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題名 | 服飾連鎖業展店區位選擇之研究=A Study of Garment Chain Store's Location Evaluation |
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作者 | 王清梅; 李月華; 倪絹琇; Wang, Chin-mei; Lee, Yueh-hua; Ni, Chuan-hsiu; |
期刊 | 崇右學報 |
出版日期 | 20111100 |
卷期 | 17:2 2011.11[民100.11] |
頁次 | 頁91-109 |
分類號 | 498.93 |
語文 | chi |
關鍵詞 | AHP層級分析法; 區位選擇; Analytic hierarchy process; Location selection; |
中文摘要 | 近年來,台灣各個產業正面臨激烈的競爭,尤以服飾業昀具挑戰;本研究對服飾連鎖店展店區位選擇進行探討,利用相關文獻探討、專家訪談整理,展店決策分別歸為「商圈因素」、「店址選擇因素」與「投資效益預估」三大構面;「市場面評估」、「立地位置評估」、「賣場面積評估」、「可見性評估」、「預期收入」與「預期成本」六項為影響因素與十八項影響變數,並利用 AHP層級分析法,進行分析,得到影響展店決策影響變數的權重。再以‘G品牌’為例進行展店區位選擇之實證研究,其結果無論是以本研究方式評估或是與展店專家小組在看法上相吻合,而研究發現僅「商圈因素」下的「立地位置評估」具有敏感性,本文之研究結果為提供經營者有用之參考資訊。 |
英文摘要 | Taiwan Industries have been suffering from economic recessions recently. Among all the companies that face fierce competition, the garment industry is hit the most. In this study, we have first conducted relevant literature reviews and expert interviews to build a model to select an optimal location for garment chain stores. The model of this research is classified into three main dimensions, such as commercial district, store location selection, and expected return on investment, which are further broken down into six influencing factors and eighteen variables. And then, this study uses analytic hierarchy process (AHP) to evaluate the market, the store location, the store area, the visibility, the expected revenue and the expected cost to get the weight for each factor. To put the model into practice, we have used “Brand G” for an empirical study and have selected a store location for it. The results of this study are matched and found agreeable to each other whether AHP or Expert Opinions is used. It is found in this research that the “store location evaluation” under the “commercial district” criteria is significant in sensitivity analysis. The result of this paper will provide useful information for reference to business management in the future. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。