| 摘要: | 本研究目的係為瞭解傳統市場經營之發展關鍵成功因素與趨勢，進而探討關鍵成功因素重要程度，同時找出關鍵成功因素。研究方法所採用文獻分析法、問卷調查法及分析層級程式法（Analytic Hierarchy Process, AHP）；依據市場實際情形，將績效評估因素分成「市場硬體設施面」、「市場軟體設施面」及「公私部門組織參與面」等三大構面，主構面下分為停車場空間是否足夠、市場交通便利性、順暢的人行動線、市場環境整潔、提供市場導覽文宣、商家提供迅速友善服務、商品服務多元性、市場宣傳行銷方式、市場店家參與成效、政府部門投入程度、消費者滿意度回饋、自治會推動成效等十二項評估因子。
研究係以市場承租業者及消費者為研究對象，第一部分問卷發放7份，悉由研究者親自至攤位調查，第二部份針對消費者發放100份問卷調查回收71份。經分析結果業者最重視為市場硬體面（0.473）、其次為公私部門組織參與面（0.377）、最後為市場軟體設施面（0.149）。消費者最為重視商品服務多元性（622分）、其次依序為停車空間是否足夠（606分）、市場交通便利性（596分）、市場環境整潔（578分）、市場順暢人行動線（526分）及消費者滿意度回饋（521分）。不同業者由於本身經驗與認知上的差異，所重視的評估值也有所不同。評定市場環境整潔、市場交通便利性、停車空間是否足夠、消費者滿意度回饋、順暢的人行動線，為關鍵成功因素。將提供承租業者及後續研究者參考，以期強化市場競爭力永續經營。
This study aims to understand the critical success factors and trends of the development in the traditional market, and then the study also tries to explore the importance of the critical success factors and identifications. The research methods adopts literature analysis, questionnaires and analytic hierarchy process (AHP) method, which divided into 3 sections of “Hardware in the Market”, “Software in the Market” and “Public and Privacy Involvement”. And there are 12 sub-dimensions include “enough parking spaces”, “easy to go to the market”, “smooth-walking traffic”, “cleaning environment”, “detailed tourists’ guide”, “rapid and friendly service”, “multi-dimensional service”, “marketing styles”, “participative degree of stores”, “involved degree of government”, “satisfaction feedback of customers”, and “performance of self-management association”.
The study is based on the leasing industries and consumers in the market as the research object. We first collated 7 questionnaires as expert opinion survey by the researcher, and then used 100 consumers’ questionnaires and collect 71 valid ones. The most important factor of the analysis is the “Hardware in the Market” (0.473), followed by “Public and Privacy Involvement” (0.377), and finally to “Software in the Market” (0.149). However, the most focus in consumers is “multi-dimensional service” (622 points), followed by “enough parking spaces” (606 points), “easy to go to the market” (596 points), “cleaning environment” (578 points), “smooth-walking traffic” (526 points) and “satisfaction feedback of customers” (521 points). Industries because of their experience and cognitive differences, their values were also very different. The study set “cleaning environment”, “easy to go to the market”, “enough parking spaces”, “satisfaction feedback of customers” and “smooth-walking traffic” as critical success factors. The study hoped to give some advices to the leasing industries and future researchers, in further to raise the sustainable competitive advantage. |
