The Key Successful Factors of the Business Model of Future Smart Malls

• Main Authors: Kung, Nien-Hung, 龔念弘
• Other Authors: Chu,Po-Young
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/7qre97

碩士 === 國立交通大學 === 管理科學系所 === 103 === As E-Commerce has rise, people don’t have to show their presence for shopping. Information technology has changed people’s lives and purchasing behavior. These changes have made a huge impact to shopping center in U.S. According to Business Insider, 50% of the shopping center in U.S will disappear in the next 15 to 20 years. McKinsey Research indicates successful players have to invest on three key elements; Experience and Convenience, Technology and Multichannel Strategy and New Formats &; Design. As technologies have changed the purchasing behavior such as the new development of location-based technology, iBeacon. What the future shopping center will be? This thesis first take iBeacon as an example to explore a possible business model of smart mall through literature review. Next, experts are invited to evaluate the proposed business model with the Analytic Hierarchy Process (AHP) methodology with four main criteria namely, uniqueness, repeatability, profitability and scalability. At the end, criteria the Key Successful Factors for the future business model are determined. The results show the priority of main criteria followed as: uniqueness, repeatability, profitability and scalability. The Key Successful Factors of this business model are “The consumer-centric service and social experience”, “Location-Based Marketing and Online to Offline shopping experience” and “Customer Relationship”. The research shows when shopping in presence is no longer necessary, a Shopping Center has to attract consumers by providing irreplaceable uniqueness. The mindset of running a shopping mall should transform from profit-centric to uniqueness-centric. At the same time, results also indicate shopping center will provide more services and social experiences, by improving purchasing experiences and customer relationship through technology. Shopping will simply become one of the many functions provided by a shopping center. Malls will be managed more similar to managing content and media in the future, instead of managing real estate currently.