百貨公司美食街營業據點選擇之研究-以台北信義商圈為例

A Study of Location Selection of Department Store Food Courts— the Example of Taipei Xin-Yi Commercial Areas

陳耀華(Yau-Hua Chen)

指導教授 ： 婁國仁

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00886

摘要

百貨公司之顧客中，57%的顧客會到美食街消費，王晶盈（民95）亦提出，來信義商圈的目的以逛街（24.9％）、購物（16.1％）、看電影（13.4％）、用餐（11.4％）為主。依據本研究調查，2006年信義商圈某百貨公司，餐飲方面之營業額約佔全百貨公司營業額10％，可見美食街對百貨公司具有舉足輕重的地位。這特殊的商品業態，也是現階段各大百貨公司逐漸強調的重點，近年來逐漸受到百貨公司之青睞，業者不停的強化與區隔，展現了台灣新的飲食文化。
以往餐飲業之相關研究，極少以百貨公司美食街作為研究對象，各個學術領域中，大多數的研究者以百貨公司為研究對象時，也多著重在顧客管理、顧客服務、百貨服飾或品牌的行銷策略，經營模式的分析，鮮少有針對百貨公司美食街部門的相關聯性之研究。
本研究以商圈人口數超過一百五十萬的超區域型台北市信義商圈為主，整理現有信義商圈各美食街狀況，共有七家百貨公司，總櫃位數達122家，客席數2949個，藉由AHP分析層級程序法，探討餐飲業品牌進駐百貨公司美食街，所考量之層面，制定分析模型並製成量表。
本研究結果有三：
一、針對評估準則排序為
（1）百貨公司便利性、
（2）美食街商品特性、
（3）美食街競爭性、
（4）百貨公司經營特性、
（5）百貨公司商店印象特性、
（6）消費者特性。
二、次要評估準則前十項則排序為
（1）商品服務品質、
（2）交通站點的便利度、
（3）消費者客單價與習慣、
（4）賣場內櫃位品牌形象、
（5）停車場車格數量及便利性、
（6）公共客席數量、
（7）商品價格訂定、
（8）人潮多寡、
（9）公共設施齊全度、
（10）交通便利性。
三、建立百貨公司美食街最佳營業據點選擇考量表，提供未來設櫃廠商進駐百貨公司美食街時最佳營業據點選擇考量。

關鍵字

百貨公司 ； 美食街 ； 信義計畫區 ； 營業據點 ； AHP分析層級程序法

並列摘要

Of all the visitors to a department store, 57% would patronize its food court, and previous studies (Wang, 2006) suggest that the leading four major purposes of visiting the Sinyi Business District are respectively “strolling around the streets” (24.9%), “shopping” (16.1%), watching movies (13.4%), and “dinning” (11.4%). The study finds the food court of a department store in the Xin-Yi Commercial Areas accounted for approximately 10% of the store’s total business revenues in 2006. It is obvious that food court plays a pivotal role in the business operation and performance of a department store. This crucial importance has prompted department stores to pay greater and closer attention to differentiate their food courts from those of their competitors by highlighting innovative culinary styles.
Past studies on foodservice industry have rarely focused on food court, and when department stores are selected as the research subject, it is usually management or marketing issues, such as customer management, customer service, branding, marketing strategies, and business model, that form the central concern. There is hardly any study concentrating on food court in department store.
The study finds its sample business district in the large-scale Xin-Yi Commercial Areas serving over 1.5 million consumers in Taipei City. The food courts in the seven department stores in the business district host altogether 122 vendors with a total capacity of 2,949 seats. AHP (Analytical Hierarchy Process) is adopted to examine the major factors the foodservice companies take into consideration while making the decision to set up vendors in department stores. Analysis model is set up, and analysis results are tabulated to provide reference helping foodservice companies select the optimal location for setting up service counters in the food court of department store.
Major results of the study can be summarized as follows:
I. The primary criteria for location selection are respectively:
(1). Convenience of the department store;
(2). Special features of the food court;
(3). Competitiveness of the food court;
(4). Management capability of the department store;
(5). Business image of retail stores in the department store; and
(6). Characteristics of consumers visiting the department store.
II. The secondary criteria for location selection are respectively:
(1). Service quality;
(2). Traffic accessibility;
(3). Consumers’ purchasing power and habits;
(4). Brand name attraction and image of retail stores;
(5). Parking capacity and accessibility;
(6). Food court service capacity;
(7). Pricing concern;
(8). Volume of visitors to the department store;
(9). Comprehensiveness of service facilities;
and (10). Food court accessibility.
III. Based on the findings outlined above, the study has proposed a list of criteria for food court location selection aiming at helping foodservice companies in identifying the optimal location for setting up service counters in local food courts.

並列關鍵字

Department Store ； Food Court ； Xin-Yi Commercial Areas ； Location Service ； AHP (Analytical Hierarchy Process)

參考文獻

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