| Abstract: | 市集自古以來就是地方生活的重要內涵與休閒樂趣。當代觀光發展，更成為一種重要遊程項目與經濟活動。但全球化觀光風行，也產生各地方市集「同質化」的現象。如何組織形成一個有特色的市集，並做好組織管理，影響市集本身與地方發展甚鉅。本研究以霧峰舊教育廳歷史建築正在推展的「老玩藝握手市集」之組織管理做為標的，透過參與觀察與深度訪談，探討特色市集的組織形成、攤商社群管理以及組織管理模式。研究目的有二：為霧峰舊教育廳創造特色市集並做好組織管理；探索地方特色市集組織管理之適切模式。研究發現，特色市集的形成必須具備定位、場域、攤商、活動、文化與管理等六項要件。然而，在市集社群組織發展的過程，經常會存在「無利可圖」、「無拘無束」、「質感參差」與「認同阻礙」等困難阻礙。本研究從訪談中歸納數項特色市集社群之經營策略，包括品牌認同策略、組織制度策略、社群文化策略與職涯發展策略。並由此特色市集之六項組成要件與四項社群經營策略共同形成一個營運模式。
The bazaar has been an important connotation and leisure fun of local life since ancient times. The development of contemporary tourism has become an important itinerary and economic activity. However, the globalization of tourism is popular, and the phenomenon of "homogenization" of local methods has also arisen. How to organize and form a featured bazaar and its organization and management have greatly affected the development of the bazaar itself and the place. In this research, we regards the organization and management of the "Always Playing Art Bazaar" being promoted by the historic buildings of the Education Department as the target, and discuss the organization formation, vendor community management, and organization management model of the featured bazaar. The purpose of the research is twofold: to create a featured bazaar and do a good job of organization and management for the Wufeng Old Education Department; to explore the appropriate mode of organization and management of the local featured bazaar. The study found that the formation of a characteristic bazaar must have six requirements: positioning, venues, vendors, activities, culture and management. However, in the development process of bazaar community organizations, there are often difficult obstacles such as "unprofitable," "unfettered," "varied texture," and "identity hindrance." This research summarizes the several organizational strategies of featured bazaar communities from interviews, including brand recognition strategies, organizational system strategies, community culture strategies, and career development strategies. And from this, the six components of the featured bazaar and the four community business strategies jointly form an operating model. |
