| 摘要: | 商圈是指由多數中、小零售業者所組成，並具有一定的規模，且商圈通常擁有大量潛在消費者和購買力，也是旅客最常到訪的觀光及消費之處。商圈能夠帶動一個區域的整體競爭力及經濟效益，是確保商圈活絡發展之必要條件。由此可知商圈以及一個地區的消費顧客人數的多寡，將會影響該區域整體發展。經濟一旦成長，將會創造更多的區域價值及新的工作機會。因此，商店聚集之處除了可吸引人潮外，還能因為人潮再吸引更多商家進駐，創造經濟效應，使得商圈對一個城市的發展占有相當重要的角色。本研究目的在於探討西門商圈目前的現況與商圈發展，進行業態業種調查、人潮流量調查，以及消費者問券調查。透過這三種調查了解西門商圈目前周邊店家的營業模式，不同時段的人潮流量多寡分布，與了解當前西門商圈消者的消費模式。消費者問券調查中包含了喜歡商圈的原因，與不喜歡商圈的原因，進行交叉分析。了解消費者為何喜歡與不喜歡之後，根據研究分析的數據的細項探討，了解大部分的消費者會前來西門商圈進行何種消費與喜好之後，給予適當結論分析與建議。
A commercial district is composed of many small and medium-sized retailers with a certain degree of the scale. Due to the fact that commercial districts attract people to come, there is a great number of potential customers with great purchasing power. It is also the place where foreign and domestic tourists visit and spend their money on. Given that the tourism in Taiwan has become more and more popular in recent years, many domestic and foreign tourists came to Taiwan to see the beautiful views, visit the special commercial districts and night markets, and eat gourmet foods and regional snacks. If a commercial district is able to attract domestic and even foreign visitors, its economic benefits can be even higher. Taking Taipei City as an example: according to the dense commercial area planning and arrangement of Taipei City Office of Commerce, there are 12 administrative areas in Taipei City, with a total of 36 commercial districts, among which the Ximen Commercial District is the most important, as one of the first commercial districts. Ximen is located at the northeast of Wanhua District in Taipei City. During Japanese rule in Taiwan, Ximending used to be a deserted area. Afterward, the Japanese decided to imitate Tokyo Asakusa Area and established the Recreational Commercial District in this place. The earliest entertainment facility, Taipeizuo, was founded in 1897, Rongzuo (currently Galaxy Department Square) was established in 1902 and Bajiaotang (currently Ximen Red House) was built in 1908. In addition, the old-style Western restaurants and Red Envelope Clubs have been built since the 1950s, and MTVs, ice palaces, and movies have been created since the 1960s, and the style of American hip hop, Tokyo street performance, and groupie culture were developed since 1970s. There are many youth stories in Ximending during different periods of time, and things are still keeping changing. Nowadays, Ximending is a place where we witnessed the history and also a forerunner of new pop culture generations. Many middle-aged people and elderly come here to recollect the good old days, and there are young people coming here to compete with each other for the beauty of looks. We can say that two entirely different lifestyles and culture take place in this area, satisfying groups with various needs. For this reason, the objectives of this study are to observe the constant change and development of the Ximen Commercial District and to understand more the business model of the Ximen Commercial District as well as the behaviors and characteristics of consumers. Based on the information mentioned above, the three objectives of the survey are as follows: 1. Conduct the investigation into the type of operation and the kind of business of Ximen Commercial District; 2. Carry out the investigation into the traffic flow of Ximen Commercial District; 3. Investigate the characteristics and behaviors of customers visiting the Ximen Commercial District. The survey in this study is able to help shopkeepers to understand the features of such commercial district, to improve their development of brand positioning and marketing planning, and, the last but not the least, to get to know the consumer’s characteristics in the commercial district and discover the market suitable for their own targeted brand positioning. |
