A study of tenant mix.

• Main Authors: Tsung-Jui Hsu, 許宗瑞
• Other Authors: 林修葳
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/46146441992890440771

碩士 === 國立臺灣大學 === 國際企業學研究所 === 96 === Thesis Abstract This study uses the method of case analysis to explore (1) the advantages and disadvantages of a tenant mix and (2) the important elements of consistency of a specific tenant mix. There, we focuses on the characters and elements of tenant development and try to find the optimal tenant mix. Recent years, the domestic marketing behavior is getting more and more similar to the Western countries’ mode. In a shopping mall, the arrangement of floors and stalls sufficiently reveals the essence of alliance. In order to compare the difference between practice and theory, we observe the arrangement of stores, the design of circulation and the collection of people to achieve the following study objectives: 1. According to the rule of elements of consistency, we investigate the practical operation result of contiguous stores. 2. Choose a specific tenant mix to study the important elements of consistency of a specific tenant mix. 3. Observe the difference between the previous tenant mix in different shopping mall and its effect. This study chooses a large-sized shopping mall to observe and to find the the associate issues of the tenant mix. By analyzing and comparing the whole results of the case study, this study gets the following conclusion: 1. We find that the most important items of the elements of consistency are (1) size (2) target customers (3) the arrangement of stores (4) the circulation of people (5) strategic position. 2. Tenant mix should be adjusted depending on the target customers and strategic position, and so does the marketing strategy. 3. The managers of shopping mall should focus on differentiation; if the strategic positions of all shopping malls are similar to each other, the malls will finally lose their competitive advantages.