都市傳統商圈再造後環境滿意度之研究-以艋舺服飾商圈為例

Research on Environment Satisfaction on Urban Traditional Reconstruction Trading Area-A Case Study on MONGA Clothing Trading Area

楊潔敏(Chieh-Min Yang)

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(2011年)

摘要

商業與都市發展有正面關係，過去繁華的商圈受到都市空間、新興商業區、產業及消費習慣等等因素影響日漸萎縮，須藉由商圈再造計畫，使商圈長久持續經營。由經濟部商業司自八十四年陸續推動商圈再造計畫，且再造計畫推動以有十年以上的時間，商圈面對消費者多元化，對於商圈環境使用需求不盡相同，藉此研究商圈再造計畫執行後消費者角度對於商圈環境滿意度。
本研究以艋舺服飾商圈為對象，由文獻回顧歸納建立商圈再造後環境評估內容、方法、架構，且實地觀察瞭解現況的使用情形，及深入訪談商圈組織瞭解商圈目前的發展。再以問卷量化調查消費者對於再造後環境滿意度，進行統計分析得到消費者背景、使用經驗、環境滿意度及差異性，最後歸納給予再造計畫建議。
實證結果發現：(1)消費族群與商圈再造計畫目標有所差異，且商圈再造計畫以打造台灣特色的國際服飾專區，目前未能達成國際服飾消費型態，商圈再造計畫須推動持續性計畫。(2)商圈再造計畫由單一商圈轉變為區域整體性計畫，指示系統、商圈資訊、人車動線整合規劃及共同行銷、宣傳，藉以提升商圈知名度。(3)考慮商圈消費者的差異性，批發與零售對於停車空間的需求差異，以女性為主要消費族群安全部分，及高齡者適當的步行環境。(4)瞭解地方發展的歷程與文化凝聚商圈店家認同，且強化店家與商圈組織的關係，共同制定商圈規範，規畫商圈活動內容，建立出後續維護管理的機制。(5) 實質設施以地區特色融入設計，建立因地制宜之計畫，提升商圈自明性與環境品質。

關鍵字

商圈 ； 商圈再造 ； 環境滿意度 ； 艋舺服飾商圈

並列摘要

There is positive relationship between commercial activities and urban development. The past Bustling Trading area is getting languor because urban space, new commercial activities, industrial and customer hobbies change. We have to keep long term business in those old areas by urban reconstruction plan. We are implement reconstruction of trading area plan since 1995.Trading Area face diversity customers. Customers have different needs of environment. We are research Satisfaction for trading environment by customer point of view of.
This report is based on MONGA Clothing Trading Area. By review and summary historical document to have plan for environment evaluation content, method , architecture and field observations to realized the currently usage status after business reconstruction plan. We also visit several organization of business area to find out current development plan. To quantify customer satisfaction for the environment after reconstruction plan by questionnaire survey. We come out improvement proposal after review summaries data by statistics the questionnaires that have customer background, experience, environment satisfaction and difference.
The major outcomes of this research are:
(1)There are differences between reality customer and reconstruction of trading area plan goal. Now plan is not achieving international clothing consumption patterns. Need to promote continuity plan.
(2)Reconstruction of trading area plan by a single district plan change for the region overall. Indicating system, trading area information, people and vehicles moving line integration planning. Common marketing, publicity improve trading area popularity.
(3)Consider the differences in customer. Wholesale and retail space for the parking needs of different. Mainly focus on security part of the female consumer and the elderly were given a friendly walking environment.
(4)Understand local development and cultural cohesion increase trading area store identity. Strengthen the relationship between the stores and trading area organizations. Trading area stores jointly developed Specification and planning activities. Establish a mechanism for follow-up maintenance.
(5)Substance facilities design with regional characteristics .The establishment of local conditions of the plan to enhance the Trading area self-evidence and quality of the environment.

並列關鍵字

Trading Area ； Reconstruction of Trading Area, ； Environment Satisfaction ； MONGA Clothing Trading Area

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