本研究旨在藉由行銷組合的7P理論（產品、價格、通路、推廣、人員、實體證據及過程）檢視國內檔案典藏機構推廣服務情形。本研究採用文獻分析法及深度訪談法蒐集研究資料。訪談對象以立意抽樣有辦理檔案推廣活動經驗並具有特色館藏之檔案典藏機構進行受訪，計訪談8個檔案典藏機構。本研究歸納結論如下： 一、檔案行銷組合的產品策略，以實體資源與虛擬資源為主。 二、價格策略以館藏複製及加值授權為主。 三、通路策略以實體通路為主，網路通路為輔。 四、推廣策略以檔案展覽活動為主。 五、人員策略須注重服務人員教育訓練。 六、實體證據策略須提供檔案行銷推廣空間。 七、過程策略以服務流程之便利化與標準化為目標。 根據研究結果，提出建議事項： 一、設立專門負責行銷活動之部門或人員。 二、產品加值授權與開發文創商品。 三、加強網路通路之應用。 四、結合推廣活動與教育之應用。 五、加強服務人員行銷相關的專業能力。 六、提供行銷推廣空間。 七、全面開放資料庫線上閱覽。 / This study is mainly on investigating the Archival Promotion Services in the archival institutions in Taiwan through 7P marketing mix (Product, Price, Place, Promotion, People, Physical evidence and Process). Literature analysis and depth interviews were used in this research for gathering data. Depth interviews were investigated 8 experienced archival institutions with promotion activities and characteristic collection. The results of the research are concluded below: 1.Archival product strategy is mainly based on the physical and virtual resources. 2.Archival price strategy is mainly based on duplicate and authorization. 3.Archival place strategy relies mainly on physical access supplemented by internet access. 4.Archival promotion strategy is mainly based on exhibition activities. 5.Archival people strategy shall provide educational training. 6.Archival physical evidence strategy shall provide promotion space. 7.Archival process strategy is mainly based on facilitation and standardization of service. Recommendations: 1.To set up the department or personnel responsible for the marketing. 2.To develop the value-added authorization of product. 3.To strengthen the application of internet access. 4.To connect promotion activities to education. 5.To intensify the professional ability related marketing. 6.To provide promotion space. 7.To provide reading online database fully.

當行動裝置逐漸取代傳統電腦成為連結到網路世界的主要途徑後，反映出的就是app市場的急劇成長。如同以往建構網頁開啟企業網路溝通的通道，現在的行銷人員則是利用app來創造一個新的品牌溝通管道（brand communication channel），即所謂的「品牌app（Branded app）」。縱覽過去學術界對品牌app的相關研究，本研究發現過去品牌app的內容分析偏重於介面部分，忽略了內容面；研究主題也聚焦於單一產業的品牌app，缺乏綜觀性的角度。 因此，本研究以96個在台灣上市的品牌app（包含消耗品／耐久品／服務三種產品類別）為樣本進行內容分析，同時以介面功能（事先允許、導航、客製化、回饋、平台串聯與線上線下串聯）與推廣內容（廣告、公共關係、促銷與直效行銷）兩個角度切入研究。結果發現不同產品類別的品牌在介面功能的設計上並無差異存在；推廣內容上則發現服務類的品牌app相較於消耗品類呈現較多的「產品資訊」與「線上購買」這兩類內容。此外，本研究也發現消耗品與耐久品類的app傾向推出娛樂型的app，而服務類型的則多推出實用型的app。

教育部從1997年開始協助大專院校設立推廣教育機構，以有效利用大學資源對社會人士從事終身學習，協助設計相關專業課程。在市場激烈競爭下，大學在規劃推廣教育的策略方向時，需考量全球化、數位化、少子化的市場特性。 　　本研究嘗試以司徒達賢(1999)提出之非營利組織策略理論CORPS (Client, Operation, Resource, Participate and Service)為基礎 配合武文瑛(2006)的回流教育指標進行策略研究。本研究以某大學之推廣教育機構做為研究個案，針對學員與職員進行問卷調查與個別訪談，獲得以下幾點發現： 一、 學員是因為大學名聲與師資才重回校園學習，但費用高低與設備新舊會影響學習意願與成效。 二、 推廣教育應增加創新思維的課程並且提升教學品質，在追求課程數位化之餘仍應重視課程內容。 三、 整合大學內部資源才有機會提升推廣教育的成效，爭取各系所師資與強化作業流程，才能提供學員更優質的服務。 / The Ministry of Education helped universities and colleges to setup extension education centers from 1997. The Ministry of Education urged the universities to design programs for professionals by use of their own resource. Universities build up a lot of classes with credits and degrees in recent years. The competition between universities makes them focusing on the strategies confronting different aspects such as globalization, digitization and low birth rate. 　　This research focuses on strategy analysis and refers to nonprofit organization theory proposed by Seetoo(1999)－CORPS (Client, Operation, Resource, Participate and Service) and recurrent education indicators suggested by Wu(2006). Based on survey and interview with students and employees at a certain extension education center, this study has findings as follows: 1. The reason for professionals returning to extension education center is because the university reputation and well-known professors. The tuition and facilities affect their willingness to learn and the effect of learning. 2. The organization should provide innovation and high quality courses not just investing on digital technology. 3. The integration of university’s resource will increase the benefits of extension education. It will provide better services with process improvement and cooperation between different academic departments.

伴隨多元文化洪流之推演，臺灣社會人口結構正產生改變，新住民已成為臺灣第五大族群，是公共圖書館重要服務對象。推動閱讀素為公共圖書館之專業與職志，如何運用並宣傳閱讀活動，培養新住民及其下一代之閱讀能力與習慣，是公共圖書館應兼負之重要任務與挑戰。 本研究運用深度訪談方式，調查越南籍、印尼籍新住民以及國內大型公共圖書館新住民服務，蒐集新住民實際閱讀現況與對於圖書館之看法，歸納公共圖書館推廣、辦理方式與特色，提出我國推廣新住民閱讀活動之策略與建議。 越南籍、印尼籍新住民閱讀時偏好休閒、新聞、親子、課業輔導、家庭關係等主題；越南籍、印尼籍新住民在閱讀偏好上有所差異，印尼籍新住民較偏好閱讀臺菜食譜，而越南籍新住民則有閱讀佛學類資源的需求；除閱讀中文認知困難外，尚存在無法與下一代共同閱讀、閱讀非主要休閒活動等阻礙。 目前我國大型公共圖書館新住民閱讀活動，讀者國籍以越南、印尼籍配偶或移工為主，且分布受地緣關係影響；活動以親子閱讀、圖書館利用、主題書展、文化講座、專題展覽、電影欣賞、讀書會形式呈現，包含異國文化、美食、傳統藝術、童書、旅行等主題，其中親子閱讀活動最受新住民青睞、書展最為常見、圖書館利用活動則有其必要性；特色則有運用獎勵機制鼓勵借閱、開放護照或居留證借閱館藏、聘請專業師資進行原生國家母語專書導讀、出借多元文化書箱或專櫃，將資源遍及各鄉鎮、運用雲端裝置與通訊軟體打造雲端閱讀。 歸納新住民與公共圖書館看法，建議未來國內公共圖書館推廣主題應推陳出新且融合原生國家元素；推廣方式應主動至新住民聚集區域宣傳；推廣對象應廣及新住民家庭成員；推廣管道宜運用紙本、社群媒體等雙重途徑；並建立合作機制，使服務更臻完善。 / Population structure is changing by the multicultural communities in Taiwan. New immigrants have become the fifth largest ethnic group, and an important target that public libraries serve to. Reading promotion is the professional and aspiration of public libraries, how to apply and promote reading activities, to develop the reading ability and habits of the new immigrants and their next generation, is important task and challenge of public libraries. The study conducted in-depth interviews to investigated Vietnamese and Indonesian new immigrants current reading situation, and point of view toward public libraries, organize the way and characteristic on large public libraries multicultural service department, to discuss the development of reading promotion to new immigrants in Taiwan. The study found that Vietnamese and Indonesian new immigrants prefer the topic of leisure, news, parenting, tutoring, and family relationships when reading. Indonesian new immigrants prefer to read the Taiwanese cuisine recipes; Vietnamese new immigrants prefer to read the resources related to Buddhism. Generally, new immigrants have difficulties with cognitive when reading Chinese; unable to guide the next generation to read; and have reading barriers such as low motivation. In Taiwan, reading promotion to new immigrants in public libraries have some common circumstances, Vietnamese and Indonesian spouses or workers are the major public library readers, distributed by the geopolitical relations. The common types of activities are parent-child reading, library use, topic book fair, culture lecture, thematic exhibition, screening of films, book club meeting, and other forms of presentation. The topics of activities include the exotic culture, cuisine, traditional art, children's books, travel. New immigrants’ favorite activity is parent-child reading, topic book fair is the most frequent type, library use is indeed a need; and the features of reading promotion are incentives like encouraging readers to borrow books by giving gift, simplifying application procedures of library card by using passport or residence permit, hiring professional teachers to held book reviews by native country’s language, lending multicultural book or counter to every corner throughout the township, applying cloud devices and communication application to create cloud reading. Generalize new immigrants’ experience of participate and the actual promotion situation of public libraries, there are some recommendations to domestic public libraries: The theme of the reading promotion should innovate and integrate native country elements, The approaching of the reading promotion should take the initiative to where new immigrants gathered area, The target audience of the reading promotion should be expanded to new immigrant family members, The channel of the reading promotion should adopt composite ways, such as social media and paper declared, Reading promotion should cooperate with the new immigrant organizations, enabling the service perfect.

本研究之動機，起於發現參與圖書館閱讀活動頻率高的學童，其國語文能力會較頻率低的學童來得好，同時國語文能力好的學童在其他領域方面的學習都要比國語文能力差的學童有較好的表現。 然而，學校決策單位掌握了學校圖書館資源分配、管理和組織的實權，因此，學校行政單位對於圖書館經營、以及圖書館影響學童國語文能力的功效等看法，將會影響圖書館資源分配以及未來發展。如果學校行政單位認為圖書館的存在對於學童國語文能力表現不相關，則很容易犧牲圖書館應有的發展與利用。 因此，本研究之宗旨在於探討瞭解新北市的國小行政單位如何看待圖書館利用與推廣活動與學童國語文能力表現之關係，藉由問卷調查的方式，瞭解目前國小圖書館利用與學童國語文能力提昇之關聯性，從而探討如何透過圖書館利用教育與閱讀推廣活動相互結合，得以改善目前新北市國小圖書館經營的方式，以求獲得幫助學童提昇國語文能力表現之具體落實方案，進而提高學生國語文能力。 本研究所得之國小中、高年級的國語文檢測成績關聯性表格，從關聯性的有效意義值(Correlation significant)可以歸納出11個有影響力且具意義的具體落實方案，明顯可以提升國小中、高年級的國語文檢測成績： (1) 擴增國小圖書館平均館藏冊數； (2) 提升國小圖書館平均借閱人次； (3) 提升國小圖書館平均借閱冊數； (4) 教師應多重視學童「閱讀興趣」的培養； (5) 教師應多重視學童「閱讀動機」的培養； (6) 教師應多重視學童「閱讀意志」的培養； (7) 增加圖書館空間規劃:圖書館功能區的數目； (8) 增加圖書館開放服務時間:圖書館平日與假日開放時段的數目； (9) 學校應積極推展多元閱讀活動－例如:晨讀十分鐘、班級巡迴書箱、讀報教育、班級讀書會、親子共讀、愛的書庫、午間廣播劇、影片欣賞、戲劇展演等； (10) 圖書館應積極辦理宣傳行銷活動－例如:櫥窗展示定期更新、張貼學生自製書籍介紹海報、票選好書、選舉小小館長、圖書館命名票選 、館徽logo設計票選、好書交換、推廣4/23世界閱讀日、每年12月辦理「圖書館週」系列活動等； (11) 圖書館應多多結合社會資源辦理活動－例如:與作家有約講座、參觀公共圖書館 、與書商或出版社合作辦理書展。 / The purpose of this study is to investigate the relationship between library instruction and students’ literate ability. Students who are highly involved in library reading activity are believed to have better literate ability than other students. Meanwhile, students with high literate ability have better academic performance than students with low literate ability. Students should be encouraged to use library resources as much as possible. However, the school is in charge of the distribution, management, and organization of the library. How the school values the influence of the library on students’ literate ability would decide the amount of library recourses and its future development. Therefore, questionnaires were used to find out how the administrators of elementary schools at New Taipei City view the relationship between the use of the library and students’ literate ability. The results may help us to combine education with library activities, improve the management of the school libraries at New Taipei City, and provide some specific plans to promote students’ literate ability. The results of this study show a significant positive correlation between students’ use of library and their literate ability. Therefore, we provide 11 influential and meaningful suggestions, which can significantly promote the literate ability of elementary school students in their junior and senior years. 1. Increase the general collections of books 2. Increase users of school libraries 3. Increase the number of borrowed items 4. Teachers emphasize the development of students’ reading appetite 5. Teachers emphasize the development of students’ reading motivation 6. Teachers emphasize the development of students’ reading willingness 7. Better space arrangement: the number of library divisions 8. Increase library service hours: weekdays and holidays 9. Schools should actively encourage various reading activities, including ten-minute morning reading, in-class book fair, newspaper-reading education, class study group, book collection, noon broadcast drama, film watching, drama exhibitions, and so on. 10. Libraries should actively hold activities to promote library functions, for example, regularly renew window exhibitions, put up student-made posters, introduce good books, elect little library director, name the library, design library logo, exchange good books, promote World Book & Copyright Day, and so on. 11. Libraries should combine social resources to hold activities, such as invite famous writers, visit public libraries, hold book fairs with publishers, and so on.

近年來我國致力於改善公共圖書館的資源與環境，希望能夠提供更好的服務給讀者，且提升公共圖書館的使用率，但從一些圖書館使用者的相關統計獲知，農業背景使用圖書館的比例皆不達百分之一。另外對於許多政策上的變革，增添農業推廣發展的難度，其中農業推廣人員，也因自認專業知識的不足，無法完善服務農民多變的需求，產生工作上的許多壓力。 基於以上的原因，且在農業推廣的體系中，家政推廣的內容較貼近於一般民眾，所以本研究針對家政推廣人員進行探討，瞭解其資訊需求，以及圖書館要如何提供良好的服務與館藏，吸引並協助家政推廣人員為主要的目的。 問卷調查的對象，以我國農會與漁會的家政推廣人員為主，分作資訊需求、閱讀習慣以及圖書館使用狀況三方面，根據問卷調查結果，發現到家政推廣人員，多基於工作上的需求，透過網際網路獲取所需資訊，所需的資訊內容也多與工作相關；最多家政推廣人員選擇閱讀的地點，是自家與工作的場所，閱讀資料的來源多是農漁會機構所提供，另外在每週閱讀的平均時數以及每年夠書金額，都高於我國國民平均。分析有使用圖書館習慣的家政推廣人員，大部分是平均每週去圖書館一次、一個月平均借書量為1-5本，鄉鎮圖書館是最多人使用的，使用圖書館的主要目是借還圖書，而一般圖書也是最多人使用的館藏，對於圖書館的最滿意的地方是地點設立的便利性，最不滿意的是圖書館的檢索系統。 依據問卷所得結果，提出鄉鎮圖書館改進的項目，以提升家政推廣人員的圖書館使用率，例如：改善開閉館時間、根據家政人員的推廣活動提供適當館藏、加強宣導圖書館服務項目、舉辦兒童教育與醫療保健相關的推廣活動、改善圖書館的檢索系統、與家政推廣人員合辦社區活動。並且建議我國能夠設立農業專門圖書館以及博物館、農業資訊服務中心應彙整網路資源以及農業推廣充電站可導入知識管理的技術，藉以提昇我國農業推廣的發展。 / In recent years, Taiwan government makes efforts to improve public libraries, and hopes to provide better services and environment to the readers for promoting library usage, but a number of library users studies showed that the users with agriculture background did not reach to 1%. Many policy changes make developments of agricultural extensions harder. Even some agricultural extension staffs feel lacking of professional knowledge to serve farmers, and that results in their pressure at agricultural extension work. Based on the above reasons, and the Home Economics’ services are closer to the general public’s life, so this study aimed at Home Economics Extension agents to explore and understand their information needs, and find out how to provide good library services and collections, in order to attract and assist in Home Economics Extension agents. The questionnaires survey aimed at the home economics extension agents in the framers’ association and fishers’ association. It includes three parts: information needs, reading habits and library usage. According to survey findings, the home economics extension agents would like to obtain the required information about working via the internet, most Home Economics workers prefer reading at home or the offices, and the most sources are from the farmers’ associations or fishers’ associations. Home economics extension agents’ average reading hours per week and spending on buying books every year are above the average of Taiwan populace. Analysis of the home economics extension agents with the habit of using libraries demonstrates that most of them go to the library once per week, every month borrow 1 to 5 books from the library, and primarily use the township libraries. They go to the libraries for the circulations as mainly goal, and feel most satisfied with the location of the library, and most dissatisfied with the library's OPAC system. Based on the results of the questionnaire, the township libraries could improve the following to attract and assist in Home Economics Extension agents: regulating the open hour, according to agents’ needs to provide adequate collections, enforcing marketing the services, conducting extension activities about education and health, improving the OPAC system, and organizing community activities with home economics extension agents. The study makes final suggestions to enhance the promotion of Taiwan's agricultural development as follows: establish the agricultural libraries and museums, agriculture science information center shall collect network resources about agriculture, and use knowledge management technology to manage agricultural resources in Council of Agriculture.

推廣活動的種類繁多，但是究竟推廣組合的綜效如何，是值得探討的問題，近年來學界與實務界開始重視這個問題，提出「整合行銷溝通」（integrated marketing communication；簡稱IMC）之重要性，顯示在市場競爭日趨激烈的今日，規劃整合性的推廣策略才能有效運用行銷資源達到最大的綜效。 因此本研究主要探討「促銷與否及活動類型」（價格促銷、贈品促銷、無促銷）、「品牌呈現方式」（直接比較、分開比較--有主題廣告）、「品牌層級」（高品質/高價格品牌、低品質/低價格品牌）對於「消費者選擇率之變化」的影響，並且加入「產品類別」（功能性產品、享樂性產品）作為調節變數。 經過分析的結果發現： 一、享樂性產品提供享樂性贈品的促銷效果比價格促銷的效果更佳，但不顯著。 二、功能性產品提供功能性贈品的促銷效果與價格促銷的效果相若，甚至更好。 三、在直接比較時，低品質/低價格品牌進行價格促銷的效果皆比高品質/高價格品牌的效果更佳。此發現與過去的研究結論相反。 四、主題廣告與贈品促銷同時進行時（亦即在分開比較的情況下），低品質/低價格品牌進行價格促銷後所增加的選擇率與高品質/高價格品牌所增加的選擇率差不多，但在直接比較的情況下，低品質/低價格品牌所增加的選擇率卻明顯大於高品質/高價格品牌增加的選擇率，亦與過去的研究結論相反。 五、在直接比較時，低品質/低價格品牌進行贈品促銷的效果比高品質/高價格品牌進行贈品促銷的效果佳。 六、主題廣告與贈品促銷同時進行對高品質/高價格品牌較有利。 七、不論是功能性產品或享樂性產品，贈品促銷的效果皆比價格促銷的效果佳。 / There are many kinds of promotional activities. It is a worthwhile problem to investigate the synergy between promotional mixes. Recently, the academia and business start to pay attention to this problem and brought up the importance of “Integrated Marketing Communication”. It means that only integrated promotional strategy can effectively utilize marketing resources to reach the greatest synergy in today’s increasingly competitive market. Therefore, the purpose of this study is to examine the effects of “presence and types of promotion” (price promotion, premium promotion, and no promotion), the “types of presentation of the brand” (directly compare and separately compare — with feature advertisement), and “brand tier”（high quality/price brand and low quality/price brand）on ”the variation of consumer choice rate”, including the moderator of “product type”（functional product and hedonic product）. The conclusions are as follows： 1.The effect of hedonic premium of hedonic products is better than price promotion, but it’s not significant. 2.The effect of functional premium of functional products is equal to price promotion and even better. 3.When directly compared, the price promotion effect of low quality/price brand is better than that of high quality/price brand. This finding is opposite with the research conclusions drawn before. 4.When feature advertisements and premium promotions are proceeding simultaneously（that is, in the separate comparison condition）, the amount of increase in consumers’ choice rate after the price promotion is about the same for low quality/price brand and for high quality/price brand. However, in the direct comparison condition, the amount of increase in consumers’ choice rate is significantly greater for the low quality/price brand than that for the high quality/price brand. This finding is opposite from the research conclusions drawn before. 5.In the direct comparison condition, the effect of premium promotion of low quality/price brand is better than that of high quality/price brand. 6.Proceeding feature advertisements and premium promotions simultaneously is more advantageous for the high quality/price brand than for the low quality/price brand. 7.For Both functional and hedonic product, the effect of premium promotion is better than price promotion.

時尚產業快速蓬勃發展，讓其生產鏈共同製造出的環境污染，已讓我們不得不正視其嚴重性，涵括了全球大量使用農藥的棉花田、面料染色需要大量的水資源、第三世界的血汗工廠、以及大量生產的廉價服飾，人們的慾望不斷被挑起，低廉的價格讓人們得以毫不節制地不斷購買服飾，穿不到的服飾變成在第三世界被掩埋的垃圾，這些對環境的傷害和浪費的資源，已遠超過我們可以回收的資源了。時尚產業已成為繼石油之後，位居環境汙染的No.2的幫兇。當一切的美意不再，時尚產業開始省思甚麼才是真正的美好?時尚產業所創造的社會價值是甚麼? 現行「從搖籃到墳墓」(cardle-to-grave)的產品設計不僅在環境上造成傷害，也缺乏經濟效益，因此在許多方面，尋求永續性的替代方案， 發展出創新的再利用方法所帶來的利益， 將比大部分人所能想像的還要多。 本研究主要的目的在於了解並釐清通過回收再造的循環經濟理念，時尚產業的企業以創造社會價值為前提，以商業手法獲取合理利潤得以持續經營的商業模式創新。因此，在研究問題上首先將先釐清循環經濟的本質與面貌，接著探討時尚產業對環境之衝擊和影響以及永續時尚的定義和商品結構。同時，藉由國內外最新的循環經濟的商業模式創新分析，與研究者對於時尚產業運作方式的資料收集，深入剖析永續時尚如何結合消費市場變化與社會的脈絡二者合而為一的過程，以提供國內時尚產業了解國際永續時尚營銷市場的脈動與需求，以提昇開發全球永續時尚產品的能力。 並藉由研究結果提供國內時尚產業對永續時尚資訊運用上，與歐美時尚產業同步運作的速度，並統整永續時尚產業鏈的機制與系統，以期台灣時尚產業、製造業成為發展永續時尚的亞太區重心。通過研究的探討，研究者以永續時尚為核心，提出創新商業模式。以平台概念串接消費者和供應商使其為橋梁，將永續時尚資訊收集途徑系統化，並能使其資訊透明化和有提供有效環保數據，並銷售得到消費者信賴的對地球友善之商品選項，期待成為有利於雙方的商業模式。 / Due to rapid developments in the fashion industry, the transformed production chain has created high environmental impacts. There are various sources in the production processes that casued destructions to the world, for example: the use of pesticides in cotton fields, fabric dyeing consuming great amount of water resources, the use of the third world Sweatshops, and a mixture of strategies of mass-produced cheap clothing. Consumers’ desires are constantly being provoked by those low-price and fast fashion while clothes were thrown to the third world to be buried. The pace of waste generation is far more faster than the speed of material recycling. It’s time to think about values verse demages created by the fashion industry. The primary goal of this study is to understand and clarify the concept of circular economy that promotes greater resource productivity. The aim is to reduce waste and avoid pollution by promoting a sustainable fashion design model on a crowdsourcing platform. Sustainable fashion is a part of the growing design philosophy and trend of sustainability, it is to create an eco-system which can be supported indefinitely in terms of human impact on the environment and social responsibility. The system can be seen as an alternative trend against fast fashion. For these purposes, this study will clarify the relationship of circular economy and fashion industry though the primary focus has remained on improving the impacts of productive processing and material provenance. Meanwhile, the study will examine business cases of circular economy to enhance the development of sustainable fashion platform. The findings are useful for Taiwan fashion industry to strengthen their design and development of sustainable fashion to lead Asia Pacific center. The study explored the influence of sustainable fashion on aspects of design, production, marketing, and innovative business model. The proposed platform provides information and goods of sustainable fashion and builds a channel which connects suppliers and consumers.

欲建構一個全方位的電影基地，實為龐大且複雜的計劃。臺中市政府新聞局於2011年開始規劃並落實建構的「中臺灣電影推廣園區」，研究者為該計畫決策執行兼推動者，故以行動研究的親身參與及實際觀察法，透過反省與修正探索建構一個全方位電影基地過程中，其關鍵問題與因應策略的現象及影響；歸納分析因各不同環境或人為因素變動，以及所選擇因應策略對產出結果的影響。期待本研究結果能成為未來類似計畫之參考。 本案研究者依系統循環的概念，以圖示歸納關鍵事件與因應策略對應後產出的結果，比對其變革後的結果與最初規劃目標之間的連結關係，從本研究發現中得出結果如下： 1.電影政策與城市行銷，可有直接的正向聯結關係。 2.一個計劃在建構期間出現無法預設的變革為正常現象。 3.良好的溝通與協調，亦可能成為影響結果的重要因應策略。 4.選擇得當的因應策略，即使改變，也可能出現比預期還好的成效。 根據本案的研究發現，提出建議如下： 1.全方位的電影文化與相關之產業政策應持續支持及推動。 2.變革雖為正常現象，但堅守目標、宗旨與原則，持續培植人才仍為重要使命。 3.即使觀念或訴求不同，但在追求社會與文化進歩發展的觀點下，更需透過理性的溝通與協調，求取共識。 4.變革可以期許出更好的新局與未來，但過往的歷史與紀錄，仍是新時代影像工作不可棄置的重要觀點。 / The objective is to build an all-purpose movie operational base and overcome any possible complications regardless the scale of them. The Information Bureau of Taichung City Government has started implementing the construction of “ Mid-Taiwan Movie Promotion Park” since 2011. The research unit for this particular project is also the project promoter and the executor. In other words, this project researcher was able to personally participate and inspect the production process through in person observation where the researcher could reflect on the adjustment made to target key issues in the park establishing process. The project researcher categorizes and analyzes these the park establishment strategy and analyzed results may also be affected by various human and environment factors. The purpose of this research is to have the analysis brought to the public and thus makes a positive impact for similar future projects. The researcher utilizes a system circulation concept and further demonstrates and clarifies this concept via diagram and visual presentation. The system circulation concept not only compares the result after modifications and the initial goal, but also bridges the relation between the result and the initial goal. The research reveals the following listed below: 1.The relationship between movies related policies and city marketing could be direct, positive, and constructive simultaneously. 2.It is typical that unpredictable barriers appear during the construction period. 3.Friendly constructive communication and coordination could be a key factor that affects the project outcome. 4.Appropriate response could result a better-then-expected outcome. Suggested strategies according to the research listed below: 1.An all－purpose movie culture and its related industries policies should be supported and promoted in a persistent and everlasting manner. 2.Although proposed plan may not always implement accordingly, the big picture is to stay adhere to goal, purpose, and principle and continue to cultivate talents. 3.It is particularly important to reason rationally and coordinate to reach a mutual aim when parties express difference aspirations and perspectives. 4.Changes could motivate breakthrough and, at the same time, it is crucial to keep the past in the back of the mind and note from the it.

在現今之知識世紀裡，智慧財產權已經成為一國技術進步程度的指標，因此一個國家的智慧財產權制度對於該國產業發展的影響力已愈來愈大。而我國擁有許多的農業試驗與研究機構，加上農業相關技術之法人機構，我國的農業研究投入資源與產出具有相當的規模，加上我國各農業試驗機構的努力，使得我國農業研究成果相當豐碩，在現今智慧財產權有價的時代裡，我國農業研究成果的正式智慧財產權數目如發明專利、新型專利、技術移轉件數、技術移轉權利金等卻相當低。 本研究透過訪談之初級資料搜集，加上文獻資料等次級資料，從產業部門、智慧財產權法律部門、政府部門、學術及研究機構等四角度切入，探討我國農業技術之智慧財產權管理政策與制度。主要的探討方面有五方面：對我國農業之智慧財產權觀念的看法、有關農業智慧財產權法律條件之保護程度、我國智慧財產權制度對於農業創新的影響、農業推廣制度對智慧財產權保護的影響以及農業技術援外對智慧財產權保護的影響等。 本研究發現，智慧財產權觀念在農業研究人員與產業界之間存在著很大的落差。我國現有的農業研究成果的智慧財產權保護程度不足，使得我國農業研究成果取得積極性的智慧財產權保護數量較少，加上農業技術肩負有農業技術援外的外交任務，因此我國智慧財產權制度鼓勵農業創新的效果較差。而我國的農業推廣制度自日據時代以來，即與農業研究相並行，因此具有服務農民的「公共財」精神，以技術擴散為原則，與智慧財產權的私有化觀念有所差異。 本研究建議，我國現行之農業技術成果智慧財產權管理政策與制度，必須加強與智慧財產權各相關議題進行緊密的連結；我國的農業推廣制度也須扮演銜接產業界與研究機構間的橋樑角色，教育農業推廣人員與農民，以鼓勵農業創新的發展；我國相關的法令規章與相關的配合管理制度也必須加快腳步，以因應技術的快速發展並符合國際間一致性的規範。