零售與通路經營分析： 以甜甜圈店為例

Abstract

中文摘要 在當代零售環境快速變動、競爭日益激烈的背景下，品牌若欲實現永續發展與規模化經營，須具備對消費者行為、商圈特性與品牌調性的整合洞察。本研究旨在透過系統性分析與場域調查，提出一套符合品牌定位、消費環境與營運效益的實體展店策略藍圖，作為後續據點開發與空間複製的參考依據。研究過程分為資料收集、分析資料、模型製作與社群經營四個階段，首先廣泛探討台灣甜甜圈店之業種與業態，並運用零售立地分析、商圈特性評估及位址選擇工具進行新店址篩選。接續，依品牌風格設定與目標客群輪廓進行精準市場定位，並製作空間模型，最後透過零售成長策略檢驗整體分析方向，並將模型上傳至社群媒體進行初步市場反應測試。 綜合多面向評估後，最終選定「崇德商圈（平德里）」為展店地點，因其交通便利性高、區域客群穩定、家庭消費力強、商業機能貼近日常生活，且整體開發風險相對低。此選址成果展現策略分析的有效性，亦可作為品牌未來拓點計畫之重要參考基礎。

Abstract

In today’s rapidly evolving retail environment, where competition is increasingly intense, brands seeking sustainable growth and scalable operations must possess integrated insights into consumer behavior, commercial district characteristics, and brand identity. This study aims to develop a physical store expansion strategy blueprint that aligns with brand positioning, consumption environment, and operational efficiency, serving as a reference for future site development and spatial replication.

The research process is divided into four stages: data collection, data analysis, model development, and social media engagement. It begins with a comprehensive exploration of Taiwan’s donut shop industry and retail formats, followed by new store site selection through retail location analysis, commercial district evaluation, and site selection tools. Next, based on brand style and target customer profiles, the study formulates a precise market positioning and develops a spatial model. Finally, retail growth strategies are applied to validate the overall analysis direction, and the model is shared on social media platforms to gather initial market feedback.

After evaluating multiple factors, the “Chongde Commercial District (Píngdé Lǐ)” was selected as the optimal location due to its high accessibility, stable local customer base, strong household purchasing power, and daily life–oriented commercial functions, with relatively low development risks. This site selection outcome demonstrates the effectiveness of the strategic analysis and offers a solid foundation for the brand’s future expansion plans.