| Summary: | 碩士 === 朝陽科技大學 === 工業工程與管理系碩士班 === 98 === Within the rise of trend of entrepreneurial, “entrepreneur behave" is considered the only way to leave the lay off risk or salaried pressure in Taiwan. Most of Taiwanese step into the Retail Industries of Apparel at the very first times’ entrepreneur behave, because which is the lowest threshold of industry to entry.
" Yi-zhong St. Commercial District of Taichung " is the most profitable business district for young people in Taiwan. This kind of business district offer the pop information, and cheap shopping. The most competitive retail industry is apparel. The purpose of this study is identify the retail business of apparel’s problems and difficulties during the process of micro-business’ entrepreneur behave in the Commercial district and how response to the feasibility by the business strategy, and use Yi-zhong St. Commercial District of Taichung as the model of territory of research. In this study, I use the semi-structured and depth interview to collect the datas which interviewed to five micro -entrepreneurs in the Yi-zhong St. Commercial District of Taichung. Who also have more than two years experience and established the second branch successfully. After interview, I use grounded theory to summary the information which respondents by them and get the Questions and informations as below: The store selection and acquisition, customer relations, business competition, human resource management and product development and marketing issues; also use the SWOT matrix analysis to the apparel retail business district in the street to conduct internal and external environmental analysis, and to make such as: ask around the employee of business or the store owner to know the real situation about the store, and give employees the ability to solve the problems, follow the fashion but do not rely on the popularity and increased inventory, customer relationships can create long-term source of income, use of Chinese-style management philosophy to face the business district in the commercial competition. As the result, hope this research can help micro- entrepreneurs to have the chance to be success.
Yi-zhong St. Commercial District have many same type of products. However, visitors will have the feeling of can not be guaranteed, when they purchas the goods. That’s why store or stall is considered the first element of entrepreneurship. The good relationship with customers is the establishment of the store from their sense of identity of goods sold, and to provide needed services, such as modeling with other services and become regular customers. As a usual commercial competition business in the district is price and the sources control. There are small shops employing regular workers, most of the time workers are more. It is difficult to guide staffs the right frame of mind for the retail and service industries, because, most of stuffs are part time workers which is hard to maintain the relationships with customers. At the last, when purchasing over-reliance on the media and the magazine''s introduction, which will cause too fashion for consumers that can not accept the goods.
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