年輕人開設服飾店之關鍵成功因素

在現今台灣面臨嚴峻的經濟考驗，使得失業率居高不下，失業者因此陷入謀職不易的狀況，又加上隨著創業風潮的崛起，因此許多人紛紛開始有開創商店的想法。在這股服飾創業激烈競爭之下，如何讓服飾業經營者在展店初期就能掌握成功的關鍵因素。因此，本研究旨在建立影響其年輕人開設服飾店所需具備的關鍵成功因素之探討。本研究將採用質性研究半結構式專家訪談法、模糊德菲法與模糊層級分析法三個階段的研究方法進行探討。第一階段以質性研究專家訪談法，透過與十位年輕服飾店老闆進行訪談，藉由資料內容分析後，依據服飾店老闆的訪談結果，彙整出開設服飾店的關鍵成功因素有：「經營管理」、「行銷策略」、「服務品質」、「服飾營業技能」、「立地條件」共五大構面準則與二十三項因素指標，來建立初稿架構。第二階段以模糊德菲法之專家問卷調查法，共計發放30份問卷，藉由三角模糊語意變數及解模糊後，篩選出其關鍵因素五個構面與二十二項評估因子。第三階段則是採用模糊層級分析問卷調查法，進行關鍵成功因素之權重因子分析，計算出關鍵因素各項評估因子指標之間的相對權重與絕對權重值，並求出各專家分析構面與各項評估因子比較後之重要性，最終模糊再以綜合評判確立最具影響的項目，共計發放32份問卷。結果顯示，專家皆認為展店關鍵成功因素為「立地條件」、「行銷策略」、「服務品質」。其評估因子的相對權重則分別為「顧客來源與消費水準」、「商品品質選定與特色」、「瞭解顧客心態」。針對研究結果，希望透過本研究讓未來想開設服飾店經營者能夠瞭解其關鍵因素以提高達成之成功機率，使其能掌握到更精確之要點，並能提供服飾業經營者一個具體的參考依據，以降低失敗的風險。

關鍵字

關鍵成功因素；質性訪談；模糊德菲法；模糊層級分析法；服飾店

並列摘要

Nowadays the high unemployment rate is due to the tough economic challenge in Taiwan which induces job applicants hard to find a job. Nevertheless, so many people start to take the idea of initiating stores with the risingof self-employed trend. In the fierce competition of apparel industry, the most important thing is how to get the successful factors for these apparel store owner.This study demonstrates theinvestigation of the necessary successful factorswhich may have the influence of young people to establish apparel store. In the following investigation presentsqualitative research semi-structured interviews with experts, fuzzy Delphi method and fuzzy hierarchical analysis methods were discussed in three phases law. The first phase of qualitative research expert interviews, and through ten interviews with young clothing store owner, after data by content analysis, based on interviews clothing store owner, the Department of the critical success factors for the entire clothing store has opened: "Operators management "," marketing strategy "," quality of service "," clothing business skills "," site conditions, "a total of five facets twenty-three factors guidelines and indicators to establish the draft framework. The second phase of the fuzzy expert questionnaire Delphi method, the total of 30 questionnaires were issued, with triangular fuzzy variables and semantic ambiguity, the selected key factor of five facets and twenty-two assessment factor. The third phase is the use of fuzzy hierarchical analysis questionnaire, the right to make the critical success factors of the weight factor analysis of the key factors to calculate the index assess the relative weighting factor between the weight and the absolute weight value, and find all the facets and expert analysis assess the importance of each factor after comparison, the final blur and then to establish the most comprehensive evaluation of the impact of the project, a total of 32 questionnaires were issued. The results show that experts believe are the critical success factors for the exhibition shop "site conditions", "marketing strategy", "quality of service." Its assessment of the relative weight of the factor weights are "customer sources and consumption levels", "selected merchandise quality and characteristics", "understand the customer mentality." For the findings, this study is hoped to make the future want to open clothing store operators to understand the key factors to improve the chances of success reached, so that it can grasp the main points to be more precise, and can provide apparel industry operators a specific reference to reduce the risk of failure.