百貨店のショッピングセンター化と店舗間関係に関する考察 ：あべのハルカス近鉄本店と地方郊外店の事例

application/pdf

本稿は，進行する「百貨店のショッピングセンター化」（以下，SC化という）をビジネスシステムの転換ととらえ，従前の研究対象であった都心型店舗のみならず，地方郊外店舗を対象に含め，それらとの差異や店舗間関係について対象を拡大し，その変容過程を明らかにする．ここでは，近鉄百貨店の店舗戦略の事例をとりあげ，あべのハルカス近鉄本店（都心型店舗）の開発及び地方郊外店舗のリ・モデルのプロセス，すなわち「SC化」の実態を，開発担当者への面接調査を実施し明らかにした．その結果，都心型に比較して地方郊外型はMDが買回品よりも生活必需型になる傾向にあり，SC化のもつ意味が異なること．都心型店舗においては，SC化もファッションビル化以外に，家電やドラッグストアの専門店誘致により，インバウンド対応に生かされる場合があること．催事会場の増設といった百貨店自主直営部分の拡大によりMDの再調整が可能であることが分かった．また，地方郊外店舗はSC化によるテナント誘致が都心型より困難であり，SC化手法単体ではなく，FC化（フランチャイズ化）の手法を併用して補完する，メガフランチャイジー化による総合化が図られてきたこと．また，地域商社化により地方郊外店発の，MDの基幹店への還流が店舗間関係においてみられることが分かった． This paper considers the on going process of "shopping centerization of department stores" (hereinafter, "SCization") as a transformation of the business system, and expands the scope of differences and relationships between stores, includ-ing not only the city center stores that were the subject of previous research, but also local suburban stores, and clarifies the transformation process. Here, a case study of the store strategy of Kintetsu Department Store was taken up, and the actual situation of the development of ABENO HARUKAS Kintetsu Honten (head office ,the city center type store) and the process of the re-model of the local suburban store, that is,"SCization", was investigated and clarified by interviewing the person in charge of development. As a result, compared to the city center type, the local suburban type tends to be a life demand MD-type rather than the Shopping Goods (MD-type), and the meaning of SCization is different. In the city center type store, in addition to the fashion building of SC, it may be used for inbound correspondence by attracting specialty stores of home electronics retailer and drugstore. It was found that MD can be re-adjusted by MD expanding the depart-ment store's own management part, such as the expansion of the event venue. In addition, local suburban stores are finding it more difficult to attract tenants by SCization, than the city center type, and it has been achieved to be a general merchandising store formed by mega-franchise method, which is complemented by the combination of FC (franchise) method rather than SC method alone. In addition, it was found that the return of regional MD to the city core store from the local suburban store was seen in the store relationship by the regional trading company.