| Summary: | 碩士 === 國立彰化師範大學 === 地理學系 === 96 === The purpose of this research is to inspect the development of the Jingming 1st street and the previous problems which have been solved or not by investigating the Jingming 1st street present situation, and to further appraise the effect of the image business cluster plan, its limitation and the improvement. Summering over ten year’s development of the Jingming 1st street can be the reference of the present continuous or the future business street plan.
The findings discovered that since 1980 the Jingming 1st street has been through the start stage from1991 to 1995, and during 1995-1996 it had the peak of electing for the first demonstration shopping street in Taiwan. But hereafter some questions and the bottleneck also appeared along with it. This research bases on the balanced scorecard. By penetrating the merchant and consumer’s questionnaire survey and fieldwork, the research discusses the Jingming 1st street’s present development situation and the results separately from the customer perspective, the internal process perspective, the learning and growth perspective, and the financial perspective. With the assistance of the different periods’ correlative researches which the predecessors made, establish the development course of the Jingming 1st street and the development result of the various stages.
On the whole of the Jingming 1st street development result, from the aspect of the customer and the service, the merchant thought the service is more satisfying, but consumers generally thought the vivid attraction that the entire business cluster presents is higher. In the internal process aspect, most of the participants thought holding activates is helpful to the business opportunities, but the result of the actual operations isn’t necessarily the same as the anticipation. In the aspect of the learning and growth, it lacks the system of learning, and the operation of the management meeting and the union of the block’s intention is not perfect. Finally from the financial perspective, during recent years the growth scope of the turnover was smaller, and even it was the negative growth. And the rent still is the biggest one of the problems, which affect the financial construction surface.
In view of this development characteristic and the problems, the suggestion about the business cluster may be to make the intention and mutual recognition stronger, to establish the development direction of the business cluster, and to diligently combine the original characteristics of the business clusters and activities, which other shops cooperate to hold. To the government, the improvement of the transportation system, the complete laws of rental and so on, will be helpful to make the business clusters operation smooth.
To create the high peak of the Jingming 1st street again, the most important key still lies in the interior and mutual recognition of the business cluster and the characteristic establishment. Being the first demonstration-shopping street in Taiwan, the development course of the Jingming 1st street and the problems, which they face, might be the references of building other similar business clusters. In the future, we hope to see that the Jingming 1st street can retrieve the power, which the initial and supportive business cluster had to build, and continues to develop the high quality shopping street.
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