大型购物中心之经营管理和发展 以新光三越台南新天地购物.docVIP

PAGE 大型購物中心之經營管理與發展-以新光三越台南新天地購物中心為例The management of the large shopping center and the preliminary study of the development－Take the Shin Kong Mitsukoshi Department Stores in Tainan Ximen shopping center as an example第一作者：李宗潔嘉南藥理科技大學老人服務事業管理系 助理教授Email : HYPERLINK mailto:Supralee@ Supralee@第二作者：楊凱富彰化師範大學工業教育與技術學系 博士生Email?: HYPERLINK mailto:flying_kai@ flying_kai@第三作者：林有志朝陽科技大學行銷與流通管理系 副教授Email : HYPERLINK mailto:tsu@.tw tsu@.tw第四作者：郭漢森朝陽科技大學休閒事業管理系 研究生Email : HYPERLINK mailto:honsamkok@ honsamkok@第五作者：楊浩偉 (通訊作者)朝陽科技大學行銷與流通管理系 助理教授Email : HYPERLINK mailto:jackyang@.tw jackyang@.tw摘要本研究嘗試以產業兼具百貨購物與觀光休閒功能之大型購物中心之經營管理與發展性進行分析。新光三越台南新天地購物中心於2002年6月14日開始營運，當日遊客眾多，尤以全館一大群人排隊購物，氣氛熱鬧異常；惟據該購物中心連日來之營運業績，表現不如預期，其經營管理與行銷策略是否能迎合顧客之需？將是百貨服務業重要之課題。研究發現：（一）新光三越台南新天地購物中心自營運以來，雖帶來人潮卻沒帶來錢潮，集客力雖強，但業績卻平平；（二）台南地區六大百貨公司業績，沒有因新光三越台南新天地購物中心的加入營運，而受到明顯之衝擊；（三）營業面積目前僅使用約8關鍵詞：購物中心，經營管理與發展，行銷策略，觀光休閒AbstractThis research tries with the industry and has general merchandise shopping and makes sight-seeing trips management and development of the large shopping center of recreational function to carry on analysis. The Shin Kong Mitsukoshi Department Stores in Tainan Ximen shopping center for times to start operating on April 8, 2007, the visitor is numerous on that day, particularly with loft a major string of persons dragon line up the waiting ride in Mo the bonds of family, the atmosphere is noisy abnormality; However according to that recent operation accomplishment of the shopping center, express not equal to expectation, its management and marketing policy whether can cater to customer it need? Will be the important topic of the general merchandise servicing of business? Study a detection:(1) The Shin Kong Mitsukoshi Department Stores in Tainan Ximen shopping center to self-run a luck for times, although bring crowd of people but didnt bring money tide, gather although a power is strong, but the accomplishment is so-so;(2)Six greatest department stores in Tainan accomplishment, have no b