| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 98 === Because the volume of shopping mall is large and the first three years from the construction of development stage to the operation particularly, the growth of operating performance need to select the appropriate positioning and willing stationed tenant through the product mix, forge brand characteristics, and consumer support for patronage. Shopping mall needs sufficient competitive advantage by different combination of tenants to generate profits and maximize growth. Thus, it is very important issue to fully understand the positive external effects of strong and well-know tenant. In addition, the tenant that can provide the external effects for shopping mail, as called “strong and well-know tenant,” investment managers are also eager to recruit these target companies.
This study reviewed literature related shopping mall and in-depth interviewed recruit managers from opening or about to open shopping mall in 2007 to construct the analytic model for evaluting strong and well-know tenant in development and operation stages, as well as develop factors and attributes for evaluting strong and well-know tenant. This study utilized the first metropolitan areas shopping mall in Southern Taiwan-Dream Mall Shopping Center as research objectives, and used analytic hierarchy process (AHP) to analyze factors of strong and well-know tenant. According to results of analysis, the five major factors included: “The mix of product/brands,” “The risk of low-default”, “real environmental needs/district characteristics,” “The capability of marketing planning,” and “lease/rent concessions”. Through research findings, this study suggests that to re-examine recruit factors when shpping mall want to recruit strong and well-know tenant in order to improve and focus on the schedule for occupying recruit strong and well-know tenant in development and operation stages.
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