本研究是藉由事件(會議)行銷活動，評估推動政府研發成果溝通效果可能性。如何透過事件行銷整體設計，提升事件本身的話題性吸引媒體報導及促進參與者良好溝通是事件行銷的成功關鍵所在。 本研究藉由了解紡織科技國際論壇暨成果展(TIFE)之實際事件行銷活動四年個案持續內容，透過不同構面分析及參與者調查結果，驗證完整事件行銷規劃，確實提升國內外產業溝通效果。歸納相關研究重要結論如下: 1.活動區分研討會、論壇、靜態展三大部份，配合開幕專題規劃不但具有差異化也兼具整合效益，獲得所有參與者最大肯定與認同，也是事件行銷重要的成功關鍵。 2.開幕典禮專題演講主題規劃及諾貝爾得主邀請，及適當會前記者與主活動廣宣規劃策略，確實製造活動話題性並獲得媒體廣泛報導。 3.活動主題規劃貫穿研討會、論壇及靜態展子題規劃，聚焦活動主軸，使參與者能充分了解紡織產業技術及產品發展與研發成果，獲得國內外參與者的正面肯定與政府(主辦單位)的嘉許。 4.透過邀請學生參與活動使其了解產業發展現況，有助提升對產業永續經營之人才召募。 / The purpose of this study is to evaluate the possibility of promoting communication effect from research results of government supporting project, which is carried out by an event marketing。 In order to identify the fully event process planning which improves the communication effect on local and global textile industries, the study does focus on understanding the continuing promotion reality of TIFE (Textile International Forum and Exhibition) event during last four years and analyzing activity interfaces as well as results from participant’s questionnaires。Some conclusions are shown as follow : 1. The TIFE event includes technology and management symposiums、textile forums and static product shows, which is integrated by planning the opening theme and shows the differentiation and integration advantages of event program 。All these designs of TIFE event are the key issues of event marketing and the main agreement and support received from all event participants。 2. The talk of keynote speech planning in opening celebration, the invitation of the Nobel winners and the proper strategies of news report before the event and the promotion program for main activity are key issues to make the event become popular and reported by News。 3. The theme of TIFE event is connected by sub-themes of technology and management symposiums、textile forums and static product shows, which is focused and make the research results from development of textile technologies and products easy to be recognized by event participants and appreciated by the government officers。 4. By inviting students who do join the event and make them understand the development of textile industries, the help of promoting human resource required by textile industries can be improved 。

中亞位於歐亞大陸地理中心，亙古以來即為歐亞絲路交匯樞紐及戰略要衝。蘇聯解體後，中亞五國獨立，其獨特的地理環境、蘊藏量豐富的油氣資源，引發強權競相與中亞諸國發展多邊關係，中亞地區亦成為國際地緣政治的新焦點。 九一一事件後，美國以反恐之名打擊阿富汗塔里班政權，並順勢將勢力延伸至中亞地區，實現其長期以來謀求在該地區的主導權。中亞地區位居中俄的戰略要域，美國勢力直接進入俄羅斯後院及中共戰略後方，造成地緣戰略擠壓，並引發美中俄的石油資源爭奪與競合。 從國家利益角度審視美中俄在中亞的競逐，研究發現，九一一事件後，美中俄在中亞地區已漸成浮動中的平衡，「浮動」是指三者之間因權力拉扯而造成影響力消長，但是，基於共同的利益必須維持平衡，以促進中亞地區的穩定與發展。 此外，未來影響中亞地區戰略格局的主要因素，在於中俄質疑美軍長駐中亞的「正當性」，以及中俄對美軍長駐中亞的容忍程度，這些認知落差將是美中俄是否能在中亞地區進行戰略性對話的關鍵因素。

Does the stock prices of oil companies affected by the announcement of a corporate name changes? This paper investigates the North American oil firms undergo name changes from 2000 to 2005. We report a significantly positive abcdrmal return (12.5%) and abcdrmal trading volume on the event day for the overall 125 companies in our sample. During the period of crude oil price surges after 2004, we find a tendency of increasing number of firms add oil to their corporate names to signal their links with the oil markets. In the U.S., the CARs of firms add oil in their corporate names show positive effects on their stock prices. Their pre-event excess returns are not offset by post-event drift, especially in the oil hot period. Interestingly, we find that firms delete oil names in the oil hot period suffer a significant negative CAR in the post-event period. We provide evidence that major name changes are more beneficial than minor name changes in the North America oil companies, and name changes affect stock prices more positively for smaller companies than for big firms on event day. Between the U.S. and Canada, we show that there are the different CAR trends for each country. The information leakage period is longer in Canada than the U.S. It is seen that a firm with a resource unrelated activities adds an oil name, it would earn a permanent CAR. The overall results in our study suggest that the announcement of corporate name changes of oil companies convey important information to the stock market regarding their corporate images and identifies. Investors appear to respond enthusiastically to the word “oil” in corporate names because of the relationship with a glamorously lucrative and potentially growing oil prices.

本研究是探討非營利組織中佛教團體之事件行銷活動。在非營利組織日益蓬勃發展的現代社會中，如何適當的運用事件行銷以提升組織知名度，並獲取資源已經成為每個非營利組織團體思考的重要課題。 本研究藉由了解佛教法鼓山團體之實際事件行銷活動個案內容，透過下列四項構面分析以深入探討事件行銷之成功要素，並獲致以下數點重要結論： 企業組織構面： 一、 宗教團體領導人享有崇高知名度與魅力是活動成功的最佳保證 二、 宗教組織之幕僚單位委由外聘之專業經理人執行將使活動之籌備更有效率、更加成功。 三、 組織功能完善、分工專業的義工支援系統是活動成長的最佳助力。 目標族群構面： 一、 以客戶(信眾)需求為導向並重視客戶(信眾)滿意度是維護信眾關係的不二法門 傳遞訊息構面： 一、 活動同時兼具文化、教育功能，不以宗教為單一呈現方式是吸引傳播媒體報導、民眾熱烈參加的主要因素 傳遞媒介構面： 一、 正確的媒體策略，可收畫龍點睛、事半功倍之效果 採取主動出擊的策略，並採取下列重點 1. 良好的公關議題設定 2. 善用各項媒體資源 3. 以網路媒體為資訊平台中心 / The Exploration of the Event Marketing in Religion Type Non-profit Organizations —Based on Dharma Drum Mountain examples. Non-profit organizations have developed enormously in modern society. It has become a great issue for NPOs to apply event marketing to be well-known and obtain resources. This research is subject to exploring the event marketing in Buddhism organizations as non-profit organizations. In this research, by studying the practical event marketing campaigns of Dharma Drum Mountain, a well-known Buddhism organization, researcher analyzed in four dimensions to further find out the success factors of event marketing. Here are the main conclusions for each dimension: A. Dimension on Business organization: 1. The esteemed fame and attractiveness of religion organizations’ leadership is the best guarantee for the success of campaigns. 2. To prepare a campaign efficiently and successfully, it’s better to hire a professional manager from outside organization. 3. A well-organized and professional-diverse volunteer support system is the best aid for campaign. B. Dimension on Target group: 1. To focus on the needs of clients (followers) and respect their satisfaction is the only way to maintain the relationship with them. C. Dimension on Transferred message: 1. A campaign should contain culture and education function. Not just presenting religion message is the major factors that attracts the press report and gets the public attend. D. Dimension on Transferring media: 1. A correct media strategy will get strong effect. It’s important to take active plan and follow the points as below: (1). Well-defined public issues. (2). Make good use of every media resources. (3). Design information platform with online media tool.

台灣政商關係綿密而深化，企業往往透過各種方式建立政商關係，建立與政府組織的網絡關係，並獲得企業經營上的資源與能力。自從1996年台灣舉辦首次的總統大選後，選舉議題就一直是國人關心的焦點。本研究以台灣地區擔任重要企業協會組織之常務理事之個人所屬之企業為政商關係判定的標準，繼而以台灣總統大選為研究事件，以事件研究法探討總統大選對有政商關係企業之企業價值的影響。 由於台灣2004年之總統大選過後發生嚴重的藍綠衝突，該次結果造成政治經濟上的動盪反映在當時的股票市場，本研究將該次事件視為特殊事件，因此在研究上分別針對採用2004年樣本與排除2004年樣本來進行研究。研究結果發現，若採用2004年之樣本，則選舉事件會使得有政商關係企業之股票價值出現負向的異常報酬，但若政黨輪替與否對股價異常報酬所造成的影響則沒有顯著性的差異；若排除2004年的資料，研究結果則發現有無政黨輪替確實會對有政商關係企業之企業股價產生顯著性的影響。因此企業經營者與投資人應將選舉事件對公司價值所造成的影響納入考量，才能在企業經營與投資策略上做出最理想的決策。

本文主要目的是在探討，當企業決定其融資方式，改變資本結構後，究竟是否會造成投資人對該企業經營獲利前景的改變，而反應在企業的股票價格上，尤其在「不同聯貸資金用途」上，是否會改變投資人、股東對於該企業風險程度的認定。本文利用事件研究法(Event Study Method)進行分析，研究期間自2005年至2007年止，針對台灣上市(櫃)公司完成聯貸簽約資料，刪除估計期未滿160天者後，有效樣本共140筆，其中營運週轉金(Working Capital)資金用途者有36筆；借新還舊(Refinancing)資金用途者有71筆；資本支出(Capital Expenditure)資金用途者有33筆。 本研究之實證結果發現，若資金用途為營運週轉金者，於聯合貸款宣告後，並沒有顯著異常報酬差異；若資金用途為借新還舊者，於聯合貸款宣告後，具有顯著的正向異常報酬差異；若資金用途為資本支出用途者，於聯合貸款宣告後，具有顯著負向異常報酬差異。 關鍵詞：聯合貸款、事件研究法、異常報酬 / The main purpose of this study is to discuss whether investors will change their anticipation on the perspective of a company, which is reflected on its stock price when the company decides on its financing method and thus changes its capital structure, and especially whether investors and shareholders will change their recognition on risk-taken levels of the company in light of different purposes of syndicated loans. This study employs Event Study Method and focuses on the listed and over-the-counter companies in Taiwan dated from Year 2005 through Year 2007. The valid sample size amounts to 140 companies after removing those companies whose estimation period is less than 160 days. Of the 140 sample companies, 36 are working capital related, 71 are refinancing related, and 33 are capital expenditure related. The empirical results of this study indicate that, upon announcement of syndicated loans, there are no significant positive abnormal returns if the loans are used as working capital, there are significant positive abnormal returns if the loans are used as refinancing, and there are significant negative abnormal returns if the loans are used as capital expenditure.

本研究進行不同類型減資之實證研究，分別是依據公司法的彌補虧損減資及現金減資，與依據證交法的庫藏股減資，利用事件研究法及多元迴歸分析，探討國內上市櫃公司實行不同類型的減資方式時，其宣告效果的比較，以及影響宣告效果的因素有哪些。研究樣本為民國91年1月至97年3月底間，台灣的上市櫃公司宣告實行減資者。本研究之實證結果如下：1.公司宣告庫藏股減資及現金減資在事件日當天具有顯著的正向宣告效果；而公司宣告彌補虧損減資在事件日當天具有顯著的負向宣告效果。2.公司宣告庫藏股減資與彌補虧損減資、宣告現金減資與彌補虧損減資之間的累積異常報酬率有著顯著差異。3.以多元迴歸分別探究哪些因素影響了宣告減資的累積異常報酬率，結果發現在庫藏股減資部分，淨值市價比、內部人持股比、及預定減資比例，顯著地影響累積異常報酬率；彌補虧損減資部分，淨值市價比、獲利能力與減資比例等變數會影響累積異常報酬率；現金減資部分，本研究選取的每股盈餘、獲利能力、現金流量允當比率及減資比例等解釋變數，無法顯著地影響累積異常報酬率。

1930年10月27日爆發日本在臺殖民史上最嚴重的衝突事件；霧社事件。Sediq Mjiras（賽德克人的怒吼）向殖民政府採取最極端手段表達自1908年霧社蕃務官吏駐在所設立以來，對於賽德克三族群人力的壓榨與土地資源的掠取最沉痛的抗議。 戰後霧社事件的研究已呈現出各種不同詮釋觀點的探討，例如教育層面、殖民地經濟層面、政治層面、文化層面、宗教層面等等。有鑒於戰後研究對於三族群於霧社事件中「親日」、「抗日」立場的論述而導致三族群間臍帶關係之裂痕，本論文試著透過霧社事件影響為其切入觀點，探討自霧社事件以來對於三族群於彼此互動關係下所產生的影響，希冀理出一條三族群互動關係之脈絡，並進而分析三族群未來互動關係之發展。 本論文章節安排除緒論與結論以外，共分為四章。第一章主要探討三族群之分類 、傳統社會關係。第二章從理蕃政策的脈絡下，探討霧社事件爆發以來對於三族群互動關係之影響，並研究分析其影響層面為何。第三章從山胞政策的制訂下，探討戰後國民政府接收臺灣對三族群的影響，惟本章節以「抗日史觀」為主要分析焦點。第四章則從基督教派的傳入之後對於三族群互動關係產生的影響，並且分析實際影響中的限制為何。 本研究結果發現，自日治時期霧社事件的影響，實是造成阻礙當代三族群互動關係和睦發展的主要因素之一。日治時期造成「味方蕃」與「抗日蕃」的矛盾與衝突，到了民國時期隨著「抗日史觀」意識形態的操弄，造成「親日」與「抗日」；「賽德克二元論」的論戰。一脈相承，造成三族群內部的認同危機以及外部的認知曲解。 筆者並發現自民國時期以來基督教派的傳入對於修補三族群互動關係起到關鍵性作用，然此互動關係的修補僅止於各教派之內。因此跨越教派的藩籬則必須要對於賽德克族正名運動進行深入的探討與分析。本論文最主要的學術貢獻在於從味方蕃襲擊隊的編組與操縱重新詮釋霧社事件觀點，並進一步釐清「親日」與「抗日」的歷史定位，乃至於修補三族群間的互動關係與歷史仇恨。

在公司財務的領域中，探討公司資本結構決策主要有三個主流理論：靜態抵換理論、融資順位理論以及折時理論。本篇文章採用重複事件分析法，首先沿用Baker and Wurgler (2002)中提及之五個因素做為自變數，研究影響公司辦理現金增資危險函數之因子研究，研究結果顯示，公司現金增資之危險函數與財務槓桿成正向關係，此項證據傾向支持融資順位理論，然而本篇論文研究結果，並無顯著證據支持折時理論。本篇論文接著建立另一組變素設定，將價格趨勢納入模型中，取代原來在Baker and Wurgler(2002)中觀察折時現象之因子，結果顯示折時現象是顯著的。因此，本篇論文研究結果並未對是否支持折時理論下定論，值得思考的是，欲觀察公司是否存在折時現象，除了Baker and Wurgler(2002)中提及之變數之外，直接將價格趨勢納入模型或許是另一個可行之道。 / In the field of traditional corporate financing theories, there are three mainstream theories leading the way while talking about the firms’ financing decisions: static trade-off theory, pecking order theory, and market timing theory. In this paper, we apply the recurrent event analysis and follow the independent variables appearing in the Baker and Wurgler (2002) first to examine the factors that affect firms’ hazard rate to offer seasoned equity. The results indicate that higher leverage is in positive relation with the hazard rate of firms’ seasoned equity offering, meaning that firms’ financing decisions follow the pecking order theory to some degree. However, while the recurrent event analysis is adopted, the market timing effect becomes insignificant when considering the independent variables appearing in the Baker and Wurgler(2002). As a result, we proceed to establish another set of covariates in which the price trend factor is involved to examine the market timing effect. While the price trend factor is substituted for the market-to-book ratio to represent the market timing effect, the market timing effect turns out to be significant. Thus, we consider that using the price trend of the market directly may be a suitable way to examine the market timing effect.

本論文想要探討，自西元1894年中日大戰，清廷慘敗後與日本訂定的「馬關條約」割臺的荒謬，把原住民祖傳的土地，就在不相干的中、日兩國政權，私相授受下犧牲，凸顯其不尊重與欠缺正當’性。後又加之日本殖民政府不當的強制收繳布農族賴以為生，以及榮譽象徵的獵槍時，結果引爆了布農族抗日的導火線，才會發生指標性的「大分事件」，並激出日本眼中頑強最末歸順的布農族英雄Dahu-ali的長期抗日的決心。留下了日本人理蕃工作最不光彩的紀錄，讓日本殖民政府得到應理解與尊重布農族的歷史教訓。 / 本論文核心內容，希望呈現對比現代科技與價值觀相當歧異的異民族接觸時，產生的衝突、不滿與無奈，進而予自詡文明優越的大和民族一個省思，也給予現在21世紀台灣其他所謂文明民族看待原住民族時，要有人道關懷的胸襟，勿為偏狹的「種族主義」所矇蔽，不然族群關係將處於緊崩狀態。 爰此，本論文共分五章循序鋪陳，第一章緒論，第二章布農族與日本殖民政府接觸的情形，第三章布農族抵抗外來政權的歷史事件，第四章布農族英雄dahu-ali（拉荷‧阿雷）及其家族，第五章結論。 / The intention of this dissertation is to explore Taiwan Indigenous Peoples’ ignorance of their lands being exchanged privately and secretly by China and Japan after the Shinmonoseki Treaty（1895）was signed in 1894. While the Japanese colonial government cracked down the armed rebellion of Han people, its focus turned into central mountain areas of Bunun tribe, where people had been living peacefully and quietly. Also. The government’s improper and forced collection of Bunun people’s shotguns pulled the trigger of future revolution. The Da-fen incident, which was held by the Bunun hero Dahu-ali’, was the prelude of Bunun revolution against the government. Not only had the incident left the Japan colonial government a dishonorable page of dealing with Bunun people, but also given the government a lesson of how to treat them with sincerity and honesty. / The core of this dissertation is to express the rise of conflict and dissatisfaction while indigenous peoples facing modernized scientific technology and values so as to give the mainstream society a chance of reflection with humanity. Especially in the era of 21 century, ethnic relationships should not be in tension by racism. Thus, the first chapter discusses the general background; the second is the introduction of contact between Bunun tribe and Japanese colonial government; the third is the Da-fen incident; the fourth is the hero dahu-ali and his family; the last chapter is the conclusion.