服飾連鎖業展店區位選擇之研究

A Study of Potential Location Development of Retail Chain Store to Apparel

倪絹琇(Chuan-Hsiu Ni)

指導教授 ： 李月華

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00523

摘要

在服飾連鎖業激烈的競爭，每個品牌均希望優先搶佔市場。而在建立市場競爭優勢考量下，一致的採取了擴展性經營策略。然而一致的擴展設點的動作對服飾連鎖零售廠商業者來說，並非那麼美好。競爭對手過多、門市租金炒作、淨利銳減，都說明展店區位選址不當，對服飾連鎖零售業者營運存續產生的深遠影響。
因此本研究對服飾連鎖店展店區位選擇進行探討，利用相關文獻探討、專家訪談整理，展店決策分別歸為「商圈因素」、「店址選擇因素」與「投資效益預估」三大構面，「市場面評估」、「立地位置評估」、「賣場面積評估」、「可見性評估」、「預期收入」與「預期成本」六項為影響因素與十八項影響變數，並利用 AHP 層級分析法，進行分析。
其得到結果如下：1.展店決策中「投資效益預估」為展店決策中最重要之影響因素。2.「立地位置」為「商圈因素」中，最重要之影響因素。「可見性評估」為「店址選擇因素」中，最重要之影響因素。「預期收入」為「投資效益預估因素」中，最重要影響因素。3. 「市場面評估」中，「消費力型態」為最重要之影響因素。在「立地位置評估」中，「商圈內大型設施家數」為最重要之影響因素。在「賣場面積評估」中，「最適坪效」為最重要之影響因素。在「可見性評估」中「賣場內動線規劃」為最重要之影響因素。在「預期收入」中，「淨利」為最重要之影響因素。在「預期成本」中「商品成本」為最重要之影響因素。4.若以展店決策影響變數加權計算權重來說，「淨利」權重(0.392) 、「商品成本」權重(0.128)、「預估營業額」權重(0.090)為十八項影響變數中最重要之前三項變數。
本研究再以‘G品牌’為例進行展店區位選擇之實證研究，其結果無論是以本研究方式評估或是與展店專家小組在看法上相吻合。而各準則之敏感度分析僅發現「商圈因素」下的「立地位置評估」具有敏感性。此敏感性不會造成最佳方案改變，僅為次要兩個地點有排序變化影響。

關鍵字

服飾連鎖業 ； AHP層級分析法 ； 區位選擇 ； 展店 ； 商圈

並列摘要

Amidst the fashion retail industry there is great competition with each brand hoping to dominate the market earlier than their competitors. In order to gain a competitive advantage amidst the competitors in the market, they have all developed an expansion-oriented management stratagem hoping to increase the market share faster than their competitors. However, market expansion by all the fashion retail merchants has not been entirely beneficial. Factors such as the great number of competitors, rising rent and operating costs, and the steep decrease of profit in the market have all led to the conclusion that flawed store location choices will leave behind a great negative influence on the survival of the retail merchant suppliers.
It is due to this reorganization, that for the purposes of this research proposes to take an in depth look into fashion retailer location selection through using examples, expert opinions, professional documentations, and store opening tactics listed under three main platforms: commercial factors, store location factors, and investment assessment factors; with current market assessment, site location assessment, store size assessment, visibility assessment, expected earnings, and initial capital, six sub-controlling factors; along with eighteen influential variables to utilize the analytic hierarchy process (AHP) for analytical purpose.
The research results founded are as followed: 1. Investment assessment is founded to be the greatest factor influencing store opening tactics. 2. Site location is founded to be the most important amongst the commercial factors, visibility is founded being the most important factor amongst the store location factors and expected earnings is founded to be the most important for investment assessment factors. 3. For investment assessment, consumer spending is the most important influencing factor. For site location assessment, the number of large scale retail facilities in the commercial area is founded to be the most important influencing factor. For store size assessment, necessary square footage is founded to be the most important influencing factor. For visibility, sales floor division is founded to be the most important influencing factor. For expected earnings, net profit is founded to be the most important influencing factor. For initial capital, commodity cost is founded to be the most important influencing factor. 4. If all the factors that influence store opening tactics were listed on a percentile scale based upon importance: net profit constituting 0.392 (39%), commodity cost constituting 0.128 (13%), and predicted turnover constituting 0.090 (9%) being the most important three variables out of the eighteen influential variables.
Furthermore, this research uses “Brand G” as the main example of store opening selection in an empirical study. The conclusions founded as a result of this research when compared to that founded by professional commercial market analysts have matched consistently. Analyses conducted under guidelines set by both party have concluded that only the sub controlling factor, site location assessment, which falls under commercial factors has slight variance. However, this variance should cause no significant changes in proposals, with only minor changes in importance of location.

並列關鍵字

Fashion Retail Industry ； Analytic Hierarchy Process AHP ； Location Selection ； Expansion ； Commercial Area

參考文獻

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