臺灣博碩士論文加值系統

隨著後疫情新生活型態的產生，消費者對於購物環境與方便性的要求越來越高。因此，商場的行銷策略已經變得越來越重要。本研究的目的在於探討，以共創共享商場行銷資源為基礎的生態系統。

本研究採用行動研究法作為研究方法，並以質性研究個案分析法，採半結構性問卷，引導訪談法獲得初級資料，以此為個案實證分析之基礎，選取蘇澳與石碇高速公路服務區商場為研究對象，探討共創共享商場行銷資源運作的情況。研究結果發現，共創共享商場行銷資源的運作，不但能有效提升商場本身的品牌形象，且能促進合作專櫃品牌廠商的參與意願。此外，本研究還發現商場規模大小和資源共享內涵，對於共創共享商場行銷資源的運作，有不同面向的影響。

綜合研究結果，本研究提出以下幾點結論：
一、服務區商場在地的獨特性，影響行銷資源跨場域複製與運用的效益。
二、專櫃品牌廠商願意投入參與行銷生態系統，關鍵因素是核心整合者的整合能力。
三、服務區商場經營業者透由建構，多元且具價值與變現能力的行銷生態系統，提升參與者參與意願。

With the emergence of post-pandemic new lifestyles, consumers have increasingly higher demands for shopping environments and convenience. As a result, the marketing strategies of shopping malls have become increasingly important. The purpose of this study is to explore an ecosystem based on co-creation and resource-sharing in mall marketing.

This research adopts an action research method as the research approach and utilizes qualitative research case analysis. Semi-structured questionnaires and guided interviews are used to obtain primary data, serving as the foundation for case-based empirical analysis. The research focuses on the shopping malls located in the Suao and Shiding highway service areas to examine the operation of co-creation and resource-sharing in their marketing strategies. The results reveal that the operation of co-creation and resource-sharing not only effectively enhances the brand image of the malls but also stimulates the willingness of collaborative brand vendors to participate. Furthermore, this study identifies that the size of the malls and the nature of resource-sharing have different impacts on the operation of co-creation and resource-sharing in mall marketing.

Based on the comprehensive findings, the study draws the following conclusions: First, the uniqueness of the service area malls affects the effectiveness of cross-domain replication and application of marketing resources. Second, the willingness of collaborative brand vendors to participate in the marketing ecosystem is influenced by the integration capability of core integrators. Third, Service area mall operators can enhance participators' willingness to participate by constructing a diverse and value-added marketing ecosystem with monetization capabilities.

第一章　緒論
第一節　研究背景與動機
第二節　研究問題與目的
第三節　章節架構
第二章　文獻探討
第一節　共創共享體系與生態系統
第二節　商場定義與行銷活動及運營模式
第三節　高速公路服務區簡介
第三章　研究方法
第一節　觀念性研究架構
第二節　研究設計
第三節　資料蒐集與範圍及限制
第四章　個案分析
第一節　石碇與蘇澳服務區案例簡介
第二節　個案分析
第三節　服務區專櫃廠商參與度比較
第五章　結論與建議
第一節　研究結論
第二節　管理意涵
第三節　後續研究與建議

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