自iPad於2010年發表了以來、創造了一個介於智慧型手機與上網型小筆記型電腦的之間的平板電腦產品。這樣的新產品與新市場，對於智慧型手機與個人筆記型電腦廠商似乎是一個新的藍海。吸引兩方面的原有廠商宣布相繼投入。本文以波特的五力分析模型對此產業結構進行分析，解構平板電腦產業中廠商與上游的軟體與硬體商、下游的電信運營商與消費者、競爭的個人電腦廠商與幾種替代性新興電子產品等五種產業影響力量的討論。 由於此產品的硬體結構與產業結構都與智慧型手機產業有很大的相似性。依據現有的智慧型手機領導廠商的現況，分別依照波特的成本領導、差異化與聚焦策略，討論Samsung、HTC、Motorola的可能策略。歸納發現， HTC, Motorola與Samsung可以運用差異化策略拉近與蘋果成本領導策略的差距。Samsung還可以運用成本領導策略與蘋果競爭。 / The birth of Apple iPad gives rise to not only a product segment between Smart Phone and Netbook PC, but also the tablet industry. The tablet industry attracts both smart phone makers and PC companies for good reasons. This thesis attempts to analyze the tablet industry by using the framework of five-force analysis of Porter (1979). We analyze the OEM relationship with chip makers, software vendors, Telcomm operators and end users, barriers of entry and competitions of the industry, and threats from substitute products. Feasible strategies for 3 leading smart phone companies (HTC, Motorola and Samsung) to enter the industry are analyzed and given as well. A close investigation suggests that to compete with Apple, Samsung may be the only one which is capable of adopting a cost leadership strategy for the time being. On the other hand, differentiation can apply to all the 3 smart phone makers.

新傳播媒體的進步與普及使得媒體成為最繽紛的當付環境。手機輕 巧易攜的「移動性」不單使其黏在使用者身上，更儼然是延伸身心的 「MEdia」。1997年台灣電信自由化，手機市場由1G邁向2G的同時，手 機和台灣人口比也超越100%，誕生於新移動媒體時付的「手機原住民」 們，溝通的模式不再因襲座機的語音模式，簡訊無聲簡要的溝通模式和 豐富留白的情誼交流取而付之，空間的文化意涵與自我認知遂產生全新 的意義。 本研究以Foucault的異托邦概念和Goffman的日常生活自我表演理 論，關注新媒體環境下的都會少男（Urban Boys），在生活場域中，如 何以簡訊在現實的物質空間和異托邦的他者空間中自由遊走，改變舊有 媒體的空間觀。更進一步，瞭解如何用簡訊塑造個人形象，建立、強化 人際關係，創造自己在社群中的權力。 本研究為質化取向，以六個台北市12～13歲少男為中心，使用深度 訪談和簡訊文本收集，並輔以一個月的簡訊日誌交互分析、論證，描繪 都會少男簡訊文化。研究發現，簡訊一方陎是少男因應生活環境中規範 和權力而選擇的無聲溝通，但另一方陎，簡訊的無聲也創造了秘密文本 的優勢。在社群以簡訊為基礎、共同建立的新符碼中，少男們和現實生 活中的同伴，建立了一個結構無法搆及的異托邦，讓定義生活的權力重 新回到自己的手中。

This case study tells the story of the smartphone market from the perspective of HTC, one of the manufacturers, who has been there from the beginning of the modern smartphone era. The case study is divided into the following sections: I. HTC Growth – We start by looking at the early history of the smartphone and HTC’s role as a trailblazer. It describes the first mover advantages, which helped HTC rise from obscurity into a significant player in the market. II. Market Changed – Next we examine how established electronics players enter a ripening market and quickly carve out majority of the market share for them. III. Key HTC Problems – Here we investigate some of the critical challenges faced by a smaller, less known player in the smartphone market. IV. HTC’s Options Today – We end by reviewing the current status of HTC in the smartphone market and the options available to it going forward.

長久以來，學者專家為進行各種與人們行為有關的實驗，使用了多種方法進行數據的收集，卻存在著一些缺點或是成本過高，不易大規模推行。近年來，隨著行動科技的高速發展，智慧型手機已經相當普及。由於智慧型手機內建眾多的感測器(Sensors)及裝置(Devices)，透過撰寫及執行特定的手機應用程式（APP），即可蒐集手機所偵測到的使用者行為相關之資訊，並加以分析處理。行動感測(Mobile Sensing)遂成為新型態的數據收集方式。但是，僅就特定之感測實驗所需數據項目，開發數據蒐集的行動應用程式，亦或是不管實驗需求，讓程式蒐集全部項目的感測數據，都不是理想的作法：不是欠缺彈性考量就是未能考慮手機使用者的隱私關切。 本研究實作一個通用於所有行動作業系統上之可設定式之行動感測服務平台，它可以協助研究者根據其需求自行設定感測實驗項目及其條件規範。之後，透過建立於伺服器端與客戶端之間特定的資料交換機制，進行實驗的發布及兩端的互動溝通。整體運作過程中，客戶端的參與者只需簡易地安裝一套行動應用程式，便能夠輕鬆參與進行各種感測實驗、貢獻實驗數據。最後，我們模擬幾項實驗，用以驗證平台之實際運作效能。 / Experimental data obtained in scientific research is extremely important. For a long time, people use a variety of methods for data collection, but most of them are either restricted or expensive. In recent years, with the rapid development of mobile technology, smart phones are becoming very popular. With many built-in sensors and devices, smart phones can be used as a new tool of data collection, hence the emergence of mobile sensing. By installing a mobile application (APP) on a user’s smart phone, researchers can collect those required sensor data from the user and analyze it for their study. This research presents a configurable service platform for mobile sensing which aims to reconcile the flexibility needed by researchers and privacy concerns of smart phone users. In particular, our platform allows researchers to use our GUI tool to easily set up an experiment by composing an experiment configuration file (ECF) which specifies the sensor types to collect and the filtering rules for data selection. Users of smart phones can join any experiments by installing a single piece of logger APP developed according to our ECF specification. Besides, users will be fully informed of the data to collect before agreeing to participate a specific experiment. In such a manner, we achieve a proper balance between flexibility and privacy. Finally, we conducted several experiments to validate the feasibility of our service platform with users of Android smart phones.

Today, smartphone has defined as an important tool in our daily lives; the market has been growing every year and the future global smartphone shipment is predicted to be nearly 1 billion in 2015. The function of smartphone is no longer limited to make calls to friends and family only, but also productivities, entertainments and multimedia functions (e.g. music, ringtones, games, web browsing, text messages and camera) provided by smartphone itself. With the increasing competitions in the smartphone market, smartphone companies find it difficult to retain the existing customers and increase the market share. In that context, the objective of this research explanatory study aims to identify the main factors that determine the customer satisfaction of smartphone users. The study survey was completed by 285 smartphone users who helped evaluating their smartphone satisfaction; the data was analyzed by IBM SPSS Statistics 20 and the results revealed the main findings are (1) image has high correlations with customer expectation, customer satisfaction and customer loyalty; (2) customer expectation has high correlations with perceive quality, perceived value and customer satisfaction; (3) perceived quality has high correlations with perceived value and customer satisfaction; (4) perceived value has a high correlation with customer satisfaction; (5) Customer satisfaction has a high correlation with customer loyalty; (6) the proposed model TCSI is proven with the effectiveness in explaining the relationships among image, customer expectation, perceived quality, perceived value, customer satisfaction and customer loyalty for smartphone users. The conclusion of this study provides valuable information for smartphone producers, especially Taiwanese brand HTC, to develop the smartphones meet with customers’ expectations and satisfactions.

隨著台灣消費者智慧型手機使用時間的拉長，手機遊戲產業也隨之快速成長，而本研究欲探討消費者對手機遊戲之忠誠度的影響因素，換言之，哪些因素會影響消費者持續使用手機遊戲的意願。 　　本研究參考過去的文獻資料，並引用邱志聖(2014)策略行銷分析理論，整理出十二項影響因子：「人機互動」、「社交互動」、「實用主義結果期望」、「享樂主義結果期望」、「信任」、「同儕影響」、「使用知識的專屬資產」、「心理層面的認同」、「感知結合型社會資本」、「感知橋接型社會資本」、「流暢經驗」與「態度」，探討各個因子是否對消費者忠誠度有所影響。而研究結果顯示，消費者在人機互動和社交互動皆對流暢經驗有顯著且正面的影響，而享樂主義結果期望、信任、使用知識的專屬資產和心理層面的認同皆對態度有顯著且正面的影響，然感知結合型社會資本對態度的結果顯著但呈現負向關係。而流暢經驗、實用主義結果期望、同儕影響和感知橋接型社會資本對態度的影響因結果不顯著，因此無法有效推論這五個構面的假設。而態度、同儕影響、使用知識的專屬資產和心理層面的認同皆對忠誠度有顯著且正面的影響。然流暢經驗、信任、感知結合型社會資本和感知橋接型社會資本對忠誠度的影響因結果不顯著，因此無法有效推論這四個構面的假設。 　　本研究亦進一步闡述研究結論背後的行銷意涵，廠商可根據此建議而調整自己未來的行銷策略，進而達到提高消費者忠誠度之目標。 / With the usage time extension of smartphones in Taiwan, mobile gaming industry will grow rapidly. This study wants to explore factors influencing consumer loyalty of mobile games. In other words, this study would reveal factors which affect consumers to continue to use mobile games. Referring to the past literatures and citing the 4C Exchange Cost Theory, this study sorts out 12 factors: Human-Computer Interaction, Social Interaction, Utilitarian Outcome Expectations, Hedonic Outcome Expectations, Trust, Peer Influence, Exclusive Asset of Use Knowledge, Psychological Identity, Perceived Bonding Social Capital, Perceived Bridging Social Capital, Flow Experience and Attitude. According to the research result, both Human-Computer Interaction and Social Interaction have a significant and positive impact on Flow Experience. Hedonic Outcome Expectations, Trust, Exclusive Asset of Use Knowledge and Psychological Identity have a significant and positive impact on Attitude. But Perceived Bonding Social Capital has a significant and negative impact on Attitude. Flow Experience, Utilitarian Outcome Expectations, Peer Influence and Perceived Bridging Social Capital have no significant impact on Attitude. Furthermore, Attitude, Peer Influence, Exclusive Asset of Use Knowledge and Psychological Identity have a significant and positive impact on Loyalty. However, Flow Experience, Trust, Perceived Bonding Social Capital and Perceived Bridging Social Capital have no significant impact on Loyalty. This study also proposes the marketing implications behind the research findings. Manufacturers of mobile games can adjust their marketing strategies to achieve the goal of enhancing consumer loyalty in the future.

書是社會文明的載體，是人類進步的階梯。電腦、網路的飛速發展，使得電子書引發了新一輪的書籍革命。隨著智慧型手機的出現，用手機閱讀電子書以前方便靈活，充分利用零散時間，因此受到年輕人的追捧。但是，電子書本身也存在各樣的問題，諸如不符合人們的閱讀習慣，以及產業鏈的不成熟等。因此，調查使用者的行為模式和對於電子書的喜好，以瞭解使用者對電子書的看法及接受度是本文研究的重點，本研究透過UTAUT模式探討績效期望、付出期望、社會影響、輔助條件等自變數對於使用意圖與使用行為的影響力和預測力。本研究採取問卷調查的方式，在多個網路論壇上發放，共收回問卷352份，其中剔除無效問卷後得到有效樣本計232份，有效的樣本回收率達65.9%。究結果顯示，受試者大多擁有智慧型手機（77%），使用時多以娛樂為目的（55%），僅以工作為目的者最少（4%），大多偶爾閱讀（47%），多數人未曾花錢下載付費電子書（86%）。在電子書使用經驗方面，多數受試者使用電子書不到1年（42%），在使用智慧型手機方面，同樣是使用不到1年時間者居多（60%），而使用智慧型手機閱讀電子書方面，同樣是不足1年最多（68%）。 受試者使用智慧型手機閱讀電子書之績效期望、輔助條件、付出期望等各構面對使用意圖及使用行為的預測達到顯著水準，而社會影響構面與使用經驗干擾變數則影響力未達顯著。 / Books are the vehicle for social civilization and the ladder of human progress. Due to the rapid development of computers and the Internet, electronic books (ebooks) have triggered a new round of the book revolution. With the emergence of smartphones, using mobile phones to read ebooks has become convenient, flexible, and a way to make full use of scattered bits of time. Therefore, the use of smartphones for such purposes has been pursued by young people. However, ebooks present various problems of their own, such as incompatibility with individual reading habits and the immaturity of the industrial chain. Thus, the focus of this study was to survey user behavioral models and affinity for ebooks to understand users views on and degree of acceptance of ebooks. This study used the Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate the influence and predictive power of the following independent variables on usage intention and usage behavior: performance expectancy, effort expectancy, social influence, and facilitating conditions. Research results showed that a majority of respondents had smartphones (77 %). Respondents who used their phones mostly for entertainment purposes composed the largest category (55 %), while those who used their phones only for work purposes formed the smallest category (4 %). A large percentage occasionally read ebooks (47 %), but most respondents had never spent money on downloading payable ebooks (86 %). Regarding experience using ebooks, most respondents had used ebooks for under one year (42 %). Regarding experience using smart phones, the group that had used smart phones for less than one year was also the largest (60 %); a high percentage of users (68 %) had been using smart phones to read ebooks for less than one year. The predictive power of performance expectancy, facilitating conditions and effort expectancy on usage intention and usage behavior with regard to using smartphones to read ebooks achieved a level of significance. As for social influence and moderator experience, the predictive power didn’t reach a level of significance.

隨著智慧型手機的問世，行動裝置改變現代人的生活方式已是不爭的事實，而最大的改變為以往手機僅是拿來對話及傳送簡訊等基本的使用，隨著網路的發達，手機的使用方式已從「講」轉變為「看」。消費者使用手機的頻繁也同時使得對於手機上的數位廣告的注意度降低，因此當消費者對廣告主投遞的廣告注意度降低時，廣告主在數位行銷目的不同時，則需要不同的數位廣告指標去確認廣告效果。因此本研究採用以專家問卷法，其主要依據修正式德菲法，鎖定的對象為「網路媒體企劃人員」及「網路廣告媒體專業人士」專家，需任職於數位行銷相關產業滿五年以上之資歷納入蒐集，共計十五人。並以優良指標建構原則為基礎，透過專家的觀點找出各手機廣告適用的衡量指標，實施二次循環式調查。經指標實證後，建議兩大面向及五項原則可供業界參考： 一、不同的行銷目的下，曝光數及點擊不再是主要指標 1.策略構面：以提升品牌知名度為行銷目的，則需以曝光數、點擊、點擊率及每千次曝光成本等為主要指標。 2.關係構面：點擊、點擊率及曝光在各個版位中都佔共識指標前三大排名 3.效益性構面：以轉換率、每次名單成本及點選/點擊為主 二、廣告主應長期投資關鍵字廣告 1.提升品牌知名度及增加品牌與消費者之間的熟悉度：建議以「廣泛修飾比對」、「片語比對」及「完全比對」操作策略，若消費者看到廣告訊息則會上網搜尋，能增加對於品牌或產品的知名度及熟悉度，進而刺激及提升銷售業績。 2.以刺激銷售並提升業績為主時，建議可開啟廣泛比對的購買機制，增加曝光度，避免預算浪費，可做篩選字根操作避免不相關的字根大量出現，導致消費者誤觸點擊而需耗費成本。 / Smartphone has been changing our life is an indisputable fact. The biggest change is that mobile phone is used from talking to browsing. The more consumer use smartphone, the more consumer decrease their attention in digital banners or advertisements. Hence, advertisers should base on different digital campaign’s objective to deliver different banners or creative ads. Since digital is getting more and more important, and the overall market research can’t catch up with the mobile marketing’s growth, this research will base on Modified Delphi Method to survey the mobile advertisement effectiveness in different campaign objectives. The sampling of experts will secure specialists who have related digital experience and must work over 5 years in this advertisement industry. After second round’s survey, this research come out 2 scopes and 5 principles. 1.Impressions and clicks are not key KPI for different campaign objectives *To maximize brand awareness: not only impressions and clicks, but also click rate and CPM should take as main KPIs (key performance implementation). *To have a strong relationship with consumer: click, click rate and impressions are the top 3 KPIs should be covered to review in campaign’s post-evaluation. *To drive the sales: conversion rate, CPM and clicks become the most important elements to review campaign objective. 2.Advertisers should have a long-term strategy in paid key word search *To maximize brand awareness and have a strong relationship with consumer: recommend to have always-on strategy which means open widespread comparison, phase comparison, and completed comparison all the time to find the potential consumers and drive the sales. *To drive the sales: recommend to select widespread comparison and filter non-related words to avoid wasting media budget and campaign cost.

在現在的社會裡，手機應用程式已經被人們接受與廣泛地利用，然而目前市面上的手機 App 推薦系統，多以使用者實際使用與回報作為參考，若有惡意行為軟體，在使用者介面後竊取使用者資料，這些推薦系統是難以查知其行為的，因此我們提出了 AppReco，一套可以系統化的推薦 iOS App 的推薦系統，而且不需要使用者去實際操作、執行 App。 整個分析流程包括三個步驟：(1) 透過無監督式學習法的隱含狄利克雷分布(Latent Dirichlet Allocation, LDA)做出主題模型，再使用增長層級式自我組織映射圖(Growing Hierarchical Self-Organizing Map, GHSOM)進行分群。(2)使用靜態分析程式碼，去找出其應用程式所執行的行為。(3)透過我們的評分公式對於這些 App，進行評分。 在分群 App 方面，AppReco 使用這些應用程式的官方敘述來進行分群，讓擁有類似屬性的手機應用程式群聚在一起；在檢視 App 方面，AppReco 透過靜態分析這些 App 的程式碼，來計算其使用行為的多寡；在推薦 App 方面，AppReco 分析類似屬性的 App 與其執行的行為，最後推薦使用者使用較少敏感行為(如使用廣告、使用個人資料、使用社群軟體開發包等)的 App。 而本研究使用在 Apple App Store 上面數千個在各個類別中的前兩百名 App 做為我們的實驗資料集來進行實驗。 / Mobile applications have been widely used in life and become dominant software applications nowadays. However there are lack of systematic recommendation systems that can be leveraged in advance without users’ evaluations. We present AppReco, a systematic recommendation system of iOS mobile applications that can evaluate mobile applications without executions. AppReco evaluates apps that have similar interests with static binary analysis, revealing their behaviors according to the embedded functions in the executable. The analysis consists of three stages: (1) unsupervised learning on app descriptions with Latent Dirichlet Allocation for topic discovery and Growing Hierarchical Self-organizing Maps for hierarchical clustering, (2) static binary analysis on executables to discover embedded system calls and (3) ranking common-topic applications from their matched behavior patterns. To find apps that have similar interests, AppReco discovers (unsupervised) topics in official descriptions and clusters apps that have common topics as similar-interest apps. To evaluate apps, AppReco adopts static binary analysis on their executables to count invoked system calls and reveal embedded functions. To recommend apps, AppReco analyzes similar-interest apps with their behaviors of executables, and recommend apps that have less sensitive behaviors such as commercial advertisements, privacy information access, and internet connections, to users. We report our analysis against thousands of iOS apps in the Apple app store including most of the listed top 200 applications in each category.

摩托羅拉於1987年開始推動六標準差改善計畫，但當時並未受到企業特別的重視，直到奇異公司於1995年重新啟動六標準差品質計畫，才使得這套成效卓著的改善工具受到企業的肯定。早在1991年，國內便有學者著書將六標準差知識體系介紹給國人（林秀雄，1993），到直到1999年以後，才開始有長榮航太、金寶電子、英業達、漢翔航空等國內企業陸續推行六標準差，並從中受益。如今，六標準差已是最高品質的代名詞，它不只是一系列的改善活動，更是企業追求卓越的經營模式。 本研究有鑒於六標準差品質改善手法對於國內企業競爭力助益匪淺，故採取個案研究的方式，將國內某通訊產品業者首次應用六標準差改善流程（DMAIC）執行手機生產線改善的推動歷程，進行深入的報導，研究重點在於個案公司如何運用六標準差改善流程之界定、衡量、分析、改善、控制五個階段，提升生產線之生產力，減少浪費，最終滿足顧客的需求。 個案公司乃運用六標準差改善流程，找出影響生產力之關鍵影響因素，包括瓶頸工站工時、工時變異性程度、生產線平衡率，並結合生產線改善與平衡的手法，發展出具體可行之解決方案，達成專案初期所設定的目標，最終並發展有效的控制方式，使專案效益能夠持續。 另外，本研究試圖以系統化的歸納方式，整理出個案公司的成功經驗與遭遇問題，並說明個案公司所提之解決方案，希冀本論文之付梓對於有志推動六標準供之企業，能夠有借鏡學習之參考作用。