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題名 群聚競爭型態對群聚行銷活動與績效之影響
The impact of the cluster types on cluster marketing activities and cluster performance
作者 蘇寬
貢獻者 黃國峯
蘇寬
關鍵詞 形象商圈
群聚
經營績效
競合狀態
顧客滿意度
日期 2011
上傳時間 30-Oct-2012 10:54:55 (UTC+8)
摘要 民國84年，經濟部商業司發展「塑造形象商圈計畫」、「商店街開發推動計畫」等各項關於商店街區的改善計畫，旨在輔導國內各傳統商圈重新改善，針對其傳統經營以及其優劣勢方式進行改變。本研究主要透過形象商圈內部不同的競合型態去探討其對地方行銷政策的影響效果，及在競合型態的差異之下，各個形象商圈的廠商營運績效及消費者滿意度各是為何。透過群聚分類架構將商圈分為互補性商圈及商圈兩類型，本研究首先利用判斷抽樣，選取台南安平老街、高雄旗津老街、鶯歌老街、深坑老街、淡水老街、迪化街以及三峽老街為研究對象。共得有效問卷數商家142份、消費者192份。

接著針對不同商圈類型的商家及消費者進行ANOVA單變量分析以了解互補性商圈及商圈是否在知覺度、滿意度及財務績效/消費者實質行為存在顯著差異。再以線性迴歸模型進行分析，以了解知覺度、滿意度及財務績效/消費者實質行為三者相互影響程度，及商圈類型的調節效果。

研究結果得知，1.互補性商圈整體地方行銷政策施行效果較佳，但整體仍須改進。2.消費者及廠商對形象商圈政策知覺度皆低，觀光政策應加強實行及宣傳。3.對形象商圈滿意度低，應加強調店家對於形象商圈之信任。4.消費者滿意度低，應提升商圈公共設施之建設。5.廠商財務績效低、消費者實質行為表現低，應將人潮轉為錢潮。
The Ministry of Economic Affairs has developed a series of plans aiming to improve traditional business clusters since 1995, guiding them how to renew their old-fashioned business model and helping them to take advantage of their strength and opportunity in transforming into brand-new image business districts. This research aims at investigating whether different levels of competitiveness in image business districts can result in various effects of regional marketing policy on store operation performance and customer satisfaction. This research classifies business clusters into two types, business district and complementary business district. Based on the result of judgmental sampling, Tainan Anpingold street, Kaohsiung Qijin old street, New Taipei city Yingge, Shenkeng and Sanxia old street, and TaipeiDihua street were chosen as our samples. This research received 142 valid store manager questionnaires and 192 valid customer questionnaires.

After data collection, this research examines whether there are significant differences between two types of business districts in awareness, satisfaction and operation performance through one-way ANOVA analysis, as well as tests the moderation effect of cluster type by using regression analysis.

The research results show that first, the regional marketing policy had the greater effect in complementary business district. Second, since both customers and store managers are unaware of most image business district policy, the authorities should enhance promotion on image business district policy. Third, the satisfaction of store managers toward image business district is low on both types. The government should pay more attention on improving their trust on image business district policy. Fourth, customers aren’t satisfied because of the poor public infrastructure. Finally, the operation performance is low. Most visitors come but spend less money in districts.
參考文獻 一、 西文部分
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(1994). Customer Satisfaction, Market Share, and
Profitability: Findings From Sweden. Journal of Marketing,
58(3), 53.
2.Bell, G. G. (2005). Clusters, Networks, and Firm
Innovativeness. Strategic Management Journal, 26(3), 287-
295.
3.Boja, C. (2011). IT Clusters as a Special Type of
Industrial Clusters. Informatica Economica, 15(2), 184-
193.
4.Bojanic, D. C., & Drew Rosen, L. (1994). Measuring Service
Quality in Restaurants: an Application of the Servqual
Instrument. Journal of Hospitality & Tourism Research,
18(1), 3-14.
5.Burke, W. W., & Litwin, G. H. (1992). A Causal Model of
Organizational Performance and Change. Journal of
Management, 18(3), 523.
6.Clampitt, P. G., & Downs, C. W. (1993). Employee
Perceptions of the Relationship Between Communication and
Productivity: A Field Study. Journal of Business
Communication, 30(1), 5-28.
7.Pandit, N. R., Cook, G. A. S., & Swann, G. M. P. (2002). A
comparison of clustering dynamics in the british
broadcasting and financial services industries.
International Journal of the Economics of Business, 9(2),
195-224.
8.Dalton, D. R., Todor, W. D., Spendolini, M. J., Gordon, J.
F., & Porter, L. W. (1980). Organization Structure and
Performance: A Critical Review. The Academy of Management
Review, 5(1), 49-64.
9.Duquette, D. J., & Stowe, A. M. (1993). A performance
measurement model for the Office of Inspector General. The
Journal of Government Financial Management, 42(2), 27-27.
10.Eng, I. (1999). Agglomeration and the Local State: The
Tobacco Economy of Yunnan, China. Transactions of the
Institute of British Geographers, 24(3), 315-329.
11.González, M. E. A., Comesaña, L. R., & Brea, J. A. F.
(2007). Assessing tourist behavioral intentions through
perceived service quality and customer satisfaction.
Journal of Business Research, 60(2), 153-160.
12.Hirschman, A. O. (1970). Exit, Voice, and Loyalty:
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Clusters in a Global Industry: ICT Clusters in Canada.
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二、 中文部分
1.朱國光、何黎明.，2001，台灣地區形象商圈執行績效評估之研究. 行政院國家
科學委員會，NSC89-2626-H327-002。
2.曲祉寧、蘇祺婷，2007，利用產業群聚以小搏大：台明將企業股份有限公司，產
學個案研究發展中心。
3.吳明隆，2001，SPSS統計應用實務，台北：松崗電腦圖書資料股份有限公司。
4.李宏健，1999，管理會計，pp.41-65。
5.但昭強，2002，高雄市都市行銷的實踐與展望，碩士，國立中山大學，高雄。
6.周德光、吳孟珍，2008，科技產業群聚的形成與發展：創業活動與產業群聚的複
雜調適過程，創業管理研究，3(4)，pp.23.。
7.林家煌，2005，登門不入室:中國大陸台商信任結構、協力網絡與產業群聚. 碩
士，國立政治大學。
8.金家禾、徐欣玉，2006，影響創意服務業空間群聚因素之研究—以台北中山北路
婚紗攝影業為例，國立臺灣大學建築與城鄉研究學報，13，pp.01～16。
9.姜莉蓉，2003，地方觀光行銷與品牌策略－以屏東縣為例，碩士，國立中山大
學。
10.徐聯恩、樊學良、林建江，2007，產業群聚之創新－韓國坡州出版城與Heyri
藝術村的成功經驗，產業管理評論，1，pp.29~38。
11.張俊超，1998，形象商圈之推動與展望，商業現代化，27，pp.12~16。
12.陳券彪，2003，商圈更新再造對企業經營績效與產業發展之影響，行政院國家
科學委員會，NSC-91-2416-H-343-003-SSS。
13.梁朝勝，1999，政府輔導開發鄉村地區形象商圈問題之研究－以角板山形象商
圈為例，碩士，國立成功大學。
14.陳嘉民，1999，都市傳統商圈再造問題之研究--以台南中正形象商圈為例，碩
士，國立成功大學。.
15.喬友慶、葉凱莉，2001，顧客滿意評量之再探討，管理評論 ，2，pp.87-
111。
16.黃國峯，2011，Co-opetition in a Tourism cluster，行政院國家科
學委員會。
17.經濟部商業司，1998，經濟部塑造形象商圈計畫，台北：經濟部商業司。
18.闕嘉蓁，2012，旅行業發展趨勢，台灣趨勢研究。
19.羅俊龍，2002，形象商圈再造與經營之研究－以礁溪形象商圈為例，蘭陽學
報，pp.137-143。
20.蘇咨任，2006，萬巒豬腳街之產業群聚，碩士，國立高雄師範大學。
描述 碩士
國立政治大學
企業管理研究所
99355004
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099355004
資料類型 thesis
dc.contributor.advisor 黃國峯zh_TW
dc.contributor.author (Authors) 蘇寬zh_TW
dc.creator (作者) 蘇寬zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:54:55 (UTC+8)-
dc.date.available 30-Oct-2012 10:54:55 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:54:55 (UTC+8)-
dc.identifier (Other Identifiers) G0099355004en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54381-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 99355004zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 民國84年，經濟部商業司發展「塑造形象商圈計畫」、「商店街開發推動計畫」等各項關於商店街區的改善計畫，旨在輔導國內各傳統商圈重新改善，針對其傳統經營以及其優劣勢方式進行改變。本研究主要透過形象商圈內部不同的競合型態去探討其對地方行銷政策的影響效果，及在競合型態的差異之下，各個形象商圈的廠商營運績效及消費者滿意度各是為何。透過群聚分類架構將商圈分為互補性商圈及商圈兩類型，本研究首先利用判斷抽樣，選取台南安平老街、高雄旗津老街、鶯歌老街、深坑老街、淡水老街、迪化街以及三峽老街為研究對象。共得有效問卷數商家142份、消費者192份。

接著針對不同商圈類型的商家及消費者進行ANOVA單變量分析以了解互補性商圈及商圈是否在知覺度、滿意度及財務績效/消費者實質行為存在顯著差異。再以線性迴歸模型進行分析，以了解知覺度、滿意度及財務績效/消費者實質行為三者相互影響程度，及商圈類型的調節效果。

研究結果得知，1.互補性商圈整體地方行銷政策施行效果較佳，但整體仍須改進。2.消費者及廠商對形象商圈政策知覺度皆低，觀光政策應加強實行及宣傳。3.對形象商圈滿意度低，應加強調店家對於形象商圈之信任。4.消費者滿意度低，應提升商圈公共設施之建設。5.廠商財務績效低、消費者實質行為表現低，應將人潮轉為錢潮。		zh_TW
dc.description.abstract (摘要) The Ministry of Economic Affairs has developed a series of plans aiming to improve traditional business clusters since 1995, guiding them how to renew their old-fashioned business model and helping them to take advantage of their strength and opportunity in transforming into brand-new image business districts. This research aims at investigating whether different levels of competitiveness in image business districts can result in various effects of regional marketing policy on store operation performance and customer satisfaction. This research classifies business clusters into two types, business district and complementary business district. Based on the result of judgmental sampling, Tainan Anpingold street, Kaohsiung Qijin old street, New Taipei city Yingge, Shenkeng and Sanxia old street, and TaipeiDihua street were chosen as our samples. This research received 142 valid store manager questionnaires and 192 valid customer questionnaires.

After data collection, this research examines whether there are significant differences between two types of business districts in awareness, satisfaction and operation performance through one-way ANOVA analysis, as well as tests the moderation effect of cluster type by using regression analysis.

The research results show that first, the regional marketing policy had the greater effect in complementary business district. Second, since both customers and store managers are unaware of most image business district policy, the authorities should enhance promotion on image business district policy. Third, the satisfaction of store managers toward image business district is low on both types. The government should pay more attention on improving their trust on image business district policy. Fourth, customers aren’t satisfied because of the poor public infrastructure. Finally, the operation performance is low. Most visitors come but spend less money in districts.		en_US
dc.description.tableofcontents 第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 2
第三節、研究問題 4
第四節、研究流程 4
第二章、文獻探討 6
第一節、產業群聚 6
第二節、群聚宣傳效果 12
第三節、地方行銷 16
第四節、政府觀光政策─形象商圈 19
第五節、研究假設 22
第三章、研究方法 28
第一節、研究架構及範圍 28
第二節、研究設計 29
第三節、資料分析 39
第四章、個案研究 40
第一節、安平老街 40
第一節、旗津老街 42
第三節、深坑老街 44
第四節、淡水老街 46
第五節、鶯歌老街 48
第六節、三峽老街 50
第七節、迪化街形象商圈 52
第八節、章節總結 54
第五章、資料分析與研究發現 55
第一節、店家部分 55
第二節、消費者部分 62
第三節、章節總結 73
第六章、結論與建議 75
第一節、研究發現 75
第二節、研究意涵 80
第三節、研究限制與建議 81		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099355004en_US
dc.subject (關鍵詞) 形象商圈zh_TW
dc.subject (關鍵詞) 群聚zh_TW
dc.subject (關鍵詞) 經營績效zh_TW
dc.subject (關鍵詞) 競合狀態zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.title (題名) 群聚競爭型態對群聚行銷活動與績效之影響zh_TW
dc.title (題名) The impact of the cluster types on cluster marketing activities and cluster performanceen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、 西文部分
1.Anderson, E. W., Fornell, C., & Lehmann, D. R.
(1994). Customer Satisfaction, Market Share, and
Profitability: Findings From Sweden. Journal of Marketing,
58(3), 53.
2.Bell, G. G. (2005). Clusters, Networks, and Firm
Innovativeness. Strategic Management Journal, 26(3), 287-
295.
3.Boja, C. (2011). IT Clusters as a Special Type of
Industrial Clusters. Informatica Economica, 15(2), 184-
193.
4.Bojanic, D. C., & Drew Rosen, L. (1994). Measuring Service
Quality in Restaurants: an Application of the Servqual
Instrument. Journal of Hospitality & Tourism Research,
18(1), 3-14.
5.Burke, W. W., & Litwin, G. H. (1992). A Causal Model of
Organizational Performance and Change. Journal of
Management, 18(3), 523.
6.Clampitt, P. G., & Downs, C. W. (1993). Employee
Perceptions of the Relationship Between Communication and
Productivity: A Field Study. Journal of Business
Communication, 30(1), 5-28.
7.Pandit, N. R., Cook, G. A. S., & Swann, G. M. P. (2002). A
comparison of clustering dynamics in the british
broadcasting and financial services industries.
International Journal of the Economics of Business, 9(2),
195-224.
8.Dalton, D. R., Todor, W. D., Spendolini, M. J., Gordon, J.
F., & Porter, L. W. (1980). Organization Structure and
Performance: A Critical Review. The Academy of Management
Review, 5(1), 49-64.
9.Duquette, D. J., & Stowe, A. M. (1993). A performance
measurement model for the Office of Inspector General. The
Journal of Government Financial Management, 42(2), 27-27.
10.Eng, I. (1999). Agglomeration and the Local State: The
Tobacco Economy of Yunnan, China. Transactions of the
Institute of British Geographers, 24(3), 315-329.
11.González, M. E. A., Comesaña, L. R., & Brea, J. A. F.
(2007). Assessing tourist behavioral intentions through
perceived service quality and customer satisfaction.
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