A Study on Site Selection of Traditional Retail Market in the West of Taiwan , —A Case of Children's Clothes Industry

社會快速變遷轉型，傳統零售市場面臨來自便利商店、超級市場、大型量販店、網路購物等多方相互競爭，除了提供更新鮮便宜的商品與其他通路業者競爭外，傳統零售市場在營業時間、經營型態與購物環境等方面均有很大轉變。本文以長期參與觀察、深度訪談方式蒐集一手資料，以台灣西部童裝成衣業為例，探討傳統零售市場的選址條件，再使用地理資訊系統彙整分析，繪製研究成果，將地理資訊系統應用在零售產業的市場區位選址上，研究結果顯示攤位租賃業總、批發商與零售攤商共構一個互利共生的通路系統，批發商連結攤位租賃業總與零售攤商爭取最大利潤，而零售攤商則在時間與空間機動性高的傳統零售市場獲取最佳的勞力報酬。透過資料分析獲得攤位租賃業總、批發商與零售攤商在分配市場與販售商品時，加入銷售週期與人口分布資料做調整後，可提升銷售業績。本研究建議攤位租賃業總與批發商，利用地理資訊來提高收益。The society has been changed so fast, that the traditional retail market facing the competition with convenience stores, supermarkets, wholesale stores in different ways, and ought to provide much fresher and cheaper goods, flexible business hours, shopping environment and other related management innovation. This study is an attempt to use children''s clothes industry as a case to examine the factors of site selection of traditional retail market in west Taiwan. The research method starts with long-term obevatory participation, in-depth interview to collect the first hand data. GIS is utilijed to display and integrate the research findings. The result of the research indicates that the total booth rental agencies, the wholesalers and the retailers work together to construct a marketing system based on mutual benefit and survival. The wholesalers serve as a connection between the total booth rental agencies and the retailers to gain the best profit, while the retailers can get the best reward for their labor at the traditional retail market, which features high mobility in time and space. After analyzing the data, we achieve the conclusion that if the total booth rental agencies, the wholesalers and the retailers can take the sales cycle and the data of population distribution into consideration, and make adjustments accordingly when they allot the market and sell merchandise, they can effectively promote their sales. We thereby suggest that the total booth rental agencies and the wholesalers should make use of the geographical information to boost their profits