With the technology evolves over time, science and production process has been updated continuously. Manufacturers not only provide higher efficiency, but also offers products with better cost effective to customers. However, accompanied by the global economy and development of information technology, competitions among enterprises are stronger. It also challenges the relationship between suppliers and their customers. As the result, this situation can not fulfilled customer¡¦s demand. The increased of productivity and smooth market information exchange are the common scenario to price competition. Therefore, increase competitive advantages and relationship building have become two major topics to both suppliers and manufacturers. With progress of times, technology and produce, make constant renewal science and technology, producer not only offer good products of efficiency but also the intersection of cost and product of advantage to the customer even more in the past. The economic environment that but it is globalized to follow, and the development of information technology, let the competition between enterprises be fierce day by day. Also let the supplier challenged with the customer's cooperation relation more extremely too. The traditional business model of making the trade of the price with quantity in the past, it has been already unable to satisfy the customer. The improvement of productivity, the market information on the network is smooth, the price competition that causes is the normality, no matter to supplier or manufacturer, how improve competitiveness and strong compound, it makes relations to be important subject. The research via observe ¡Binterview ¡Band relevant literature, sort out and propose coordination with academy and trend of development of collaborative marketing. With the vertical cooperation relation between supplier and customer in the industry, and expand while organizing the functionality is combined, sell the products to the market of goal in cooperation so that together. The meaning supplier in coordination with marketing is not merely to sell products and service to the customer, another respect is sold with customer's common cooperative planning on the market too, and it is essential to offer and assist, sell to terminal consumer smoothly products, only the intersection of products and smooth the intersection of sale and customer in customer. Through analyze, sum up, offer supplier and famous the intersection of computer and co-operation that manufacturer succeed in on sale throughout the factor, the conclusion studied can be offered in the future of industrial circle to strengthening the relation with the customer's partner, and the reference of enterprise's competitive strategy. This research is based on observation, interview and worldwide studies, integrated with development of collaborative marketing. From the vertical cooperation of supplier and customers and extended to functionality integration within organization; thus to market product to the target segment. Collaborative marketing is not only selling products to, but also services as well as product planning and market positioning with customers. It also provides assistance to successfully sell to end users. Through analysis, this research has concluded the factors of successful marketing of suppliers and well known computer manufacturers and strengthens future relationship with customers and competition strategies in the industry. As the result of this research, the more effective the collaborative marketing is, the better the product positioned perceived by the end users. However, the researches done previously focused more on supply chain and value chain analysis. In the past, enterprises prioritized collaborative manufacture and design and invested heavily on ERP rather than focusing on collaborative marketing which is the most valuable stage in the process. To market product collaboratively is actually to increase value and differentiate itself from others. Collaborative marketing indeed increase company¡¦s performance and stronger relationship with customer. This research highlighted the meaning of collaborative marketing and looking forward to active participation and discussion from academy.

Knitting fabric industry is a particular branch with obviously industrial cluster in textile industry, having the sufficient resources of raw materials, the rapid mobility of productivity, the mature dyeing and finishing technologies, the extensive experience in international trade, though having the complicated process to the variable products, has developed a completed supply chain of its own. In which closely the composition of the medium or small or even micro enterprise to create the competitive strengths on the whole industry, brings up Taiwan being a major exporting country of knitting fabric worldwide. From the evolution of environment, of market demanding, of trading partners, and the future trends, thru the in-depth interviewing with the representative figures and the experts of the industry, government, academia, R&D, in this research to investigate & analyze their points of view and suggestions for the reference of the field. The research results show, at the supply end, Taiwan has become an ODM manufacturer but not just OEM maker. At the product end, the environment protection and carbon reducing are now strictly requiring on the manufacturing of functional and fashionable hi-tec products. At marketing end, the vertical consolidation among supply chains and the name brands retailers, traders, garment factories, fabric converters, up to yarn mills, the supply chain integrate and the strategic alliance to the new products developing to cause the big bigger, in quick response to the trends now a day the fast fashion and short life cycle with meager profits. To position on the innovational products to meet consumer¡¦s demands, create demanding to create profits.

Abstract Banking industry which contributes significant annual economic growth rate is one of the most important industries in Taiwan. Since the trend that many countries give up the cash-based monetary system, the financial environment grows toward liberalization and globalization. Banking industry has shown more and more influence on the stability of economy. The financial Commissioner of MOU which signed on November 16, 2009 and effected on January 16, 2010 has taken the financial cooperation between Taiwan and China to a new stage. Under the framework of the Economic Cooperation Framework Agreement (ECFA), Mainland China will become an important part of Taiwan banking industry¡¦s future global distribution. With the impact of global financial tsunami and European sovereign debt crisis, the overall economic environment of Taiwan banking industry has been more difficult. On the other side, the number of competitor of the same nature increases since 16 new banks are approved to be set up from 1991 to 1992. According to the statistic of Financial Supervisory Commission, Executive Yuan, there is a total of 38 domestic banks with 3,398 branches and a total of 28 foreign banks with 53 branches over Taiwan. The business volume and profitability of traditional banks has been reduced, and wallet share ratio has been declined too. Thus, it is a must that bank adjust their traditional role from borrowing funds to a assist of asset management as quickly as possible to support customers a omni-bearing service provider. After the implement of Financial Holding Company Act in July 2001, the financial legislation has been lifted. It allow not only the establishment of financial holding companies but also the cross-industry operation of banking, insurance, securities, venture capital, investment trust business that providing customers on stop shopping service. Moreover, based on the principle of equity, the financial authority allow non-financial holding companies including banking, insurance, securities could development cross-industry service. Thus, non-financial holding companies should review their future development strategies and opportunities. The study is based on the simplified financial and insurance market structure which includes a bank and three insurance companies. When a individual bank cooperates with certain insurance company, there are two cooperation models¡Xthe establishment of financial holding company and cross-industry strategic alliance. The establishment of financial holding company adopts ¡§joint marketing¡¨ mode which vertical and horizontal integrates the flow of business, cash, logistic, information and talent to create a synergy of business profit. However, if there are differences of business culture and philosophy, the benefit may not be shown and may even adversely affect the alliance. The strength of ¡§strategic alliance¡¨ lies in the flexibility of operation of business and organization. With the cross-industry operation mode, managers could develop business strategy according to the difference structure and property thus not only retains original business idea and thinking but also capture unique niche of cross-industry then achieve the goal progressively. Through literature review and analysis of banking and insurance strategies, the study develops the research framework, questionnaire and dimensions in the background and motivation of cross-industry alliance, the condition and term of alliance partner selection strategy and interactive communication in the process of strategic alliance and cooperation to discuss the factors that influence the channel strategies of bank-insurance companies and the critical factors that make successful business expansion. The study hope to provide a reference for future development of bank ¡Vinsurance business to enhance the competitiveness of bank insurance industry in Taiwan.

The growth rate in the field of Computer, which is one of the traditional 3C industries, has been getting slower in recent years, then Communication replaces it and serves as the main driving force to keep the 3C industry growing. The author chooses mobile phone as the main subject of the thesis to analyze since mobile phone is the product which has the largest market share and the greatest potential for growth in the field of Communication. Under current trend development of mobile phone, the thesis aims to analyze and investigate 1)the product architecture of mobile phone; 2) what kind of change it has on the business architecture of mobile phone chip manufacturer; 3) what kind of impact it brings on chip manufacturer which works in concert, i.e. Foundry Fab. The research begins with the analysis of the application terminal of market. The author classifies the mobile phone into two categories, namely, low-end and high-end, and organized the collected information/data about the current market demand of mobile phone, changes of internal mobile phone devices, and requirements on Foundry OEM services. Also, data/info about the strategic activities of leading mobile phone IC chip corporations are collected and organized; the collected data will be presented and analyzed. Finally, the analysis will be the base, which the conclusion will be drawn upon. The study discovers that the original product architecture of mobile phone displays an ¡§integral-closed¡¨ structure; however, under current trend development of mobile phone, the low-end mobile phone had changed into a ¡§modular-closed¡¨ structure, even increasing the ¡§open¡¨ degree. The product architecture of high-end mobile phone is characterized by ¡§integral¡¨ and ¡§modular¡¨ since the specifications of internal devices of high-end mobile phone are more complicated and still not established yet. Moreover, the high-end mobile phone is in the stage of development, together with the addition of new functions, which in turn resulted in a perplexing and uncertain business environment. Therefore, companies often form strategic alliances in order to reduce the risks of developing new products in an unstable business environment. The competition pattern has changed from ¡§firm against firm¡¨ to ¡§alliance against alliance¡¨. Hence, we can tell the impacts resulted from the change of product architecture on business architecture. Finally, the answers of some questions are still cannot be found not due to the limitation of the study. Therefore, a list of unsolved questions is given in the end of the study so as to form an initial lead in the development of a ground for further research.

This study analyzes 197 companies formed through strategic alliance during the period 1995-2004. There are 107 samples of technological strategic alliance and 90 samples of marketing strategic alliance. The empirical methodology used in this research is the event study approach, which assesses the value implications of the announcement of forming strategic alliance. This study then examines relationships between abnormal returns and relative scale of strategic alliances partners, and profitability of companies through regression analysis to find the following results: 1. The announcement will bring significantly positive abnormal return to the company. 2. Abnormal returns of technological alliance are greater than that of marketing alliance announcements. 3. There is no significant relationship between relative sizes of partners and abnormal returns. Accumulative abnormal returns of relatively larger size partner are higher than relatively smaller size partners. Relatively larger partners in technological alliances gain more benefits in a strategic alliance. 4. The profitability of firms entering strategic alliances is negatively correlated with abnormal returns attributable to alliance announcements. Such a negative correlation is greater for marketing alliances than for technological alliances.

With the emergence of biotechnology, the time for drug discovery becomes shorter. In order to obtain the technology they are short of, the pharmaceutical companies choose to forge an alliance with biotech companies. The benefit that the biotech companies get from the alliances is the R&D funds. Therefore the strategic alliaces are formed in the industry very frequently. This thesis uses value activities and equity structures to divide strategic alliance into several types.Through case studies, the thesis sees if there is any difference in the alliances forged by the biotechpharmaceutical firms during different periods and if the financial structure of those firms changes. Millennium Pharmaceuticals and Chiron are two biotech companies being discussed. The pharmaceutical companies chosen are Merck and Eli Lilly. Through the case studies of those above-mentioned firms, the conclusions are as following: 1. The methods for biotech and pharmaceutical firms to cooperate can be divided into two types. One is the pharmaceutical firms offer the greater part of the funds needed during the agreement period; the other is the biotech firms pay the pharmaceutical firms the upfront fees and the milestone fees. 2. Companies gain the most profits from the manufacturing and marketing part of the value chain. Many biotech firms move downstream into this area after gaining adequate sizes. 3. In order to improve the profit abilities, the biotech companies using alliances to get the experience of manufacturing and marketing. 4. The R&D / operating revenues ratio of biotech companies is higher than the one of pharmaceutical companies. So the biotech firms have lower profit margins and ROA. However, the investors anticipate that biotech companies have better profit ability in the future. 5. The revenue growth rate of biotech companies is higher. 6. The pharmaceutical companies are better-organized and have strategies to manage alliances. 7. The pharmaceutical firms decide which stage to forge alliances according to the status of companies¡¦ pipeline. 8. The biotech and pharmaceutical firms have to focus their resources on specific areas to maintain the ability to gain profits 9. It seems that the biotech companies gains more potential benefits from alliances.

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Japan's economy is declining since the impact of the economic ¡§foam¡¨ in the 1990s. Besides, under the double blow of Asian financial storm many enterprises go bankrupt, reforming happens frequently day by day within the territory of Japan. Japanese steel industry does not make an exception. In order to increase the occupation rate of market in the industry or for the goal of long-lasting operation, the actions of merger and alliance among the steel factories are prevailing. According to the positive attitude of the steel blast furnace factories to deal with this sitution they established their own trading department one after another. Make the demands of trading, information and finance services provided by the trading companies who live by the steel blast furnance factories go down, it force the companies to adopt the action of cooperation or merger to prevent disappearing in the industry. This study utilizes the case study approach to deduce the management model of the merged enterprises and induce with the phenomenon. According to the secondary and case interview materials collected to proceed an exploratory qualitative research. Case study aims the new established company composed of the isolated steel departments of Itochu and Marubeni with equal stakes. Probes into its tactics goal, merger motive, merger process related to the operation performance and try to establish a management model of merger. This study found that the direction and method of decision while carrying out merger originally, and the unique national and corporate culture in this case improve to reach the anticipated synergy achievement on the initial stage of merger. And provide suggestions and references to companies which intend to merge with similar culture and background.

Abstract Taiwan Synthetic Resin industry filed, undergoing fifty hard years, this is a mature industry and most of companies have been built up a certain scale of production. Since 1997 the China government combined economic reform with open policy to create a rapid economy growth. With the appeal of market superiority rising and low production cost, truly attracts many inverters enter the target market. Under such strong market competitive, some of Taiwan Synthetic Resin companies have successfully transferred into a high-tech industrial territory, some of companies were standing on their original basis to improve its competition ability. Hence, there is obviously difference of the final business performance in between them. This thesis is based on the case study for Q company, engaged in manufacturing Synthetic Resin related products. The research methodologies take various theoretical analyses such as the ¡§Value Chain¡¨ model of Michael Porter and ¡§Strategic Alliance¡¨ to investigate the business strategy of those listed companies and OTC of Taiwan Synthetic Resin industry. Hope this research should provide useful information about the related strategic usage and future development of the Synthetic Resin industry. The key points of finding in this study may be summarized as under: 1) The technical resource of Taiwan Synthetic Resin industry is mainly demanded on technical alliance and the R&D capability is still under developing. 2) The rapid economic growth and development of the Mainland China caused more difficult environment for Taiwan company future development in the business transformation strategy. 3) The enterprise resource is key success factor in achieving competitive advantages in operation, technology and marketing in the industry field. Key words: Synthetic Resin¡BValue Chain¡BStrategic Alliance¡BBusiness transformation

This research, based on the perspective of dynamic resources-based view, probes into strategies taken by the six local newspapers (the China Times, the United Daily News, the Liberty Times, the Apple Daily, the Commercial Times and the Economic Times) to response to the challenges in an ever-changing environment. They continuously review the established resources and deficiencies of the organizations and try to seek strategic alliances for complementarity and cooperation to create competitive advantages. This study adopts the methodology of case study. The researcher conducts in-depth interviews to gather firsthand information from the six newspapers and add up some related literature to process secondhand analysis. The result shows strategic alliance is not a stiff relationship but a dynamic process that continuously adjusts to factors such as the environment, the organizational life circle and the competitive strategies. Corporate view points about resources, that is advantageous competitiveness, is by the same token never static. On the contrary, companies will keep modifying and deploying resources to maintain the competitive advantages or to create new advantages. Strategic alliance is one of the critical means through which an enterprise can acquire resources and create satisfactory results at the same time.