Most of Shopping malls in Taiwan locate in downtown. In city Taipei, city Taichung, and city Kaohsiung, homogeneous competitiveness between rapidly growing department stores blooms. The majority of survivalists are with great enterprise groups as capital back-up. Chain shopping mall becomes a trend. The growth of shopping mall steps into a high density and intense competitiveness age. When facing such highly homogeneous competitive shopping malls, how to find the way out from the price competition of the red ocean, and to create the successful market share, is the main point of this paper.
In this study, we adopted the Satty¡¦s Analytic Hierarchy Process (AHP) to establish individual multi-estimate criteria models of the key decision-making factors, and then by AHP qualitative and quantitative questionnaires, undertook research and analysis of various key decision-making factors. Finally, the Analytic Hierarchy Process was applied to calculate the ¡§weighting¡¨ and to sequence the priority of these factors so that the weighting of key success factors can be discussed and proved. Through SWOT analysis and five forces as well as a comparison with Treasure Island, the key success factors for the Dream Mall were identified.
The result of the research is to help to offer a develop-oriented location of shopping malls and to invent the management strategies which differ from competitors. According to the result of survey that we can define the sequence are transportation, parking, multifunction and customer stratify. Meanwhile, in the factor of transportation which the public transportation system is first priority; in the factor of parking which the parking space is the first priority; in the factor of multifunction which the department store and movie town is the first priority; in the Customer stratify which the safety is most concern by customer. It is helpful and meaningful which provide to President Shopping mall owner define the strategy according to the key success factor.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0903108-230314 |
| Date | 03 September 2008 |
| Creators | Lin, Chung-cheng |
| Contributors | Hueimei Liang, Tsuang Kuo, Hsien-tang Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0903108-230314 |
| Rights | not_available, Copyright information available at source archive |
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