經濟部推動商圈更新再造計劃希望透過商圈的更新及商店經營的再造來提昇傳統商圈的競爭力。本研究針對商圈更新再造推動過程是否符合商圈經營業者需求及商圈更新再造對商圈業者經營策略暨經營績效影響力等問題做進一步探討，在經營績效評量方面，考慮財務面、顧客面、內部流程面、學習成長面等四個構面之績效透過問卷調查蒐集相關資料。本研究主要探討的內容為：1.比較不同類型商圈其經營業者之經營績效。2.探討商圈業者所採用經營策略與經營績效之關係。3.歸納影響商圈業者經營績效之關鍵因素。 本研究的主要研究成果有以下五項：1.大部分的受訪者對商圈推展活動的滿意度，認為滿意的比率遠高於不滿意的比率。2.商圈更新再造推動後商圈業者所採行經營策略以採用前瞻者策略較多。3.受訪者中有75%以上的受訪者認為商圈更新再造後其經營績效有進步，尤其在投資報酬率、服務品質的抱怨次數及員工提出建言等方面表現較佳。4.採用不同經營策略之商圈經營業者其經營績效有顯著差異，其中以採『前瞻者策略』或『分析者策略』有較高經營績效。5.商圈更新再造推展活動與商圈業者經營績效有顯著性相關，其中以 ○1進行道路交通及公共設施之規劃○2推動環境改善○3施以商圈業者個別輔導○4商圈業者推出特色商品○5設計商圈識別標誌○6商圈舉辦大型宣傳活動等六項推展活動更加明顯。 The Ministry Of Economic Affairs(MOEA) is driving the “renew and reconstruction of business area” project which would render traditional business areas more competitive. This study tries, from the viewpoints of whether the project meets the proprietors’ requirements and how the project has an effect on enterprises’ management strategies and performances, to survey furthermore.The measure of performance which can be analyzed from four aspects of “balanced scorecard” , said is finance, customer, internal procedure & learning growth.So as to achieve the following research objectives: 1. To compare performance differences among business proprietors in various types of business areas. 2.To understand which management strategy adopted is better for performance. 3. To conclude critical factors affecting enterprises’ performances. Based on the questionnaire survey, the main findings are as follow:1.Entrepreneur interviewed are highly inclined to be satisfied with campaign which overall meets with entrepreneur in business areas.2.There is significant difference among management strategies adopted with prospector strategy the most.3.More than 75% interviewees agreed that the “renew and reconstruction of business area” created higher performance, particularly much better in the fields of earning investment ratio, complaint frequency over service quality, and suggestions proposed by employees.4.There is significant difference in management performance among management strategies adopted with prospector strategy and analyzer strategy the highest.5.Among activities adopted in renew and reconstruction, some are relevant to performances as follow: A. planning of traffic and public facilities. B. cleaning of environment. C. individual counseling. D. specialty commodities promoted. E. sale promotion rally in business area.
