本研究旨在探討校長親信關係的決定因素及其對行政幹部工作態度的影響。本研究採便利取樣選取一二九所公立中等學校為研究對象，回收有效問卷共計主管問卷81份，部屬問卷415份。本研究依校長及行政幹部對雙方關係的看法，將部屬區分為親信幹部（校長認為部屬是親信，部屬也自認是親信）、信任幹部（校長認為部屬是親信，部屬卻不自認是親信）、接近幹部（校長不認部屬是親信，部屬卻自認是親信）、一般幹部（校長不認為部屬是親信，部屬也不自認是親信）四類。本研究並以各項統計方法進行數項假設考驗，所得重要結果如下： 一•本研究所選預測變項（部屬工作能力、部屬忠誠度、逢迎行為、共事時間、關係基礎、人口統計相似性、工作價值觀），對校長知覺的親信關係解釋力較高，對部屬知覺的親信關係解釋力較低。 二•部屬的工作能力、逢迎行為、忠誠度對校長知覺的親信關係具有顯著的解釋力。 三•忠誠度在校長知覺的信任關係上扮演重要的影響力。 四•無論那一類型幹部與校長在體諒貼心與安全信賴二項的知覺皆有明顯不同。在瞭解相知、開放接納二項的知覺皆沒有顯著不同。 五•與其他幹部比較，校長與親信幹部在各項親信關係的知覺較趨於一致。 六•校長在親信關係方面的知覺高於行政幹部，與過去的研究不同。 七•本研究發現親信關係部份知覺差距與部屬工作態度達顯著負相關，顯示校長與部屬知覺差距愈大，則工作態度表現愈低，反之亦然。 八•校長知覺的親信關係、部屬知覺的親信關係二者皆與部屬的工作態度有正相關，然部屬工作態度顯然較受到部屬知覺的親信關係影響。 九•親信幹部與一般幹部在部屬知覺親信關係上的差異最為明顯。 十•接近幹部在部屬知覺親信關係與工作態度上的表現特殊，與信任幹部及一幹幹部比較，皆強於此二類幹部。 十一•不同類別幹部在組織承諾與工作滿意二項上的表現有顯著差別。 另本研究根據研究結果提出數點建議以供參考。 / The determinants of the confidant relationship between the principals and the subordinates, and the influence of relationship on the subordinates' working attitudes Wen-Song Shyu Abstract The purpose of this study is to explore the determinants of the confidant relationship between the principals and the subordinates, and the influence of relationship on the subordinates' working attitudes. A convenient sampling technique is used, and the research samples 129 public high schools as the object of study. 81 effective questionnaires from the principals and 415 from the subordinates are obtained. According to the cognition of their mutual relation, this research categorizes the subordinates into confidant subordinates（i.e. the principal considers them as his confidants, and they also consider themselves as the principal’s confidants）, trusted subordinates（i.e. the principal considers them as his confidants, but they don’t consider themselves as the principal’s confidants）, accessing subordinates（i.e. the principal doesn’t consider them as his confidants, but they consider themselves as the principal’s confidants） and ordinary subordinates（i.e. neither the principal considers them as his confidants, nor they consider themselves as the principal’s confidants）. Also through compiling statistics from questionnaire survey, this study examines several hypotheses and concludes the following outcomes: 1.The chosen predictive variables（competence, loyalty, flattering activities, the duration of working as colleaques, the bases of the relationship, the similarity of the demographics, the job values）are more likely to explain the principals' perceptions of confidant relationship rather than the subordinates' . 2.The subordinates' loyalty, competence and flattering activities highly interpret how the confidant relationship is developed. 3.Loyalty plays an important role in affecting the principals' perceptions of trusting relationship . 4.No matter which kind of subordinates staffs are, their perceptions in consideration and reliability are quite different from the principals', while both perceptions are not very different in understanding and openness. 5.Compared with the other staffs, the principals' and the confidant subordinates' perceptions in confidant relationship are more likely the same. 6.The perceptions of the principals in confidant relationship are higher than those of their subordinates, which is different from the results of previous studies. 7.The perception differences in confidant relationship have the negative correlation with the subordinates' working attitude. It shows that the higher perception differences are, the worse working performance is, and vice versa. 8.The principals' and subordinates' perceptions in their confidant relationship both have the positive correlation with the subordinates' working attitude. However, the subordinates' working attitudes obviously are influenced by the subordinates' perceptions of confidant relationship . 9.The most significant difference of subordinates' perceptions in their confidant relationship is between the confidant subordinates and the ordinary subordinates. 10.Accessing subordinates' perceptions in confidant relationship and their working attitude show a unique result, which is better when compared with the trusted and ordinary subordinates. 11.There are significant differences in organizational commitment and job satisfaction among the four kinds of subordinates. Besides, this research also provides several suggestions for reference according to the consequences. Keywords: confidant relationship, differential matrices, vertical dyad linkage mode, leader-member exchange theory, working attitude

由於我國加入世界貿易組織後，使得大量的動植物及其產品的進出口，將會迅速地增加，國外動植物疫情隨貨品引入的機會也大大增加了許多，所以行政院農業委員會動植物防疫檢疫局所演的角色便相當重要。因為它必須和國外重要貿易國家作資料的交換，而目前的方式有電話、傳真及紙本等傳統方式。隨著網際網路的盛行與普及，使用網際網路傳輸的資料的可行性增大，而究竟可以如何透過網際網路傳輸所需要的資料呢？ 近年來我國政府推動大力「電子化政府」的政策，身為政府單位的防檢局當然也不例外，目前也正準備逐年更新其電子檢疫發證資訊系統，並且隨著各相關局處內外電子化的完成，和國外貿易國家防檢疫單位間，透過網際網路交換防檢疫資料的可能性，也大幅地向上提升許多。 本研究即是針對國外目前所使用的封閉性網路，以EDI為主；其他開放性網路下以XML為基礎的點對點方式與電子中心的方式，做一個探討。並試圖去思考如何參考國外目前資料交換的傳輸模式及電子商務上資料交換的經驗，並藉由本研究的資料交換模式設計，來進行資料交換的實現。用以解決點對點間的資料交換、異質系統間的資料傳遞及資料傳遞的安全性等，以建立一套共同的資料交換機制IQDE-Hub，使資料的交換成為可行。 / Recently it contains many types of data exchages in the application of electronic commerce. ECs are B-to-B (Business to Business), B-to-C (Business to Consumer) and C-to-C (Consumer to Consumer). So there are many types of data exchages in the world. They contain EDI of private network, XML based and E-Hub of public network. This study will establish a methodology. It provides many other countries to share common data with each other. The data exchange mechanisms of this study can solve three main problems of other data exchange mechanisms. They are point-to-point data exchange, data exchage between different information systems and security of data exchange. The exchange mechanisms of this study called IQDE-Hub (Inspection and Quaratine Data Exchange-Hub). In this study, we can see that it provides a method to exchange data between other countries. So we have not to use other methods which include telephone, fax, mail and so on by human. We can exchange data by using electronic type.

在全球化趨勢與Internet帶動速度競爭的影響下，現今的企業經常採取將旗下部門分散佈署於各地，或者和位於不同地區的公司進行合併結盟的策略，藉以提昇其競爭力與市場反應能力。由於地理位置分散的結果，這類企業當中通常存在著許多不同的資料倉儲系統；為了充分支援管理決策的需求，這些不同的資料倉儲當中的資料必須能夠進行交換與整合，因此需要有一套開放且獨立的資料交換標準，俾能經由Internet在不同的資料倉儲間交換多維度資料。然而目前所知的跨資料倉儲之資料交換解決方案多侷限於逐列資料轉換或是以純文字檔案格式進行資料轉移的方式，這些方式除缺乏效率外亦不夠系統化。在本篇研究中，將探討多維度資料交換的議題，並發展一個以XML為基礎的多維度資料交換模式。本研究並提出一個基於學名結構的方法，以此方法發展一套單一的標準交換格式，並促成分散各地的資料倉儲間形成多對多的系統化映對模式。以本研究所發展之多維度資料模式與XML資料模式間的轉換模式為基礎，並輔以本研究所提出之多維度中介資料管理功能，可形成在網路上通用且以XML為基礎的多維度資料交換過程，並能兼顧效率與品質。本研究並開發一套雛型系統，以XML為基礎來實作多維度資料交換，藉資證明此多維度資料交換模式之可行性，並顯示經由中介資料之輔助可促使多維度資料交換過程更加系統化且更富效率。 / Motivated by the globalization trend and Internet speed competition, enterprise nowadays often divides into many departments or organizations or even merges with other companies that located in different regions to bring up the competency and reaction ability. As a result, there are a number of data warehouse systems in a geographically-distributed enterprise. To meet the distributed decision-making requirements, the data in different data warehouses is addressed to enable data exchange and integration. Therefore, an open, vendor-independent, and efficient data exchange standard to transfer data between data warehouses over the Internet is an important issue. However, current solutions for cross-warehouse data exchange employ only approaches either based on records or transferring plain-text files, which are neither adequate nor efficient. In this research, issues on multidimensional data exchange are studied and an XML-based Multidimensional Data Exchange Model is developed. In addition, a generic-construct-based approach is proposed to enable many-to-many systematic mapping between distributed data warehouses, introducing a consistent and unique standard exchange format. Based on the transformation model we develop between multidimensional data model and XML data model, and enhanced by the multidimensional metadata management function proposed in this research, a general-purpose XML-based multidimensional data exchange process over web is facilitated efficiently and improved in quality. Moreover, we develop an XML-based prototype system to exchange multidimensional data, which shows that the proposed multidimensional data exchange model is feasible, and the multidimensional data exchange process is more systematic and efficient using metadata.

自八O年代以後，台灣半導體通路產業即邁入了激烈的競爭時代。眾多高同質性的業者，相互競奪上游產品線的代理權，以及下游買者市場的交易權；業者的生存契機，主要來自於提供上、下游業者間進行商業交換的平台。因此，此一平台所能提昇的交換效率，及其處理跨組織間交換成本的能力，乃成為不容忽視的課題。半導體通路業為台灣資訊工業中，歷史悠久且具重要地位的產業；研究瞭解半導體通路產業之價值鏈活動，將有助於台灣半導體通路產業之促進升級。 半導體通路商所從事之價值鏈活動功能，予以分類概有商流、物流、金流、資訊流及技術流等五大項；其中，諸多研究證實——技術支援能力，乃屬半導體通路商之核心競爭力之一。過去有關半導體通路商的研究，大多是由競爭策略、企業資源規劃及整體通路之價值鏈活動等觀點著手，但專注於技術流部分，予以進行4C交換成本態勢分析之探討者，則尚未得見；因此，本研究乃有其創始性。 本研究以台灣地區的半導體通路商為研究對象，期望所做研究結果可供台灣半導體通路業者，做為規劃技術行銷策略之實務參考。本研究屬於質性之探索性研究，經由個案訪談及問卷之初級資料與次級資料的蒐集彙整，並以4C交換成本理論的四個主要變數：外顯單位效益成本、資訊搜尋成本、道德危機成本、專屬陷入成本，進行個案企業之比較分析，並歸納出下列之研究發現與結論： 1. 上游供應商與通路商之技術合作，其對通路商處理交換成本能力的需求排序為：道德危機成本、資訊搜尋成本、專屬陷入成本、外顯單位效益成本。 2. 技術性協力廠商與通路商之技術合作，其對通路商處理交換成本能力的需求排序：道德危機成本、外顯單位效益成本、資訊搜尋成本、專屬陷入成本。 3. 下游系統製造廠商與通路商之技術合作，其對通路商處理交換成本能力的需求為：外顯單位效益成本之功效，高於內隱交換成本之效能。 4. 規模經濟型之半導體通路商，其對下游系統製造商所提供之技術支援服務功能，外顯單位效益成本的優勢，高於內隱交換成本。 5. 利基型之半導體通路商，其對下游系統製造商所提供之技術支援服務功能，內隱交換成本優勢，高於外顯單位效益成本。 6. 經營低技術層次產品之半導體通路商，其對下游系統製造商所提供之技術支援服務功能，外顯單位效益成本的優勢，高於內隱交換成本。 / After the eighth decade, the channel industry of Taiwan semiconductor moved toward serious competition. Many of high similarity company compete with each other in the agency of product line source and the buyer market of OEM customer; the survival opportunity of company is to provide the platform for the exchange between the supplier and customer. Hence, the most critical point is to increase the efficiency and to reduce the exchange cost between the cross-organization in the platform. Semiconductor channel industry is long historical with important position in Taiwan information industry; to investigate and study the semiconductor channel industry will contribute to the research for the upgrade of semiconductor channel industry in Taiwan. The value chain activity of semiconductor channel can be break through into business flow, logistics, financial flow, information flow and technology flow; Among them, technical support ability has been approved to be one of the key competitiveness of the semiconductor channel by many researches. Most of the past researches stood on the views, such as competitive strategy, Enterprise Resource Planning and whole value chain activity, etc., but the point on the 4C exchanges cost co-opetition analysis in the technology flow has not been seen yet. Hence, it’s important for this research. This research is expected to provide the result for the practice reference of the technical marketing strategy to the Taiwan semiconductor channel by focusing on them. This research is belong to the qualitative exploratory research from the data collection of the primary and the secondary information in the interview cases and questionnaires, then to analyze the cases comparatively by the four primary parameters of the 4C exchange cost the cost: the external cost on utility, information searches, morals hazard and hold up asset specificity. Finally, the following important results have been pointed out: 1. The sort of the technical cooperation between the channel and the supplier to the requirement for the channel ability in dealing with exchange cost is: morals hazard, information searches, asset specificity and the external cost on utility. 2. The sort of the technical cooperation between the channel and the independent design house (IDH) to the requirement for the channel ability in dealing with exchange cost is: moral hazard, the external cost on utility, information searches and asset specificity. 3. The technical cooperation between the channel and the system manufacture customer to the requirement for the channel ability in dealing with exchange cost is: the effectiveness of the external cost on utility is higher than that of the inner exchange cost. 4. The technology support service function to the system manufacture customer from the semiconductor channel of the scale economic type is: the advantage of the external cost on utility is higher than that of the inner exchange cost. 5. The technology support service function to the system manufacture customer from the niche type semiconductor channel is: the advantage of the inner exchange cost is higher than that of the external cost on utility. 6. The technology support service function to the system manufacture customer from the semiconductor channel with operating in the low technical level product is: the advantage of the external cost on utility is higher than that of the inner exchange cost.

2006年第四季我國行動總用戶數已達2324萬戶，行動上網用戶則達914.7萬戶，其中PHS與3G數據用戶已達462萬戶，首度超過GPRS的用戶，佔整體行動網路用戶比率51％。目前我國行動上網用戶佔行動總用戶數之39.34%，但行動加值服務卻只佔行動通訊業者營收的5%~10%，相較於日本NTT DoCoMo 2006年行動數據服務營收占整體行動通訊營收的29%，我國行動加值服務仍有許多值得開發的市場潛能。 由於國內先前對於行動加值服務相關領域的研究主要集中在市場面與使用者面向的研究為主，較少電信服務業者角度出發，進行服務創新模式與價值網路的研究。因此引發本研究對此研究主題的興趣，希望能透過本研究探討行動加值服務產業的服務創新與價值網路，對電信服務業者提出產業策略建議，進而創造出良性循環的產業發展環境，提昇我國行動加值服務市場的發展。 本研究針對下列問題進行研究：行動加值服務產業是否存在創新模式，這些創新模式有幾種類型？行動加值服務創新模式的創新驅動因子有哪些，這些因子彼此的驅動形式又有哪些？行動加值服務創新驅動模式是否存在產業的價值網路，網路裡的價值交換有哪些形式？如何交換？從創新模式與價值分析的結論中，電信業者能否找到可以協助產業創新和產生良性循環的經營策略？ 進而獲得下列研究結論： 1. 行動加值服務的三構面創新程度愈高，服務創新成果愈佳。 2. 組織調整、通路建置與行銷活動的配合有助於服務構面創新。 3. 行動加值服務創新驅動因子在創新過程中所扮演的角色不同，也影響了創新發展的形式。 4. 行動加值服務產業的價值網路包含電信業者本身、競爭電信業者、使用者、設備供應商、內容供應商、手機通路商、手機製造商等角色。 5. 行動加值服務產業具有良性循環的價值網路。 6. 行動加值服務的價值交換的形式包含經濟價值、整合價值與無性價值交換。 並進而對電信服務業者提出下列方向建議： 1. 電信服務業者與使用者之間。 2. 電信服務業者與服務供應商之間。 3. 電信服務業者與互補廠商之間。 4. 電信服務業者與其他電信服務業者之間。 5. 電信服務業者本身。 關鍵字：行動加值服務、服務創新、創新驅動因子、價值網路、價值交換 / According to the report by NCC (National Communication Commission of Taiwan), the number of mobile subscribers in Taiwan had reached 23.24 million at the end of 2006, and the amount of PHS and 3G subscribers was 4.62 million, which reached more than 51% of the total mobile internet users (9.147 million). As 39.34% mobile subscribers use mobile internet services, only 5~10% revenue of mobile operators came from mobile value-added services. Compared with NTT DoCoMo’s mobile service (which had) contributed 29% of the revenue in 2006, there is still a lot of room for mobile operators in Taiwan to improve their value-added services. Former researches in mobile value-added industry were mostly focused on the market and customer facets, and fewer on service innovation and value network from operator’s view. This research attempts to study service innovation model and value network of mobile value-added services industry, and tries to provide suggestions of industry strategy for telecom operators. In recent years, much research has been focused on customer demand of mobile value-added services industry; few have majored in service innovation and value network from operator’s view. Therefore this research attempts to study service innovation model and value network of mobile value-added services industry, and tries to provide suggestions of industry strategy for telecom operators. The focus of this study is to answer the following research questions: 1. Are there any innovation models in mobile value-added services industry? What patterns of service innovation are there? 2. What actors are there in those innovation patterns? And how about their roles in the innovation processes? 3. Are there any value networks of industry in the mobile value-added services innovation patterns? What categories of values being exchanged are there in the value network? And how do they be exchanged? 4. From the above results, Could telecom operator find out new strategies of services innovation and virtuous circle for mobile value-added services industry, which from results of above researches? The results are concluded as followings: 1. There are positive correlations between innovation degree of the four dimension model and service innovation results. The higher innovation degree of the four dimension model is, the better the service innovation results. The more innovative the four dimension model is, the better the service innovation results. 2. Coordination of organization development, distribution installation and marketing events serves for service innovation. 3. Innovation actors of mobile value-added services, who play different roles in innovation processes cause different innovation patterns. 4. Roles of the value network in mobile value-added services industry include telecom operators and their competitors, mobile users, telecom vendors, content providers, cellular phone distributors and cellular phone manufacturers, etc. 5. These are virtuous circles in the value network of mobile value-added services industry. 6. Exchange items in the value network of mobile value-added services are including economical value, integrated value and intangible value. The exchanges in the value network of mobile value-added services include economical value, integrated value and intangible value. Some further suggestions on strategies are proposed for telecom operator: 1. Telecom operator and mobile users. 2. Telecom operator and content providers. 3. Telecom operator and complementors. 4. Telecom operator and other telecom operators. 5. For telecom operator itself. Key words：Mobile value-added service, service innovation, innovation patterns, value network, value exchange

智慧資本之思潮，源自於北歐，最早發展於瑞典，現今世界各國也相繼投入，其長足發展則在1990年後，而在知識經濟掛帥的年代，其影響到組織的創造與長期競爭優勢，已成為組織最有價值的資產及最有利的競爭武器，而良好的顧客關係就是公司價值具有重大影響的無形資產，也產生顧客資本的價值，若企業能將顧客知識整合到公司流程中，就越能滿足顧客所需要的產品及服務，讓顧客滿意度和忠誠度提高。 本研究選擇個案公司交換式電源供應器之顧客為研究對象，研究目的有四：(一)利用層級分析法找出交換式電源供應器之顧客在選擇供應商時之評選標準及相對權重(二)分析不同貢獻度之顧客在供應商評選標準之權重差異(三)分析不同貢獻度之顧客對個案公司在評選標準上之表現以作為未來顧客關係經營方案的參考(四)對現行交換式電源供應器廠商之顧客資本提出經營建言。 本研究以個案公司交換式電源供應器顧客為問卷對象，並使用層級分析法(AHP)將架構因素設計成問卷，請A、B、C、D等四群顧客依過去顧客期望因素之兩兩比較，得到各層級之各因素在個案公司做顧客期望時的權重。 第一層級研究結果發現，個案公司之四群顧客在顧客期望上，首重品質控制能力與技術設計能力，最不重視地點。 第二、三層級研究結果發現，個案公司之四群顧客在顧客期望上最重視客製化能力、售前諮詢、售後服務、價格水準、產品保證期，而最不重視策略事業關係、過去服務經驗與研究發展支出。 本研究相信，個案公司交換式電源供應器顧客期望透過層級分析法(AHP)的量化分析，找出顧客期望的各因素權重，使企業決策者不會依個人主觀及經驗臆測方式做為決策判斷，而以架構化的決策方式和權重優先次序為依據的客觀方法，相信必能提高顧客滿意度增加公司的經營績效。 / Intellectual Capital originated from North Europe and blossomed in Sweden at the early stage but now the hwole world gets involved. The real expanding was after 1990, now the knowledge-based economy taking the lead, intellectual capital would affect organization’s creative and long-term competitive advantage and also become the most valuable asset and useful weapon. Good customer-relationship is company’s intangible asset and also creates the value of customer capital. If enterprise could compile customers’ knowledge into company’s procedure, it will fulfill customers’ need and increase customers’ satisfaction and loyalty. This research is aimed in the company’s switching power supply’s customers. The main purposes for this research are as follows: 1. Using analytic hierarchy process to figure out the evaluation and relative weighted criteria when customers choosing cuppliers, 2. Analyzing the difference among customers’ who have diverse contribution weighted criteria, 3. By analyzing the difference to generate strategy for future customer relationship maintenance, 4. Offering suggestion to the company operating customer capital. This research is aimed in the company’s switching power supply’s customers with analytic hierarchy process as structure to form the questionnaire. Let A, B, C, D, four groups of customers, to compare two factors each time to get the weighted value for each customer upon each factor. The first tier research comes out that four groups of customers emplyasize quality controla nd technology design ability the most. Disregard location the most. The second and third tiers research come out that customers emplyasize custom, pre-sale consulting, after-sale service, price and guarantee the most. Disregard strategy alliance, previous service experience and RD expense. To conclude, this company could use quantification AHP to rank each customer’s expectation; rather than using subjective judgments or guessing from past experience. I believe this could enhance customer satisfaction well and improve ecompany performance.

「社會行銷」概念與技術於1971年由學者Kotler & Zaltman提出，為首次行銷概念技術擴大應用至非營利部門在社會公益上的研究。行銷學者Kotler認為，社會行銷可擴大應用至社會各領域的公益推廣，包含公部門。由是，本研究基於擴大化應用的精神，以我國環保機關推動之「不燒紙錢宣導政策」為個案，探究行銷概念擴大化後，公部門在行銷理論基礎上，即交換理論在公私部門差異上導致社會行銷分析公部門個案時產生哪些差異？以及社會行銷擴大應用至公部門，在理論基礎上有哪些問題？同時以社會行銷概念及技術對個案進行分析。 因此，本研究在研究方法上，以個案研究的方式，先進行社會行銷及交換理論在公私部門差異的文獻基礎進行一回顧與整理，再依研究目的與問題針對理論基礎設計深度訪談的問題，依目的性抽樣原則尋找最能符合本研究目的之訪談者進行深度訪談，共十一位。訪談完成即整理逐字稿以進行後續分析。 經本研究分析，在理論面及實務面均提出研究貢獻與建議： 一、理論面： （一）社會行銷因為公私部門在本質上存有差異，導致源自於私部門的行銷理論基礎─交換理論，用於分析公部門社會行銷政策時，在各社會行銷步驟中均產生差異。 （二）交換理論自利假定在公私部門中產生差異，因此有關法律強制力、公民及消費者、自願交換關係及通路概念在未來社會行銷擴大應用至公部門時，有理論適用上的問題。 二、實務面： （一）「不燒紙錢宣導政策」經社會行銷八步驟分析，屬於同社會行銷概念及技術的行銷個案，但因其為公部門推動者，故在細部特徵上有公私部門假定上、本質上的差異。 （二）「不燒紙錢宣導政策」的推動，雖滿足公共利益的需求，但執行過程中直接法源不明確、推動組織鬆散、忽略利害關係人權益為實務需加強之處。 / The very concept of “Social Marketing”, first introduced by Philip Kotler and Gerald Zaltman, is used to apply marketing techniques to the area of nonprofit organizations to promote public interest. In Kotler’s mind, marketing techniques can be applied to both public and private sectors. However, whether this application adequate is needed to be answered. In this thesis, author uses a case named “campaigning the policy against burning golden papers in worship” implemented by the R.O.C government as an example to examine the adequacy of the “Exchange Theory” behind the concept of social marketing to understand marketing cases in the public sector. In order to find the conceptual problems through case study, author first adopts the eight stages of social marketing to describe the case throughout. Then, author design several interview problems to ask various actors who related to the case. Finally, author combines theoretical arguments, case details, and qualitative data from in-depth interview to analyze the adequacy of applying exchange theory in public sector through social marketing. Several findings are presented as follows. First, many differences were found in all the eight stage of social marketing. These differences illustrate many possible inadequacies of applying marketing techniques, supported by exchange theory, to public sector. Second, based on the above differences founded, the intention of broadening the concept of marketing to non-profit organizations should take them into considerations. Especially, the strategic marketing scheme, such as 4Ps, should be reevaluated according to the findings. Thirdly, practically speaking, there are supporting factors to make a marketing campaign successful in public sector: ambiguities in regulation, lack of solid implementation organization, and the missing of stakeholders opinion collection and interest-protection activities in the process.

本文主要目的擬以台灣某上市司所發行海外可轉換交換債為例，探討海外可轉換交換債作為我國上市公司財務工具的可行性、作業、管理及其成本效益。海外可轉換交換債，是現代財務衍生的一項籌資工具，在台灣尚不算極普及的財務工具應用。國際企業身處在一個整合和變動的世界經濟活動中，如何利用台灣上市公司的企業利基，運用海外可轉換交換債取得國際資金和資金成本效益。本研究選擇以探討海外可轉換交換債作為我國上市公司財務工具的可行性，並且深入了解其必需具備的各項企業條件及選擇可轉換標的決策考量，探討發行海外可轉換交換債的各項法規限制及發行海外可轉換交換債的國際金融環境，以研究發行海外可轉換交換債的應用及其成本效益，了解組織財務管理及發行海外可轉換交換債的各項作業與決策管理，並透過海外可轉換交換債與其它財務工具的成本效益比較海外可轉換交換債此項財務工具的實質效益。 / The main purpose of this thesis is to discuss the possibilities, operation, management and cost-effectiveness of European Exchangeable Bonds by using a Taiwanese listed company as an example. European Exchangeable Bonds is a modern financing tool that it’s still not a popular application in Taiwan. However, international corporations are in integrated and dynamic world economic activities. We’d like to discuss how to use the advantages of the Taiwanese listed company to make use of European Exchangeable Bonds to get international funds and make profit on cost of capital. The research would choose a company as instance to discuss in deep about the feasibility of European Exchangeable Bonds and the considerations of issuing European Exchangeable Bonds. We will research the restrictions of issuing process and the international financing environment and to discover the application and operation cost effectiveness of European Exchangeable Bonds, and then compare practical benefits between European Exchangeable Bonds and other financing tools.

本研究透過聯合系統與獨特風險綜合評估違約的強度，假設市場上經濟變數或資訊影響系統之違約強度，然若直接考慮所有經濟變數到模型中將可能會有共線性或維度過高之疑慮，因此透過狀態空間模型來設定狀態變數以及經濟變數之關係並將萃取三大狀態變數分別用以描述市場實質活動面、通貨膨脹以及信用環境。另外，將透過結構式模型來計算獨特性風險大小，當個別潛在的變數低於一定數值將導致個別的違約事件發生。而因布朗運動可能無法描述或校準市場上違約之鋒態以及偏態，將進一步考慮Variance Gamma過程用以更準確描述真實違約狀況。最後透過結合以上兩個風險綜合評估下，考慮一個聯合違約模型來評價信用違約交換之信用價差。 / Systematic and idiosyncratic risks are supposed to jointly trigger the default events. This paper identifies three fundamental risks to capture the systematic movement: real activity, inflation, and credit environment. Since most macroeconomic variables fluctuate together, the state-space model is imposed to extract the three variables from macroeconomic data series. In the idiosyncratic part, the structural model is applied. That is, idiosyncratic default is triggered by the crossing of a barrier. For improvement of the underlying lognormal distribution, we assume the process for the potential variable of the firm follows a Variance Gamma process, sufficient dimensions of which can fit the skewed and leptokurtic distributions. Under the specific setting of combinations of the two risks (the so-called joint default model), we price credit default swaps.

本篇論文將研究目標鎖定為保本型自動贖回結構商品，分別探討利率連動及股權連動型之債券，採用LIBOR市場模型中的對數常態遠期LIBOR模型，以蒙地卡羅模擬法進行評價，進一步分析債券所附有之贖回權價值，一般認為自動贖回機制設計乃對發行公司有利，研究結果發現，市場上並非所有的自動贖回權價值皆屬於發行券商，本文所探討之CMS連結債券，其自動贖回權之設計乃有利於投資人，主因是商品在到期前的配息狀況皆低於市場條件，若達到自動贖回條件可提早領回本金，投資人將資金再投資較繼續持有商品至到期日獲利高，而本文探討之股權連結商品，其自動贖回機制乃有利於發行券商，主要由於發行公司可免去未來可能的配息；由於債券到期日長短之差異，對契約本金的變化幅度影響很大，預定到期期限愈長，增加投資人對自動贖回權的價值。