本研究透過探討研究百貨公司與購物中心的差異性，及整體文獻回顧外，藉由資料收集、整理、歸納分析及深度與經營管理高層、合作品牌商高階主管訪談方式，探討同一商場同一地點不同經營團隊重新開發、設計、更新軟體、硬體設備、招募專櫃廠商，重新開幕的購物中心之經營策略差異性，本研究發現風城購物中心於2003年開幕自營運以來的三個問題點:(1)開幕效應帶來人潮後卻快速降溫，業績卻平平，無法有效提升，顯示來逛逛的消費者多，可是提袋率卻不高；(2)新竹區百貨公司業績，初期因風城購物中心的加入營運第一年總體業績成長144%，但隨者時間流逝市場受到的衝擊越來越小2006年風城購物中心倒閉前，整體市場業績呈現衰退6.2%；(3)營業面積僅使用約70％，沒有全數招商完成，營業面積沒有完全發揮使用，若能將品牌招商的更齊全，強化其經營管理與行銷策略，不至於經營困難最後離開市場。
研究範圍設定在新竹市的前風城購物中心及華麗轉身後的遠東巨城購物中心，經營結果的差異為本論文的研究範圍。
本論文著重在新竹遠東巨城購物中心與尚未接手前的風城購物中心，的行銷策略分析，透過市場區隔(segmentation)、選擇目標市場(targeting)、定位(positioning)的過程，及運用零售消費者5Es理論的吸引(Entice)、進入(Enter)、互動(Engage)、離開(Exit)、擴大關聯度(Extend)，創造性的事情來吸引誘惑新顧客或維持與原有主顧客的持續溝通不斷的進化，執行有效的經營策略。
本研究同時探討百貨公司與購物中心在零售市場競爭中，面臨電商衝擊與市場逐漸飽和下，如何運用銷售策略走在百貨零售業同業的先驅取得絕對優勢。

This study examined differences between department stores and shopping centers by conducting a thorough literature review and exploring differences in operational strategies between two operating teams of the same shopping center at the same location; one team ran the shopping center before the re-opening (Windance Shopping Center) and the other ran the shopping center after the re-opening (Far East Big City Shopping Mall). The latter re-developed and re-designed the software and hardware of the shopping center and recruited new sales counters. To do the comparison, the researchers of this study carried out an in-depth interview with management running the shopping center and management of brands collaborating with the shopping center. Data collected from the interviews were tabulated and analyzed. The result suggests that Windance encountered three operational issues since its opening in 2003. First, the number of visitors to the shopping center was not maintained after the opening, and as a result, the sales performance did not go up effectively. This condition suggests that though there were many visitors to the shopping center, the actual sales was not optimal. Secondly, the opening of Windance increased the overall sales of department stores in Hsinchu area by 144%, but its impact declined quickly over time, and before its closing in 2006, the overall market sales had a 6.2% drop. Third, only 70% of the space of the shopping center was used for business operations, suggesting that not enough brands were recruited for the sales counters of the shopping center. If more types of brands had been recruited for the shopping center and the operations management and the marketing strategies had been enhanced, Windance might have avoided operations difficulties and stayed in business.

The targets of this study are Windance Shopping Center (before the re-opening) and Far East Big City Shopping Mall (after the re-opening) in Hsinchu City, and the objective is to examine difference in their operational outcomes.

This thesis analyzed the marketing strategies of Far East Big City Mall and Windance Shopping Center in Hsinchu City, with the emphasis on their market segmentation, targeting, and positioning as well as the use of 5E’s of retail consumers (entice, enter, engage, exit and extend) for attracting new customers by creative ideas, keeping ongoing communications with existing primary customers, evolving continuously, and implementing effective operational strategies.

This study also explored approaches for department stores and shopping centers to maintain their absolute competitive advantages while confronting challenges from e-commerce and market saturation.

中文文獻
中華民國購物中心協會，2015。台灣購物中心產業二十年。

丁學勤、林素吟，2001。「行銷理論與行銷思想學派之發展」，遠東技術學院企業管理系，遠東學報期刊第19卷。

王境夆，2003。「台灣流行女裝品牌資產變數之探討」國立臺北大學碩士論文。

李宗潔、楊凱富、林有志、郭漢森、楊浩偉，2010。「大型購物中心之經營管理與發展-以新光三越台南新天地購物中心為例」，朝陽科技大學行銷與流通管理系期刊。

周世玉;邱金針，2009。「服務品質、行銷組合績效與關係品質對忠誠度之影響－以文具用品零售通路之實證研究」，2009服務業行銷研討會論文集。

林建煌，2011「行銷管理 五版」，華泰文化。

侯英堯、吳建宏，「購物中心21決勝關鍵」，台商國際傳媒。

岳彩文，2003。『零售百貨業「特定體驗行銷活動」下之「消費體驗模型」相關研究－以漢神百貨開店慶暨母親節特賣活動為例』，國立高雄第一科技大學-行銷與流通管理研究所學位論文。

黃俊英 , 2003 （第二版）行銷學的世界 , 天下文化。

蔡杉源，2003。「百貨零售業體驗行銷策略運用之探索性研究：以漢神百貨開店慶暨母親節為例」高雄：國立高雄第一科技大學行銷與編量管理所碩士論文。

謝其淼，1999「購物中心的經營策略」，詹氏書局。

英文文獻

Barry Maitland，2002。The New Architecture of the Retail Mall「購物中心」，創興出版社。

網路部分:
二八法則，原文網址：https://kknews.cc/zhtw/education/k8an45p.html

今日新聞NOWnews2018年8月27日
網址:
https://tw.news.yahoo.com/%E5%8F%B0%E7%81%A3%E9%9B%B6%E5%94%AE%E6%A5%AD%E7%87%9F%E6%A5%AD%E9%A1%8D%E5%B1%A2%E5%89%B5%E6%96%B0%E9%AB%98-%E8%B6%85%E5%95%86-%E8%B6%85%E5%B8%82%E5%8D%A0%E6%AF%94%E5%A2%9E%E5%8A%A0-080300191.html

行政院主計總處99年人口及住宅普查總報告。
網址: https://www.dgbas.gov.tw/ct.asp?xItem=31969&ctNode=3272&mp=1

彼得克拉克，行銷的定義。
網址: https://www.google.com.tw/search?hl=zh-TW&authuser=0&ei=0cShXLO7JdCVr7wPkPK2kAE&q=%E5%BD%BC%E5%BE%97%E6%9D%9C%E6%8B%89%E5%85%8B+%E8%A1%8C%E9%8A%B7&oq=%E5%BD%BC%E5%BE%97%E6%9D%9C%E6%8B%89%E5%85%8B+%E8%A1%8C%E9%8A%B7&gs_l=psy-ab.12..0i30.3028.13049..15532...8.0..0.298.1179.17j0j1......0....1..gws-wiz.......35i39j0j33i160.EH_NDd4-Nj8

國家發展委員會，我國家庭結構發展推計（106年至115年）報告。
網址: https://www.ndc.gov.tw/News_Content.aspx?n=E4F9C91CF6EA4EC4&sms=4506D295372B40FB&s=A6F127ED8DE2D161&upn=0E442370ED3F73C5
DOC PLAYER，Save For a Target: Customer Journey (5 E s) Entice Enter Engage Exit Extend. The process of signing up for an account。網址: http://docplayer.net/16353023-Save-for-a-target-customer-journey-5-e-s-entice-enter-engage-exit-extend-the-process-of-signing-up-for-an-account.html

新竹市觀光旅遊網
網址:https://tourism.hccg.org.tw/index.php

遠東集團介紹，遠東集團總部網站。
網址: http://www.feg.com.tw/tw/about/overview.aspx

遠東集團整併電商事業，friDay購物將吃下GoHappy
網址：https://www.bnext.com.tw/article/45154/far-eastern-group-combine-two-ec-company-friday-and-gohappy

數位時代雜誌。擷取日期：2018年8月23日。
網址：https://www.bnext.com.tw/article/50323/taiwan-offline-retailer-financial-performance-2018-1h

鉅享網新聞中心，2010.05.10。
網址: https://news.cnyes.com/news/id/3318731

智庫.百科。案例研究法（case study method）
網址：https://wiki.mbalib.com/zh-tw/%E6%A1%88%E4%BE%8B%E7%A0%94%E7%A9%B6%E6%B3%95

購物中心。
網址:https://www.pws.stu.edu.tw/issac/jun/GL/GL/GLEP/ch8.doc

Go go partners。行銷 4P 到底是什麼？要怎麼用？這篇一次搞懂。
網址: https://blog.gogopartners.com/%E8%A1%8C%E9%8A%B74p-%E8%A1%8C%E9%8A%B7%E7%B5%84%E5%90%88

MIC 產業情報研究所，網購消費占比達16.5% 愛用電商平台大排名，發佈日期：2019/6/3
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Opview社群口碑資料庫，2017年最新FB熱門打卡景點。
網址: https://www.opview.com.tw/media_report/20170904/3141