The Research of The Development about Leisure Image Business District in Rural Area

• Main Authors: Lu Yun-I, 陸允怡
• Other Authors: Chen, Chao-Lang
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/02849958882244633844

博士 === 國立臺灣大學 === 農業推廣學研究所 === 90 === Abstract Taiwan’s economy development is changed very quickly. 50 years ago, to improve agriculture production was the most important economic policy, but now, the output value of service industry is the first one of all industries. Industry structure changes very significantly. So, the resources, such as land and labor, have to be rearranged again. In this process, the development of the Image Business District in rural area has a great potential. But the developing process has to be different between Image Business District in urban area and in rural area. In rural area, the most important thing have to be considered is rural sustentions and villager’s welfare. So, the Image Business District must be developed by maintaining rural image, natural environment and local character, improving villagers’ economic sustentions, and satisfying the demand of urban people’s leisure. This research analyzed present ways to improved Image Business District, found out that many business districts were limited by the shortages of traditional Image business district, the improvements only have short, part, surface effects. Those effects would not ascend the whole commercial environment, and would not be satisfied by consumers, and would not provide much contribution to farmers and rural society. But those were existed business district, government must pay much attention to improve and revive them, the best way to revive those district is by combining rural leisure, rural culture, natural tourism etc. By the other side, the research found out that according to the theory of consuming and leisure, sensitive consuming became the important reason to consume when people’s income increased. So they requested the good commercial environment very seriously, business district’s ”image” always became the main reason why consumer chooses this place to shopping. From the retailing theory, the research found that grouping management and marketing became the necessary means to satisfying the consumers’ demands. So grouping Image Business District have better competitive advantages then single store. In Taiwan, country and rural tourism is the first one of all leisure activities that people likes, so, how to combine commercial activities and rural development to help the farmers transferring to another line, and how to help retailing comes into rural area, to keep the rural existing cultural and natural resources, to build a humanities Image Business District, is the critical policy to balance the development between rural area and urban area. In accordance with above questions, the research has those contributions： 1. Giving a broad definition to imaging commercial circle in rural area. 2. Concretely analyzing the characteristics of imaging commercial circle in rural area 3. Concluding the types of imaging commercial circle in rural area, and bring up the special developing way. 4. Providing Taiwan Sugar Company a new way to reuse the closed factory 5. Providing the new idea to develop comer an industry combination area. The suggestions of the research are： integrating the relative departments to develop those Image Business District; providing complete laws; building perfect traffic nets; helping the country youth to stay in rural area and to transfer to another line of business; encouraging local histories workers to mold local particular image; increasing the education about caring rural and nature; improving art education; constructing local consumer behavior measuring model; increasing the research about retailing operating model, researching the reusing of releasing fields; integrating the development of all sugar factories of Taiwan Sugar Company; combining the rural and nature tourism to develop together.