本論文旨在討台南花園觀光夜市男裝攤商經營模式，經由綜合文獻探討並採用質性研究中的參與觀察、深度訪談、文件分析等方式蒐集資料，以五力分析設計題項，深入了解經營夜市男裝攤商的發展經歷。本研究將以男裝攤商為主要對象，擬依據攤商經營模式分析、商品價格訂定原則、競合模式、消費者經營與未來規劃五大面向，選取台南花園觀光夜市各具經營與行銷特性的五個攤商，瞭解探討攤商之間的經營模式、探討不同經營模式所帶來的效益，同時了解攤商對未來的經營走向和趨勢，旨在將現今執行經營模式和行銷策略之共同方向進行歸納整理，透過實務上經驗，提供未來夜市攤商經營的修正與建議。 依據研究之結果，提出前人之實際工作經驗經營模式，作為往後攤商經營的重要參考依據。研究者針對男裝攤商在經營夜市設攤實務層面以及實體店面和網路行銷方面，亦提出相關具體建議，作為未來在夜市設攤經營模式整合相關研究之參考。 This research focused on discussing the management models of male clothing vendors in Tainan Garden Night Market. Data were collected through participant observation, in-depth interview and document analysis in qualitative research method. Porter five forces analysis were used on designing questions so as to have a thorough understanding of male clothing vendors of the night market. Male clothing vendors were targeted in this research. Five diverse vendors of Tainan Night Market were chosen to analysis their management models, pricing strategies, competition and cooperation models, customer managements and future plans. The purpose of this study is to understand the management models, profits derived from different management models, and the trend of future management policies. After the generalization of current management models and promotion strategies, modifications and suggestions are provided for venders of night market. The results derived from practical working experiences could be important references for following vendors. Specific suggestions on practical level and the promotion of physical stores and online stores of male clothing vendors were also provided as references for future studies.
