商家開店區位選址因素之研究：以臺北市城南為例

Abstract

鑒於現今高房租與物價居高不下，在經濟的壓力之下受雇工作是風險較低且也是多數人的選擇。但在這樣的趨勢中，仍有一群人願意投資較高的成本選擇創業。在創業初期面臨許多重要決定，尤其在開店的位置選擇，更是變動成本較高的一個重要考量。選址的考慮不像販售產品類型、產品定價、行銷策略及營業時間等有許多彈性，能隨著大環境變化及時調整變動，因此店址的選擇因素應是開業店家多重評估下的結果，也觸發本研究之探討。台北市城南地區，雖不是一般大眾認定的商店與消費者匯集的熱門商圈，但是具有其特殊的人文及歷史文化背景，因此本次研究排除連鎖店家的區位分布選址考量，將針對選擇在城南地區開業的店家，藉由深度訪談法探討在此區創業的店家，於區位選擇時的關鍵考量因素。

本次研究將商圈分為都會型、社區型、辦公型、轉運型、校園型、遊樂型、夜市型、網路型等八種類型，研究探討城南地區的商圈類型與都市結構模式，並深度訪談城南地區的在地店家。以商圈因素、財務因素、交通因素、市場因素、子女就學因素及家族傳承因素等六項區位選址因素，探討商家在城南地區開店選址之關鍵因素考量，進而作為在區位發展上，提供店家選址與開業的參考。

Due to the high housing prices and inflation, an employed job is relatively lower risk than to start up a business. However, there are still some people who are willing to take venture of entrepreneurship by investing their own business. Facing many complicated decisions in the early stage of starting a business, especially when choosing the location, which is an important consideration for the high-cost venture. Location selection are not as flexible as the types of products, pricing, marketing, and business hours, which can be adjusted and changed in time with changes in the general environment. Therefore, the factors of choosing business location are the result of multiple evaluations by the investors, which also triggers aims of this study.Although the Cheng-Nan district of Taipei City is not a popular business district recognized by the general public as a gathering place for shops and consumers, However, because of its special cultural and historical background, this study excludes the consideration of the location distribution of chain stores. Focus on the stores that choose to startup in the southern Taipei and use the in-depth interview method to explore the key considerations when choosing the location of the stores they start businesses at.Business districts in this study are divided into eight types: metropolitan business district, community business district, office business district, transfer station business district, campus business district, recreational business district, night market business district, and e-commerce business district. Discussions of the types of business districts and structure models in the Cheng-Nan district are conducted according to in-depth interviews with local store investors in the area. This research collected 23 non-chain store owners in this area who have been in business for about 1 to 10 years as interviewees. Based on six location factors, including business district factors, financial factors, traffic factors, market factors, school district factors and family inheritance factors. Discuss and summarize the key considerations for location selection when opening a store in the Cheng-Nan district, and then serve as a reference for store openings in terms of location selection.