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題名 | 商店街離峰時段創新經營策略之可行性研究--以高雄市三鳳中街為例= |
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作者 | 李劍志; 王俊旗; |
期刊 | 高苑學報 |
出版日期 | 20060700 |
卷期 | 12 民95.07 |
頁次 | 頁143-160 |
分類號 | 498.9 |
語文 | chi |
關鍵詞 | 商店街; 離峰時段; 經營策略; 永續經營; |
中文摘要 | 近幾十年來國內的社會與經濟形態快速轉變,民眾的生活與消費需求也隨之改變,便利商店、量販店與專門商店相繼興起,使得傳統商店街逐漸喪失所扮演的市場機能。三鳳中街面對消費人潮逐年流失和銷售市場被取代,使得經營者背負經營成敗上憂慮。本研究以宏觀和微觀的觀點,找出三鳳中街經營時的離峰認知差異和可能的創新經營改善策略,進而提高消費人潮,達到永續經營的目的。在研究方法上,透過問卷調查法與深度訪談法,首創以高雄市三鳳中街之街道內108家,做全面性商家問卷發放調查。問卷經高市建設局主管人員、三鳳中街發展協會理事長等重要人士審閱,並進行前測。以了解他們對於三鳳中街離峰時段增加人潮改善策略之可行性研究的觀點。本問卷內容的量表設計,包括「離峰認知」、「離峰對策」、「共同意願」、「店家個人變項」四大構面的影響程度加以分析研究。三鳳中街離峰改造之推動,必須以積極的作為投入創新經營的轉型、人才技術的銜接及社區融合等課題,從「內部改變」來逐步調整,透過逐步調整商品、教育訓練、結合社區組織的運作、提升商店街人員的市場行銷及經營知識、態度、技能,與凝聚商店街共榮共存的共識,以取代改變業種與業態等大刀闊斧型的「外部轉變」作為,才能活化老舊商店街,再造商業機能。 |
英文摘要 | In the recent decades, socioeconomic status in Taiwan had been rapidly shifting. Supermarkets and retail stores had risen to meet the needs of the consumers. Thus, traditional stores started to lose its original market function. Sanfonzon Street is no exception; the stores are facing the threat of being replaced by shifting economy. The study attempts to find the cognitive difference between peak and off-peak period from macroscopic and microscopic aspects to develop possible strategies for everlasting operation. The researcher surveyed all 108 stores in the Sanfonzon Street. The researcher ran the pre-test on the government agents, chairman of Sanfonzon Development Committee, and other related personnel to better understand their strategies and views on improving the management in Sanfonzon Street. The questionnaires include four aspects, “cognition in off-peak”, “strategy for off-peak”, “common opinions” and “the variable of store”. The off-peak period improvement of Sanfonzon Street needs many steps. Better management of products, training, unification of community operations, and improvements in vendor’s selling technique and knowledge are needed to make a completely brand-new change to rejuvenate the traditional market street. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。