本研究以文化研究為理論基礎，將兒童視為主動的閱聽人，希望從兒童的言說了解他們對友誼概念的觀點。本研究關注四個問題：1.電視卡通再現的友誼概念為何？2.兩岸兒童對電視卡通及自身的友誼概念的言說為何？3.兩岸兒童言說時的言說行為和互動行為為何？以及4.兩岸兒童言說中的異同點為何？本研究透過文本分析、言說分析及比較研究的方式，探究兩岸兒童對卡通文本的言說。 本研究主要有以下五個發現： 1. 相交相錯的觀點—兩岸兒童對友誼概念的言說具有異同之處：本研究依據所蒐集之言說資料，對兩岸兒童的言說進行分析後發現兩岸兒童言說文本和自身的友誼概念具有一致性、差異性和特性。如他們皆表達「共同活動」的人即為好朋友。 2. 男強女弱與女強男弱—兩岸兒童的性別權力之差異：本研究透過兩岸兒童的言說與互動行為，發現兩岸兒童的權利掌握在不同性別團體。在台灣，男生團體發言次數遠高於女生團體，且話語權被男生掌控；在大陸，男、女生的發言次數不相上下，而話語權掌握在女生團體手中。 3. 互助互爭—兩岸兒童言說時的同儕互動模式：由於現階段兒童表達能力有限，很難完整表達其觀點。因此兩岸兒童與同儕之間形成相互幫助的的關係。但由於某些兒童認為這種幫助是一種來自他人的侵略行為，故透過激烈的方式保護自己的權力，從而形成互助互責的互動模式。 4. 集體意識—兩岸兒童言說背後的意識型態：兩岸兒童的言說與行為透露其具有集體意識，但是台灣兒童的表現是他人集體意識，大陸兒童則是自我集體意識。此外，大陸兒童的言說亦流露「互利」的價值觀。 5. 黑暗中的燈塔—成人與卡通的定位：電視卡通即是兒童的娛樂工具亦是學習資源。成人應以開放的態度引導兒童觀看電視卡通，讓兒童在娛樂中學習，在娛樂中思考，在娛樂中形成批判意識。

動畫，具有跨越文化和語言的魅力，也能產生極大的經濟效益。本研究著重於台灣原創動畫如何在全球市場發展，動畫產業發展到世界的意義，不只是擴展動畫產業本身的市場，同時也讓全球的許多國家聽到台灣人的故事、看到台灣人的創意。 本研究的研究問題包括： 一、 經營原創動畫有哪些挑戰？ 二、 個案兩個台灣原創動畫的設計元素是什麼？ 三、 台灣動畫廠商組織內部文化與能量如何過度到動畫？ 四、 企業主推動電視動畫至全球通路時，會面對哪些不確定性？ 五、 國際合作有哪幾種作法？如何克服主流國家的勢力？ 本研究指出，台灣廠商要發展動畫品牌首先遇到四個困境：(1)主流國家的壟斷；(2)市場限制；(3)國際形象；(4)有限的財務通路資源。 本研究採個案研究法，以台灣目前最具全球知名度的兩部卡通「卡滋幫」、「水火108」為研究個案。本研究發現，台灣廠商要將動畫品牌推向全球，需透過國際合作，進入主流市場。台灣廠商透過不同的國際合作模式，克服高風險，將自己的原創動畫品牌推向全球，同時也藉由國際合作學到許多知識與主流市場創新的力量。

公司技術鑑價現今仍是有許多爭議，很多專家學者借用財務或者是會計的理論工具來作為技術鑑價的應用。但技術本是不是一個靜態的存在，持不同觀點的學者則認為技術是一個動態且不停的在變化的過程。技術本身所內涵的知識與智慧成分很高，這又更加強了它的易變性；在訪談的過程當中，國內鑑價的業界人士們普遍認為技術在不同的運用方式與經手的技術和經營團對手中，其產生的價值是有明顯的不同；此外一般人會認為評估技術大都用橫斷面的角度來看待技術的價值，不過現在有越來越多的學者會把市場面的管理因素置入技術價值的評估。也有專家或者是學者往上端去探究，認為技術預測以及整個綜觀面的技術生命週期都是技術價值產生中，不可或缺的影響因素。 本研究想著重的就是以智慧資本的概念來衡量技術真實的價值，承續著Skandia的五個焦點；Edvinsson與Malone有強調其中在『流程焦點』的精神就是「在處理技術工具在支援整體企業價值創造時，所扮演的角色」。由此一個更細部以及深入的探究，即本研究想要著眼的地方。 本研究結合技術鑑價以及智慧資本觀點來衡量技術的真正價值。回顧前人在技術鑑價以及價值評估的各種方法，再試著引入智慧資本的衡量模式，予以修正以及改良，發展出另外一種新的技術鑑價模式。這種模式並非偏離先前學者與研究的腳步，而是試著引入更新以及更有效的管理工具得以不斷的補足先人的模型，所以本研究並非標新立異而是採用既有鑑價模型基礎，輔以新近管理評估概念與理論，發展出一種更加完備的模式來進行技術價值的評量。總之本論文之重點在於以下幾點： 一、回顧既往技術鑑價或評價之理論 二、引入智慧資本之概念作為補述以及分析之架構 三、分析現今動畫產業現況以及其特殊性 四、由具代表性之個案驗證智慧資本在企業的評量之意義

日本卡通在台灣相當受到歡迎，其閱聽人不只限於兒童，更擴大到青少年甚至年輕成人的年齡層，已經是台灣重要的電視節目類型。日本卡通除了媒體文本的播映之外，同時亦挾帶大量相關產品叩關，不但創造出廣大的商機，更全面而深入的影響了閱聽人／消費者的休閒娛樂與日常生活空間。 本研究採用問卷調查的方式，以台北市國高中生為研究對象，深入探討國內青少年接受日本卡通與相關商品的情形。研究者首先探討媒介結合商品的廠商策略與市場現狀，繼而從閱聽人使用的角度，追問青少年如何將卡通相關產品使用在日常生活當中，並綜合討論日本卡通影響下的青少年消費文化。 統計結果發現青少年收看日本卡通的時間能夠有效預測日本卡通相關商品的購買頻率，因此證實了收看日本卡通確實能夠提高青少年對於日本卡通相關商品的購買行為。研究發現日本卡通結合相關產品的銷售可以互相增強，而台灣青少年購買最多的卡通相關產品，是兼媒體、商品於一身的漫畫與電動，因此卡通、漫畫、電動三者隱然表現出一種「成套」販賣、使用的特色，甚至對日本流行文化整體的接觸與好感都有互相加強的現象。研究亦發現台灣青少年購買卡通商品時，最主要的意義是「新奇流行」，可知台灣青少年受到消費主義相當的影響，尚未發展出具有真實性、抗拒性的青少年文化。然而資本主義市場邏輯與青少年文化的抗拒特性關係相當複雜，因此台灣青少年是否具有主動性？這個問題仍留下許多值得討論的空間。 / Japanese animation is so popular in Taiwan that it has become a major television genre across children, adolescents, and young adults. It is not only a media text, but also bringing lots of animation merchandise, including comic books, games, clothes, accessories, and so on. Thus Japanese animation industry has created marvelous benefit, and its influence is prevailing and deeply on many aspects of the audience/consumer*s leisure and everyday practice. This thesis takes the adolescents in Taipei for example, exploring the promotion tactics of the industry on the one hand, and discovering how the adolescents use the animation merchandise on the other; then the discussion of youth culture and consumer culture in Taiwan will be carry on. This research finds out that the animation merchandise would reinforce each other and enhance the audience/consumer*s buying frequency. Comics and games are consumed most by the adolescents in Taiwan, implying that the three (animation, comics, games) are sold and consumed in "packages". At the same time, the most important meaning adolescents inscribe to the animation merchandise is "fashion and novelty", revealing that the youth culture in Taiwan is following the market and consumerism, not a original and authentic one.

兒童的電視暴力行為模仿是存在的，常人由個人經驗和媒體的顯著個案報導對此現象建立表象的印證；而學者透過研究也證實電視暴力具有不良示範作用，和閱聽人─尤其是兒童─日常生活的攻擊行為脫離不了關係。但學界卻忽視了兒童的認知節目能力與電視暴力訊息的互動關係：兒童看過有暴力訊息的節目後，電視暴力訊息在兒童腦海裡會留下什麼印象；並進一步告訴常人如何扼止這些印象可能引起的不當後果。 　　本研究企圖應用故事基模理論於電視暴力訊息的研究，探討電視暴力訊息如何透過故事基模的運作，在兒童腦海中留下何種的印象。研究方法為場地實驗法配合問卷調查及深度訪談等多重方法設計。 　　研究發現，兒童的電視故事基模具有層級效果，愈上層回憶愈抽象。電視暴力訊息的高低和呈現方式，對兒童組織故事的方式沒有顯著的影響；但視覺呈現的高暴力訊息會使兒童對故事產生較多的推論；如果故事一開始就出現大量的高暴力畫面，則能強化兒童對故事開始情節的記憶。年齡和先備知識是有力的解釋變項。年長的、先備知識豐富的兒童電視故事基模較強，回憶數多、理解高、偏差少、推論多，顯見故事基模的形成一方面是自然的成熟因素，同時也受環境經驗因素的作用。 　　然而年幼兒童對於最易產生暴力訊息的反應和企圖事件的回憶數及詳細層次，與年長兒童無顯著差異，但對行為後果（施暴下場）記憶較簡略，可能因此產生施暴並無不可的解禁心理。此外，父母教育程度高、社會成績好、電視知識豐富的兒童故事基模亦較佳，尤其是男生可能因興趣使然，對本研究的故事記憶更好，且詳細記得反應和企圖事件。 　　根據研究發現，本研究建議未來電視暴力研究觀察互動情形、加強實驗設計、進行特定對象研究、進行長期研究；並對電視節目製作者提出加強故事張力減少暴力情節、不得不保留的暴力情節應淡化處理、發展電視識讀材料等實質建議。 / This study applied story schema theory to understand how children decoded the violent messages in television cartoon by a multi-method design. in-depth interviews were conducts with 60 subjects immediated after watching a TV cartoon with different violent level and media presented in a experiment. The same interviews were conducts again after one week. 　　The study demonstrate the 'effect level'in childern's TV story schema and find the top recall level is more abstract. No significant relationship between story schema and violence decoding were found, but visual-presented high violence may increase inferene and enhance memory on the beginning episode. These results correlated closely with age and story-relevant previous knowledge. Finally, the author make some suggestions to TV program producedr.

Character brands have become a trend in business. Firms create character brands to draw consumer’s attention. For successful character brands, a strong attachment will be created to the consumers, so the brand-customer relationship will be loyal and powerful. The purpose of this research is to examine and discuss the marketing strategies and brand management of firms adopted to build their character brands, and theoretical and managerial implications will be addressed. This research adopts the method of case study research. Four character brands with various natures will be discussed separately, and a comparison will be made accordingly. The four character brands examined in this research are Saniro’s Hello Kitty, Fujio’s Doraemon, Walt Disney’s Mickey Mouse and Charles Schultz’s Snoopy. Hello Kitty and Doraemon are Japanese character brands; Mickey Mouse and Snoopy are American character brands. These four character brands are very popular among consumers. The focus of this research is to address the similarities and differences of character development and brand management of these four character brands. The findings of this research are: First, characters with different nature (type) will have different brand concept management strategies. For comic character brands, firms will be focus on the development of character personalities. For pure character brand, firms will concentrate on the design and appearance of such characters. Second, the brand-customer relationship between character brands and consumers is very unique. Consumers gain emotional and self-expressive benefit from character brands. As a result, it is essential to reinforce the brand/character image consistently, so the attachment will be stronger. Third, similar brand management strategies, such as licensing, brand extensions, sponsorships and reinforce character image, are adopted by firms; however, the focus on character brand building for each firm is somewhat different. These four character brands are successful examples on character brand management. In order to manage good character brands, character development is necessary, and it is also crucial to create a strong brand identity. Most importantly, the brand building/management strategies have to be consistent with the nature/types of the characters. Key Word: Character, Character brand, brand management, brand-customer relationship / Character brands have become a trend in business. Firms create character brands to draw consumer’s attention. For successful character brands, a strong attachment will be created to the consumers, so the brand-customer relationship will be loyal and powerful. The purpose of this research is to examine and discuss the marketing strategies and brand management of firms adopted to build their character brands, and theoretical and managerial implications will be addressed. This research adopts the method of case study research. Four character brands with various natures will be discussed separately, and a comparison will be made accordingly. The four character brands examined in this research are Saniro’s Hello Kitty, Fujio’s Doraemon, Walt Disney’s Mickey Mouse and Charles Schultz’s Snoopy. Hello Kitty and Doraemon are Japanese character brands; Mickey Mouse and Snoopy are American character brands. These four character brands are very popular among consumers. The focus of this research is to address the similarities and differences of character development and brand management of these four character brands. The findings of this research are: First, characters with different nature (type) will have different brand concept management strategies. For comic character brands, firms will be focus on the development of character personalities. For pure character brand, firms will concentrate on the design and appearance of such characters. Second, the brand-customer relationship between character brands and consumers is very unique. Consumers gain emotional and self-expressive benefit from character brands. As a result, it is essential to reinforce the brand/character image consistently, so the attachment will be stronger. Third, similar brand management strategies, such as licensing, brand extensions, sponsorships and reinforce character image, are adopted by firms; however, the focus on character brand building for each firm is somewhat different. These four character brands are successful examples on character brand management. In order to manage good character brands, character development is necessary, and it is also crucial to create a strong brand identity. Most importantly, the brand building/management strategies have to be consistent with the nature/types of the characters. Key Word: Character, Character brand, brand management, brand-customer relationship

隨著IC卡的使用，它正深深地影響著我們的未來生活方式，其應用發展趨勢也是值得我們重視的課題。本研究主要從「IC智慧卡成為主流的資訊載具」、「我國內政部、衛生署、交通部及財政部等中央各部，對IC卡之應用發展各擁管轄範圍且各自發展」、「民間業者各自引進或發行電子現金儲值卡」等三方面，說明其可能造成的結果及相關重要課題，以作為本研究之動機。 本研究從我國IC卡應用發展相關文獻中，搜集和本研究主題較相關者，提出IC卡票證整合、IC卡安全整合機制及IC卡規模經濟等值得研究課題，以作為進行IC卡應用發展趨勢研究之參考。 對於IC卡目前應用發展現況，本研究主要說明政府推動國民卡的沿革、政府推動自然人憑證的沿革、政府推動健保IC卡沿革及交通IC票卡目前應用發展，以利了解我國IC卡目前應用發展現況。 針對交通IC票卡，本研究說明北、中、南各地區電子票證IC智慧卡應用發展，包括悠遊卡、台中ｅ卡通、Taiwan Money Card等，後續說明IC票卡規格發展及交通IC票卡系統架構發展，以更深入了解交通IC票卡目前應用發展現況。 本研究針對IC卡應用發展問題，進行更深入的分析，主要論述面向，包括技術面(IC卡規格、IC卡系統架構) 、法令面(IC卡法令規定)、經營管理面(含IC卡管理組織、發行、經營模式)等方面，以發掘問題，分析問題及提出解決策略。 本研究針對所提出之解決策略，予以聚焦，以提出更關鍵的解決策略，包括：(一)技術面：1.建立IC卡共同憑證。2.建立IC卡安全認證。3.建立IC卡整合架構。(二)法律面：1.修改銀行法及交通運輸相關法規中不合IC卡現有運作之規定。2.增訂電子票證法規。(三)經營管理面：1.建立規模經濟發卡量。2.建立IC卡發卡機構經營模式。 3.建立憑證認證機構公信力。4.建立IC卡資訊交換中心。 本研究針對三個構面，提出核心解決策略為「一卡通用」及其整體解決架構及實施步驟，且對整體解決策略之構想方案，提出IC卡卡片規格整合矩陣架構圖，以找出更為適當的IC卡規格方案，該矩陣架構圖，以「共同憑證一卡整合」及「多憑證一卡整合」二構面為縱軸，及「IC卡規格中不存放各類別資料」和「IC卡規格中存放各類別資料」二構面為橫軸，提出四種IC卡片規格整合架構，並列出其優缺點，經研析後，本研究建議初期以具有共同憑證及各類別憑證但不存放各類別資料之架構，作為一卡通用整合規格初期架構，稱為「IC卡共同多憑證不存放各類別資料一卡整合」，最後本研究提出長期一卡通用願景，以「IC卡共同憑證不存放各類別資料一卡整合」為目標。 本研究之結論為：1.我國各類別IC卡規格各行其道，未有整合前瞻性。2.各產業IC卡系統運作架構未整合，導致我們卡滿為患。3.IC卡應用發展於法律面應積極訂定「交通運輸業電子票證法」。4.「非銀行不得發行現金儲值卡」已超越母法規定應修法。5.IC票卡發行機構透過銀行發卡可享有發卡權利金等商機。6.建立IC票卡資訊中心作為全台IC票卡整合運作中心。7.IC票卡業者透過整合可增加發卡量，共創雙贏。8.IC卡於技術面應發展整合技術，以達成一卡通用目標。9.IC卡一卡通用宜建立IC卡資訊交換中心及憑證整合認證中心。10.IC卡一卡通用宜建立整體解決架構之實施步驟。11.IC卡一卡通用卡片規格整合可建立矩陣架構圖，以利分析。12.IC卡一卡通用共同憑證之運作於技術上為可行方案。 最後建議未來可持續探討之課題：1.IC卡一卡通用宜建立認證API(Application Programming Interface)程式介面及標準作業程序。2.IC卡一卡通用宜建立憑證整合認證中心及資訊中心之經營模式。3.IC卡一卡通用宜評估對IC卡產業及憑證認證產業之衝擊。 / A study of trends in the applications and developments of IC cards The IC card is being used widely and it will deeply affect our future living mode. Therefore, trends in its applications and developments have become important subjects of study. This research explores the possible outcome and related important subjects for the utilization of IC card, based on the following three propositions. 1. The IC card is one of the modern world’s primary information media. 2. Government units such as the Ministry of the Interior, the Ministry of Transportation and Communications, the Ministry of Finance ROC, the Department of Health and the Executive Yuan ROC all have jurisdiction over the development and control of development and potential applications of the IC card. 3. Private enterprises have introduced or developed electronic cash-stored cards. The information related to the research subject was collected from the relevant literatures in regard to the applications and developments of IC card in Taiwan, presenting the current safety and integration mechanism of IC ticket cards and the economical magnitude of IC card use, which are both topics that should be taken into consideration in the study of the applications and developments of IC cards. Based on the current situation of the applications and developments for IC cards, the main purpose of this research is to show the evolution of IC cards promoted by the our government, including National Card, Citizen Digital Certificate IC Card, National Health Insurance IC Card, as well as current applications and developments of the Transportation IC Card, in order to help understand the current situation for the applications and developments for existing IC cards in Taiwan. In the Transportation sector, this research shows the applications and developments of various IC smart cards in north, central and south Taiwan, i.e. Easy Card, Taichung e-Cartoon Ticket Card and Taiwan Money Card. It also shows the development of the specification for IC Ticket Cards as well as the development of Transportation IC Cards’ systematic infrastructure, in order to help understand the present situation for the applications and developments of a Transportation IC Card. This research is an analysis of IC card’s applications and developments, covering technical issues (specification and systematic framework of IC card), legislation issues (laws and regulations for IC Card), management issues (operation and administration, release and business model for IC cards), so as to discover and analyze the possible problems as well as propose solutions. Focusing on strategies for finding solutions, presenting more critical strategies for IC Cards, consisting of: 1. Technical: (1) To establish a common certificate (2) To establish safety authentication (3) To establish integration infrastructure 2. Legislation: (1) To revise the Banking Law as well as the laws and regulations relating to public transportation, which are not suitable for the existing operations (2) To revise and augment the laws and regulations for electronic tickets 3. Management: (1) To establish an economic circulation of scale (2) To establish the management pattern for card-issuing organization (3) To establish public credibility for a certificate authentication organization (4) To establish information interchange center To consolidate the above-mentioned three areas, this research proposes a core strategic solution – the concept of “one card for common use (All-in-One Card)” along with integrated solution scheme and operation steps. In addition, for an overall solution strategic plan, in this research it also presents a matrix composition for the integration of specifications to discover a more applicable specification scheme for the IC card. The matrix composition is proposed in four types of framework of specification integration with a file of advantages/disadvantages, based on the concept of X, Y coordinate system – X axis being “One Card integrated with Common Certificate” and “One Card integrated with Multi-Certificates”, Y axis being “No data deposited in the IC card specification” and “All sorts of data deposited in the IC the card specification”. Through detailed research and analysis, it is suggested that at the primary stage, to create the “One card for common use” with an integration of “Common Certificate and Multi-Certificates but no data depositing in the IC card specification”, which is called “One card with common and multi-certificates but no any data deposited in the specification.” The long-term goal will be to achieve “One card with common certificate only and no data deposited in the card specification” for long-term use. Conclusions: 1. In this country, various IC cards have their own specifications and there is still no prospect for integration. 2. The IC card system being used by different industries is still not being integrated, so the market is full of different IC cards. 3. The enactment of the “law on electronic tickets” should be pursued more vigorously for the IC card applications and developments. 4. The stipulation of “A non-bank may not issue a stored value card” might have overtaken the stipulation of “Banking Act”. It should be amended. 5. So long as the IC Ticket Card agency issues IC cards through a bank, the agency will possess the business opportunity of charging the bank a card-issuing fee. 6. To establish an IC Ticket Card information center to integrate the operation of the many IC ticket cards using in Taiwan area. 7. It will be a win-win situation, if IC ticket card operations can be integrated, and this will increase card-issuing quantity as well. 8. On the technical front, integration technology for IC cards should be developed in order to achieve the goal of an “All-in-One Card”. 9. An “IC Card Information Interchange Center” and an “Authentication Center of Certificate Integration” for the “All-in-One Card” should be established. 10. A standardized operational procedure should be established for an overall solution to the “All-in-One IC Card”. 11. The integration of the specifications of the “All-in-One IC Card” can be done through a matrix composition to assist analysis. 12. Technically, an “All-in-One IC Card” with “Common Certificate” is a feasible plan. In the end, this research also offers suggestion on valuable topics that can be the subject of continued discussion in the future: 1. “All-in-One IC Cards” should have an authentication with API (Application Programming Interface) program as well as a standard operational procedure. 2. A business model for “IC Card Information Center” and “Authentication Center of Certificate Integration” should be established. 3. An evaluation of the impact on the IC card industry and the certificate authentication industry should be made.