| Summary: | 碩士 === 國立臺中教育大學 === 區域與社會發展學系國民小學教師在職進修教學碩士學位班 === 107 === Abstract
This study took Miaoli's Yingcai tourist night market as its subject, and employed the field participation and observation method in conjunction with in-depth interviews to conduct research. The study also attempted to investigate night market-related issues from the perspective of management and marketing while analyzing the positioning and marketing strategy of the Yingcai Tourism Night Market.
Although Miaoli's early roadside night market near the cultural center was a popular place for evening strolling, shopping, and having something to eat. Nevertheless, this night market was forced to close after being condemned in 2010. People learned from the media that environmental problems had made the night market had induced protests and reports of violations from nearby residents. Nevertheless, a rumor also made the rounds that the huge business opportunities captured by the night market were the real reason for its closing. After the closure of the cultural center roadside night market, Miaoli's main night market went through a transition period, during which it was moved repeatedly and underwent division and reunification. In the end, the night market settled in the vacant area in front of the Miaoli railway station, where it acquired the name "Yingcai Tourist Night Market."
The night market's management team drafted the night market's positioning and vendor recruiting strategy based on the local context, provided a wide range of leisure and recreation facilities, and actively recruited appealing stands in hope that their branding effect would attract bigger crowds. And apart from setting stand space prices on the basis of location, the management team also used fixed stand spaces to induce vendors to operate their stands for more days. While taking advantage of the excellent site, beyond effective planning of the night market's internal spatial layout, the management team has striven to improve environmental sanitation and stand service quality in hope of avoiding food safety issues and conflicts with neighbors. In terms of marketing, apart from employing prize drawings and discount coupons, etc. to publicize sales promotions, the night market has also made good use of media publicity to increase the night market's exposure. The night market's overall planning and marketing reveal that the Yingcai Tourist Night Market has already come to exemplify a new business model for night markets.
Nevertheless, the fact that the Yingcai Tourist Night Market is open three days each week, and space rents have increased steadily, has caused many vendors to abandon the night market, which has led to a growing number of vacant spaces. How to attract crowds to return to the crowd is the current top priority for the Yingcai Tourist Night Market.
Keywords：Local trait、Marketing strategy、Miaoli’s night market
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