| 摘要: | 位於臺北市大安區忠孝敦化一帶的東區商圈，為臺北十大商圈之一，過去因地處忠孝東路與敦化南路等臺北地區主要交通幹道，再加上大型百貨公司、知名品牌旗艦店、個性潮流品牌店、時尚精品選貨店、國際平價品牌連鎖店陸續進駐，豐富多樣的商場林立於周邊大街小巷，在臺北捷運開通後，運輸便利性更是大幅提升，一度吸引洶湧人潮，儼然使東區成為繁華的北區購物天堂。然而，在近年網路購物的普及、電子商務的興起，以及少子化與高齡化問題導致消費力下降，國人的消費模式產生鉅變，零售實體商店快速萎縮，東區商圈面臨龐大考驗，不僅店面空置率大增，捷運站進出人次也逐年呈現負成長，種種現象與數據，皆再再證實其漸趨沒落的窘境。
本研究透過三大調查探究東區商圈之發展現況，分別為：一、該商圈之業態與業種分布情形和比例實地踏查；二、平假日各時段不同年齡層與性別之人流統計；三、消費者輪廓、行為及滿意度等調查，針對臺北東區現今之商店及消費型態進行深入了解與彙整，更產製各項商家全地圖。在實務貢獻上具三大價值：一、促進未來市府相關單位獲得總體振興規劃與行銷推展方向；二、使欲進駐商家了解該商圈業態、業種之傾向與分布位置，並掌握消費者特性與人潮聚集時段以作為進駐商店型態之考量；三、成為消費者欲選購用品之所在重點區域的有效參考。
Taipei Eastern District, located in the Zhongxiao Dunhua area of the Da'an District, is one of the top 10 business districts in Taipei. In the past, due to its advantageous location on the main traffic arteries, such as Zhongxiao East Road and Dunhua South Road in Taipei area large department stores, flagship stores of well-known brands, stores for trending brands, fashion boutiques, international masstige brand chain stores settled in one after another, and sundry malls established in the surrounding streets and alleys. The operation of the Taipei the greatly improved the convenience of transportation also helped attract crowds of people, giving rise to a prosperous shopping paradise in the Taipei Eastern District. However, with the widespread of online shopping, rising popularity of e-commerce, decreasing birth rates and development into an aging society consumption rates are reduced. Owing to the tremendous changes in people’s consumption patterns, brick and mortar retail stores are shrinking rapidly, causing Taipei Eastern District to face a huge challenge. Not only is there an increase in the store vacancy rates, but there also is an increase in the yearly declination of the number of people going through MRT stations. Various phenomena and data confirm the area’s subsequent downfall.
This study explores the development status of Taipei Eastern District through three major surveys, including 1. The type of operation, kinds of store and the proportional distribution of field survey in the business district; 2. The crowd flow statistics of different ages and genders during each period on weekdays and holidays; 3. The investigation of consumer characteristics, behavior and satisfaction, etc. In addition to gaining insight of the consumption patterns of Taipei Eastern District modern days, the data was also used to develop a complete map of various and vacant stores in this area. Three major practical contributions resulting from these investigations are: 1. Assist related units of local government in obtaining an overall revitalization plan and the direction of marketing promotions; 2. Help interested merchants understand the types of business operation, kinds of store and their proportional distribution in the business district, along with recognizing customer characteristics and the peak periods of consumption, then taking the previous information into consideration when deciding the type of store to establish; 3. Serve as an effective reference for the consumers to decide where to make their purchases. |
