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Title:	企業總部附屬商業空間經營策略分析：以C金融園區為例 Business Strategy Analysis of Corporate Headquarter’s Affiliated Commercial Space: A Case Study of C Financial Park
Authors:	李虹葦 Lee, Hung-Wei
Contributors:	張士傑 Chang, Shih-Chieh 李虹葦 Lee, Hung-Wei
Keywords:	企業總部附屬商業空間經營策略 Corporate Headquarter Affiliated Commercial Space Business Strategy
Date:	2023
Issue Date:	2023-09-01 15:07:07 (UTC+8)
Abstract:	企業經營為長久以來歷久不衰之探討議題，各企業單位為提高收益增加利潤不斷進行創新與探索新可能性，有部分企業選擇開創「附屬收益」，如機場商業空間、車站地下街、醫院美食街等，該方法既可將部分營運風險轉嫁到外部商家上、可令主業務園區周邊開發更為繁榮，也可使空間利用更為有效率。然而，雖開發附屬商業空間具有其管理上的優勢，但仍為一大型規劃方案，需進一步地計畫與經營，內容包含該如何確保人流順暢、進駐品牌的選擇、商業環境建構等，仍有許多面向需進行研究與規劃。因此，在競爭激烈的現代商業環境中，該如何有效經營附屬商業空間，並制定有效之策略扮演著至關重要的角色。本研究將探討企業總部之附屬商業空間的經營策略，並以個案C金融園區為例進行分析，研究工具使用文獻分析法、個案分析法、SWOT分析與商業模式九宮格等。分析結果顯示，C金融園區之附屬商業空間特徵包含商品多元化、差異化、商家空間規劃等。其購物中心經營策略則以商品多元化、整合式消費、休閒購物中心、區域發展為主軸。 The long-standing issue of sustainable business operations has prompted enterprises to continually innovate and explore new possibilities to increase revenue and profitability. Some businesses have opted to create " affiliated income" by developing commercial spaces such as airport retail areas, underground shopping streets in train stations, and food streets in hospitals. This approach allows them to transfer a portion of operational risks to external merchants, stimulate the development of the main business district, and improve spatial efficiency. However, while developing affiliated commercial spaces offers management advantages, it remains a large-scale planning endeavor that requires further planning and operation. Key considerations include ensuring smooth foot traffic, selecting suitable brands for occupancy, and constructing a conducive commercial environment. Therefore, in today`s fiercely competitive commercial landscape, it is crucial to explore effective management strategies for ancillary commercial spaces and develop successful strategies. This study aims to investigate the business strategies of affiliated commercial spaces in corporate headquarters and analyze the case of C Financial Park. Research methods include literature analysis, case analysis, SWOT analysis, and the business model canvas. The results show that the characteristics of C Financial Park affiliated commercial space include product diversification, differentiation, and spatial planning for merchants. The business strategies for their shopping center revolve around product diversification, integrated consumption, leisure shopping experiences, and regional development as the main pillars.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 108932113
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108932113
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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