由過去傳統產業及農業社會發展至高科技產業，進而帶動服務業經濟產業的成長。商業與服務業等第三級產業成為帶動經濟發展的新核心，知識，文化與創意成為新經濟利潤的來源。商業發展將經濟重心移到新都會區，導致舊商業區的沒落，都市再造計畫為了振興城市中的衰落區，將各地公有閒置空間土地再利用。台南文化創意商圈-正興商圈即為舊商業區沒落再興起的實際案例。
本研究欲探討正興文化創意商圈進行社區總體營造興起的過程以及採行的策略，結合行銷領域中的共創價值理論，分析商圈在社區總體營造各階段中管理架構、資源、經驗環境、共同生產、價值獲取等五大因子彼此的互動關係。
經由共創價值模式的策略執行，落實文化創意商圈的社區總體營造計畫，並透過文化活動的舉辦及文化商品的創造，帶來文化創意商圈品牌建立以及文化創意產業在地化的成長，促進文化創意產業國際化與在地化的發展。

Nowadays, business and service industries become the primary development in economics environment, taking the place of traditional industry in algricultural society and technology industry in 20th centry. Economics developmnet gives a rise to new promising business district but also leads to decadency of old central business area. Without proper management in old central business areas, where brings into many idle spaces and wreckages. To rescue the decline areas in cities and countries, urban regeneration program is under construction by different ways.
The research is focus on the re-construction strategy of Tainan Jeng Shing cultural creative business area by qualitative method. To investigate how the old business district developes by marketing paradigm Value co-creation strategy in each re-construction period. To analyze the interaction between five main factors: management structure、resources、process environment、co-production、perceived value of value co-creation modle.
In conclusion, value co-creation strategy completely put into Tainan Jeng Shing cultural creative business area by implementing cultural activities and publishing cultural products, which strengthens integrated community development establishment, successfully facilitats the growth of localization and globalization in cultrural creative industry.

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