現代居家用品店的市場地理研究—以特力屋(B&Q)、生活工場(WORKINGHOUSE)及宜家(IKEA)為例
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2004
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Abstract
筆者觀察近幾年來現代居家用品店的蓬勃發展，以其為研究主題，嘗試討論現代居家用品店的出現所代表之台灣生活型態轉變、發展沿革以及在流通革命中所代表的意義，並分別以特力屋、生活工場以及IKEA為個案，進行市場地理學的分析討論。
研究結果指出三家業者雖然在市場定位、經營型態、供應鏈管理、區位選擇、商圈結構和消費者特性與購物行為上，有所差異，但其共同之處可以歸納為下列幾點：
(一)與台灣社經環境的轉變密切相關
(二)典型的現代專門店(specialty store)
(三)修正過去傳統相關零售業之不足
(四)賣場規模大型化與連鎖化
(五)注重賣場設計與氣氛之經營
(六)供應鏈資訊化
(七)消費客層以高學歷之年輕族群為主
(八)區位受土地法令限制
(九)業者定位有調整之空間
The purpose of this research is to discuss the marketing geography of Taiwan modern furnishing stores. The thesis concludes two parts. In the first part, the research investigates the development of furnishing stores in Taiwan and points out the importance of this kind of specialty stores in the contemporary retail environment. In the second part ,the researcher chooses “B&Q” ,”WORKINGHOUSE” and “IKEA” as case studies .The three retailers belong to different categories of furnishing stores but all performs quite well in Taiwan market .So it’s interesting to analyze their business types, supply chains , store locations , trading area and find out the differences between each other .In addition , consumer attributes and shopping behaviors are also discussed here.
The purpose of this research is to discuss the marketing geography of Taiwan modern furnishing stores. The thesis concludes two parts. In the first part, the research investigates the development of furnishing stores in Taiwan and points out the importance of this kind of specialty stores in the contemporary retail environment. In the second part ,the researcher chooses “B&Q” ,”WORKINGHOUSE” and “IKEA” as case studies .The three retailers belong to different categories of furnishing stores but all performs quite well in Taiwan market .So it’s interesting to analyze their business types, supply chains , store locations , trading area and find out the differences between each other .In addition , consumer attributes and shopping behaviors are also discussed here.
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居家用品店, 市場地理, 專門店, 商圈, 特力屋, 生活工場, 宜家, furnishing store, marketing geography, specialty store, trading area, B&Q, WORKINGHOUSE, IKEA