定位是電臺想要創造的形象，以及與其他競爭者之間的差異，目的是要在聽眾心目中占據有利的位置。理論上，電臺可籍由節目組合的修正來達成它在市場上的定位，使電臺播放出來的內容能精確地符合定位陳述想要營造的形象；此外，亦可以藉由積極的推廣活動進行溝通，在聽眾的心中塑造一定形象。當定位陳述可以反映真實時，電臺就更具目標導向，它也會指出電臺未來的走向。特別是在媒體抄襲風氣嚴重、節目（產品）相同或差異性不大的情況下，電臺的定位與形象是與競爭者有效區隔的方式，電臺品牌的塑造地更加重要。 本研究旨在描繪大臺北地區中功率電臺的電臺形象定位圖。從電臺定位、本身所設定的形象、節目呈現的感覺與聽眾對電臺的形象認知等三個構面來看目前大臺北地區的廣播市場，以大臺北地區的中功率電臺為研究對象，探討其電臺定位、節目特色、聽眾對各家電臺印象的評比，希望能從電臺品牌與形象經營的角度，檢視各家中功率電臺的定位，比對聽眾、節目和經營者對於電臺品牌個性的看法有無差別，各家電臺的形象是否有集中現象，並以聽眾心目中的理想電臺品牌個性為參考點，作為現在電臺的調整依據或新電臺可能切入的利基，創造獨特的優勢；此外，透過知覺定位圖的繪製，亦可幫助現有電臺辨識競爭情勢，作為競爭策略研擬的基礎。

本研究之目的五：一為分析現行台灣成衣外銷環境。二為深入探討台灣白紗禮服的產 業結構及市場狀況。三為研究美國白紗禮服的市場需求及區隔情形，從而指出美國白 紗禮服產業環境的機會及威脅。四為探討台灣白紗禮服皂國際競爭優勢及劣勢，配合 美國產業環境的特性，指出台灣白紗禮服的外銷策略方向。五為將台灣白紗禮服在美 國白紗禮服市場加以定位，並指出台灣白紗禮服未來的發展重點方向。以資引導台灣 白紗禮服業走向產品多元化及高級化之路線。 本趼究之文獻採討為市場調查、市場區隔及市場定位的相關理論，並依實際統計資料 從事產業環境分析。 本研究之研究方法為實證研究，初級資料之樣本對象為本國白紗禮服之外銷廠商和美 國當地的白紗禮服經銷商。抽樣方法為便利抽樣，統計方法為相關分析，百分惢分析 及區別分析。其中，並佐以次級資料的驗證。 本研究內容為台灣白紗禮服業之產業結構分析及美國白紗禮服市場之特性分析以及市 場區隔，並為台灣的白紗禮服作一產品定位。 本研究之結果如下：台灣白紗禮服之結構為廠商數不多，但其規模較小，製作彈性大 ，且設計能力強，製作技術水準高，而產業之中員工之市場供給小，故跳槽風氣盛。 而美國市場之特性為：市場需求大於供給，故交貨量及交貨是否準時特別重要，且注 重白紗的款式潮流、付款條件及產品品質，故台灣白紗禮服業有二大努力方向：其一 為走高價格及高級品路線，並擴充產能以應市場需求。另一為專營設計路線，以符合 我國素有之優良設計能力。

近年來，台灣市面上的連鎖咖啡市場經營形態相當地多元，不僅更加擴大了整個咖啡市場的量，也讓各式連鎖咖啡業者之間的競爭更加白熱化與緊張。 未來，平價連鎖咖啡業者最大的競爭對象，除了高價挾全球連鎖咖啡龍頭的星巴客(Starbucks)外，全台街頭到處矗立並已達上萬家的便利超商更是不容忽視之勁敵。針對不斷進入市場的這些各有財團支持的大型競爭者，目前已如達戰國市場的連鎖咖啡業者應如何調整營運模式與經營策略以因應？如何讓公司立於不敗之地並打贏這場生存戰爭？則競爭策略是生存的必要遊戲規則。 本研究透過分析X連鎖咖啡內部的優勢與劣勢(S/W)和外部的機會與威脅(O/T)，發展出TOWS模型的形成來分析。在強項下利用外部機會發揮公司強處，及弱項下如何隱藏弱點以避免威脅。希望透過個案研究分析來探討X連鎖咖啡店面對挾全球連鎖咖啡知名品牌壓境的星巴客(Starbucks) 、與便利超商(7-Eleven， 全家超商，萊爾富)這些各有財團支持的強大競爭者的因應策略方案。而我們亦了解連鎖咖啡產業正值成熟期階段，X連鎖咖啡唯有在經營策略上以品牌定位、服務品質的提升、產品多樣化、價位合理化外，並走向垂直整合或多角化來維持利潤以鞏固現有市場並對擴張新市場。

因應Web 2.0 的關鍵技術及應用發展，傳統行之多年的行銷思維及作法開始面臨極大挑戰。過去沒有人可以想像消費者能在網站上公開評價商品，或直接發表對特定品牌的體驗；也無法想像主題式社群網站能集結社群、部落格的心得文可以影響消費者行為；品牌的行銷活動比過去更多元且富創意，為的就是吸引消費者的眼球注意力；企業甚至願意花時間經營網站社群，為這群利基消費者發展新品牌及產品線。這些現象的背後，反映出我們所處的行銷環境已大不如前，而消費者、企業與品牌之間的關係改變，無疑地，Web 2.0是促成改變的關鍵原因之一。企業面臨網路科技所帶來的思維轉型，該如何有效因應，並調整其行銷思維及作法，是本研究欲探討的重點。 由於現有文獻或研究多半以Web 2.0 對企業單一構面的影響，或是針對特定產業的深入研究，缺乏全面性且多元的比較研究。因此本研究採用探索性研究法的個案研究法，以文獻探討內容為本，並透過深度訪談法獲取第一手資訊，以發展出行銷 2.0 與傳統行銷的比較命題。 經過文獻探討與個案分析後，本研究歸納出九個命題： 1、Web 2.0 平台有助企業體現市場導向思維。 2、Web 2.0 時代的消費者握有行銷研究的主導權，並由他們決定如何建立關係。 3、Web 2.0 時代下，網路使用者因應共同的興趣及目標聚集形成社群，而企業也開始將主題式社群作為市場區隔的依據。 4、Web 2.0 網站平台較能幫助企業有效評估區隔。 5、Web 2.0 網站平台有助廠商蒐集並了解消費者意見，共同打造符合需求的市場定位。 6、Web 2.0 增加企業與消費者的接觸點，也增加 7P 行銷組合的內涵及作法。 7、行銷2.0 不再是企業單方面由上而下決定品牌內涵，而是由企業與消費者共同打造品牌體驗與價值。 8、Web 2.0 平台強化消費者角色本質的轉變，由孤立變為聯合、由無知變為資訊靈通、由被動變為主動。 9、Web 2.0 平台將傳統單向線性的消費者決策模式，轉變為完整迴圈式的流程。 研究發現，Web 2.0 平台賦予消費者十足的空間及舞台，在商業體系中扮演更積極主動的角色，他們不再一味接受企業透過大眾傳媒所傳遞的訊息，反而開始握有行銷研究的主導權，主動調查有興趣的產業及品牌。而消費流程也不再是單次決策，其購後評價及心得也透過Web 2.0 平台反饋，繼續影響其他消費者的購物行為。Web 2.0 在企業與消費者之間扮演的中介角色，不僅讓雙方在對等的平台上良性互動外，也化解過去因為資訊不對稱所造成的誤解及無效率。而消費者行為的種種轉變，對於企業未來在決定市場區隔、目標市場以及行銷組合7P 等均有決定性的影響。 企業不只要妥善經營實體環境的公共關係，虛擬網絡世界的關係也得花心思好好打理，尤其必須掌握科技及網絡世界的溝通經驗，讓網路使用者中的意見領袖發揮其影響力和說服力，為品牌發言也為品牌形象加值，在每個接觸點都不能放過與消費者互動的機會，因為他們也是共同打造品牌體驗的重要角色。未來的行銷是接觸點戰爭，能夠在與消費者的接觸點出奇制勝、良性互動並獲得有利情報的企業，才有機會扭轉劣勢，力創新局。 / In recent years traditional marketing concepts have been evolving and encountering great challenges due to the online applications commonly described as Web 2.0 or social community websites. No one had foreseen that consumers would evaluate products or services directly after purchase on the thematic social media and publish their brand experience openly through Internet. No one had expected that the thematic social media or Blogs could appeal and gather so many members and opinions towards specific topics, which might influence consumers’ decision. Nowadays, marketers are rushing to integrate various forms of social media into marketing planning and are highly motivated to initiate more attractive and creative events to appeal the consumer's eyes. Some enterprises are even willing to develop new product line or sub-brand to fulfill the customer’s needs. Therefore, due to the emergence of Web 2.0, the current marketing environment is quite different than what we are accustomed to. The relations and power structure between customers and brands have been changing. This research focused on how the enterprises reacted to the Web 2.0 technology and changed their mindset, especially marketing concepts and practices. Since there exists no generally accepted definition and demarcation of the term Web 2.0, the majority of studies have been focusing only on changes in certain industries or specific effects that Web 2.0 has brought to marketing. Therefore, we adopted a more general perspective based on previous results and conducted case studies to gather first-hand information and real practice from the industry. Further, we developed and concluded 9 points and made a comparison table (traditional marketing concept versus marketing concepts in Web 2.0 era) to clarify the differences of marketing concepts between traditional and Web 2.0-driven marketing. The key results of the research are: 1. Web2.0 helps enterprises to better form their marketing strategy and because all the departments within the organization can gather valuable information from each interaction point with the customers. Therefore, the consensus and responsiveness is achieved more easily, which means the Market Orientation concept could be realized. 2. Consumers in Web 2.0 era are capable of initiating market research and it is the consumer, rather than the enterprise, that decides how and with which company relations are built up. 3. Web users form communities due to common interests and objectives in Web 2.0 era, and the industries have begun to segment the market based on the different communities. 4. Web 2.0 applications help the enterprises efficiently evaluate if the market segmentation is effective and worthy of investment. 5. Web 2.0 mechanism support the enterprises to gather information and know more about the consumer insights, and also enables the two parties (enterprise and consumers) to collaborate and create the right market positions. 6. Web 2.0 not only increases the interacting points for enterprises and consumers, but also enriches the insights and possibilities of marketing-mix 7Ps (Product/Price/Place/Promotion/People/Physical environment/Process). 7. In Marketing 2.0 era the enterprise could not decide the essence of brands top down, but have to co-create the value and experiences of brands with the customers. 8. Web 2.0 platform enhance the change of the consumer inner character and behavior, from isolation to union, from ignorant to well-informed, from passive to proactive. 9. Web 2.0 platform transformed the traditional consumer decision-making from one way process to completed circles, where individual experience as valuable feedback influences the decisions of other consumers via Web 2.0 applications. As a consequence, the Web 2.0 is affecting not only the field of technology development but also the domains of business strategy and marketing practice. The Web 2.0 platform empowers the consumer and enables them to play more proactive and aggressive roles in the business system. The consumers do not just accept the message from mass media any more, but initiate marketing research themselves, investigating the brands and industries which they are interested with. The purchase decision making is not single and one way process as the personal comments that are disseminated and discussed on the Web 2.0 platforms keep on influencing other consumers’ behavior. The intermediate role that Web 2.0 plays between enterprises and consumers enables new and equal interactions, diminishing the misunderstanding and inefficiency resulted from the past asymmetric information that was mostly dictated by the enterprises. What comes along with the changing consumer behavior is a revolution in market segmentation, target, position and marketing-mix (7Ps). As Web 2.0 is not a clear-cut concept, some researchers have been regarding it as a mere temporary phenomenon that has emerged with new technology. However, its effects on marketing and wide public acceptance suggest that Web 2.0 is here to stay. Indeed, Web 2.0 has a substantial effect on consumer behavior and has contributed to an unprecedented customer empowerment. Therefore in the future, marketers have to pay more attention and put more effort to co-exist and communicate with a powerful customer instead of old-fashioned pushing marketing. Especially the enterprise should capitalize on the experience gained from the Web 2.0 platforms, utilizing the influences and convictions that web opinion leader possess to advocate for the brand. They should not disregard the many interaction points that could build up the brand experience with the consumers. Only those who could capitalize on Web 2.0 applications to gain more insight on consumer behavior, could win the ultimate victory and survive in the extremely competitive marketing war.

本文主要在探討與捷運共構商用不動產市場開發模式之研究，期能參考國外經驗及以市場調查與潛在業者訪談方式，建立商用不動產之市場分析模式，作為開發者投資開發時之產品規劃依據，並評估以開發者之企業文化及潛在業者之經營意願，建議全案之營運或銷售模式，及進行開發效益分析與比較。 經以機場捷運A8車站為例進行研究，獲致結論主要為：捷運共構之商用不動產乃政府衡量車站用地以徵收方式取得困難，遂以鼓勵民間(地主及投資開發者)投資、參與公共建設方式，由政府與民間共享開發效益，達到三贏局面之最佳開發模式，由財務及其他各方面分析效益得知，政府除可免去取得私有土地紛爭或時程延宕外，亦可透過共同開發，挹注重大交通建設經費，民間亦可經由參與公共建設共享獎勵及開發效益，獲取高於土地被徵收時之利益，為一值得效法與推廣之開發模式。 惟開發者應在投資開發前，審慎評估個案之市場定位及投資效益，以作為規劃設計及將來營運模式之參考，避免規劃錯誤造成將來營運或產銷之效益不彰，影響投資報酬，並可作為前期招商之依據，因此建立可靠的商用不動產市場分析方式甚為重要。本文主要重點在於以個案分析進行商用不動產市場開發模式之研究，以作為後續開發相關案例之參考。 / This article is to explore the MRT structure of the commercial real estate’s market model of development. With drawing on foreign experience, the market research and interviews with potential operators, we can establish the commercial real estate market analysis model, as developer’s product planning principles when develop. And according to the corporate culture and potential industry management, it will be recommended to the case of operations or sales model, and to develop effective analysis and comparison. Taking the co-structure building of A8 MRT station to the airport as a case study, to achieve the main conclusions are: To avoid the difficulities of acquiring private land, the government submits to encourage private investment (landlord and investment developers) to participate in public construction, share benefit to both the government and private. The MRT structure of commercial real estate is the best model of development to have a win-win situation. From financial and other aspects of effection, the government could dismiss the disputes of acquiring private land and avoiding the time-delay of engineering development. By co-structure of MRT and the commercial real estate building, the government could inject major transportation infrastructure funding, people can also enable the sharing through participation in public construction and development of effective incentive to get higher than the interest of the land acquired. Thus it is resumed a worthy example to follow and a promotion of the development model. However, developers should evaluate assessment of the case of market position and investment results carefully in investment before development, and be a reference business model for future planning and design, so as not to cause an affected or inefficient investment returns of future operation and marketing sales because of planning errors, and also can be used as a basis for merchants. So how to set up a commercial real estate market analysis methods is important. This article focuses on commercial real estate market to establish a development model, as a reference for follow-up development of related cases.