| Summary: | 碩士 === 德明財經科技大學 === 經貿運籌管理研究所 === 99 === “Staring an enterprise is like purchasing a house,” and the selection of store location is most important. The selection of store location determines the operating performance and has a significant effect on the long-term operation of retail enterprises. Many entrepreneurs suggest that the understanding of factors such as demographic characteristics (e.g. age, income, household size, demographic information, etc.), competitive markets, and traffic of business districts is sufficient for them to run an enterprise. However, these factors are simply some of the critical criteria, rather than all of them.
The main purpose of this study was to investigate the weight relation between the criterion for selection of store location in a specific business district and other various criteria, in order to further apply the knowledge to the selection of store location of ice and fruit shops. According to the literature review of experts and scholars and the in-depth interviews of qualitative study, this study summarized the criteria for selection of store location. This study selected the fruit shops at Shih Chien University Business District in Dazhi Village as the subjects and used AHP (Analytic Hierarchy Process) method to assess the weight relation among various criteria to establish the criteria for selection of store location and the weight relation among evaluation indicators for selection of store location.
This study established six major aspects, including market factor, traffic factor, business district factor, environmental factor, internal factor of store location, and financial factor. These six major aspects included a total of 24 evaluation indicators. Besides, weight values represented relative level of importance of each evaluation indicator. Among the six major assessment aspects for the selection of store location, the weight value of “financial factor” was the largest, followed by business district factor, internal factor of store location, traffic factor, market factor, and environmental factor. Finally, the store location was been evaluated and the evaluation model established in this study could be provide as important reference for the future decision-making over selection of store location by relevant store owners.
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