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http://140.128.103.80:8080/handle/310901/10686
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| Title: | 台中市大型購物空間的類公共性經營之研究 |
| Other Titles: | A Study of the Management in Semi-public Spaces of Shopping Centers in Taichung City |
| Authors: | 劉芸嘉
Liu, Yun-Jia |
| Contributors: | 羅時瑋
Lo, Shih-Wei
東海大學建築學系 |
| Keywords: | 百貨公司;購物中心;台中市;類公共性;購物經驗
Department store;Shopping center;Taichung city;Semi-public;Shopping experience |
| Date: | 2004 |
| Issue Date: | 2011-08-04T01:55:41Z (UTC)
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| Abstract: | 台灣的大型購物空間在近年發展中引入了消費活動外的不同服務與娛樂業態，而有機會在都市中扮演著類似公共空間的角色、回應了部分市民對於公共空間與活動的需要。因此本研究的主要目的在於理解購物空間如何被塑造為類似公共空間、以及此種類公共的經營傾向在購物空間經營上、購物活動意義上、以及都市層面上的意義。研究對象為台中市現階段的七家大型購物商場，針對大型購物空間中類公共經營所呈現的空間與活動型態與特質做為觀察探索的方向。在文獻理論上，購物空間的類公共經營來自於購物活動中理想經驗的追求：一種類似公共空間街道社交性的自由與偶然，商場經常會提供一種具有樂趣的公共景象，本質上雖為商業意圖，但同時成就了城市中另一類都市公共生活的共享經驗。因此本研究認為由於大眾消費社會下的現代購物空間經驗經濟邏輯，使得購物空間與消費大眾的市民公共空間有了一定的交集，而構成了本論文中「類公共性」的存在。 台中市大型購物空間的發展狀態為大型化下百貨公司與購物中心間相似的發展情況，因此主題性的差異化經營成為購物空間的重要課題。這些主題空間的特質為超越了購買行為而具有了不同訴求、並呈現出相當的類公共性質；另外這些類公共性的本質則往往與購物空間的定位有重要的關連性。其中以中友百貨公司的誠品書店中友店、新光三越台中店的文化館、與老虎城購物中心的廣場，為其中可說明類公共性在購物商場中重要性的案例。 誠品書店中友店提供了一種對消費者友善的類圖書館的文化型公共空間，並影響了百貨公司對於都市節慶時空與公共生活的參與；新光三越文化館則表現了購物空間做為商業機構卻提供藝文展出的空間運作、甚至能夠彌補公部門的城市藝文空間提供的缺乏，成為一種消費社會中的類博物館空間；老虎城購物中心的廣場經營，則是一個具有活動多樣性的都市廣場，但同時又是廣告威力場。而三者均表現了類公共性其實是做為購物經驗建構的手段。 因此本研究的成果如下：由商業經營的面向而言，類公共性的經營是一種將公共魅力做為策略的經營手段；而由購物活動的意義而言，已不只是消費更是娛樂的經驗性消費型態讓類公共性成為了購物空間經營策略的重要課題；以都市的角度而言，購物空間的類公共性經營，除了彌補都市公共空間的缺乏，也構成了都會生活中消費大眾共享的經驗與時空架構。最後本研究認為類公共性做為一種商業空間所提供有限的使用權利以及選擇性的公共性質，儘管其動機與成效是可被質疑的，但此種發展趨勢應可透過相關的規範擬定將私部門的類公共性經營作為都市開發的一項機會。
The development of shopping spaces in Taiwan into multiple service and entertainment providers in recent years is turning their roles into semi-public spaces and acts to respond to civilians’ needs for public activities in urban surroundings. The aim of this study is to investigate how shopping spaces are shaped as semi-public spaces and its influence to the management of these shopping spaces, to shopping activities, and to the city environment as a whole. We investigated the performance and quality of spatial design in 7 shopping spaces in Taichung city. Related researches indicate that the management of shopping spaces into semi-public spaces comes from the pursuit of ideal shopping experiences — freedom and chance in socializing in such an open environment. Though established for commercial motivation, this kind of semi-public shopping spaces has formed a shared experience among consumers in urban environment. In Taichung City, department stores and shopping centers are very similar in management. So, the distinctive theme space management has become an important strategy to run shopping spaces. These theme spaces differentiated are not only by characteristics of shopping experience but also by other non-commercial purposes, like public using. In addition, their unique semi-public properties relate to the style the shopping spaces intend to offer. Among them, the Eslite bookstore in Chungyo department store, the culture hall of Shin Kong Mitsukoshi department store, and the square of Tiger City Shopping Center are good examples to show the importance of semi-public management in shopping spaces. The Eslite bookstore in Chungyo department store is designed to provide a consumer-friendly and library-like atmosphere. This is unique in attracting attention, but this also impacts the coordination of the bookstore with any other festival events and activities of the main department store. The culture hall of Shin Kong Mitsukoshi department store provides art and cultural exhibitions, which, in fact, compensates the lack of cultural spaces in this city. The Tiger City Square successfully provides an open environment for multiple activities, furthermore it’s also a space of advertisement. All three cases show that publicly designed spaces are means of gaining customer satisfaction during their shopping. Therefore, the results of this study are as follows. From the commercial point of view, the attraction and power of publicly designed spaces to cater for people should get more attention. As shopping is concerned, the activity is beyond mere consumption of daily goods but an experience of being entertained. These publicly designed shopping spaces compensate the lack of urban public spaces and establish a shared consumer experience and time-space frame. Though these semi-public commercial spaces offer limited right of using and selective public properties with motives and effects being controversial, the trend of semi-public management of shopping spaces may be an opportunity for urban development, if regulated properly. Keywords: Department store, Shopping center, Taichung city, Semi-public, Shopping experience |
| Appears in Collections: | [建築學系所] 碩士論文
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