隨著數位化浪潮的興起，許多行業都迅速適應了現代化的要求，然而，公有零售市場在這方面明顯落後。本研究旨在探討如何在不犧牲其文化特性的前提下，推動公有零售市場的數位轉型。透過對多個市場進行深入的案例分析，本研究提出了一套針對公有零售市場營運規劃之創新的提案，該提案不僅著重於技術的整合和應用，也強調必須保持市場的文化本質。主要發現指出，透過精心設計的策略和尊重各市場的獨特文化背景，可以有效地實施數位轉型，同時增強市場的競爭力和可持續性。研究建議，相關政策制定者和市場營運者應考慮這些平衡點，制定出既促進技術創新又維護文化遺產的策略。

With the rise of digitalization, many industries have rapidly adapted to modern requirements. However, traditional markets have notably lagged in this aspect. This study aims to explore how to promote the digital transformation of traditional markets without sacrificing their cultural characteristics. Through in-depth case analyses of multiple markets, this research proposes an innovative operational planning approach for traditional markets. The proposal not only focuses on the integration and application of technology but also emphasizes the necessity to preserve the cultural essence of the markets. Key findings indicate that digital transformation can be effectively implemented by carefully designed strategies that respect the unique cultural backgrounds of each market, simultaneously enhancing their competitiveness and sustainability. The study suggests that policymakers and market operators should consider these balance points and devise strategies that both promote technological innovation and preserve cultural heritage.

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