摘要
中文摘要 本研究以個案分析與比較的方法，探索（1）承租組合的業態結合優劣與（2）特定業態組合所著重的相容性要素考量。本研究旨在探討零售聚集的特性以及要素，希望能從聚集行為的本質來找出合適的販售組合。近年來，國內的行銷行為漸漸比照歐美國家的銷售模式，在購物中心內，樓層的安排與攤位的陳設都充分體現異業結盟的精神。為比較實務操作樣本與理論推演結論間的異同，本研究走訪大型購物中心，觀察其商店的配置、動線的安排、及人潮的聚集，希望獲得下列研究目的。 1. 根據「相容性考量重點」原則，探討相鄰商店間的實務操作成效。 2. 選擇某特別組合形式的商店，探討各「零售商店間相容性考量」的細部要素。 3. 觀察前述特殊組合商店安排的異同，及其發揮的效益。 本研究選擇一家大型的購物中心進行實況觀察，以找出各商店組合間的相關議題。再就其中某項特殊異業組合，走訪三家購物中心（愛買大直店、家樂福大直店、美麗華購物中心），以探討其一致性與差異性。最後進行資料分析，找出組合規律，提出結論與建議。 經過綜合分析比較之後，本研究得到下列結論： 1. 根據個案研究發現，相容性考量重點中最受重視的項目為（1）規模（2）目標客層（3）實務區塊的安排位置（4）人潮動線（5）屬性定位。在業態組合的考量上，可以用上述五點作為重點考慮項目。 2. 業態組合並非死板而一成不變的結合，而是必須因時制宜、因地制宜、因人制宜，即使是極類似的業態組合，在行銷手法上也必須配合整體設定之策略定位和目標客層，才能傳達最適切的整體意象。 3. 近年來零售市場競爭非常激烈，購物中心業者應該要以差異化為目標，對於特定消費族群達到實質完整性的吸引效果；如果每家購物中心的主題都大同小異，便可能漸漸喪失競爭優勢，甚至流失許多客戶。 希望藉由本研究的努力，能對零售業態組合的進步有所貢獻。
關鍵字
承租組合並列摘要
Thesis Abstract This study uses the method of case analysis to explore (1) the advantages and disadvantages of a tenant mix and (2) the important elements of consistency of a specific tenant mix. There, we focuses on the characters and elements of tenant development and try to find the optimal tenant mix. Recent years, the domestic marketing behavior is getting more and more similar to the Western countries’ mode. In a shopping mall, the arrangement of floors and stalls sufficiently reveals the essence of alliance. In order to compare the difference between practice and theory, we observe the arrangement of stores, the design of circulation and the collection of people to achieve the following study objectives: 1. According to the rule of elements of consistency, we investigate the practical operation result of contiguous stores. 2. Choose a specific tenant mix to study the important elements of consistency of a specific tenant mix. 3. Observe the difference between the previous tenant mix in different shopping mall and its effect. This study chooses a large-sized shopping mall to observe and to find the the associate issues of the tenant mix. By analyzing and comparing the whole results of the case study, this study gets the following conclusion: 1. We find that the most important items of the elements of consistency are (1) size (2) target customers (3) the arrangement of stores (4) the circulation of people (5) strategic position. 2. Tenant mix should be adjusted depending on the target customers and strategic position, and so does the marketing strategy. 3. The managers of shopping mall should focus on differentiation; if the strategic positions of all shopping malls are similar to each other, the malls will finally lose their competitive advantages.
並列關鍵字
tenant mix參考文獻
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