台中東海商圈之市場調查與分析

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/49365

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/49365

Title:	台中東海商圈之市場調查與分析 Market survey and analysis of Tunghai business district of Taichung city
Authors:	翁大鈞
Contributors:	行銷碩士學位學程碩士班
Keywords:	東海商圈市場調查消費者行為
Date:	2021
Issue Date:	2021-03-12 13:07:51 (UTC+8)
Abstract:	商圈指消費者會前往逛街購物並由一群商店聚集而成的地理區域，也是商業區域。為了好好的確立商圈範圍，必須透過執行商圈店家踏查，一併分析商家業態、業種和分布區域，描繪商圈地圖。“顧客”一詞是指商店前來購買東西的人或要求服務的對象。所謂顧客是指所有享受服務的人。顧客原指購買商品的人，現今常解釋為消費者。確認消費者的多寡需透過調查商圈人流，統計選定範圍內的消費人群、流動人口量等相關資料，建立消費者相關的人流數據。東海商圈下有東海大學，上有弘光科大和靜宜大學，包夾在三所大學之間，其發展原因為學生外宿需求日增，東海別墅開始有屋主將空房轉租給學生，為了解決學生所需而逐漸形成一個商圈。所以消費者客群必有其不同之處，需要透過消費者特徵和行為調查發放問卷，可以幫助店家確立商圈消費者具備什麼樣的特質和行為模式。商圈調查的目的有三個：1. 商圈業態業種調查。2. 商圈人流調查。3. 消費者問卷調查。市埸調查透過事先了解所選商圈之範圍、人流和消費者樣貌，進而分析商圈組成結構，提供有利於商圈發展的策略與意見。 Commercial area refers to the geographical area where consumers go shopping and gather by a group of shops. In order to properly establish the scope of the business district, it is necessary to conduct a shop inspection in the business district, analyze the business format, type of business and distribution area, and draw a map of the business district. The term "customer" refers to a person who comes to a store to buy something or a person who requests a service. The so-called customer refers to all those who enjoy the service. The customer originally refers to the person who buys the product, but now it is often interpreted as the consumer. To confirm the number of consumers, it is necessary to investigate the flow of people in the business district, collect statistics on the number of consumer groups and the number of floating populations within the selected range, and establish consumer-related flow data. There is Tunghai University under the Donghai business district, Hongguang University of Science and Technology and Jingyi University on the top. The owners of Donghai Villas began to sublet vacant rooms to students. Solve the needs of students and gradually form a business circle. Therefore, consumer groups must have their own differences. Questionnaires need to be distributed through consumer characteristics and behavior surveys, which can help stores establish what characteristics and behavior patterns consumers in the business district possess, which is conducive to understanding the appearance of consumers. There are three purposes for business circle investigation: 1. Business type survey. 2. Survey on the flow of people in the business district. 3. Consumer questionnaire survey. The market survey analyzes the structure of the business district by understanding the scope of the selected business district, the flow of people and the appearance of consumers in advance, and provides strategies and opinions that are beneficial to the development of the business district.
Appears in Collections:	[Master of Science in marketing ] Thesis

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