形象商圈實質環境改進策略之研究－以鶯歌老街形象商圈為例

An Analysis of the Improvement Strategies for Substantial Environment of the Impression Commercial Area – The Case Study of the Yingge Street “Impression Commercial Area.”

汪廣霖(Kuang-Lin Wang)

指導教授 ： 宋立垚

國立臺北科技大學/設計學院/建築與都市設計研究所/碩士(2009年)

https://doi.org/10.6841/NTUT.2009.00360

摘要

形象商圈實質環境改善，主要為助於形象商圈商業活動的活化與提升，以及消費者如何看待商圈的改變，都需要經由理論跟實務不斷檢驗，以系統化、科學化、邏輯性的檢討，進一步的提升形象商圈之商業環境。
本研究之目的主要是針對鶯歌老街形象商圈計畫推動至今之情況，以及計畫執行後，對鶯歌老街形象商圈之實質環境的演進與變化，並以形象商圈實質環境中的公共設施、標誌與招牌、房屋建築及停車空間等四大主題為本研究之主軸，並輔以防災與都市設計、商圈的定位與核心價值，與商圈資源整合等面向，藉由探討現階段經濟部商業司計畫執行推動的政策及機制、專家學者意見訪談、形象商圈組織之在地觀感，擴及至形象商圈消費者與店家之使用評價，彙整歸納形象商圈之實質環境之課題，並藉以提出對策及改進策略，提供相關單位後續推動之參考。
本研究透過鶯歌老街形象商圈之現況分析、與透過遊客及店家對於實質環境之體驗與滿意度等，與深度訪談，從量化與質化的兩面向探討分析後，得知公共設施部份，需整體規劃並與使用使用者協商；標誌與招牌部份，應加入在地性與特色精質旅遊資訊；房屋建築部份，加入地方特色，營造陶瓷小鎮為目標；停車空間部份，導入總量管制，結合周邊交通全盤計畫導入等結論。
改善商圈實質環境目的在於美化商圈景觀，使其更吸引消費者。後續建議除實質環境改善外，還必須投以商業活動、積極的行銷方案，並須有一個強而有力的組織，在商圈再造過程中的積極運作，以維持商圈不斷的改進、更新及發展。

關鍵字

形象商圈 ； 實質環境 ； 鶯歌老街 ； 改進策略

並列摘要

The substantial environment improvement of the impression of commercial area is mainly focus on upgrading and activating the commercial activities in the area and how consumers regard as the transformation of the commercial area. These factors need to be examined theoretically and practically, furthermore, to upgrade the impression of the environment of the commercial area by systematic, scientific and logical discussions.

The purpose of this study is mainly focusing on the situation that impetus of the plan to the commercial area of Yingge Old Street. Also, after the plan implementation, the development and transformation of the substantial environment in the commercial area, and the four key subject matters in this area which are public facilities, street signs and commercial boards, house construction and parking space are the themes of this study. At the same time, the precaution against the natural disaster, the orientation and the center value of the area, and the resource integration in the commercial area are also the concerning issues in this study. Moreover, by discussing about the policy which is executed by Ministry of Economic Affairs at present stage, opinion interview of the experts, local image of the commercial area, and the evaluation of consumers and local store owners, these topics and strategies which are being brought up provide the reference for the related organizations for the following plan execution.

By analyzing the impression of the commercial area of Yingge Old Street at present situation in both quantitatively and qualitatively and to find out how visitors and local store owners satisfy and experience with the substantial environment, for the public facilities, this analysis shows that the commercial area needs to be scheming out entirely and well negotiated with the local owners. For the street signs and commercial boards, these should integrate with local characteristics and tour information. For the house construction of the area, it should create a ceramic town as the goal, at the same time by integrating local characteristic into the buildings. For the parking space, the area should bring in peripheral transportation control plan and total quantity control scheme.

The purpose of improving the substantial environment of the commercial area is to enhance the landscape of the area in order to attract more visitors. Besides improvement of the environment of the area, there should be more commercial activities and an active marketing plan being involved. Furthermore, a powerful organization should be formed and be operated actively in the restoration process of the area in order to maintain the improvement, renewal and development of the commercial area of Yingge Old Street.

並列關鍵字

Impression Commercial Area ； Substantial Environment ； Yingge Old Street ； Improvement Strategy

參考文獻

[22]陳墀吉，鶯歌鎮窯業社會空間之變遷，中國文化大學地學研究所研究報告，第8期，1995。

[33]桃園縣政府，日本地方小鎮觀摩考察交流報告，2005。

[3]廖明進，大溪風情，台北：財團法人和平禪寺文教基金會， 1999。

[26]Huff, D.L.,1964. Defining and estimating a trading area.Journal of Marketing, 28.

一、書籍