電商發展下實體商場經營策略研究：以台灣A購物中心為例

近來台灣電子商務蓬勃發展，持續威脅實體商場 (百貨業)業績，在科技持續創新及消費習慣逐漸改變下，電子商務與實體商場未來競爭將更趨激烈，實體商場(百貨公司)業者，將需思考以何種策略應對，以求在未來的競爭勝出。因此本研究對此未來競爭態勢發展作探討，以期對實體商場未來發展策略規劃有所助益。本研究以國內購物中心(百貨業)為研究對象，探討在台灣電子商務發展下，個案購物中心受影響之狀況，並透過文獻研究、次級資料分析及深度訪談等模式，研究電商未來可能發展狀況，辨明實體商場的強勢項目，以研究出對應的策略方向及作法。根據研究結果，有以下發現，電商發展對實體百貨商場的業績將持續擴大影響程度，且影響的程度依業種有所不同。所以實體商場業者未來應對的策略，應著眼於檢視現有商場定位，思考調整商業模式，以滿足及創造消費者需求，競合部分更著重在發揮本身強項優勢，以避實擊虛。如加強服務力的提升、商品力的提升、遊逛空間經營、地標景點建立、科技協助等，並增強與網路社群之合作，以擴大虛實結合商機。

關鍵字

電子商務；實體百貨商場；購物中心

並列摘要

Taiwan’s online shopping industry is currently booming and continues to threaten the performance of physical stores (department stores). As technological innovation expands and consumer habits gradually change, the competition between online shopping and physical stores will become fiercer. Owners and operators of physical stores will try to develop strategies to retain and gain customers. This study discusses the future development of the competitive situation between online and conventional retailers, to help strategic planning for the future development of physical stores. The study takes domestic shopping malls (specifically the department stores) as the research object, and explores the effect of the development of online shopping on certain shopping malls in Taiwan. The investigation covers the future development of online shopping through literature research, secondary data analysis, in-depth interviews, etc., identifying the advantageous aspects of physical stores to develop a corresponding strategic direction and practices. Our results show that the development of online shopping will continue to expand its influence on the performance of physical stores, and the extent of the influence will vary by industry. Physical store operators’ strategies to deal with the future expansion of online shopping should focus on considering the location of the existing store and allowing for adjustments in their business model to meet and create consumer demands. In the competition and cooperation field, to overcome their weak points operators should emphasize and promote their advantages over online stores, such as enhancing personal service, improving their commercial power, efficient space management, establishing landmarks, utilizing science and technology, etc. Operators could also strengthen their cooperation with online communities, to expand the virtual-real business opportunities.

並列關鍵字

E-commerce ； Physical department store ； Shopping mall

參考文獻

2. Maslow, A.H. (1943). A theory of human motivation. Psychological Review 50 (4) 370–96.

1. Carpenter Horace (1984), Carpenter's shopping center management: principles & practices, New York: International Council of Shopping Centers, Third edition.