商圈輔導關鍵成功因素之研究-以臺北市商圈為例

RESEARCH ON THE SUCCESS FACTORS OF SHOPPING DISTRICT COUNSELING BASED ON TAIPEI SHOPPING

陳婉琦(CHEN,WAN-CHI)

指導教授 ： 翁興利

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2012年)

摘要

商圈輔導工作為近年來政府部門、店家、居民與學者專家等關注的焦點，政府部門希望透過造人、造景、造街、造產、造勢等漸進式方式進行輔導改善，使商圈能自主經營，提供民眾一個完善且優質的購物環境。而民間部門更是希望藉由商圈發展來促進傳統產業再升級，帶動地方商機的復甦。因此，公部門希望透過商圈輔導計畫導入區域性共同經營管理之概念，使個別店家摒除自我意識型態，藉由店家成立自主性管理系統，長期運作共同之事務，並透過組織化的輔導，建立共同經營、共同參與之理念，以提昇商圈整體形象及凝聚商圈業者集體合作意識，進而強化商圈競爭力，創造「共存共榮」之商業環境，其隨之而來的消費環境改善，並使一般的消費大眾亦將因此受惠。

本論文以臺北市商圈為例，藉由文獻分析法、德菲法、AHP層級分析法對商圈輔導關鍵成功因素進行研究探討。而本研究之目的如下：一、檢視臺北市目前商圈輔導政策之現況與內容並加以分析。二、探討臺北市商圈輔導之成功因素構面。三、提出臺北市商圈輔導之關鍵成功因素，進而提供政府相關單位、輔導團隊未來推動商店街區相關輔導政策及執行之參考。

本論文研究分析發現如下：
一、臺北市目前商圈輔導政策之現況：係以界定商圈所屬發展階段並分為基礎、進階、成熟、優質型四個發展階段，針對各商圈所處階段給予適當的資源投入。
二、臺北市商圈輔導之成功因素構面：四指標中，依權重排序依序為「商圈行銷推廣」、「商圈空間營造」、「商圈組織運作」、「商店經營管理」，然係就其權重間的差異比較，其結果顯示四項主要構面因素之重要性程度相距不大。
三、臺北市商圈輔導之關鍵成功因素以商圈行銷推廣、商圈品牌建立尤其為重要。

關鍵字

商圈輔導 ； 關鍵成功因素 ； AHP層級分析法

並列摘要

The counseling of shopping district has been the focus of government departments, stores, residents, scholars, and experts in recent years. The government departments hope to improve the shopping district through creating crowd, landscape, streets, production, and promotions so it could provide the public with a comprehensive, high-quality shopping environment. The private sector is also hoping that the development of shopping district would facilitate the upgrade of traditional businesses and bring more business opportunities. Therefore, the public sector wishes to instill the concept of cooperative management via shopping district counseling program. The program will allow businesses to remove self-ideology, form autonomous managing system and long-term cooperation, and create a concept of cooperative management and mutual participation. These qualities will unite the district shopping area as a symbiotic business environment and increase its overall competitiveness; the consumers will also, in return, be benefited.
In this thesis, document analysis, Delphi method, and Analytic Hierarchy Process were used to review and study the critical success factors of the counseling program of Taipei City shopping district. The purposes of this study are the following:
I. To review and analyze the status and content of the current Taipei City shopping district counseling policy.
II. To explore the dimensions of the success factors of the Taipei City shopping district counseling program.
III. To propose the critical success factors of Taipei shopping district counseling program and provide references to relevant government agencies and counseling groups for promoting shopping districts in the future.
This thesis analysis found the following:
I. Currently, Taipei shopping district counseling policies categorize four stages of shopping district: basic, advanced, mature, high-quality. Proper resources are invested in each district according to the category.
II.. The success factor dimensions of Taipei shopping district counseling program have four indicators: “marketing and promotion of shopping district”, “environment planing of shopping district”, “ organizational operations of shopping district”, and “operations and managements of businesses”. The results show that the degree of importance of the four key dimensions are approximately the same.
III. The most important critical success factors of the Taipei shopping district counseling program are the marketing and promotion of shopping district and the establishment of the shopping district brand.

Keywords: Shopping District Counseling Program, Critical Success Factors, Analytic Hierarchy Process

並列關鍵字

Shopping District Counseling Program ； Critical Success Factors ； Analytic Hierarchy Process

參考文獻

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