中國13億人口的內需市場已為各產業的新興目標，尤其是在醫藥產業，中國政府於2009年宣布將投注8,500億人民幣改革中國整體醫藥建設，更為目前身處於台灣飽和市場的本土藥廠的發展契機，加上兩岸近期簽署的兩岸經濟合作架構協議(ECFA)，未來兩岸商業互動將更為頻繁。台商藥廠如何在這各界搶占的中國市場占有一席之地？掌握通路即掌握市場。 影響通路建構的因素分析，是企業市場營銷的首要步驟，公司對影響通路建構的因素越是瞭解，越是能掌握變動的市場，做出調整以因應環境的變化。本研究首先從中國醫藥品生產企業發展概況的分析，引導出跨國藥廠(歐美等國與台灣企業)進入中國市場常見的問題，並研究影響其通路建構須掌握的三大分析構面，包括醫療體制、藥品管理相關法令，以及流通企業等。 在醫療體制部分，中國的醫療市場主要集中在國有醫院(public hospitals)，但國有醫院的營銷環境複雜，受到許多來自政策、地方主義、關係資本等因素的影響，使得外來投資企業在經營中國國有醫院市場上，皆需要各方面相當的營銷資源才足以支撐。 在藥品相關法令部分，中國政府為了整頓醫藥市場混亂的景象以及減輕民眾的用藥負擔，於1998年起陸續頒布了許多藥品管理相關法令，包括國家基本藥品目錄、藥品價格管理制度，以及藥品集中招標採購制度等，這些法令雖然規範與體制化了中國醫藥市場，但也約束了醫藥通路終端市場的藥品採購，並使藥廠的通路建構彈性大幅受限。另外，雖然過去由於中國專利法發展遲滯，致使許多歐美企業無法在中國發揮藥品發明專利之市場壟斷的作用，但中國於2007年再次修定並頒布新實施的藥品註冊管理辦法，已將中國的藥品專利保護之法律與行政制度進行初步連結，未來兩者整合性的發展，將塑造出更有利於擁有強大技術與專利能量的藥廠生存的環境，此為台商不可忽視的重要課題。 在流通企業部分，中國流通企業不僅了解當地行規，通常又擅長多角化經營，掌握了大多的終端客戶，往往能夠提供藥廠代銷、物流、倉儲、收款等服務，故在流通企業在中國醫藥通路上扮演著不可或缺的角色，藥廠對流通企業的通路功能依賴性極大。 台商過去進入中國醫藥市場發展十幾年來的商業模式，是否還能足以因應未來更變化多端的市場環境？而後進中國市場的台灣藥廠又該採取怎樣的進軍策略？面對未來，台商更應「衡外情、量已力」，從各面向深入瞭解影響中國醫藥品通路建構的因素，除了鞏固既有醫藥市場與通路資源外，更應積極思考如何提高通路系統的附加價值，開創嶄新的獲利模式。本研究後續將針對前述三大影響因素，分章論述分析，最後歸納與整理影響因素對台灣藥廠所造成的困難，並提具因應上的建議，期能提供在中國發展醫藥品市場的台商企業作為未來發展策略的參考依據。 / China’s great market demand has become the new target for international enterprises, especially in pharmaceutical industry. China government announced the investment of 850 billion RMB to ameliorate the medical infrastructure in China, which indicates an opportunity for Taiwan pharmaceutical companies. The Economic Cooperation Framework Agreement (ECFA) between Taiwan and China will encourage a more enthusiastic interaction across the strait. Channel strategy will be the key to predominate the highly competent China market for Taiwan pharmaceutical companies. Analysis on channel construction will be the first step for industrial marketing strategy. The better a company understands the factors influential for channel construction, the better it can get control in the ever-changing market and adjust itself to cope with any alteration in the environment. This thesis will begin with an introduction on the development of pharmaceutical industry in China and thus induce some common issues with which international pharmaceutical companies are confronted in China market. It will analyze the channel construction from three important perspectives, healthcare system, pharmaceutical regulations, and logistics industry. Public hospitals play a major role in the healthcare system of China market. The marketing in public hospital involves complicated variables, including policy, local protectionism, and relationship capital. Non-local companies need every considerable resource to manage the marketing in public hospitals. In order to reform the healthcare market and lower the medical expense, China government announced several pharmaceutical regulations, including National Reimbursement Drug List (NRDL), Medicine pricing policy, and Pharmaceutical Centralized Public Bidding Procurement process. On one hand, these regulations help to put the market into order; on the other hand, it sets restricts on the retail sales and the channeling flexibility of the pharmaceutical company. Due to the slow development of China patent law in the past, moreover, a lot of American or European pharmaceutical companies could not develop an exclusive market for their drug through patent system. New Provisions for Drug Registration revised and announced by China government in 2007 established an initial connection between legal and administrative system of drug patent protection. Such integrated development will form an environment more suitable for pharmaceutical companies which possess powerful technology and patents, a significant trend for Taiwan companies’ attentions. China logistics companies understand local law and regulation and are usually familiar with multi-business strategy. They control most of the retailers and can offer sales agency, logistics, storage, and agency receipt. Logistic industry plays an important role in China pharmaceutical channel and is indispensable to pharmaceutical companies. It will be questionable whether Taiwan companies’ old business model can be sufficient for the changing China pharmaceutical market in the future. The newcomers should ponder more on their strategy for the market as well. Taiwan companies need to take the external condition and their own strength into consideration, understanding every factor of China pharmaceutical channel construction. Besides strengthening the original market and channels, Taiwan companies should aggressively enhance the add-value of channel system and find out new profit model. This thesis will focus on and elaborate the three perspectives and analyze the difficulties they bring upon Taiwan pharmaceutical companies, proposing possible solutions and future strategy for those who aim to develop their pharmaceutical business in China.

本研究旨在探討如何設計以建構主義為基礎的網際網路合作學習環境，以研發二次函數網際網路課程，並藉由實驗研究法分析在網際網路合作學習情境中，不同的學習型態與認知風格對於學習成效之影響，最後以質性研究法探討學生合作互動歷程之認知模式及相關影響因素，並分析學生學習二次函數易犯之錯誤類型。 本研究使用之研究方法包括學習軟體研發、實驗研究法、問卷調查法、晤談法、及內容分析法。研究者首先研發及評量「二次函數網際網路課程」，並隨機選擇國民中學二年級學生60名為研究對象，依學習型態及學生認知風格分成內控單獨組、外控單獨組、內控合作組、外控合作組、內外控混合合作組等五組進行教學實驗。俟教學實驗後進行紙筆測驗、問卷調查、及晤談，研究者並搜集學生在電子白板上的對話進行內容分析。根據研究結果分析，本研究主要之結論如下： 一、網際網路合作學習環境有助於學生學習數學二次函數概念在網際網路合作學習環境中，提供合作的視覺學習環境，協助學習者多重轉化代數表徵成為幾何表徵的動態網頁，使學習者在不同條件脈絡中進行比較、反思，以了解二次函數中代數與幾何的關係，已有具體的教學成效。 二、 在網路學習環中，不同認知風格的學生在個別學習效果上有差異存在在網際網路個別學習環境中，內控組的學習成效顯著優於外控組。即在網際網路學習環境中，採用個別學習策略，具外控取向特質的學習者，學習成效不佳；而具內控取向特質的學習者，有較佳的學習成效。 三、在網路學習環境中，不同認知風格的學生在合作學習效果上未有顯著差異存在在網際網路合作學習環境中，內控合作組、外控合作組、及內外控混合合作組的學習成效無顯著差異。研究顯示透過合作學習可提升外控取向學習者的學習成效，淡化認知風格對學習者的影響。 四、 網際網路合作學習互動歷程為個人建構、群體澄清、知識重構、群體重構的認知改變模式在網際網路合作學習互動歷程中，個人先形成自我的知識概念，並將個人建構的基模公開呈現與他人分享，當個體的認知概念間產生差異時，合作群體間即產生質疑，並提出澄清，經澄清後合作群體彼此協商，重構知識、統合意見並產生共識，即成為合作小組的認知概念。 五、 同儕模式的網際網路合作學習方式缺少高支持性鷹架結構以同儕為基礎的網際網路合作學習環境中，因學生的先備知識不足及溝通技巧的缺乏，容易產生錯誤概念的學習及習得片斷的知識。是以，針對年齡小或能力低的學習者所設計的網際網路合作學習課程，教師的參與討論與互動是必要的，以能提供學習者高支持性鷹架結構。 六、 在網際網路合作學習環境的互動歷程中，外控取向學習者佈題的行為多於內控取向學習者研究中發現外控取向學習者佈題的行為多於內控取向學習者，內控取向學習者解題的行為多於外控取向學習者。 根據研究結果，本研究提出下列建議，以供教學者、教學媒體設計者、教育行政單位、及後續研究者之參考： 一、應整合學科專家、教育專家、電腦網路程式設計師、美術專業人士以研發更符合學習者需求的網路課程。 二、宜針對學習者特性提供不同的網路教學策略，使建構的網際網路課程更符合學習者的需求。 三、在網際網路合作學習環境中，課程設計應以討論情境、分享知識、及解決問題為主，始能提升合作成效。 四、宜訂定網路界面設計標準及評鑑指標，以做為網路課程發展的依據。 五、在網際網路合作學習環境中，教師應適度參與學生的討論活動，提供鷹架支持的功能。 六、應加強國家整體網路基礎建設，使能改善網路教學品質，提高學習成效。 / The Purpose of this study is threefold.　One is to explore how to design a quadratic function internet curriculum in the internet computer-based collaborative learning environment, based on constructivism. Second, learning effects of different learning styles and cognitive styles in the internet collaborative learning context are analyzed through empirical research methods. Third, the students' cognitive modes and other relative factors in the collaborative learning interaction process, as well as the students' frequent error types in learning quadratic functions, are identified and analyzed through qualitative research methods. The research methods adopted in this study include the development of learning software, empirical research methods, questionnaires, interviews, and content analysis. The researcher first developed and assessed the "internet curriculum of quadratic functions", and selected 60 second graders of a junior high school as research subjects, according to the students' learning and cognitive styles, and categorizing them into the group of internal locus of control with individual learning, the group of external locus of control with individual learning, the group of internal locus of control collaborative learning, the group of external locus of control with collaborative learning, and the group of mixing internal-external locus of control with collaborative learning to implement teaching experiments. After the experiments were finished, the research conducted a written test, questionnaire surveys, and interviews. Besides, the students' dialogue data on Bulletin Board System was collected and analyzed. Based on the analysis results of this study, the main conclusionsare as follows: 1. Internet collaborative learning environment facilitates students learning the concepts of quadratic functions. In the environment of the internet collaborative learning, interactive web pages provide visualized collaborative learning context, assist learners to transform algebraic representation into geometric representation, and give learners opportunities to compare and rethink in different conditions about the relations of algebra and geometry in quadratic functions.　All of which have been proved to have concrete learning effects. 2. In the environment of the internet learning, individual learning effect differences exist among students of different cognitive learning styles. In the environment of the internet individual learning, learning effects of the external control group are better than those of the internal control group. In other words, learners with external locus of control, using individual learning strategies do not have good learning effects.　However, learners with internal locus of control have better learning effects. 3. In the environment of the internet learning, there is no significant differences among students with different cognitive styles. In the environment of the internet collaborative learning, the learning effects among the group of internal locus of control collaborative learning, the group of external locus of control with collaborative learning, and the group of mixing internal-external locus of control with collaborative learning show no significant differences.　This study shows collaborative learning help improve the learning effects of learners with external locus of control, and ease the impacts of cognitive styles on learners. 4. The interaction process of the internet collaborative learning is a cognitive revolution of individual construction, group clarification, knowledge reconstruction, and group reconstruction. In the interaction process of the internet collaborative learning, individuals form self knowledge concepts, and shares their self-constructed sckema with other people. When individual cognitive differences occur, there will be questioning, clarifying, negotiating, reconstructing the knowledge, integratingopinions, and reaching common agreements, which will become the cognitive concepts of the collaborative group. 5. Peer collaborative learning on the internet lacks highly-supportive scaffolding structures. In the context of peer collaborative internet learning, it is easy for students to learn incorrect concepts and incomplete knowledge content, owning to their insufficient prior knowledge and communication skills. Therefore, in designing the internet collaborative learning curriculum for young or incompetent learners, it is a must to involve the teachers to join the discussion and interaction, in order to provide learners highly-supportive scaffolding structures. 6. In the interaction process of the internet collaborative learning, learners with external locus of control have more problem posing behaviors than those with internal locus of control. The study finds that learners with external locus of control have more problem posing behaviors than those with internal locus of control. On the other hand, learners with internal locus of control have more problem solving behaviors than those with external locus of control. Based on the research results, this study proposes the following suggestion for the reference of teachers, educational media designers, education admonitions, and future researchers: 1. Discipline experts, education experts, internet engineers, computer programmers, art designers should cooperate to develop the internet curricula which meet learners' needs more perfectly. 2. Different internet teaching strategies should be provided based on learners' characteristics, in order to make the constructed internet curricula meet learners' needs more perfectly. 3. In the environment of internet collaborative learning, syllabus design should be mainly on discussing situations, sharing knowledge, and solving problems, in order to facilitate collaboration effects. 4. It is better to set the internet interface design standards and evaluation indexes to provide a basis for the internet curricular development. 5. In the environment of the internet collaborative learning, teachers should attend students' discussions when needed, functioning as scaffolding support. 6. National Information Infrastructure should be improved to have higher internet learning quality and thus to enhance learning effects.

第二次世界大戰結束以後，以美國為首的西方國家為了嚇阻蘇聯的入侵，遂成立了北大西洋公約組織。這也標誌著冷戰時期美蘇兩強對峙的局面。冷戰結束以後，許多學者因而預言北約即將瓦解。但多年以來，北約卻依然存在，更歷經了三次東擴。本文寫作的目的，便欲透過重新檢視國際關係理論三大主要學派的觀點，對於後冷戰時期的北約存續提出解釋。 在現實主義學者陣營中，摩根索與華爾滋的「權力平衡」論點與北約發展的史實不符；施韋勒的「扈從利益」論點僅部分解釋了國家聯盟行為，對於「扈從」概念的界定又出現前後不一；米爾斯海默的「推卸責任」論點試圖同時涵蓋「制衡」與「不制衡」兩種選項，而純粹的「推卸責任」策略又必須依賴其他國家願意承擔，因此不易成功。瓦特的「威脅平衡」理論雖仍有不足之處，但較適合解釋本文的個案。筆者認為，後冷戰時期的北約便是面臨了大規模毀滅性武器擴散、俄羅斯存在與恐怖主義等威脅，才強化了盟國繼續合作的意願。 從新自由主義學者的觀點而言，國家若欲在無政府狀態的國際體系中維持合作關係，便需要以互惠為基礎而運作的國際制度。當國際制度能隨著成員的需求而調整時，就能獲得更多支持。由於美國的優勢國力受到北約的制度規範與集體決策機制削弱，又具有軟權力的勸服力量，遂吸引了中、東歐國家加入聯盟。此外，民主國家之間較不容易發生戰爭。這些因素都維繫了北約盟國在後冷戰時期的合作關係。 由於後冷戰時期的北約在訴求「內群體」偏袒的同時，卻未激化「外群體」歧視。建構主義學者認為，若隨著聯盟關係的發展，成員之間能培養出休戚與共的集體身份，將個別的國家安全問題視同為集體的安全議題時，彼此便超越了傳統軍事聯盟在攻擊與防禦上合作的功能，而達到安全共同體的境界。北約所具備的規範特性也進一步增強了其對盟國的型塑能力。 聯盟的本質在於合作。但關鍵是國家為何合作、如何促進合作，以及如何決定合作對象或競爭對手。事實上，後冷戰時期的北約並未放棄對付共同威脅的核心目標，卻也逐漸發展出安全管理的功能，不但參與了維和行動，也建立起和俄羅斯與烏克蘭的對話機制，更凝聚了盟國的信念而形成具有集體身份的安全共同體。 / In the aftermath of WWII, North Atlantic Treaty Organization (NATO), mainly led by the U.S., was formed to deter U.S.S.R.’s aggression. This organization signified the bipolar system of international relations. When the Cold War came to an end, many scholars once predicted NATO would collapse. However, the alliance still endures for decades and enlarges eastward three times. The purpose of the dissertation is to reappraise the perspectives from three major schools of International Relation theory and provide some explanation of NATO’s endurance in the post-Cold War era. In the camp of realists, the balance-of-power theory raised by Hans J. Morgenthau and Kenneth N. Waltz is inconsistent with the facts of NATO’s development. The bandwagon-for-profit theory proposed by Randall L. Schweller only gives partial explanation of international alliances and takes a contradictory position on the concept of bandwagon. The buck-passing theory maintained by John J. Mearsheimer tries to include both the options of balance and not-balance on the one hand, while depends heavily on other states’ willingness to take the responsibility of balance on the other hand. As far as we know, the latter seldom results in success. Although the balance-of-threat theory sustained by Stephen M. Walt still has some shortcomings, it can provide a better explanation of the case discussed in the dissertation. This author concludes that NATO faces multiple threats of the spread of WMD, the existence of Russia and transnational terrorism in the post-Cold War era. That’s why the allies continue to cooperate. From the standing points of neo-liberalists, if states want to maintain cooperation under the anarchical international system, they will need international institutions based on reciprocity. When international institutions can be adjusted with the demand of their member states, they will obtain more supports. Because the primacy of the U.S. was reduced by the institutional rules and joint decision making process in NATO and accompanied with persuasive soft power, some Central and Eastern European Countries (CEEC) were drew to join the alliance. Moreover, there are few wars among democracies. For all these reasons, NATO still survives until now. When NATO seeks to develop in-group favoritism in the post-Cold War era, it does not activate out-group discrimination. Constructivists state that if members of alliances can cultivate their collective identities and transform national security problems into collective ones, they can go beyond traditional military alliances and become security communities. Features of norms in NATO also strengthen their capabilities in shaping the alliance. The essence of alliance is cooperation. Its key points for states lie in why they cooperate, how to facilitate their cooperation and how to choose their partners or opponents. As a matter of fact, in the aftermath of the Cold War, NATO doesn’t give up its core purpose of fighting against common threats, while it develops the function of security management gradually. Besides, NATO takes part in the peace-keeping operations and builds the mechanisms for communication with Russia and Ukraine. In the end, NATO solidates the belief from its member states and turns into a security community of collective identity.