本研究以「區域型百貨經營策略之研究」為主題，並以P百貨公司作為研究對象，探討在高高屏地區，在百貨公司和購物中心日益競爭的背景下，並且因為新冠疫情的影響，導致消費者消費習慣的改變，大大加速電商的發展，造成實體通路商場經營的困境，面對這樣的困境，透過對P百貨公司的深入分析，本研究發現區域型百貨面對連鎖實體百貨通路，以及電商的雙重夾殺下，如何找出一條生存之道。
本研究目的旨在分析區域型百貨公司目前所面臨的經營挑戰，並且探討區域型百貨公司在競爭激烈的市場中，如何制定和調整其經營策略。最後，提出針對區域型百貨公司的經營策略改進建議，以增強其競爭力。
本研究主要以質化研究，採用SWOT分析、STP+4P行銷策略、行銷4.0、鑽石模型分析，以及透過網站或期刊等，收集二手資料來進行分析百貨公司的概況以及個案公司的經營模式，並結合個案分析法和訪談方式來探討P公司的經營管理和策略，如何在現有的競爭環境下，創造企業永續的經營模式。

Against the backdrop of increasing competition from department stores and shopping centers, and because of the impact of the Covid-19 Epidemic, which has led to changes in consumer habits, the development of e-commerce has accelerated considerably. Through case study analysis of Department Store P, this study would examine would maintain competitive advantages. The purpose of this study is to analyze the current business challenges faced by regional department stores and to examine how regional department stores develop and adjust their business strategies in a highly competitive market. This study is mainly a qualitative research, using SWOT analysis, STP+4P marketing strategy, Marketing 4.0, Diamond Model analysis, as well as collecting secondary data through websites or journals to analyze the overview of department stores and the business model of the case company, and combining the case study method and interviews to explore the business management and strategy of Company P, and how to create a business in the current competitive environment and a sustainable business model. The case study and interviews were combined to explore the management and strategy of Company P and how to create a sustainable business model in the current competitive environment. Finally, the study proposes recommendations for improving the business strategies of regional department stores in order to enhance their competitiveness.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 5
第五節 研究範圍與限制 6
第二章 相關文獻與策略行銷分析工具 7
第一節 區域型百貨定義 7
第二節 相關文獻 8
第三節 SWOT分析 11
第四節 STP+4P行銷策略 15
第五節 顧客體驗路徑分析（行銷4.0） 17
第六節 鑽石分析模型 21
第三章 研究設計 23
第一節 研究架構 23
第二節 研究方法 25
第四章 研究分析 28
第一節 高屏區百貨同業現況 28
第二節 屏東太平洋百貨公司之發展 29
第三節 個案之SWOT分析 35
第四節 個案STP與4P行銷策略分析 41
第五節 個案顧客體驗路徑分析（行銷4.0） 46
第六節 個案鑽石模型分析 49
第五章 研究結論與建議 57
第一節 研究結論 57
第二節 研究建議 58
參考文獻 59

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二、 中文文獻
温玲玉、林德勳（2018）。綠建築行銷策略指標之探討－以SWOT分析為例。商業職業教育，(142)，25-39。
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