店舖投資決策因素之研究－以高雄市為例

Research on the factors in decision of stores investment-A case study of Kaohsiung City as an example

曾鑑垣(Chien-Yuan Tseng)

指導教授 ： 邵珮君

長榮大學/管理學院/土地管理與開發學系(所)/碩士(2015年)

https://doi.org/10.6833/CJCU.2015.00021

摘要

台灣地區，房地產市場，除了作為消費市場外，更是投資市場的主要商品。對於房地產及房地產投資，都要建立新的認識及概念，未來投資市場最大的轉變，就是投資人的改變，由交易心態(trading mentality)，轉變為投資心態(investment mentality)。亦即投資行為的改變，漸漸地流入長期投資的市場及資產，財富管理的重點是貯存，而不是儲蓄，儲蓄是過程，貯存才是結果。
店舖投資，是房地產投資市場，金額較高且相對普遍的投資類型。利潤較一般住宅高，但風險亦相對較高，店舖的個別差異性大，一般人較無法研判價位的合理性及市場的價值潛力，為降低風險、提高獲利，如何找出最合適之投資決策因素，以提供一般民眾，及投資人參考，確實是值得研究的課題。
本研究與業界頂尖及資深地產銷售顧問、地產開發業者，店舖投資專家及房地產業相關之專業人士，進行一對一之深度訪談，並建立8大評估準則及36項決策要素。使用層級分析法設計問卷，並實施問卷調查，彙整問卷結果，分析影響店舖投資決策因素的重要性及優先性。呈現合適投資方案，包括適當的投資標的及最合適的投資方式。提供店舖自用及投資者購置店舖時之參考依據。

關鍵字

房地產投資 ； 店舖 ； 層級分析法

並列摘要

The real estate market in Taiwan region, in addition to be a consumer market, is also an investment market with major commodity. We should establish a new understanding and concepts for real estate markets and real estate investments. In the future, the greatest transformation in the investment market is the change of investment mentality from trading to investment. Investment will move gradually toward long-term assets investment in the market. Wealth management is focus on storage rather than savings of value. Savings is the process, however, storage is the result.
Store investment is a common type of investment with relatively higher amount in real estate market. The profit is higher than general dwelling, but the risk is relatively higher. There are large individual differences existed in stores investments. Thus, most people cannot judge the rationality of price and potential market value. To reduce the risk and improve the profit, it is indeed a subject worth to study that how to find the most suitable decision factors in investment to provide reference for general folks and investors.
In this research, we conduct one-on-one in-depth interview with top and experienced sales consultants, development operators, store investment experts, and professionals in real estate industry. We establish eight assessment guidelines and 36 decision factors. The questionnaire is designed with the analytic hierarchy process. We also implement the questionnaire survey, compile the result of the questionnaire and analyze the importance and priority of decision factors in store investment. The results yield appropriate investment projects, including appropriate investment targets and the most appropriate investment pattern, as reference for store owners and investors.

並列關鍵字

real estate investments ； street shop ； AHP

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