傳統市場進化與管理-以台中新光黃昏市場為例

傳統零售市場近年來在經營方面遭遇嚴重的挑戰，使得經營現況大不如前。本研究是採波特的五力分析為架構，邀請攤商、傳統市場管理階層，而且他們也都是當地居民，來做深度訪談，將蒐集到的研究訪談資料，加以分析及歸納，找出濃縮後可用的管理資訊，以供未來傳統市場在經營管理上的參考依據。本研究目的：(1)了解臺中新光黃昏市場的經營現況。(2)探討臺中新光黃昏市場的消費者行為。(3)分析臺中新光黃昏市場的經營關鍵成功因素。(4)提出臺中新光黃昏市場的經營改善策略。研究方法以實地調查與半結構式深度訪談方式進行。本研究結論(1)百貨類與飲食類為臺中新光黃昏市場最主要的販售種類。(2)美食小吃眾多為經營現況表現最佳的變數。(4)行銷與商品為重要性較高的關鍵成功因素。(7)改善停車不便問題。(8)改善環境方面問題。(9)改善行銷不夠全面。

關鍵字

傳統市場；五力分析

並列摘要

Traditional retail market in recent years suffered a serious challenge in operation, making operation of the current situation deteriorated. This research is based on the framework of “Michael Porter's Five Forces Model”, by inviting the vendors and the general management of the traditional retail market associations who were also Residents by the in-depth interviews. We will be analyze and summarize the materials that gathered from the research interviews, and, furthermore, finding the available management information will be the reference for the mountaineering associations on their management in the future. The purpose of this study: (1) Understand the operating status of Taichung Shin bright dusk market. (2) To explore consumer behavior Shin bright dusk market. (3) Analysis of operating Taichung second public key success factors in the Shin bright dusk market. (4) The operator of Shin bright dusk market in Taichung City public improvement strategy. Research Methods in field of surveys and semi-structured are in-depth interviews manner. Conclusions of this study: (1) department store in Taichung City and diet classes for the second most important market, selling categories. (2) a number of gourmet snacks business status of the best performing variables. (4) the importance of marketing and merchandise for a higher key success factors. (7) to improve the parking inconvenient problem. (9) to improve the marketing is not comprehensive enough.