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  • 學位論文

觀光漁港商圈環境再造之研究-以竹圍漁港為例

Redevelopment Issues and Strategies for the Tourism Fishing Port Shopping District - A Case Study on Zhuwei Fishing port Shopping District

指導教授 : 宋立垚

摘要


隨著國民所得提高,消費習慣改變,商業環境亦亟待轉型;傳統零售業者正面臨綜合零售業所具備商品多樣化、經營型態大型化及現代化所帶來的衝擊。政府近年來努力推動之下,許多地方零售業的經營型態亦朝向商圈的方向發展。 商圈再造計畫於民國80年起便開始著手,而目前再造過程中,無論是空間環境的改善、組織的經營、行銷的策略與政策施行方向都有待改善,實有檢討之必要。本研究範疇以大園鄉竹圍漁港魅力商圈為例,針對該計畫推動至今對現況之實質層面及非實質層面的演進與變化加以探討,研究方法透過文獻蒐集、現況調查、遊客問卷調查以及深入訪談經濟部商業司、輔導團隊、地方代表、地方組織及店家等不同面向之觀點,進而彙整歸納觀光漁港商圈再造之課題,並提出改進策略,可提供給相關單位後續推動類似計畫之參考。 研究重要發現是觀光漁港商圈再造需透過區域性整體規劃串連、依商圈環境之特性進行整體性規劃、公私合作創造遊憩資源、組織培養獨立自主運作之能力、創造獨特在地特色、建立整體統合性之相關單位、訂定後續追蹤之相關計畫,方能使商圈永續經營及發展。 商圈再造計畫為持續性的政策,在公部門方面應建立後續評鑑制度及應提供多元經費申請與補助管道;在私部門方面應保有在地特色、商圈組織應進行地方專業人才的派遣與養成,以培養獨立自主運作之能力及店家應對商圈保持熱誠,且學習學習共存共榮之營造模式。希望藉由本研究所提出的問題點,促使往後計畫在推動時能加以思考及改進,俾使觀光漁港之魅力商圈計畫更圓滿,成效更卓著。

並列摘要


The consumption habits has changed with the growing national income, the business environment is also urgent restructuring. Traditional retailers are facing the retail sector with a comprehensive product diversification, management style large, chain-orientation. In recent year, as government effort to promote, many place operating patterns are also facing the Business district direction. Business district reconstruction plans has began to work in 1991, the current reconstruction, improve space environment, operates organization, marketing strategy and policy directions to be implemented to improve. A case study on the Dayuan township Zhuwei fishing port commercial district, it is aim at studying the current situation the substantive level and the non-physical level evolution. By literature search, the status of the investigation, tourists questionnaire and in-depth interviews with different viewpoints of the Ministry of Economic Affairs, counseling team, local representatives, local organizations and stores, etc. And then to collect and categorize the tourist fishing Business district reconstruction questions and to come up with strategies and improvement strategies, provide relevant units subsequent promotion of reference. Important discoveries of sightseeing fishing Business district recycling, required by a whole series of regional planning, conducted in accordance with the characteristics of the Business district overall environmental planning, public-private partnership to create a recreation resources, organizational capacity operation of independent culture, creating a unique characteristic in the ground to establish the overall integration of the relevant units, and set of follow-up related plans to make the Business district and sustainable development. Business district reconstruction plans for the continuity of policies, public sector 1. should establish follow-up evaluation system 2. should provide multiple grant applications and grant pipeline; The private sector 1. should retain the ground characteristics 2. Business district organizations should dispatched professionals to develop ability to operate independently; 3. stores should keep enthusiasm, and learn to create a model of coexistence. I expect this study, can promote future plans can be improved in promoting, to make tourism fishing port commercial district plans more successful, more remarkable effectiveness.

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