臺灣博碩士論文加值系統

近年來，我國政府致力於行銷及輔導各地的商圈，好像設立商圈真的能促進當地發展，對當地店家帶來正面的影響。另一方面，人潮聚集的商圈內，餐飲店一定不可少，對餐飲業的管理者來說，可能會把地點是否位於商圈作為店家選址的重要考量因素。但把店開在商圈內真的會比較好嗎？綜合以上所述，本研究以餐飲業為例，探討店家位於商圈內對店家存活率是否有正面影響。
本研究以2006年9月至2016年10月經濟部商業登記資料中的台南市餐飲店為樣本，以及台南市的商圈資料，運用存活分析的方法進行分析。研究結果發現，商圈設立前，餐飲店位於商圈內對其存活率並沒有顯著的幫助；而在商圈設立後，餐飲店位於商圈內對其存活率有顯著的正面影響。
不過，有趣的發現是，政府設立商圈對店家存活率有正面的影響，其實是因為政府設立商圈時，會選擇當地店家「店齡」較高，也就是「老店」較多的區域。換言之，其實政府設立商圈並不是真的對當地店家有幫助，而是因為政府界定的商圈範圍內，有非常多本來就不容易倒閉、營運無虞之店家。此結果反映了過去政府的商圈政策是屬於錦上添花而非雪中送炭的政策，政府把資源用來輔導、行銷這些營運無虞的老店商圈，結果只是讓這些店家好再更好，真正需要輔導與資源投入的店家反而沒有得到幫助。

In recent years, the government is committed to establish and promote commercial districts. Additionally, there are many demands of eat and drink in commercial districts, should managers of restaurants and beverage shops consider commercial districts established by the government as a primary selection of store location? Can shops located in commercial districts established by the government be better? Therefore, this study will use survival analysis method for analysis to discuss if restaurants and beverage shops located in commercial districts established by the government have better chance to survival. Our results indicate that shops located in the commercial districts do not have more survival rate before the commercial districts been established by the government; But after the commercial districts have been established by the government, shops located in the commercial districts have more survival rate. However, the interesting finding is that the true reason is that the government always choose the areas have more "old shop". In other words, the establishment of commercial districts is not really helpful to the local shops, because there are always many shops that are operated well and not easy to collapse in the areas selected by the government.

誌　謝 i
摘　要 ii
Abstract iii
表次 v
圖次 vi
1.緒論 1
1.1研究背景與動機 2
1.2研究問題 10
2.文獻回顧 11
2.1商圈的探討 11
2.2餐飲業的存活分析 13
3.研究方法 17
3.1資料來源與處理 17
3.2分析工具 30
4.研究結果 35
4.1樣本存活概況及敘述統計 35
4.2基本分析結果 37
4.3進階分析結果 42
5.結論與建議 45
5.1研究結論 45
5.2研究建議與未來方向 47
參考文獻 49

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