商圈經營關鍵成功因素-以臺中一中商圈為例

Study on Key Success Factors for Shopping District-Case of Yizhong Shopping District

陳信志(Hsin-Chih Chen)

指導教授 ： 楊文廣 ； 張友信

朝陽科技大學/管理學院/休閒事業管理系/碩士(2020年)

摘要

本研究主要探討臺中一中商圈關鍵成功因素，一中商圈是臺中非常在地化的商圈，在這潮流快速變遷的時代中，還能歷久不衰，故本研究認為商圈的關鍵成功因素是很值得深入了解的。首先透過文獻探討初步找出先前商圈經營的關鍵因素，再利用德菲法與專家學者以匿名的方式進行意見上的交流，經過反覆修改問項後，確立本研究問卷，並針對商圈店家與消費者實施問卷的發放與回收，接著利用層級分析法找出一中商圈的關鍵成功因素。
研究結果顯示店家對於商圈關鍵成功因素的重要性排序，前三名為商圈經營管理、商圈行銷推廣、商圈組織運作，而消費者前三名為商圈服務品質、商圈經營管理、商圈空間營造，很顯然店家的內部觀點與消費者的外部觀點存在著差異，藉此提供建議給正在經營商圈的相關人士。

關鍵字

臺中一中商圈 ； 關鍵成功因素 ； 德菲法 ； 層級分析法

並列摘要

This study mainly discusses the key success factors of Taichung Yizhong Shopping District. It’s a very localized business district and still survives in this era of rapid change, therefore the success factors are worthy of exploring. To discuss the key success factors for the Yizhong Shopping District, first we summarize the key factors of the previous business district through the literatures, then use Delphi method to establish the questionnaire back and forth with members of business management team and scholars. Samples cover the stores’ operators and consumers. Analytic Hierarchy Process is used to identify the key success factors of Yizhong shopping district.
The results show that the key success factors are different between stores’ operators and consumers. From the point of view from stores’ operators, the most important internal factors are management, marketing and organization operation. The first three key external factors from consumers are service quality, management and space making. Realizing the gap between internal and external opinions can help the business district managers and shop owners to understand what consumers care about and then improve and adjust their service.

並列關鍵字

Taichung Yizhong Shopping District ； Key Success Factor ； Delphi method ； Analytic Hierarchy Process

參考文獻

英文文獻

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