| Summary: | 碩士 === 中華大學 === 建築與都市計劃學系(所) === 94 === Following the continuous growth of the global economy, the ratio of the value of production of retail business sector to that of the overall productive industries is also increasing significantly accordingly. In addition, after the admission of Taiwan to the World Trade Organization (WTO), the economic development policy in terms of “internationalization” and “liberalization” pronounced by the Government will also cause a considerable change in the retail business environment in Taiwan. Furthermore, since the relaxation of overseas touring industry control many years ago, the people in general have been given more opportunities to travel abroad, which policy change has not only broadened their field of knowledge, but has also influenced the view of values and caused a significant change of the consuming habits of consumers as a whole. The foregoing changes and evolution have been sensed and realized by local retail business operators and has resulted in continual expansion of the local market of department store business in recent years. Many new department stores with multiple operation objectives and diversified modes of operations have immerged and thus have given rise to the increasing competition among the department store companies. Therefore, the subject of this study is focused on the issue as to how could a department store operator attract the consumers to come to his store for shopping. Based on the foregoing concept, this study took the four department stores in Hsinchu City (including “Sun Rise Department Store”, “Pacific SOGO Department Store, “Shin-Kong Mitsukoshi Department Store” and “Da Yuan Department Store”) as the objects of study in order to find out the points of interest of different consumers in Hsinchu City while they go shopping at different department stores. In the aspect of market survey, the study began with the current operation condition of these department stores by investigating their external environment and secondly their internal operation and management activities, coupled with the information acquired by way of consumer questionnaires so as to sort out the information regarding to the characteristics of each individual department store as well as the attribution and behavior of different consumers As for the study results, after having analyzed the relevant documents, the investigation reports on the current condition of the four department stores surveyed, and the answers provided by consumers in the questionnaires, a total of twelve factors which are usually taken into consideration by general consumers while they are choosing target department stores before shopping were induced from the information gathered, such factors include: at a nearby location, easy to reach by convenient transportation, having a variety of peripheral shops, having a complete collection of commodities, the manner of displaying the commodities, sales promotion activities, the attitude of sales service personnel, availability of a comfortable shopping environment, convenient parking places, and recreational facilities, the availability of general service functions, and the availability of after-sale services etc.. In the course of study, it is found that the top three factors of consideration that attract the most interest of general consumers are, in the preferential order, (1) easy to reach by convenient transportation, (2) having a variety of commodities, and (3) providing convenient parking places and well-trained sales service personnel. The foregoing factors are arranged in accordance with the preferential order of choices preferred by the customers in Hsinchu City and are hereby presented for reference to the existing four department stores and those interested investors who have the desire and interest to set up and operate department stores in Hsinchu City in the future.
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