大型購物商場內零售聚集之微觀空間分析－「購物中心百貨化」與「百貨公司購物中心化」之影響

Micro-Spatial Analysis of Retail Agglomeration within Large-Scale Retail Properties-The Impact of Different Operation System to Retail Floorspace Allocation in Shopping Centres and Department Stores

游舜德(Tony Shun-Te Yuo) ； 江渾欽(Hun-Chin Chiang)

《臺灣地理資訊學刊》 6期 (2008/04) Pp. 29-48

https://doi.org/10.29790/JTGIS.200804.0003

摘要

一個大型零售不動產，如區域型購物中心或全線型百貨公司，其本質即是在追求最大的零售聚集經濟。因此，「承租組合」在大型購物商場（超過1萬坪以上）的營運管理中，佔有關鍵性的角色。但是，一個好的或理想的「承租組合」並非簡單地將各種零售或服務廠商任意配置即可，這是由於每個承租廠商均有自己的營運特性與消費者需求，而「承租組合」牽涉到類別、尺度、數量與區位配置四大基本要素。過去「承租組合」的研究多著重於業種與品牌的商品種類問題，然而，實際上承租商的空間分派與區位配置亦為另一複雜的議題層面。臺灣在大型購物商場的發展中，全線型百貨公司與購物中心之間的競爭，促使各自對本身整體樓地板的配置方式受到雙方優勢相互影響。這個臺灣特殊的「購物中心百貨化」與「百貨公司購物中心化」的情形，在空間配置效率上，對營運模式亦有相當程度的衝擊。在相對小的空間內如何發揮最高聚集經濟效益的考量上，營運管理型態的影響甚鉅。本文檢視承租商配置尺度與效率等空間問題，以地理資訊系統應用在大型購物商場的內部空間特徵值的衡量上。對四種零售商場形態：1)標準區域級以上購物中心；2)標準全線型百貨；3)購物中心以百貨公司營運模式經營；4)百貨公司但尺度擴大到區域級購物中心以上的代表性個案進行分析。本文之目的在於比較不同型態商場對空間配置特徵值上的差異、購物中心業種部門化的情形、以及有效樓地板面積規模經濟遞減的情形。本文發現營運模式的改變，確實會影響空間配置關係，也對空間的使用效率產生相當程度的影響。在臺灣過去零售不動產存有超大型化商場可能產生的集客力與營運績效的迷思下，本文結果顯示臺灣大型購物商場的有效樓地板面積反呈現報酬遞減的情形，或可解釋部份臺灣商場愈大營運績效反欠佳的原因。

關鍵字

承租組合 ； 承租商配置 ； 零售不動產 ； 地理資訊系統

並列摘要

The major objective for a large-scale multi-unit retail property, such as department store or shopping centre, is pursuing highest retail agglomeration economies. However, the mixture of tenants in a large-scale retail property is not simply putting tenants together because each retailer and service provider has its own characteristics and demands in operation. The type, size, number and placement of tenants are the four key elements of tenant mix. Previous research focused on solving the ”type” problem of tenant mix; nevertheless, the placement issue is far more complex because it is the location and allocation of space for each tenant.In last decade, the retail property market in Taiwan existed an unique phenomenon: regional shopping centres using the operation system of department stores and department stores expand to the size equivalent to regional shopping centres. The new transformations were definitely wishing to adapt the advantages from both department stores and shopping centres. However, the essences for a space provider (shopping centre) and a retailer (department store) were different in operational cost structure, human resources and leasing structures. Above all, the efficiency of the floorspace location and allocation of the property would be affected. With the help of Geography Information System (GIS), this paper analysed four different forms of large-scale retail properties in Taiwan, 1) standard full-line department store, 2) department store enlarge to the scale of regional shopping centre (over 1 million sq ft.), 3) standard regional shopping centre, and 4) regional shopping centre but use the operation system of department stores.This paper aims to reveal the impact from different operation system to retail floorspace in large-scale retail properties, the departmentalized retail categories in regional shopping centres. The results of decreasing returns in effective floorspace were also confirmed.

並列關鍵字

tenant mix ； tenant placement ； retail property ； GIS

參考文獻

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