| 摘要註: |
汽車產業近幾年有景氣復甦的跡象,其相關產業包含維修、美容、汽車百貨等,在追求效率與精緻化的現代,小型保養廠及快速保養之服務品質參差不齊,已經漸漸無法滿足消費者,因此整合多項相關產業之大型連鎖汽車百貨於焉興起。故本研究目的以南台灣知名汽車維修百貨-真便宜汽車百貨業為研究對象,以產業分析探究其經營內外部環境,再以AHP層級分析法對於真便宜未來在高雄區域設立大型或區域型汽車百貨給予建議。研究結果發現:大型汽車百貨的拓店決策以市場變數最為重要,區域型汽車百貨則以人口變數最為重要。而在方案選擇上,無論是設立大型汽車百貨或區域型汽車百貨,鳳山區均為最佳的拓店區位。本研究分別針對大型汽車百貨、區域型汽車百貨的拓店決策,以層級分析法進行權重的分析比較,決策目標雖不同,卻以相同的層級問項來探討決策行為的差異,是本研究獨特與創新之處。本研究最主要的學術貢獻則是以敏感度分析,瞭解市場落後者是否有機會超越市場領先者。 In recent years, there are signs of economic recovery in automotive industry, which included service related industries, cosmetology, and automotive department stores. In the pursuit of efficiency and refined contemporary, minor maintenance works and quick maintenance of service quality is uneven, has been gradually unable to meet consumer. Therefore, a lot of large chain automotive department stores have set up. This study set Jhen Pian Yi Motor World as the research object to explore the inner and external environment of automotive industry, then apply AHP for the future shop extension of Jhen Pian Yi Motor World, to set up large-scale or regional-based automotive department store in Kaohsiung area.The study results showed the most important decision factor of shop extension in large automotive department store is market variables, the most important factor is demographic variables in regional-based automotive department store. In the choice of shop extension, whether it is the establishment of large automobile department or regional-based automotive department store, Fengshan District is the best location.Decision objectives were different, but at the same level and asked to discuss the differences in terms of decision-making behavior, this study is unique and innovative. The main academic contribution of this study is based on sensitivity analysis, to understand whether the market laggards have a chance to beat the market leader. |