本論文的研究目的之一在於測度台灣電子產業廠商在經營時，企業所採行的公司策略是否會與其在市場導向的選擇發生關聯；另外本研究第二個目的是，國外研究文獻作出市場導向會對企業績效產生正面影響的結論，本研究嚐試去驗証此結論在台灣電子產業上是否也能成立；最後，本研究也想了解台灣電子產業會使用何種推廣活動，並進一步應証推廣活動與公司策略和績效表現之間是否也存在著某種特定關係。 透過研究問卷收集廠商資料之後，本研究事先針對資料進行因素分析以便找出台灣廠商的公司策略和推廣活動的型態，然後再把分析出來的公司策略型態、市場導向型態、推廣活動型態和績效表現進行路徑分析的工作，找出在這四者之間的互動關係。 根據實証結果的主要發現如下： 　1、市場導向的三項分構念（顧客導向、競爭者導向和部門功能整合導向）的確會替企業帶來較佳的績效表現。 　2、公司策略與市場導向存在著十分密切的關係，不同公司策略會影響企業的市場導向取向，其中，差異化策略對三個市場導向的分構念皆會產生影響，而且差異化策略對績效表現的影響效果必須透過其所關聯之市場導向才能顯現出來；另一方面，成本領導策略只能透過競爭者導向才能得到較好的績效表現，該策略與顧客導向和部門功能整合無關。 　3、差異化策略的廠商會十分注重推廣活動，而且，推廣活動也是差異化策略廠商用來影響績效表現的路徑之一；而成本領導策略廠商則不關心推廣活動。 因此，依據研究結果，建議廠商在經營時必須以市場導向為出發點，重新思考企業的經營作風，並慎選公司策略，配合適當的市場導向全力執行。

本研究旨在探討國內公共圖書館兒童電子書推廣活動現況，以深度訪談法了解國內公共圖書館兒童電子書推廣活動意義與內涵、種類、策略與規劃設計、兒童電子書推廣活動與傳統閱讀推廣活動差異等。故本研究之研究問題為：(一)公共圖書館兒童電子書推廣活動的意義為何？(二)公共圖書館兒童電子書推廣活動的辦理方式為何？(三)公共圖書館兒童電子書推廣活動的策略與宣傳方式為何？(四)公共圖書館兒童電子書推廣活動的規劃設計為何？(五)公共圖書館兒童電子書推廣活動的評鑑方式為何？(六)促成公共圖書館兒童電子書推廣活動的成功因素為何？(七)公共圖書館兒童電子書推廣活動實施時所遭遇的問題有哪些？ (八)參與公共圖書館兒童電子書推廣活動讀者的看法為何？(九)公共圖書館兒童電子書推廣活動與傳統推廣活動的差異為何？ 本研究先以網站分析法了解各圖書館網站提供兒童電子書網站服務的情形；深度訪談法訪談五所大型公共圖書館，包含臺北市立圖書館、新北市立圖書館、國立中央圖書館臺灣分館、國立臺中圖書館和高雄市立圖書館等。最後再針對參與過公共圖書館兒童電子書推廣活動的讀者進行深度訪談，探討其參與的經驗，共7位讀者，包含4位兒童讀者和3位成人讀者。 綜合各項資料歸納出九項結論：(一)推廣服務有助於兒童電子書的推廣。(二)公共圖書館兒童電子書推廣活動的辦理方式多元，專為兒童電子書推廣而辦理的活動有兒童電子書閱讀、電子資源利用研習、班級訪問活動、到校授課和主題活動。(三)其推廣策略有地區的推廣、對象的推廣和項目的推廣。宣傳活動管道，主要為透過網站、電子報/E-mail、館舍、刊登館內文宣等。(四)公共圖書館兒童電子書推廣活動的規劃設計有七要項，包含參與對象、推廣活動的型態、電子書與資料庫選擇原則、授課人員、時間安排、場地安排、教材與電腦網路設備。(五)公共圖書館兒童電子書推廣活動的評鑑方法有八種：問卷調查、參與數量統計、使用統計、自我評鑑、學習單、觀察法、訪談法、電子資源問題諮詢紀錄。(六)促成公共圖書館兒童電子書推廣活動的成功因素，主要有長官的支持、政策的支持、母機構的支持和充足的人力配置。(七)公共圖書館兒童電子書推廣活動實施時所遭遇的問題，主要為人力不足 (八)參加兒童電子書推廣活動讀者肯定推廣服務的價值。(九)公共圖書館兒童電子書推廣活動與傳統推廣活動的差異包含電腦素養、電腦科技的接受度、授課環境要求較高、兒童電子書的多媒體設計與格式要求。 最後本研究針對公共圖書館兒童電子書推廣活動之現況提出五項建議(一)提升圖書館館員電子資源與推廣活動的專業能力。(二)解決公共圖書館館員人力不足的問題。(三)提升圖書館的電腦軟硬體設備以支持電子書服務。(四)兒童電子書網站服務也是推廣服務一環。(五)公共圖書館應強化兒童電子書館藏。 / The theme of this study is to investigate the current promotion activities of the children e-book in the public libraries in Taiwan. Depth interviews are implemented to comprehend the (1) significance & connotation (2) the types of activities (3) strategy and (4) planning and designing (5) the differences between the children e-book and traditional reading. The theme of this study are: 1.What is the significance of the promotion of e-book in the public libraries? 2. What are the right way to conduct the e-book promotion activities in the public libraries? 3. What are the planning and desinning of the children’s e-books promotion activities in public libraries? 4. What will be the key concerns when a children e-book promoting activity will run in a public children library? 5. What are the evaluation methods of the children’s e-books promotion activities in public libraries? 6. What are the factors that make the children e-book to be promoted successfully in the public library? 7. What are the problems encountered when the children e-books are promoted in the public children library? 8. What are visitors’ opinions after participating in a children e-book promoting activity? 9. What are the differences between a children e-book promoting activity and traditional promoting activity? Websites analysis and depth interview are used in this research. During the proceeding of this research, website analysis is used to learn how the e-book websites offer their services. Consequently, 5 major public libraries including Taipei City Library, New Taipei City Library, National Central Library-Taiwan branch. National Taichung Library and Kaohsiung City Library and etc.. After all these, the readers who have ever attended any e-book promotion activity are also invited to have this interview to learn their experiences. 7 readers, 4 children and 3 adults were interviewed. Nine conclusions are made after studying all the data: (1) Marketing services can help with children’s e-book promotion. (2) E-book promotion activities have been conducted through multiple ways in the public libraries. For example: children’s e-book reading, workshops on utilizing electronic sources, visiting classes, teaching in schools and running theme activities.(3) Marketing has different strategies, different groups and different items. The main promotion connections are websites, electronic newspapers and e-mail, library buildings, public organizations, publishing promotion ads in the library and so on. (4) Seven projects concerning children’s e-books in the library are promoted through the children e-book promoting activities in all the public libraries in Taiwan. The sub-projects are the objects targeted, the types of activities promoted, the principles of choosing e-books and e-data, instructors training, schedule arrangement, location arrangement, teaching materials preparation and computer and network facilities set up. (5)There are eight different approaches to conducting the evaluation of children’s e-book promotion activity in public libraries: (a) questionnaires (b) statistics of participating numbers, (c) statistics of use, (d) self-evaluation, (e) learning sheet, (f) observing method, (g) interviews, (h) records of electronic consultation questionnaires .(6)The major factors that make the e-book able to be successfully accepted in public libraries are the full support from (a) those in charge, (b) policies (c) proper placement of personnel activity.(7) The major reason for encountering problems is insufficient personnel activity when the promotion activities were running in the public libraries.(8)The readers who attended the children’s e-book promotion activities confirm the value of e-book promotion.(9)The differences between the children’s e-book promotion activity and traditional promotion activity in the public libraries are (a) one's general ability with computers, (b) the acceptance of computer technology (c) expecting a better studying environment (d) demanding multi-media design and format in their e-books. At the last part of this research, 5 suggestions in connection with E-book promotion activities conducted in the public libraries are brought up here. (1) Promote the professional librarian’s capability concerning the Children E-book promotion activities. (2) Settle the problem of insufficient human resources in the public libraries. (3) Promote E-book service by upgrading facilities of computer software & hardware in the library. (4) Services of Children e-book websites is also a link in chain. (5) The public libraries should strengthen the collection of children’s e-books.

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.