從社會文化改變探討吉安鄉黃昏市場阿美族野菜區的經營管理

A Study of the Amis, Wild Plants Region in the Jian Evening Market from Social Culture Change

吉安鄉黃昏市場阿美族野菜區是個關係著當地人的日常生活所需，也是社區互相交流、彼此傳遞資訊的小型社會，多數會到阿美族野菜區消費的居民，不單是因為生活在其周遭的便利性，也因為人情味與社區性而緊緊維繫著人與地方的關連。近年來，由於科技的進步，加速使社會生活型態的改變，都市化、商業化的結果，導致社會結構變遷，人口結構的改變，婦女就業的提高，外食人口的比率提高，更隨著高所得、高消費時代的來臨，以及資訊科技日新月異，使得顧客的偏好轉移，購買行為改變，因此使得吉安鄉黃昏市場阿美族野菜區面臨轉型改革的壓力，再加上流動攤販、量販店、便利商店及黃昏市場等的競爭影響，讓零售業的經營體系也快速的變遷，而影響到阿美族野菜區的生存壓力，終於使即將沒落的吉安鄉黃昏市場阿美族野菜區，管理經營更雪上加霜，陷入極度困境。因此需要改進阿美族野菜區經營管理方式，而本研究透過訪談方式針對花蓮縣吉安鄉黃昏市場阿美族野菜區的立地條件、攤商經營現況、經營軟體協助、硬體改善及協助、自理組織運作等層面來研究分析，落實攤商經營、管理之制度與合理化。

The Amis’ wild plants region in the Jian evening market is related to the daily needs of local people, community exchange each other to pass the small society of information, most will go to the Amis’ wild plants region consumer residents, not only because of convenience of living in its surrounding also tightly to maintain because of the human touch and community connected people and local. In recent years, owning to the advancement of technology, it accelerates the transform of our lifestyle. The urbanization and commercialization change in the social structure and population structure; improve the employment rate of women and arise the rate of out-dining population. As the time of the high income and consumption come in and the information technology gets more improvement than before. It transfers the customers’ preferences and, makes their shopping behavior different. Therefore, the Amis’ wild plants region in the Jian evening market is facing the pressure on transition. Furthermore, to compete with the vendor, discount store, convenience store, and sunset market not only accelerates the management system of the retail industry change but also affects existence of the Amis’ wild plants region in the Jian evening market. It makes the management system of the declining the Amis’ wild plants region becomes harder and harder. Therefore, it should improve the business management of the Amis’ wild plants region. The research is focus on the analysis the Amis’ wild plants region in the Jian evening market of Hualien in site location, situation of vendor business, software assisting, hardware improving, and organizational functioning in order to put the institution of management into practice.