| Summary: | 碩士 === 國立彰化師範大學 === 地理學系 === 96 === Since today the standard of living in Taiwan rose,the life-style has changed and the structures of the industries has also reformed.People demand more consumption quality and the traditional commerical area can not satisfy the damand of the consumers any more.In order to regenerate traditional commercial areas, the Department of Commerce has promoted a series of plans since 1995, including “Project of molding the image bazaar,”“Project of developing the shopping streets,” and “Business environment visual design”, their results need to be evaluated.This study takes Chia-yi City Zhong Zheng Road Image business area and Zhong Zheng Park Image business area as an example to realize the effects of implemented projects which renewed and reconstructed the commercial areas and compare the difference in local development between the Zhong Zheng Road Image Bazzaar and Zhong Zheng Park Image Bazzar.
This research investigate retailer classification, operation and consumer behavior through field visiting and secondary data.By means of questionnaires, the research investigates and analyze the evaluations from the consumers and retailers of Zhong Zheng Road Image bazaar and Zhong Zheng Park Image bazaar in three aspects－industry, environment and the the local marketing.
The result of this study reveals that the commercial area regeneration project in Zhong Zheng Road Image bazaar and Zhong Zheng Park Image bazaar has resulted in significant economic impacts in industry, environment and the the local marketing. But the regeneration project of Zhong Zheng Park Image bazaar is more successful than Zhong Zheng Road Image bazaar in industry and the the local marketing.Both of their environment improve clear, Zhong Zheng Road Image bazaar emphasizes street facilities improvement, Zhong Zheng Park Image bazaar emphasizes the whole environment construction. Finally, this research suggests that Zhong Zheng Road bazaar and Zhong Zheng Park bazaar should strengthen street organization, maintain bazaar environment and develop characteristics to make image bazzar sustain.
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