| Summary: | 碩士 === 樹德科技大學 === 建築與室內設計研究所 === 100 === Since consumers have been increasing their level, their purchase habits and requirements been changing too, it is necessary to transform allocation and planning of stores to cope with the pulse of consumers. Stores of telecommunication enterprises in Taiwan are mostly of chain-type, which have certain principles and hierarchy in store scheming, merchandisearrangement and display, and spatial composition. In this study, 15 stores of five telecommunication enterprises in Kaohsiung were enrolled as subjects and their spatial composition were analyzed, with the findings listed as follows:
1.Characteristics of planar composition: Principlesof planar composition of direct and franchise stores contains three areas which are external, front, and back stages, of which the entrance of the arcade constitutes the external stage, the business room constitutes the front stage, and the office and warehouse are the back stage.
2.Principles of spatial composition: The space is divided into merchandise, customer, and staff spaces. Brand strategy is mainly represented through communication and display. Business room is the center of the composition which mainly plays the role of merchandise exhibition and sales service.
3.Characteristics of the spatial composition: Specific evidence is found in the planar and facade drawings which suggests that direct stores are service-oriented, while franchise ones are sales-oriented, and that both achieve the goal of brand chain stores.
Nowadays, stores of telecommunication enterprises is orientating towards moreprovision of service in order to attract more consumers. This study figures out the planar composition characteristics of stores and spatial composition principles and characteristics of telecommunication enterprises. It is hopeful that this study provides reference for planners of chain stores of telecommunication enterprises when they are dedicating in spatial planning.
Keywords:Telecommunication enterprise with chain stores, store, spatial compositionstudy.
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