應用層級分析法建構臺灣零售產業後疫情下之經營佈局

Applying Analytical Hierarchy Process to Construct a Post-Epidemic Business Landscape for Taiwan's Retail Industry

全世界於2019年底起受新冠病毒疫情之影響，導致全球經濟低迷及多國國境封鎖，造就本就靠觀光旅客帶動經濟買氣的臺灣面臨巨大的挑戰。因此，本研究藉由八位具有十五年以上之行業專家，以層級分析法之專家訪談探究後疫情時期零售業者的經營佈局型態規劃。結果得出，企業聲譽及形象最為重要，其可以看出經營品牌的知名度及鞏固既有的客源，仍是重要的；二為電子商務，主要為疫情時期帶動了宅經濟的產生，外送及宅配業者營業額爆增，可以看出線上消費行為是疫情下的最大主流；其次為企業競爭力及財務，可看出因受疫情影響，顧客服務的方式改為線上互動，逐漸缺少了人與人面對面之互動情感。

The outbreak of the novel coronavirus since end of 2019 has caused a worldwide economic downturn and led many countries to close their borders. This has created significant challenges for Taiwan, which relies heavily on tourism.
Therefore, this study interviewed eight industry experts with more than 15 years of experience to explore the business layout planning of retailers in the post-epidemic period, using expert interviews and Analytical Hierarchy Process.
The results show that corporate reputation and image are the most important factors, indicating that building brand awareness and consolidation existing customer bases remain crucial.
The second most important factor is e-commerce, mainly because the pandemic has driven the rise of the stau-at-home economy. The rise in delivery services highlights that online consumer behavior has become the dominant trend during the pandemic.
Furthermore, corporate competitiveness and finance is another factor, including that due to the impact of the pandemic, customer service has shifted to online interactions, and there is a gradual decline in face-to-face communication.