民國84年，經濟部商業司發展「塑造形象商圈計畫」、「商店街開發推動計畫」等各項關於商店街區的改善計畫，旨在輔導國內各傳統商圈重新改善，針對其傳統經營以及其優劣勢方式進行改變。本研究主要透過形象商圈內部不同的競合型態去探討其對地方行銷政策的影響效果，及在競合型態的差異之下，各個形象商圈的廠商營運績效及消費者滿意度各是為何。透過群聚分類架構將商圈分為互補性商圈及商圈兩類型，本研究首先利用判斷抽樣，選取台南安平老街、高雄旗津老街、鶯歌老街、深坑老街、淡水老街、迪化街以及三峽老街為研究對象。共得有效問卷數商家142份、消費者192份。
接著針對不同商圈類型的商家及消費者進行ANOVA單變量分析以了解互補性商圈及商圈是否在知覺度、滿意度及財務績效/消費者實質行為存在顯著差異。再以線性迴歸模型進行分析，以了解知覺度、滿意度及財務績效/消費者實質行為三者相互影響程度，及商圈類型的調節效果。
研究結果得知，1.互補性商圈整體地方行銷政策施行效果較佳，但整體仍須改進。2.消費者及廠商對形象商圈政策知覺度皆低，觀光政策應加強實行及宣傳。3.對形象商圈滿意度低，應加強調店家對於形象商圈之信任。4.消費者滿意度低，應提升商圈公共設施之建設。5.廠商財務績效低、消費者實質行為表現低，應將人潮轉為錢潮。 / The Ministry of Economic Affairs has developed a series of plans aiming to improve traditional business clusters since 1995, guiding them how to renew their old-fashioned business model and helping them to take advantage of their strength and opportunity in transforming into brand-new image business districts. This research aims at investigating whether different levels of competitiveness in image business districts can result in various effects of regional marketing policy on store operation performance and customer satisfaction. This research classifies business clusters into two types, business district and complementary business district. Based on the result of judgmental sampling, Tainan Anpingold street, Kaohsiung Qijin old street, New Taipei city Yingge, Shenkeng and Sanxia old street, and TaipeiDihua street were chosen as our samples. This research received 142 valid store manager questionnaires and 192 valid customer questionnaires.
After data collection, this research examines whether there are significant differences between two types of business districts in awareness, satisfaction and operation performance through one-way ANOVA analysis, as well as tests the moderation effect of cluster type by using regression analysis.
The research results show that first, the regional marketing policy had the greater effect in complementary business district. Second, since both customers and store managers are unaware of most image business district policy, the authorities should enhance promotion on image business district policy. Third, the satisfaction of store managers toward image business district is low on both types. The government should pay more attention on improving their trust on image business district policy. Fourth, customers aren’t satisfied because of the poor public infrastructure. Finally, the operation performance is low. Most visitors come but spend less money in districts.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0099355004 |
| Creators | 蘇寬 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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