近年來文化創意已逐漸成為顯學。英國政府於1997年首先定義「創意產業」（Creative Industry），並制訂政策致力發展之。從文化創意產業被獨立為一個研究領域並大量討論後，也有學者開始關心文化創意產業與其他產業創新的關係。 在企業的行銷創新中，也能看到文化創意的影子。吳思華等（2008）所進行之台灣地區第二次產業創新活動調查中，將創新分為技術創新與非技術創新。非技術創新中又分為組織創新與行銷創新。行銷創新再細分為六項：產品外觀形象設計、包裝、銷售通路、產品展示方式/管道、訂價付款方式，廣告促銷推廣。其中外觀形象設計、包裝、廣告促銷推廣，這三項行銷創新活動的內容，正是文化創意產業分類中的廣告、設計業的活動內容。由此觀之，廣告、設計等文化創意活動與企業創新的關連性也因此不言可喻。 本研究由廣告、設計，與包裝的面向來切入，探討這些文化創意活動與企業技術創新的關連；此外也提出廠商特性與市場方面之相關因素加入自變數中，使分析內容更為豐富周全。而為了從不同產業的角度看文化創意之相關連結，且因為製造業在台灣產業中的重要性，故選擇此產業為研究對象。 本研究分析方法採用logistic迴歸，實證結果為： 1. 廠商特性之規模因素對廠商進行文化創意活動之傾向較不相關，自有品牌則有相關。 2. 市場因素對廠商進行文化創意活動之傾向有顯著相關。 3. 產品創新因素對廠商進行文化創意活動之傾向非常相關，製程創新則較不相關。 / The study on Creative industries has been raging for a decade. The Government of Unite Kingdom came up with the first definition of creative industries and formulated policies to develop the industries, other countries defined their own definitions afterwards. Recently, researchers started to study about the relationships between creative industries and innovation in other industries. Se-Hwa Wu（2008）classified marketing innovation as six criteria: design, packaging, channel, display, advertising, and pricing. Among the six criteria, design, packaging, advertising are intrinsically the activities implemented in the core creative industries. As the same concept of the relationships between creative industries and innovation in other industries, there might be connections between these creative activities and innovations in enterprises. The main purpose of this research is to find out relationships between technology innovation and creative activities of design, packaging, and advertising. To enhance the quality of this study, four other variables obtained from literature review are taken into account. Due to the importance of manufacturing industries in Taiwan, this study uses firms of manufacturing industries in Taiwan as samples. The main findings of this research are as below: 1. OBM has significant relationship with creative activities while sales does not. 2. Market factors have significant relationship with creative activities. 3. Product innovation has strong relationship with creative activities while process innovation does not.

隨著全球化的時代來臨，產業基於成本、市場、原物料供應以及追隨顧客等因素遂跨國經營，以追求利潤、提升競爭力或生存。銀行業也不例外，本文研究目的即在探討銀行國際化程度的高低對其經營績效的影響，並就相關文獻整理與資料蒐集彙整，研究台灣本地銀行赴海外設立營運據點的過程、背景，以探討銀行國際化程度對其績效之影響。在研究方法方面，本文針對2002年到2005年底全體本國銀行之國際化指標、廠商特性與其財務績效等變數進行研究，以多元迴歸模型計進行實證研究。國際化指標方面，以海外據點占總據點、海外營收佔總營收、海外資產占總資產及海外員工占總員工人數比等國際化變數加以衡量；廠商特性則以代表規模的資產與代表經驗的成立時間衡量；銀行績效則以資產報酬率（Return On Asset，ROA）與股東權益報酬率（Return On Equity，ROE）衡量。研究結果發現銀行海外據點比、海外資產比與國外員工比等國際化指標對銀行ROA、ROE均有顯著的正面影響；而ROA較ROE更為顯著，顯示銀行的國際化程度對其經營績效的確有正向影響。本研究結果應可提供銀行業經營策略之擬定與政府訂定相關政策與法規之參考。

本研究旨在探討台灣地區零售業目前行銷創新的現況。以往之文獻顯少涉及廠商特性與行銷創新間的關係，本研究則以細緻化後的行銷創新分類，實證探討台灣區零售業廠商特性與行銷創新間的關係。 首先，本研究探討了台灣地區零售業相較於非零售業之服務業而言，特別會進行哪些類型的行銷創新，以瞭解零售業的行銷創新特性；接著，本研究探討了會進行各種不同類型的廠商有何廠商特性，以瞭解零售業廠商特性與行銷創新間的相關性；最後，本研究進一步鎖定零售業廠商的市場範圍廣度及主要顧客類型此兩個構面，而去研究廠商的市場範圍廣度及主要顧客類型對零售業廠商進行行銷創新是否有顯著的影響。 本研究的分析方法採用probit迴歸模型，實證結果發現： 1.台灣地區零售業廠商行銷創新之比例高於非零售業之服務業的行銷創新之比例，且零售業廠商進行任何一種行銷創新之比例也都高於非零售業之服務業。零售業廠商所進行的各類行銷創新當中，有進行該創新的廠商比例為由高到低為：銷售通路、產品/外觀/形象設計、廣告促銷推廣、產品展示方式/管道、包裝、定價付款。 2.除了定價付款的創新之外，零售業廠商市場範圍包含海外市場數目越多，對於廠商進行其他五種行銷創新皆有正向影響；亦即，廠商的市場範圍越廣，則越容易進行此五類的行銷創新。 3.當零售業廠商的主要顧客類型包含消費者時，除了產品展示方式/管道的創新之外，此項廠商特性對於廠商進行其他五種類型的行銷創新皆有正向影響。當零售業廠商主要顧客類型包含非母企業集團之其他公司時，本研究結論無足夠證據支持其對進行此六種行銷創新是否有正向或負向之影響。當零售業廠商的主要顧客類型包含政府單位時，對於進行產品展示方式/管道的創新有正向影響。 / This research is to study the market innovation of the retail industry in Taiwan. Previous researches had rarely studied on the relationship between firm characteristics and market innovation. This research uses an empirical method to investigate the relationship between characteristics of retail firms in Taiwan and market innovation. This research first finds out what sorts of market innovation that the firms in the Taiwan retail industry tend to do, then identifies the relationship between firm characteristics and marketing innovation, and finally investigate the impacts of customer types and market area upon market innovations of these retail firms by probit regression model. The main findings of this research are in the following. I. Firms in the Taiwan retail industries have higher level of market innovation in every aspect as compared to firms in other service industries. The ranking of the percentage of each sort of market innovation, from high to low, is as follows: channel, design, promotion, display, package, and pricing. II. The increase of the number of overseas markets will contribute to higher level of five sorts of market innovation, except for the pricing innovation. In other words, the higher the retail firms’ market area, the more likely the firms will have marketing innovation. III. If the retail firms’ major customers include final consumers, firms are more likely to have channel, design, promotion, package, and pricing innovation, except for the display innovation. If the major customers include the government, retail firms are more likely to have display innovation, but less likely to have channel, design, promotion, package, and pricing innovation.

本研究以1997至2003年部分產業之台灣上市公司為研究對象，從廠商競爭優勢、公司治理制度及其他公司特性探討影響企業赴大陸投資決策之決定性因素，並分析台灣母公司投資後，兩岸三地母子公司貿易型態、價值鏈、公司內部治理特性與大陸子公司之財務績效之關聯性。 台灣企業赴大陸投資決定性因素之分析結果顯示，廠商之研發密度愈低、廣告投入密度愈高、外銷比率愈高、市場佔有率愈高、成本結構愈高、董事會規模愈小、獨立董事席次比重愈高、廠商成長機會愈低、屬集團企業之一員及為資訊電子產業之公司，赴大陸投資之意願較高。影響大陸投資績效之實證結果顯示，兩岸三地母子公司貿易型態決定是否在母公司帳上顯現大陸投資績效。研究期間赴大陸投資之非資訊電子業將資源投入研發設計活動者，其母公司研發密集度有助於提升企業之大陸投資績效。此外，董事會成員持股比率較高之公司，大陸投資績效較佳。當公司擁有愈多的可支配現金流量，席次控制權偏離盈餘分配權程度愈大、控股結構之複雜度(金字塔結構或交叉持股)愈高，則大陸投資績效愈差。 / Based on a sample of firms listed on Taiwan Securities Exchange over the period of 1997 to 2003, this thesis investigates the determinants of investing decision in China. The thesis further examines the factors that influence the financial performance of investment activities in China. The empirical results show that companies with lower R&D intensity, higher advertisement intensity, higher export ratio, higher market share, higher proportion of raw materials and labor in cost structure, smaller board size, higher independent director ratio, and lower growth opportunity are more likely to invest in China. The empirical findings also indicate that how offshore trading transactions are arranged determines the appearance of investing profits on the book of Taiwanese companies. Non-electron firms with more focus on R&D activities in Taiwan tend to have better financial performance if invest R&D activities in China. In addition, higher the share holdings of the board members, better the performance of the investment. Companies with lower free cash flow, pyramid and cross-holdings structures, higher deviation in control rights from cash flow rights, tend to have worse investment performance.

本研究目的為探討突破性創新之影響因素，採用兩階段法進行實證分析，第一階段探討產業特性、廠商特性與產品創新之關係；第二階段則探討廠商進行突破性創新之影響因素，包括產業特性、廠商特性與廠商創新策略，希望透過兩階段的比較，釐清外在環境與內在條件如何分別影響廠商進行產品創新與突破性創新之決策。本研究利用國科會企劃處2007年「台灣地區第二次產業創新活動調查研究」資料庫，選擇台灣地區製造業廠商為研究對象，第一階段採用Logit迴歸模型進行實證分析，第二階段則以Logit模型以及Heckman模型進行實證，希望透過Heckman二階段模型修正「樣本自我選擇偏誤」(self-selection bias)發生之可能性，實證結果發現： 一、產品加值鏈區段、廠商規模、市場廣度對廠商進行產品創新有正向影響，B2C型態廠商對廠商進行產品創新有負向影響。廠齡與高科技產業廠商對於廠商進行產品創新則無顯著影響。 二、產品加值鏈區段、廠商規模對廠商進行突破性創新有正向影響 三、具有以下創新策略的廠商較可能進行突破性創新：1.自有品牌廠商 2.有新產品的行銷活動 3.追求拓展產品線 4.與供應商協同創新 5.追求先行者優勢 四、與顧客協同創新、追求既有市場佔有率的廠商對於突破性創新有負向影響 / The main purpose of this research is to explore the factors or determinants of product innovation and disruptive innovation for the manufacturer firms in Taiwan. In this empirical studies, we use Logit model and Heckman selection model to demonstrate the factors affect a firm adopting product innovation and disruptive innovation separately. By analyzing the data from 2007 Taiwan Technological Innovation Survey, it shows： 1.The position of value added chain, firm size, market scope have positive correlation with product innovation. B2C firms has negative correlation with product innovation. Firm age and Hi-tech industry firms don’t have significant correlation with product innovation. 2. The position of value added chain, firm size have positive correlation with disruptive innovation. 3.Firms have innovation strategy as followed tend to adopt disruptive innovation：(i)Brand manufacturer (ii)Engage in marketing activity of the innovative product (iii)Pursue the extension of product line (iv)Collaborative innovation with suppliers (v)Pursue first mover advantage 4. Firms have innovation strategy as followed tend not to adopt disruptive innovation：(i)Collaborative with customers (ii)Pursue the market share of existing product