該『購物中心』的市場與客層定
    位;因此本研究即嘗試從上述購物中心產業在台灣發展所引申出的『購物中心定義與
    類型』、『購物中心承租戶業種組合的定義與影響因素』、『台灣購物中心的發
    展與業種組合異同性』、及『開發期購物中心流行物販業種租戶組合之影響要素』
    等課題,進行相關研究文獻及網路、報章、出版等次級資料之蒐集與探討;欲從
    中梳理出可以運用『層級分析法(Analytic Hierarchy Process, AHP)』來規劃的研
    III
    究架構;並以新北市汐止『遠雄 U Town』作為開發期購物中心流行物販業種租
    戶組合之影響要素的研究個案標的。
    本研究經實證分析歸結,在影響開發期購物中心流行物販業種租戶組合的要
    素中,以『汐止鄰近商圈影響』及『汐止人口組成結構』分居影響權重值排序之
    一、二位,但因差距微渺,得視此兩者為並列;排序第三者為『已知既有主力大店』,
    『汐止家戶經濟指標』則是排序居末的第四位,以資規劃相關業種組合之路徑。


    Shopping center industry in Taiwan has gone through two decades. The
    comments on shopping centers were conflict when they developed in the initial retail
    market in Taiwan. Shopping centers were splendor and comfortable, but on the other
    hand, all the difference in shopping route and arrangement of products between
    shopping centers and department storees often misled the consumers. “I can’t find
    what I want to buy”, “It’s really a labyrinth! I feel tired to walk!”, “It’s too big to go
    shopping”, many customers complained. Besides, normal retail counter tenants also
    frowned and hesitated to join it. However, Shopping center, a retail format and a
    commercial real estate type, has been gradually accepted, and even becoming to a
    trend because of economic development in last two decades, industrial restructuring,
    and the opportunity from Urban renewal. Many companies in retail industry or
    non-retail industry had an urge to invest the business of “shopping center”, and then
    many executives originally from department stores continuously changed to engage in
    arrangement and opetation of shopping centers; some of them fumbled by themselves,
    some others learnt abroad, some others consulted foreign experts, and the others
    cooperated with foreign shopping center developers; in short, because of the efforts to
    communicate with comsumers and retail counter tenants, the difference between malls
    and traditional department stores has gradually been accepted. Furthermore, shopping
    centers seemed to be more diverse and lively than department storess because its
    advantage of its vast space and variety of entertainment stores.
    “shopping center” is usually associated with popular fashion retail and related
    services. In other words, “popular fashion” retail and related services shows the
    position and market target of the “mall”. In this study, I tried to research following
    V
    topics: “Definition of each type of shopping centers”, “Definition of counter tenants
    combination and factors”, “Similarities and Differences of Taiwan's shopping center
    and business combinations” and “Factors of popular fashion retail and related services
    counter tenants combination” and I reviewed related research articles from related
    studies, the Internet, newspapers, and publications; I set a framework which can use
    Analytic Hierarchy Process (AHP) to plan the research framework law from all
    materiels; and use “Farglory U Town”, located in New Taipei City, Xizhi, as the
    object of study.
    I made a conclusion of this research with empirical analysis: When the shopping
    center in this research is developing, there are two most significant factors about
    combination of different types of shops, “Effect from Xizhi neighboring business
    area” and “Xizhi demographic structure”, and these factors are almost the same
    important as each other. The third important factor is “Existing main shops”; the last
    important facor is “Xizhi household economic index”.

    摘要............................................................................................................................II ABSTRACT..............................................................................................................IV 致謝...........................................................................................................................VI 目錄...........................................................................................................................IX 表目錄.......................................................................................................................XI 圖目錄.....................................................................................................................XII 第一章 緒論...............................................................................................................1 1.1 研究背景與動機..............................................................................................1 1.2 研究目的..........................................................................................................6 1.3 研究範圍..........................................................................................................8 1.4 研究流程..........................................................................................................8 第二章 文獻探討.....................................................................................................10 2.1 購物中心定義與類型之探討........................................................................10 2.2 購物中心承租戶業種組合的定義與影響因素探討....................................18 2.3 台灣購物中心的發展與業種組合異同性的探討........................................34 2.4 開發期購物中心流行物販業種租戶組合之影響要素與層級分析法........51 第三章研究方法.......................................................................................................68 3.1 本研究運用層級分析法的流程與方法........................................................68 3.2 訪談對象之選擇與訪談問卷的設計............................................................76 第四章實證分析.......................................................................................................78 4.1 本研究 AHP 層級【第二層】四大面向影響要素之權重分析..................78 4.2 本研究 AHP 層級【第三層】各影響要素之構成因子之權重分析..........80 第五章 結論與建議.................................................................................................88 5.1 研究結論........................................................................................................88 X 5.2 研究建議........................................................................................................90 參考文獻...................................................................................................................94 附錄(一) 台灣購物中心類型暨主要業種組合比較表........................................99 附錄(二) 研究問卷..............................................................................................105 附錄(三) 汐止人口組成結構..............................................................................117 附錄(四) 汐止家戶經濟指標..............................................................................119 附錄(五) 家樂福汐科店..................................................................120 附錄(六) TRUE YOGA 全真健身中心-汐止館................................................124 附錄(七) 汐止遠雄 U TOWN『iFG 遠雄購物中心』......................................126

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