[[alternative]]A STUDY OF THE SUSTAINABLE DEVELOPMENT OF TRADITIONAL COMMERCE

[[abstract]]本研究擬從「商圈更新再造」探討傳統商業發展之問題，並以澎湖馬公市形象商圈為例，分析消費者對「商圈更新再造」之看法;比較「商圈更新再造」後傳統商業其經營績效之變化情況，期能找出影響商圈更新再造成功的關鍵因素，以提供主管機關及輔導團隊作為後續推動商圈再造之參改。本研究主要成果有下列六項： 一、 商圈發展政策的方向在考慮制度化與地方化策略下，未來商圈實際運作模式，將朝向由地方政府主導，推動制度化的商圈組織，獨立自主運做方式，結合地方產業與特色之經營模式。 二、 商圈發展經常面臨的問題如下：租金上漲問題、公共設施嚴重不足、其他支援性措施不足、街區組織尚未制度化、新興商業用地取得困難、街區組織缺乏經費和專業人才來源等等問題。 三、 受訪者對馬公市形象商圈整體經營(商品擺設、商品品質、商品特色、商品價格、服務態度)之看法，較傾向滿意。而對公共空間(公共設施、整體景觀、招牌美化)完善度之看法，認為完善度最高為整體景觀佔73.8%，最不完善為公共設施佔46.1%。 四、 由調查資料顯示，馬公市形象商圈推動後，其經營績效明顯的成長，商圈總業績成長比率高達32%，消費人潮成長比率為30%，由此可知商圈更新再造對馬公市商圈發展之影響非常之大。 五、 本研究發現，商圈經營與永續發展之關鍵因素乃需中央與地方政府，商圈業者，商圈組織及消費大眾共同負擔責任，推展重點在輔導商圈組織來正式化營運。 六、 本研究發現商圈經營與永續發展，中央與地方政府之配合措施，應採分工政策，才能發揮最大的效益。讓個案輔導、景觀塑造、環境改善的權責回歸地方;政策制訂、誘因規劃、協助支援的角色回歸中央，則面臨之難題將迎刃而解。[[abstract]]This study aims at the problems confronted with traditional business areas in the process of renew and reconstruction of business area, and analyzes the opinions given by consumers in renew and reconstruction of business area. Also, by comparing the changes of performance after renew and reconstruction of business area, this study expects to find out the critical factors that make renew and reconstruction of business area successful. This study also provides references to which the authorities and counseling teams would refer when they push forward renew and reconstruction of business area afterward. The main results in this study as follows: 1. In the expectation of institutionalization and localization strategies in the business area development, local governments will be getting initiated at the actual business area operation model in the future, pushing forward institutionalizing business area organization that could operate independently and management model combining local industries and characteristics. 2. Some problems usually confronted with business areas: uprising rent, severely deficient public facilities, deficient supportive measures, business organization not yet institutionalized, difficult land acquiring for sunrise businesses, and deficient fund and professionals in business organizations etc. 3. Interviewees’ opinions incline to be satisfied over integral operations(display, quality, characteristics, prices of commodities, service altitude) of image business area in Magong city, while showing that integral landscape is most complete with 73.8%, and public facilities are most incomplete with 46.1% among public spaces (public facilities, integral landscape, placard glamorization). 4. Data from investigation shows that the performances of image business area in Magong city are apparently growing. With growth rate of total sales up to 32% and consumer populations up to 30%, the renew and reconstruction of business area obviously put a great deal of effects over development of business area in Magong city. 5. This study finds out that the critical factors of business management and substantial development depend on assuming responsibilities among the central and local governments, entrepreneurs in business areas, business area organizations, and consumers themselves. Also, key points in development are to counsel business organizations to operate formally. 6. This study figures out that central and local governments should be responsible for the conjugation measures that they adopt respectively. Let local governments take back the responsibility for case counseling, landscape makeover, and environment improving, while the central government play a role in policies making, motivation planning, assistance, and supporting. Thereafter, many difficulties confronted in practice would be solved smoothly