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Title:	從都市更新到社區創生：打造社區文化品牌--以潮小屋為例 From Urban Renew to Community Recreation：The Construction of Community Cultural Brand —The Green House
Authors:	陳佳蔚 Chen, Chia-Wei
Contributors:	溫肇東陳佳蔚 Chen, Chia-Wei
Keywords:	社區創生建築再生跨界合作創新經營文化品牌 Community revitalization Building regeneration Cross-industry collaboration Innovative management Cultural brand
Date:	2021
Issue Date:	2021-08-04 14:56:43 (UTC+8)
Abstract:	日本於1969年制定「都市再開發法」，台灣參酌其架構於1998年制定「都市更新條例」。2001年日本小泉內閣將都市再生定位為都市結構改造的重點政策，2014年安倍內閣將地方創生定位為城鄉發展的重點政策。台灣也在2019年由國發會訂為地方創生元年，將地方創生定位為國家安全戰略層級政策。從都市更新到地方創生，已成為同樣城鄉失衡、人口老化的台、日兩國，共同的國家級政策目標。從都市更新到地方創生，從大規模重建到街區再發展，研究者作為建設業經營者，長期觀察之後，思考著此一趨勢下的營運方向。台灣的都市更新著重於容積獎勵下的重建，被批評為推土機式的開發，鮮少聯結社區紋理及創造社區願景。台北市推動的整建維護型都市更新(老屋新生)，又多為單一建築物，缺少街區發展的構想。無論都市更新或地方創生，皆以社區為最小單位。參照社區營造的概念，社區是「在一個地理範圍內，以社區共同體的存在和意識作為前提和目標，藉著理念的推動及地方公共事務，凝聚社區共識，建立屬於社區的意象。」據此立論，都市更新作為國家重點政策，為健全都市更新的推展，以社區為概念的整建維護型都市更新，如能聯結社區紋理、創造社區願景、導入經營管理，引動都市多核心的再發展，方為都市更新真諦。本研究結合相關文獻及台日個案，對照實地操作之研究個案，探討以社區為單位的文化品牌創造，如何成為社區與都市再發展的動力，並且為參與的企業帶來邊際效益，增加其品牌價值，提高長期投入社區創生之意願。本研究以研究者實地執行之研究個案為基礎，但成功模式有可能受限於研究者之背景、資源。期望此持續進行的研究個案，對於想進入社區創生者有所啟發，更將與跨界合作夥伴持續觀察、修正，解決都市更新被詬病的困境，共同為都市發展的願景努力。 Japan enacted the Urban Redevelopment Law in 1969, the framework of which served as the basis for Taiwan’s formulation of the Urban Renewal Act in 1998. In 2001, the Koizumi administration of Japan designated urban renewal as a key policy in urban restructuring, while in 2014 the Abe Administration further pronounced regional revitalization as a focus policy in urban and rural development. Around the same period, Taiwan’s National Development Council also designated the year of 2019 as the inaugurating year for regional revitalization, positioning this direction of development as a policy of national security-level importance. From urban renewal to regional revitalization, it is clear that Taiwan and Japan, two countries both facing the issues of urban-rural imbalance and aging population, have established the same national-level policy goals. Beginning with urban renewal and moving onto regional revitalization, from large-scale restructuring to urban block redevelopment, the author hereby proposes an operational direction that conforms to these trends following long-term observation as an operator of the construction industry. As urban renewal in Taiwan is driven by building bulk ratio bonuses, past practices have been criticized as a form of bulldozer-style development that gives little consideration to community textures and the creation of community visions. The rehabilitation and conservation-oriented urban renewal (building restoration) policy promulgated by Taipei City, on the other hand, focuses on individual buildings rather than the development of entire street blocks, whereas urban renewal and regional revitalization should both be undertaken with neighborhood communities as the basic unit. As defined in the field of community building, communities are created by “generating a community consensus and establishing an image specific to the community through the advocacy of ideals and engagement in local public affairs, within a certain geographic range and with the existence and consciousness of a neighborhood community as the premise and the objective.” Based on this line of reasoning, urban renewal as a key national policy must, to reinforce the advancement of renewal practices, take the form of rehabilitation and conservation-oriented urban renewal with communities as the focus, as true urban renewal can be achieved only by incorporating community textures, creating community visions and introducing professional management practices to drive urban redevelopment from multiple perspectives and through various approaches. This study explores how cultural branding with communities as the basic unit drives community and urban redevelopment, brings participating enterprises marginal benefits, increases their brand value and enhances their willingness to engage in long-term community revitalization by investigating relevant literature and cases studies from Taiwan and Japan, and comparing the information gained against the field operations of the case being researched. This study is based on a case study being researched and implemented by the author, and the model of success may be restricted by the author’s background and available resources. Nevertheless, it is hoped that this ongoing case study may serve as an inspiration for those seeking to engage in community revitalization. Meanwhile, the author will continue to observe and revise the approaches taken in conjunction with cross-industry partners to resolve the shortfalls of current urban renewal practices, so as to jointly contribute toward the vision of sustainable urban development.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 103932066
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0103932066
Data Type:	thesis
DOI:	10.6814/NCCU202100992
Appears in Collections:	[Executive Master of Business Administration] Theses

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