台灣購物中心競爭力指標之建議與分析

Establishment and Analysis of Competition Indicators of Shopping Center in Taiwan

楊東震(Dong-Jenn Yang) ； 蔡文甲(Wen-Chia Tsai)

《中華管理學報》 5卷1期 (2004/03) Pp. 77-90

https://doi.org/10.30053/CHJM.200403.0005

摘要

本研究主要探討台灣購物中心在面臨消費者需求改變及同業競爭激烈情況下，有哪些競爭關鍵因素會影響其營運的績效，便顯得相當重要。本研究即擬建構台灣購物中心的競爭力指標，同時，藉此評估台灣購物中心與現有百貨公司之相對競爭力強度，以發掘購物中心的生存發展契機。本研究採用德菲層級程序法(Delphic Hierarchy Process; DHP)首先依據購物中心競爭優勢的相關文獻與德菲法，得出購物中心的競爭力指標，再依以AHP運算分析得到相對權重值並作一致性檢定。研究結果顯示，「立地條件」、「經營團隊管理與策略」、「行銷企劃力」、「顧客服務力」百貨公司明顯高於購物中心，而「商業空間規劃及動線」購物中心則明顯高於百貨公司。

關鍵字

購物中心 ； 競爭力指標 ； 德菲層級程序法

並列摘要

This research is to study the critical factors that affect shopping center's performance in Taiwan. Since the development of shopping centers in Taiwan is still as its early stage, facing the challenge from conventional retailers, volatile customers, and future developments of the same, it is very important for developers and managers to evaluate these factors before they decide to invest in it. This study is trying to establish an index, which are the critical success factors to Taiwanese shopping centers' development. Using the index, we can also compare the competitive strength of a shopping center with a department store at the same time. The study uses the Delphic Hierarchy Process (DHP) method. The results show that comparing the Department store competitive strength with shopping center, department stores have significant advantage on ”location privilege”, ”management team and strategy”, ”marketing and customer services”, but shopping centers have significant advantage on ”space planning and circulation condition”.

並列關鍵字

Shopping Center ； Competitive Index ； Delphic Hierarchy Process