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研究生:楊琬菱
研究生(外文):Wan-lin Yang
論文名稱:商圈意象與商圈發展策略之關連性研究-以台中縣新社魅力商圈為例
論文名稱(外文):A Study on The Relationship Between The Image of Commercial District and Development Strategies-A Case Study on Shinshou Commercial District
指導教授:黃智彥黃智彥引用關係
指導教授(外文):Chih-yen-Huang
學位類別:碩士
校院名稱:逢甲大學
系所名稱:景觀與遊憩碩士學位學程
學門:建築及都市規劃學門
學類:景觀設計學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:121
中文關鍵詞:意象認知意象情感意象整體意象商圈意象行銷策略
外文關鍵詞:Cognitive imagAffective imageOverall imagemarketing strategies of image of commercial distImage
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:7
台灣現階段已逐漸邁入「體驗生活美感」階段,「商品」及「商業行為」之定義亦將多元化,從產品、體驗行為及環境都可被「創意」包裝行銷,成為有價值之商品販售。就經濟部商圈輔導個案及經濟部研析鄰國日本商圈發展的案例得知,轉型為觀光消費的商圈已成為一種必然的主流趨勢。爰此,經濟部於2008年開始推動「創新台灣品牌商圈中程計畫」。然而,在帶領現有商圈朝向品牌商圈的過程中,應該考量到形塑商圈意象的重要性。故本研究以台中縣新社鄉魅力商圈為例,欲探討(1)商圈意象背後構成的因素。(2)了解消費者對商圈意象的認知程度。(3)掌握消費者意象認知,建構意象行銷策略,提出具發展性的商圈發展策略。(4)研究結果將提供商圈意象建立與推廣運用,以提供相關單位研擬策略之參考。
本研究透過便利抽樣於台中縣新社魅力商圈取得334份消費者作為分析樣本,以結構方程式(SEM)驗證研究假設。依據資料分析結果,本研究結果發現:(1)商圈整體意象的形成主要來自認知意象。(2)商圈價值意象的形成主要來自認知意象。(3)商圈品牌意象的形成主要來自認知意象。(4)新社魅力商圈之發展策略可成功創造商圈價值意象與商圈品牌意象。
據此提出相關商圈意象建立與推廣運用策略上的建議,在塑造意象之策略方面,應重視公共設施、住宿環境及情境形塑;在創造意象行銷策略方面,應利用價值意象行銷策略與品牌意象行銷策略,重視社會大眾及周遭群體對商圈商品或服務的看法及口碑,並建立商圈本身特色格調;在提升商圈整體意象之策略方面,需強調商圈整體意象為簡單容易辨識。
Taiwan is now gradually entering the stage experiencing the sense of beauty of living style, The meaning of commodity and commercial activity have become more and more diversified. We can see the products , experiencing behavior and the enviroment themself which can be sold by creative packaging marketing and become a valueable commdity. According to the studies of the Ministry of Economic Affairs counselling cases , and the development of the commercial district in our neighbor Japan.We can trully know to turn a commercial distric into a tourism consumption-commercial distric has become an inevitable trend .Therefore , in 2008 , the Ministry of Economic Affairs has promoted a 「midium-range of re-creating Taiwan brand commercial district project」.However,in the process of changing the existing commercial district into a brand of commercial district,we should considerat the importance of molding the commercial district''s images.
Hence,this research takes the Shinshou commercial district for example to study (1)What makes the images of the commercial district.(2)By understanding how much the commercial district images do the comsumers know.(3)Knowing the image cognitions to the comsumers. Building the image marketing strategies.Proposing Development commercial distric develop strategies.(4)The results will provide the commercial districn for building the commercial distric images, and for promoting . They will also provide related units for making strategies.
A convenient sampling was chosen. A total of 334 consumers were interviewed in Shinshou commercial district. Structural Equation Modeling (SEM) was applied to test the research hypotheses. The findings show that: (1) The forming of overall image of commercial district mainly comes from the cognitive image.(2) The forming of the value image of commercial district mainly comes from the cognitive image.(3)The forming of the brand image of commercial district mainly comes from the cognitive image.(4)The development strategies of Shinshou commercial district can succeed in creating the value image of commercial district and the brand image of commercial district.
Consequently, Proposing the establishment of image of commercial district and the suggestion of Promotion strategies: In molding the strategies of image, should pay attention to public facilities, residential environment and situation to mold;In creating the image marketing strategies, should use the value image of marketing strategies and the brand image of marketing strategies, pay attention to the community for opinions and reputation of products or services of commercial district,and build up the characteristic style of commercial district; In improving the strategies of overall image of commercial district, should emphasize the overall image of ommercial district for being simple and easy to distinguish.
第一章 緒論……………………………………………………………1
第一節 研究背景與動機………………………………………………1
第二節 研究目的………………………………………………………4
第三節 研究範圍………………………………………………………4
第四節 研究內容與流程………………………………………………5
第二章 相關理論與文獻探討…………………………………………7
第一節 商圈的定義……………………………………………..7
第二節 政府推動商圈相關計畫…………………………………....10
第三節 新社魅力商圈營造計畫個案簡介......................21
第四節 意象形成之相關理論………………………………........28
第五節 商圈意象行銷策略……………………………………………39
第三章 研究設計………………………………………………………45
第一節 商圈意象架構與假設…………………………………………45
第二節 研究變項之操作性定義………………………………………46
第三節 資料蒐集方法…………………………………………………49
第四節 問卷設計………………………………………………………50
第五節 資料分析方法…………………………………………………53
第四章 實證分析………………………………………………………56
第一節 樣本結構之特性…………………………………………56
第二節 商圈發展策略之組成構面分析…………………………62
第三節 構成商圈意象之各因素關係分析………………………64
第四節 商圈意象與商圈發展策略之關連性分析………………85
第五節 研究結果…………………………………………………90
第五章 結論與建議 ………………………………………………….92
第一節 研究結論…………………………………………………92
第二節 商圈發展策略之建議…………………………………………93
第三節 研究限制與後續研究建議……………………………………94
參考文獻……………………………………………………………...96
附錄 …………..…………………………………………………….102
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