台北商圈發展與零售店面選擇影響因素之研究

Abstract

在台灣，商圈為一個地區或都市的發展重心，由於其往往具備多項都市機能，因此除了提供消費的便利性，亦能促進周遭地區的發展。一個完整的商圈可以帶動附近地區的生活機能，促使人口聚集與增加，因此為了方便服務顧客與增加客源，零售商店一般都會選擇交通便利、人口密集的地點營業。 但交通運輸與都市計畫等外在環境的改變，往往會對商圈發展有重大的影響；再者，由於市中心的各種零售業競爭激烈且日趨飽和，使得零售企業會出現由城市的商業中心向社區或郊區轉移的現象，以尋找市場機會。 本研究除整理影響零售業展店擴點因素的相關文獻之外，並透過對連鎖業者的深度訪談，瞭解業者在展店拓點時的各項考量因素，電子商務的因應，以及外在環境變化（如少子化）對零售業經營的影響等。最後則整理文獻探討與專家訪談結果，提出研究結論以及對未來相關研究的建議。

In Taiwan, the business district is the development center of a region or a city. Due to its multiple urban functions, it not only provides convenience for consumption, but also promotes the development of the surrounding areas. A complete shopping district can bring vital functions in nearby areas and encourage the population to gather and increase. Therefore, in order to facilitate the service of customers and increase the source of customers, retail shops generally choose convenient transportation and densely populated locations. However, changes in the external environment, such as transportation and urban planning, will often have a significant impact on the development of the shopping district. Furthermore, due to the fierce competition and increasing saturation of various retail industries in the city center, retailers will experience a shift from the city's business center to the community or suburbs in search of market opportunities. In this study, in addition to collating relevant literature that affects the expansion of retail outlets, and through in-depth interviews with chain dealers, we will be able to understand the various considerations, the e-commerce response, and the external environment of the exhibitors in the development of the store. Finally, the results of the literature review and expert interviews were collated, and the conclusions of the study and suggestions for future related research were put forward.