Establishment And Analysis Of Competition Indicators Of Shopping Centers In Taiwan

• Main Authors: Wen-Chia Tsai, 蔡文甲
• Other Authors: Ting-Yang Liu
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/84157905499059184967

碩士 === 義守大學 === 管理科學研究所 === 88 === Establishment and Analysis of Competition Indicators of Shopping Centers in Taiwan By: Mr. Wen-Chia Tsai Director : Professor Liu, Ting-Yang Professor Yang, Dong-Jenn ISU Graduate School of Management Brief This research is to study the critical factors, which will affect a Taiwan shopping center''s profit after operation. When shopping center development in Taiwan is still at 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 Taiwan shopping center development. Using this index, we can also compare the competitive strength of a shopping center with a department store at the same time. Following the Delphic Hierachy Process, DHP, I first compare the definition and management resources of a shopping center with department stores, hypermarkets and other retail marts. Then, based on the academic terms and definitions, picked out the critical issues that can be the index of a shopping center''s competitive advantages. The third step was to conduct two questionnaires among shopping center experts. I integrated ideas and comments from them and set the final competitive index. After that, a questionnaire was sent to experts for a "pair comparison evaluation" based on the final competitive index. The result of the last questionnaire was calculated by AHP formula to get a relative value. Finally, the value was double-checked for its unification. The result shows that the relative priority of Taiwan shopping center competitive index is like the following order: Leasing & Merchandise mix （0.1887）， Location and Convenience（0.1647），Management team & strategy （0.1639），Land & Development costs （0.1367），Retail space planning （0.1267），Marketing strength（0.1160），Customer service （0.1032）。The total C.R. Value is 0.02286. Since C.R. being under point one, the consistency check is acceptable. Comparing the Department store competitive strength with shopping center, shopping centers have weaker location privilege while department stores has weaker space planning and circulation condition. Department stores are superior to shopping centers by their management team and strategy, marketing and customer services. As a whole, department stores is stronger in retail software. However, when consumers require more and more convenience and comfort, it is the advantage of a shopping center to provide such a competitive hardware in the future. Key Words: shopping center, competitive index, DHP