台灣藥妝店展店決策核心因素之研究

A Core Decision Factors Research of the Cosmeceutical Store Expansion Strategy in Taiwan

隨著人們健康意識的抬頭，健康美麗等相關產品的消費市場持續成長，台灣藥妝業的發展面臨競爭激烈的局面，許多藥妝店的管理者利用展店的方式，以拓展市場版圖及服務消費者。然而，由於地理區位與管理層面的差異性，展店需考慮的相關決策因素繁多，管理者應審視決策架構與相關因素準則的重要性。本研究經由文獻回顧，彙集展店的評估因素與相關決策準則，並應用模糊德爾菲法進行展店決策準則的萃取。研究結果顯示，停車場的設置，不是藥妝店展店決策的關鍵要素。台灣地小人稠，商圈性質多為混合式型態，商圈內設店家數以及人口結構代表銷售潛力，同業聚集雖有彼此競爭的壓力，卻能吸引人潮，帶動買氣。此外，店面易見度、交通流量、商品陳列空間等要素，包含了商店外觀、品牌形象與知名度，購物的方便性與舒適度等。專家認為公司內部的因素中，盈餘預測與主管的態度，對展店決策的影響，較公司的願景大，而長期獲利是整體展店決策最重要的準則。

The rising of people's awareness toward health and beauty makes the consumption of related products grow. Taiwanese's cosmeceutical stores have intensive competition and managers expand their market territory and provide services to consumers by opening new shops. However, the decisions-making of cosmeceutical store expansion is a complex issue because many indicators and criteria are included. According to previous literatures and experts interviews, this study summarizes decision-making factors of the cosmeceutical chain store expansion. Fuzzy Delphi Method is used to construct the hierarchy of expansion strategy. The research result shows that parking lot is not a key element of expansion decision-making. Because of limited space and crowded population, Taiwan's districts are mostly hybrid. Although store gathering could raise competition pressure, it denotes the potential sales of a district area. Furthermore, the stores characteristics of easy be found, smooth traffic flow, and big commodities display space encompass store appearance, brand awareness, and shopping convenience and comfortable. Experts believe that two internal factors, earnings forecasting and managers’ attitude, have more impact on expansion strategy than company's vision does. Moreover, long-term profitability is the most critical criterion while managers develop cosmeceutical store expansion strategy.