Summary This research uses case study as methodology. The researcher interviews several shopping centers managers for a better understanding of shopping center industry in Taiwan. The analysis and comparison of cases is basically based on following points: strategy and managerial philosophy, location, marketing function, product assortment management, service, space design.
1-1
1-2
2-1 (ICSC) ( ) (86 ) (81) :
(1) (2) (3) (4) (5) (6)
2-2 :ICSC (88 ) (1) (2) (3) (4) (1) (2) (3) (4)
2-1 : (89 ) P8 Mason.Mayor.Milkinson (1993) (1) : (2) / : (3) : (4) : (5) : (6) / : (7) : (8) : (9) : (10) :
Ghosh McLafferty(1991) 2-3 1. (1950-1975) (Regional diversification) 2. 3. 1970 1. (1970s-1980s) (Fashion Center) 2. (Auto-care Mall) (specialization) 1. N/A (1990s-) 2. Avijit Ghosh and Sara McLafferty, "The Shopping Center: A Restructuring of Post-war Retailing", Journal of Retailing, volume 67, Number 3, Fall 1991, P.255-256
(89 ) 2-4 1. 1. 2. 3. 2. 1. (Price-oriented Category Killers) 2. 3. 1. 2. 3. (Retail Center) 120/121 1990 9 P.57 (2000) Alexander (1) ( ) 25 30 (2) Stanford (3) (4)
(5) 2000 2,658 194 (184 ) (141 ) 2-5 2,658 (1998) 251,083( ) 116,914 17.33% 87,360 9,589( ) 198,355 8,340 11,199 913 44 336 35,538,006(m2) 87,661 13,370 6,272 40 (1970 ) 128 Power Center Outlet Center
(1) (2) (3) Outlet Center Outlet Center (4) (2002) (1) (2) (3) (4)
Porter (1980) (1) (2) (3) (4) (5) Porter 2-2 Michael E. Porter "Competitive Strategy: Techniques for Analyzing Industries and Competitors" New York: Free Press,1980
(89 )Porter 2-6 Porter 1. 1. 2. 2. 3. 3. 4. 4. 5. 5. P26
Wernerfelt (1984) Barney (1986) Prahalad & Hamel (1990) McNair(1958) (the wheel of retailing) (1) (2) (3) (4) (5)
(6) Hollander (1960) Davidson(1976) (1) (Innovation Phase): (2) (Accelerated Development Phase): (3) (Maturity Phase): (4) (Decline Phase):
Ghosh McLafferty McNair Hollander : 2-7 (75) (80) (81) (81) (82) (83) (84) (85) -- (85) -- (86) (87) (87) - (87) (88) - (88) (88) (89) (89) (89)
(89) (89) (90) : 87 : (87) (87) (87) (88) (89) : 1. 2. 3.
Lincoln Guba(1984) (Credibility) :1. 2. 3. 4. 5. 88 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. :1. 2. 3. 4. 5. 89 3-1 1 1. 2. 3. 2 1. 2. 3.
3 1. 2. / / 4. 2. 3. 3. 5. 6. 7. 8. 4 1. 3. 4. 5 1. 2. 6 1. 2. ( ) 3. 7 1. / 2. 3. ( ) 4. 5. 6. 7. 89 1. 2. 3.
3-2
1. 2. 3. 4. 5. 6.
89
Design Develop Group prefer
:, Discovery D&B
Betty 15,125
(Anchor Store) : F.J. 4-1 Jerde Partnership The Gallup Organization Inc.(USA) H.M Brandestion&Partners, (USA) Fountain People (USA) Square Peg Design (USA) :
(314,776 ) ( ) (90) : : : :
: : 4-2 / SEGA( ) / / / ( ) : AMC M&S
: :
Jerde Partnership (Bovis) - : : (1) SOGO SOGO
(2) local :??! (Synergy) Mira
L
(1) (2)
:
(Focus strategy)
(1) (2) 18 35 (young mind)
( )Neo19( ) (Anchor Store) Starbucks : Starbucks
, 1975 1. 2. 18 38 3. 4. 5. (know how) know-how know-how
: 18 38 SOGO SOGO SOGO SOGO
open air Sogo Sogo 20/80,
, (1) Keneth Cole, image (2) Bally CEO Betty Boop Betty Boop
AB A Breeze Tower 39 9 2 6 B Luxury Ave Ground Floor 4 1,000 700
(7,8152 ) 1. 2. 3. 4. 5. 4-3 RTKL (USA) CB Richard Ellis International Retail Development Services Parco CO.,Ltd FCB The Interpublic Group CompaqNabisco :21 20
4-4 1,138,515 387,408 2,540 1,629,229 465,285 2,587 2,025,228 663,197 3,617 4,792,972 1,515,890 8,752 : 1530 60 1,158,981 (1,297,740 ) (1,162,161 ) 657,638 1,040,148 869,429 22
4-1
: 4-2
(1) (2) 25 40
240 ( ) 92 17.73 3.56 96 37.85 9.33 75.11 92 6 (IRR)14.31% 13
1. : 2. : 5-1 1. 2. 3. 4. 5-2 ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( )
1. 2. 3. 5-1 M T K C B N : T: M: C: K: B: N:
/ 5-3 : (T)/ (M) / : (C)/ (K) / (1) (2) / /
5-4 1. SEGA D&B 2. DM 3. 4. 5. ( ) 6. :
(1) (2) (3) (4) 5-5 1. 2. 3. 4. :
5-6 / ( ) ( ) : (1) (2) (3) (4) 5-7 ( ) ( ) 1. 1. 2. 2. 3. :
(M&S)
5-8 1. 2. 3. 4. (Anchor Store) Mira 5. :
SOGO 5-9 1. ( ) 2. Sogo 1. 2. 1. 2. 3. 1. (2. 3 5 ) 3. :
Sogo (90) SOGO 128 Mall Mall 240 ( )
5-10 ( / ) 1. 1. 2. 2. 3. 3. 4. 4. :
(1) (2) (3)
1. (Synergy) 2. 3. 4. (1) (2) (3) (4) (5) (6) (7)
: 6-1 18 38 6-2
6-3 6-4
6-5 1. 2. 1. 2. 3. 1. 2. 1. 2. 3. 1. 2. 3. 1. 2.
1. (1) Outlet Center (2) (3) (Stuck in the middle)
2. 3. 4. SEGA
Avijit Ghosh & Sara McLafferty(1991), "The Shopping Center:A Restructuring of Post-war Retailing" Journal of Retailing,Vol.67, No.3, pp.255-256 Barney J.B.(1986), "Strategic Factor Markets: Expectations Luck/and Business" Strategy Management Science, pp. 1231-1241 Hollander (1960) "The Wheel of Retailing", Journal of Marketing, July 1960, pp.40 Mason.Mayor and Milkinson(1993), "Modern Retailing" Richard D Irwin. McNair M.P. (1958) "Significant Trends and Developments in the Postwar Period" in Smith, A.B.(ed), Competitive Distribution in a High-Level Economy and It's Implications for the University, University of Pittsburgh Press, 1958 Michael E. Porter "Competitive Strategy: Techniques for Analyzing Industries and Competitors" New York: Free Press,1980 Prahalad C.K & Hamel, G, (1990) "The Core Competence of the Corporation", Harvard Business Review, vol. 68 Iss.3, pp.79-91 Wernerfelt & Bringer (1984), "A Resources -based View on the Firm" Strategic Management Journal, Vol.5, pp171-180 William R. Davidson, Albert D. Bates, and Stephen J. Bass (1976) "The Retail Life Cycle", Harvard Business Review, November-December, 1976
(1997) (1999) 120/121 (2001) (2000) (2000) (2000) 20 (1999) (2000) (1999) (1996) (1999) 120/121 51-58 (1999)
: 2 10 3 10 : :