本研究針對臺南市重要商業區：臺南火車站前商圈之消費型態、商圈環境及商圈結構等構面進行調查，調查後以SWOT分析來探討臺南站前商圈更新再造策略，本研究提出「組織商圈」、「環境更新」、「GSP導入」與「商圈行銷」等四大更新再造策略，期能藉由政府與民間力量之結合，營造出e世代消費空間及提昇商店服務品質，更期待能經由策略之執行來帶動商圈的全面繁榮，以活絡臺南市的商業活動。

　　　　　This study had investigated the different consumer behavior consumption styles, business environment, and business structure of Tainan front train station business cluster which is the most important business cluster in Tainan. The SWOT analysis was to be applied as basis for the reconstructing strategies of Tainan front train station business cluster. This study proposed organizational commercial cluster, environment renew, introduction of GSP, and business cluster marketing as reconstructing strategies. The strategic purpose is to construct a consumption environment for e-generations and upgrade service quality through the cooperation of government and community. With the execution of strategies, business cluster can be successfully developed to enrich Tainan commercial activities.