商圈更新再造對商圈業者經營績效之影響

The Effects of the Renew and Reconstructure of Business Area on Enterprises' Management Performance

陳券彪(Chuan-Biau Chen) ； 洪國爵(Gwo-Jih Hung)

《智慧科技與應用統計學報》 6卷1期 (2008/06) Pp. 39-54

https://doi.org/10.29807/JTITAS.200806.0004

摘要

為提昇傳統商業的競爭力與產業的永續發展，經濟部商業司積極推動商圈更新再造計劃。雖然計劃已推行多年，其經營成效如何仍持進一步的檢視。本文以北、中、南三區的十二個形象商圈之經營者為研究對象，進行問卷調查。在績效衡量方面，分別從財務面、顧客面、內部流程面及學習成長面來評量其經營績效。經實証分析獲得下面三項具體的成果：(l)商圈更新再造推展活動與經營者之經營績效有顯著相關者主要有六項：道路交通及公共設施規劃、推動環境改善、對業者實施個別輔導、設計商圈識別標誌、舉辦大型宣傳活動及商圈業者推出特色商品等(2)不同特色或類型之商圈其經營績效並無顯著差異(3)採行『前瞻者策略』之經營者其顧客面經營績效較高，而採用「分析者策略」之經營者其內部流程面與學習成長面之經營績效較高。

關鍵字

形象商圈 ； 經營績效 ； 經營策略 ； 商圈更新再造

並列摘要

To upgrade enterprises' competency and have industrial continuing development, the department of commerce of the Ministry of Economic Affairs (MOEA) in Taiwan is strongly promoting ”renew and reconstruction of business area” project. How about the management performance's result? It is still inspected furthermore although the project has been promoting several years.
This paper is based on 3 districts (including north, central and south area) and chooses 12 Images Business Areas to take the questionnaire survey, and uses the mangers (or owners) who serve in Image Business Areas mentioned above as the sample. The Enterprises' management performance was estimated from four aspects of finance, customers, internal procedure and learning growing.
Based on the outcomes of the investigation, the following three specific results were obtained: (1) There have significant relationships existed between the developing activity of renew and reconstruction of business area and the owners' management performance in followings 6 items: the planning of road traffic and public facility, boosting environment improvement, coaching individually to owners, designing the identification mark of business area, holding a big propaganda and the owners' promoting special products. (2) There are no significant differences existed that management performances in different style business area. (3) The mangers who adopted ”prospectors strategy” have a more high customer management performance, however the mangers who adopted ”analyzers strategy” have more high management performance both in the aspect of internal procedure and learning growing.

並列關鍵字

Image business area ； management performance ； management strategy ； renew and reconstruction of business area