病毒行銷這個議題雖然主要是行銷理論的探究，但其原理卻是根據較基本的學門整合並配合擴散的現象建立的，因此這些本研究的結果不僅可以供網路行銷者的使用以外，也可以提供文化擴散、廣告行為、語文演變、甚至典範移轉的擴散行為研究之參考。 注射器與載體部份的實驗結果，操縱組與控制組效果差不多，甚至可說更差，但寄主組與進化組的效果則都有9倍以上的效果，可見選擇寄主十分重要，而注射器與載體則要配合寄主的設計才能有效果的發揮。這部份的結論與第四章最後一節的假設相同，因此該節的搭配原則設計方式可信度相當高。 因此綜合本研究的證據，回顧本研究在第二章所類比而得的，病毒行銷的架構假設，如下圖： 其中在如何使寄主消費與製造方面，確實可以類比為病毒在寄主體內的自我複製行為，而傳播則類比為衍生子行為、進化類比為突變子行為。病毒本體除了基因是預設的產品、服務等行銷目的以外，本研究也認為選定目標寄主可以提高病毒行銷的效果，因為以病毒來說，在一個全是可感染寄主的群體中與一個有多種寄主的群體中，當然是在前者的感染效率會較佳。而蛋白質外殼類比為載體相當正確，雖然單一效果不明顯，但其不可或缺性可以在進化部份的實驗以及個案研究中獲得證實。注射器在病毒生態中也是一個不明顯的角色，類比到病毒行銷中也是一個單一設計效果不明顯的部件，而其結構組成跟載體相同則也在某種程度上反應了載體與注射器是一體的兩面，一個專司防禦一個專司攻擊。 回顧一開始本研究所設定的病毒行銷暫時性的操作型定義，「所謂的病毒行銷是可以由行銷者依據行銷目的的不同，而為該目的設計出的一套專屬的、能夠經由自我擴散的方式以完成該特定行銷目的的完整線上行銷策略。」經由到現在的推理結果可以發現該定義可以擴展如下： 所謂的病毒行銷，是可以由行銷者依據不同的行銷目的（基因），根據不同的顧客族群（寄主）特性來選擇與設計的，為完成該特定目的的、專屬的、能夠經由特定管道（注射器）自我擴散的、擁有特定形式（載體）的一套線上行銷策略。 整理本研究重點如下： 1.任何公司都可以採用病毒行銷，用本研究的語言為，基因可以為任何產品、品牌、甚至策略目標。 2.當選擇的行銷目的確定了以後，目標顧客也同時被確定。行銷者的工作是尋找出來並設定為目標。換句話說，基因與目標寄主是成對的。 3.適當選擇或設計行銷目的的表現形式可以提高行銷效果。換句話說，經由適當設計過的載體可以提高病毒行銷的效果。 　4.要影響顧客的行為，必然要先能引起顧客的動機，而引起顧客動機的資訊也要能包含在病毒行銷之中。 　5.每一次的病毒行銷應該都是一套完整的行銷策略，唯有適切操作本研究所談及的四個部件才能發揮完全的功效。 　6.本研究所討論的病毒行銷與直銷、傳播研究所謂的二級傳播理論之差異如下表所示： ┌────┬─────────────┬────┬──────┐ │　　　 │病毒行銷 　　　　　　　│直銷 │二級傳播 　 │ ├────┼─────────────┼────┼──────┤ │傳播者　│包括顧客與傳播的中心點　　│顧客　　│傳播的中心點│ ├────┼─────────────┼────┼──────┤ │績效評估│經設計過後可以被估算 　 │可以 │不行 │ ├────┼─────────────┼────┼──────┤ │應用範圍│本研究中暫時限制為虛擬世界│實體世界│不限 　　　 │ └────┴─────────────┴────┴──────┘ / Viral marketing was first to be mentioned in the article of the fast company web site in december, 1996. In this article, the auther give virus marketing the defination of “a marketing method which spreads itself automatically”, and people who see this article adopted it, too. Although this defination is clear, many people treat viral marketing as another name of ”e-mail marketing”. e-mail marketing means using the e-mail system as a tool of marketing. For the characteristics of e-mail are convenient, cheap, public and “people spread it volunteerly”, most early examples of viral marketing use e-mail as their tool to spread. That’s the main reason the two concepts was confused. Objectives This research tries to reach three main objects： ● Give viral marketing an academic definition ,which means the marketing manager could repeat the approach to get similar result. ● Find the components of viral marketing so that the characters could be descripted ,and the main parts that should be operated could be assured. ● Try to find the relation between the viral marketing locus and the environment where it is happening. Research Structure According to biology theorem, virus’ life cycle was discovered almost completely. That’s the main reason for the research taking virus’ life cycle as a reference of reseach structure. To avoid of lacking any component which is important and to define the main category, the adapting is neccesary and decisive. After observing about 500 cases for 3 months, components of viral marketing was formed gradually. Under the strict analogy logic molted from the concept of “analogism”, the main components that should be operated was figured out. They are Injector, Carrier, Host, and Evolution. Injector and Carrier are both inside the “virus” which was made by the marketing manager or virus designer. Host is another name of customer. Evolution is an component which only bring obvious effects when the environment element was taked into consideration. Redraw the components’ relation as follows: In this model, there are four action which are not mentioned above. Produce explains where the virus from, Infecting refers to the reason that a virus could influnce host’s behavior, Consuming is the action to complete the full cycle. Spreading and evoluting was co-variating actions that were discussed in the evolution chapter. Case Choice For the different purposes in this research, the types of cases choosed were diversing and the amount was large. Most effort was taked in observing the e-mail everyday. Tracing each email, counting their spread period, and analyzing the success or fail key factors. To analogize the virus’ life cycle, the meanings of components in the real world are required. For this purpose, Hotmail, ICQ, and Ctrl-Mail were chosed as the real world cases of viral marketing. Hotmail and ICQ were both selected as sucessful examples of viral marketing extensively. Ctrl-Mail was chosed for their high technology background and technology-oriented company strategy so that viral marketing will not be misunderstanded as another IT method nor marketing concept but a mixture of concept and method. Research Methodology The first part of this research was based on the ground theory. To build the open category, about 200 cases was studied to defined the main category of viral marketing, and 3 primary cases was analyzied to analogize the structure of the research, using the research methodology of “Right Analogy”. Right Analogy is constructed on the same logic of anlogism, which requires 2 similar objects shall the same but one critical difference, and then the characteristics is analogied possible. Under the logic, the primary category can be constructed, and the theory can be extracted from the cases we observed. Conclusions 1. The definition of viral marketing can be described as follows:“ Viral marketing is an online strategy which is in an particular formation, can spread itself through the paticular chnnels and if marketing managers, designers, or any one who need it can design it personally to reach a particular object.” 2. Virus’ gene can be any product, brand, service, and even a strategy object. 3. When the marketing object was chosen, the target customer was assured at the same time. In another words, gene and host in viral marketing are coupled. 4. Proper represet formation can induce higher marketing effect, that is, a proper designed carrier is better. 5. The differences between viral marketing, direct selling, and second-level communication were showed as follows: ┌──────┬────────────┬───────┬─────────┐ │　　　 │Viral marketing │Direct selling│second-level │ │　　　 │ │ │communication │ ├──────┼────────────┼───────┼─────────┤ │communicator│Customer and the center │Customer │the center of │ │　　　 │of the communication │ │the communication │ ├──────┼────────────┼───────┼─────────┤ │Achievement │Can be estimated after │yes │no │ │estimation │being designed │ │ │ ├──────┼────────────┼───────┼─────────┤ │Applied │Virtual world limited │Real world │No limited │ │situation │in this research │ │ │ └──────┴────────────┴───────┴─────────┘

本論文著眼於「共時」與「歷時」兩個視角，並從方言、跨語言現象及歷史語料討論「喫」「吃」「乞」的相關議題，包括歷史音韻、方言語法、歷史語法。 根據我們的研究結果顯示，「喫」「吃」兩字來自於「齧」「齕」的部件取代，而「喫」「吃」混用的機制是聲符「乞」「契」的音同所致，最終「喫」「吃」形成異形同義字。另外，也針對表示飲食義的「喫」進行歷史音韻的推測，按照音變的規則「見」系「溪」母的「喫」在現代漢語應讀為顎化音，但在詞彙擴散的效應下部份的聲母，流入中古的「照」系，其他的例子像是「廈」「閘」也循此變化模式。 文獻指出元明以後「喫」「吃」「乞」三者都有當作被動標記的用例，並且相互的混用。透過閩方言的音韻資料顯示，「喫」「吃」「乞」表示被動的語義根源並不相同，三者的混用主要是在歷史音變中形成一組同音字。 閩方言中有一個單用的入聲「乞」兼表給予、使役、索取、被動。而在閩南地區被動用法則為「乞與」或以授予動詞「與」兼用。因此，我們建立了一個假設：閩方言內部的被動標記「乞」可能有不同的語義根源，一個是和授予動詞「與」複合的「乞與」朝向授予>使役>被動發展；一個是「乞」由索求到被動。為了論證這個觀點，本文從英語的“get”作為觀察，並討論了「與格轉換」、「詞義分解」、原型施事受事理論。 從方言語料顯示「乞」可以出現在動詞及與格標記的位置，形成S+乞+DO+乞+IO；以及雙賓結構「乞+IO+DO」。透過與格轉換理論，前者可以推導出後者，另外歷史上也見到「乞與+IO+DO」的雙賓句式，這兩種句式的存在就是為了辨義作用，如同漢語的「借」和「借給」。閩方言裡不使用「乞與+IO+DO」的雙賓句式，因此我們推測當「乞與」形成之初是一組反義並列，隨著「與」的共現和語法化「乞與」複合成使役動詞並列，並朝向被動標記發展。對照「乞與」的發展推測，單用的「乞」其來源就值得探究。 閩方言單用的被動標記「乞」基本上都必須帶有施事者，形成長被動「NP1+乞+NP2+V」，但有少數的用例顯示，仍可以接受不帶施事的短被動「NP1+乞+V」。動詞「乞」的語義本身就帶有下對上的位階關係，因此操控權並非只限於 「乞」的主語。據此，論文的最後一章推測短被動「乞」的形成有兩個重要條件：動詞作格化(被動化)、動作事件的發生是在非自願性(不幸說)。歷史上「乞+N」最早出現，但是因為名詞動詞的模糊性產生「乞+N」>「乞+V」如「乞降」。 而長被動「乞」的產生，透過其他被動式的觀察，其發展應和「NP1+被+V+於+NP2」這個結構有關，透過句法操作、句式趨向最終產生「NP1+乞+NP2+V」。 兩相對照，短被動是在「乞+V」中「乞」重新分析為一個次要動詞(副動詞)；而長被動是在句法操作生成。 關鍵字: 詞彙擴散 被動標記 與格轉換 作格化(被動化) / Abstract This paper is aimed at two perspectives, “synchronic time” and “diachronic time,” and explores issues relating to “喫” “吃,” and “乞” from dialect, cross-linguistic phenol, and historical corpus discussions, including historical phonology, dialectic grammar, and historical grammar. The results show that the two words “喫” and “吃” are replaced by the “齧” and “齕” parts, while the mixed mechanism of “喫” and “吃” is derived from the homophone of “乞 (beg)” and “契”(bond), thus leading to the synonyms “喫” and “吃” Additionally, targeting the word “喫” that means diet, historic-phonology-related speculations were made. According to the sound shift rules, the word “喫” with “見” system and “溪” constituent should be pronounced as a palatalized sound (tilde) in the modern Chinese language. However, under the influence of lexical diffusion, some consonants fall under the “照” system. Other examples such as “廈” and “閘” also follow this pattern. According to literatures, there have been cases of “喫” “吃” and “乞” used as passive markers, which have been alternatively used. According to the phonological information of the Min dialect, it shows that the semantic roots of “喫” “吃” and “乞” are not the same and that the alternative use is mainly to form a set of homophones from the historical sound shifts. In the Min dialect, there is a single checked tone “乞” which means “give, causative, beg, supplicate, and passive.” In the Minnan region, the passive usage is “乞與” or the dative verb to be given “與.” Hence, the hypothesis is the passive marker “beg” in the Min dialect may have different semantic roots: one is the dative verb that compounds with “與” and “乞與” which are headed toward the direction of give>causative>passive; the other is the word “乞” that shifts from demand to passive. In order to demonstrate this point, the English word “get” was observed in this paper. The dative shift, lexical decomposition, and Porto agent Porto patient were explored. The dialectic corpus shows that “乞” can appear in the position of the verb and dative marker, thus forming S+乞+DO+乞+IO and the double object construction 乞+IO+DO. Through the dative shift theory, the latter can be deduced from the former. Additionally, the “乞與+IO+DO” double object construction has also been throughout history. The existence of the two sentence patterns plays the role of “to distinguish,” just like “borrowing” and “lending” in the Chinese language. In the Min dialect, the “乞與+IO+DO” double object construction is not used. Therefore, it is speculated that “乞與” was first formed as a set of opposite (meaning) antonym. With the collocation of “與” and the grammaticalization of “乞與” compounded to form and tie with the causative verb and head toward passive marker development. In conjunction with the development of “乞與” it is speculated that the source of the sole use of “乞” is worth exploring. Basically, the passive marker “乞” used in the Min dialect must have a causal agent, forming long passive construction “NP1+乞+NP2+V.” However, few cases show that short passive construction “NP1+乞+V” without a causative agent is still acceptable. The verb “乞” itself possesses the semantic bottom-to-top relationship. Thus, the control is not restricted to the “乞” subject. Accordingly, the last chapter in this paper covers two speculated important conditions that contribute to the formation of “乞”: ergativization/passivization and occurrences of actions that are involuntary (sad to say). In history, “乞+N” first appeared, but due to the ambiguity of the nouns and verbs, “乞+N” > “乞+V” such as “beg to surrender or got tamed” resulted. On the other hand, the generation of the long passive “乞,” as observed through other passives, is associated with the “NP1+被+V+於+NP2” structure. Through syntactic operations and sentential convergence, “NP1+乞+NP2+V” eventually resulted. In contrast of the two, short passive is the reanalysis of “乞” in “乞+V” to derive at a secondary verb (coverb), while long passive is generated through syntactic operation. Keywords: Lexical diffusion, Passive markers, Dative shift, Ergativization (passivization)

生活中在使用相機時，由於機器晃動或物體移動所造成的模糊影像時常可見。當影像模糊的成因是影像曝光時間內相機與拍攝物體相對線性移動時，則我們稱為線性動態模糊。理論上，模糊影像可以表示成原始影像與點擴散函數的旋積，本文的研究重點為點擴散函數中模糊參數的估計，雷登轉換將被運用在此問題上。我們首先介紹兩個現有方法，我們將探討這些方法中用來消除雜訊的步驟之適用性及必要性。另一方面，在模糊參數的估計過程中，我們在雷登轉換加入圓限制以及採用移動平均法。我們透過實驗證實，本篇提出的方法可以獲得更準確的估計結果以及更好的模糊影像還原效果。 / Nowadays, collecting a digital image becomes convenient and low-cost due to rapid progress in digital camera technology. Blurred images frequently appear because of camera shake or moving objects. There are several different types of blur. When the blur is caused by the linear motion between the object and the camera during the light exposure, it’s called a linear motion blur. Mathematically, a blurred image is expressed as a convolution of a point spread function and the original image. Our study considers Radon transform for the estimation of the point spread function. To improve the existing methods, a circle restriction and the moving average method are applied in the estimating procedure. Through intensive experiments, the proposed method is found enable to produce more accurate estimation and better performance in image restoration.

在現代資產定價的研究中，短期利率扮演一個很重要的角色。短期利率模型中最重要的一類是連續時間的擴散模型(continuous-time diffusion model)。這些模型有一個特性：假設已知利率的動態過程，亦即對利率模型的漂移項及擴散項作特定函數型態假設，而並無完整的經濟理論說明為何如此設定。我們知道不同的利率模型設定會推導出不同的商品評價公式，因此任意函數型態的模型一旦設定偏誤太大，勢必對評價公式的準確性造成很大的影響。有鑑於此，近幾年來利用無母數統計方法來估計利率模型的文獻與日具增。因為利用無母數統計方法可以減少對利率模型的任意設定。 基於對短期利率模型任意參數設定的懷疑，以及欲探究台灣短期利率的動態過程究竟為何種型態，因此本文以Stanton(1997)的無母數統計法利率模型，以台灣貨幣市場30天期的商業本票利率資料作實證分析。而為了更清楚了解無母數法利率模型的表現，本文亦採用CKLS (1992)所發展的估計方法，以一般化動差法(Generalized method of moment, GMM)估計九個有參數利率模型，將所得到結果與無母數法的利率模型比較。最後，我們利用估計出的無母數利率模型來建構利率期間結構，並與實際資料作比較。 本文實證結果發現，台灣短期利率的動態過程不管是漂移項或擴散項函數皆呈現非線性型態，且漂移項函數呈現負斜率的均數回歸(mean reverting)現象，而擴散項函數大致是隨利率水準愈大而其數值亦愈大。因此若以非線性、具有均數回歸且擴散項是遞增的函數式來設定利率模型的參數，應該較能刻劃台灣短期利率動態過程。另外，從有參數模型的實證結果發現，漂移項或擴散項函數，只要其中一項設定有誤，不僅會使該項的預測能力變差，亦連帶會影響另一項的預測能力，進而也會影響模型的整體表現。這意味著以無母數方法來估計利率模型有其必要性。最後，我們利用無母數法利率模型所估計的利率期間結構與實際的資料比較，發現估計結果還算不錯。

近年來關於組織創新的討論已逐漸獲得各界的青睞，特別是在高度競爭的知識經濟時代下，各國企業體無不視創新為獲取競爭優勢的關鍵。我國中央政府多年來為因應目前世界趨勢變遷及取得國家競爭的優勢，亦致力於公部門的行政革新及政府再造的希望工程。惟綜觀當前國內對於創新管理的認知及討論，仍多是大量著重在以「研發」為導向的單一面向思考邏輯，對於以多元系統化思考為導向的論述則較為缺乏，特別是對於公部門自身組織創新能量的開發以及公部門創新個案的研析探討，似尚未予以高度關切。假若公部門能挹注更多心力和資源在自身組織創新作為的開發上，並加以組織化、系統化地循環創發產出，相信對於各級政府在施政困境上的突破，必然是會有所裨益的。 　　臺北市作為臺灣的首善之區，可謂是臺灣與世界接軌的重要窗口，自然無法自外於追求創新的時代趨勢之下。綜觀臺北市近年來的各方面施政績效，當中就屬「垃圾減量政策」所引領的環保革命風潮最具標竿性，其象徵的意義不僅是北市府施政魄力的展現，在另一方面更是市府及全體市民創新能量的匯聚。臺北市政府透過此些計畫和政策的相繼施行，策略性地扭轉了市民對垃圾處理的傳統觀念、成功地促使市民培養起減少垃圾產出量及勤做分類回收的生活習慣和環保意識，最後更串聯結合起公部門、環保團體、社區和市民等多方面的努力和能量，成功地達成「垃圾減量」及「資源回收」的施政目標。 　　臺北市此方面的成功經驗相當值得其他縣市政府師法學習，基此本研究對於臺北市垃圾減量政策的組織創新分析便置焦在「組織面的影響因素」及「執行面的策略思考」等兩個層次的議題研究上。關於組織面上影響因素的分析，即援用先前學者的主張，著重探討臺北市垃圾減量政策在組織結構、人員、文化、學習及激勵等五大構面的佈建和推展情形，藉此分析政府部門在推展創新政策時，其組織內部任務編組及配套計畫等方面，可以效法學習或強化改進的作法及方向。至於在組織創新執行面上的策略思考議題，則是跳脫以往部分學者所採取階段論式的分析，而主要將研究重點聚焦於組織創新執行過程中，具關鍵影響力的「創新方案本身的特質」、「創新方案傳播管道」及「外在環境因素的干擾」等影響變項上來加以析探。

著眼於全球生態與環境急速惡化之困境，環保政策成為各國政府傾力推動與執行的核心政策。企圖經由政策規劃與有效執行，達成教育社會大眾、進行社會行為變遷、保護全球生態的終極目標。環保署於2002年開始推動的限制使用塑膠袋政策即為一例。然而，限用政策通動力時至今，於2004年級2005年宣告部分政策停止執行。事實證明，限用政策之推廣與擴散受到阻礙。本研究為了尋求受阻原因，針對台北市文山區模範鄰里進行深度訪談研究，以及個案分析研究，希冀釐清限用政策執行障礙。 本研究針對政策行銷推廣擴散之面向，結合社會學研究方案中之創新擴散模式，以及政策行銷推廣模式，發現意見領袖之傳播途徑唯一有效影響社會大眾行為習慣之管道。歸納分析Everett M. Rogers曾進行的四個成功個案，發現有效之政策推廣及執行必須長期宣導、採行非強制性政策規劃與推廣、取得意見領袖高度認同、運用實際經驗影響與溝通模式，方能有效影響社會大眾，成功進行社會行為變遷，以利各項新政策運作執行。 　　本研究針對社區鄰里範圍內之研究分析得知，台北市政府進行限用政策推廣過程，未能妥適運用意見領袖傳播管道，同時礙於社會系絡與文化之差異，無法完全依循個案分析所歸納之各項成功運作因素，可能因此而導致限用政策未能達成預期目標。其中癥結包含：由上而下政策規畫可能無法運用由下而上之政策執行；限用政策未能取得意見領袖認同；政策宣導推廣時程可能過不足；強制規範性之政策規範可能引發反彈等等。因此，限用政策雖然應用了意見領袖的推廣宣導途徑，但是可能基於上述因素而導致政策推廣僅能達成部分預期目標。未來若能針對受阻因素適度修正，加強政策宣導與推廣工作，責各項環保政策可望能順利執行。 / Environmental Protection Policies play the magnificent role in the field of public policy since the environmental pollutions are getting worse and worse in the 21st Century. Environmental Protection Administration, Expectative Yuan (ROC) Taiwan had implemented the Forbidden to Use the Plastic Bag Policy since 2002 in order to protect the nature environment in Taiwan. However, part of this policy had been stop since 2004. There must some problems happened to make this policy incomplete, and this is also the research question. This research discovers that the Opinion-Leadership Communication Model, which is from the combination of the diffusion of innovations and public policy marketing, could be the most efficient communication path between the government and the public to implement the public policy. Through the further analysis of four successful cases adapted by Everett M. Rogers, there are several important elements, including long time to diffuse, no restricted policy, trust from the opinion leader, and experienced influence model, can make the policy implementation successful. The research findings offer the reasonable repressions for the fail of the Forbidden to Use of Plastic Bag. First of all, the policy marketing time is too short. Secondly, most of the local opinion leaders could not really understand this policy or even trust it. Thirdly, the bottom-up policy implementation model does not work with the top-down policy formation. Finally, the main purpose of this policy is to trigger the social change of the green shopping behavior, and the restricted policy implementation could not only fail, but also get more misunderstandings or complains from the public. The proper modifications shall direct a right way for this policy.

Web2.0締造了許多創業神話與熱潮，但是往往能夠迅速火紅的網站鳳毛麟角，因此本研究以網際網路史以來使用者擴散最快的網站- YouTube做為核心個案，共12個研究個案，研究兩個問題： 1. YouTube使用者能迅速擴散、人氣起飛的原因為何？ 2. 類似的概念許多影音分享網站比YouTube先做、有的和YouTube同時做，為何是YouTube第一個吃下市場，而非所謂有先進者優勢的創新公司？網路是服務複製十分快速的產業，面對後起者的大企業挾金彈攻擊模仿，YouTube為何仍能屹立不搖？ 早在1997年，在頻寬成本都還很高的時候，ifilm就已經開始了線上影片上傳的服務，後續也推出免費上傳影片。Break(1998) 也以主打男性幽默，累積了很高的影片數量，然而當時相關環境卻還不成熟，部落格和線上相簿分享都不普遍。。在2003~ 2005年間，同時有Metacafe(2003)、Grouper(2004)、Sharkle(2004)、Vimeo (2004)、Veoh (2005)、Revver (2005)等影音分享網站各自以精緻影評、P2P、藝術取性、利潤共享等概念切入市場。從YouTube(2005.2)的成長可看到一段不斷嘗試錯誤的過程，從一開始主打美女影片概念、「你的數位儲藏庫」、「上傳、標籤並與世界分享你的影片」、最後出現富有Web2.0精神、彰顯自我的「Broadcast your self」，Slogan改了四次，使用者介面設計也有大幅的改變，程式上也對處理遽增的流量做了大量調整。 資源豐富的大公司Yahoo! 在面對YouTube的成長無所知覺，堅守影片搜尋，錯失先機；而Google雖然比YouTube早推出，但卻仍從搜尋出發，並且對使用者上傳有嚴格的限制，歷經轉型線上影片商店失敗，最後以16.5億美金收購YouTube收場(2006.11)。YouTube發展出「嵌入影片」的功能 (2005.6)，使用者以病毒式擴散，MySpace成為其流量的主要來源 (超過20%)，引發MySpace自家推出MySpace video (2006)，誓言複製一個YouTube。但YouTube腳步並未因為複製而停下，隨著創意影片越來越多，持續針對使用者需求開發新功能，不斷快速設計、測試與修改，YouTube是與使用者共同開發、一同成長，成為YouTube魅力所在。 本研究發現：（一）在嶄新的產業或原創的領域中，學習對象並非專家或權威，而是市場。對於願景的堅持，不斷的針對市場修改，才是持續成長的原因。（二）連結比產能重要，應同時啟動網絡效應與間接網路效應：找到巨人的肩膀，有效利用外部資源，專注自己的核心（三）網路產業複製迅速，先進者難有優勢。優勢來自於企業能夠快速跟上環境脈動的反應力和市場觀察力。並且從利基市場出發，與使用者共同演化完整商品（四）草根策略：大量試驗以聆聽使用者的聲音，速度比正確重要，追求「夠好」而非「最好」，培養能讓創新不斷生長出來的土壤。（五）如果不能有效的輸入知識，核心能力=核心僵固。 / “Web2.0” creates lots of entrepreneur legends and becomes a new trend. But only few of the Web 2.0 websites can grow and become very popular. Therefore, this study picks “YouTube”, the fastest growing website in the Internet history as its core case, and it includes 12 study subjects in total. The two research questions are listed below. 1. Why did YouTube grow so fast? 2. The concept of video sharing which YouTube provided appeared frequently. Some of the websites started their service first; some of them did similar things at the same time. Why not the other competitors who had first mover advantage could win, but YouTube won? One of the characteristics of Internet Industry is “easy to copy”. When facing the competition of big companies which duplicate their idea and attacked with abundant resources, why did YouTube still survive? Ifilm (1997) started its online video sharing business when the cost of bandwidth was still very high. And it served online videos for free afterwards. Break (1998) featured male’s humor, attracted a large number of videos. However, the related environment was not ready. Blog and online photo sharing were not popular at that time. In 2003 to 2005, lots of similar competitors such as Metacafe (2003), Grouper(2004), Sharkle(2004), Vimeo (2004), Veoh (2005), and Revver (2005) established. Some of them used P2P technology; some of them had great editor reviews, and the others provided revenue sharing model. On the other hand, YouTube’s growth came from continuous try-and-error. It failed to be a hotties video sharing website in the begining, and then tried to be “Your Digital Repository”, “Upload, Tag and Share Your Video Worldwide”, and now positions itself as a website for “broadcast yourself” which represents the spirit of Web 2.0. The slogan of YouTube has changed for four times, and the user interface has also changed dramatically. When facing increasing users and videos, YouTube tuned their program very often as well. Yahoo! lost the timing of catching up. Because it stayed in its core capability- search. Although Google video got online a little bit earlier than YouTube, it still started from video search. Moreover, the upload policy is too strict. Google ended up with acquiring YouTube for 1.65 billion dollars after the failure of operating an online video store (2006.11). YouTube developed “Embed” feature and caused a viral spread. MySpace became its main upstream (over 20%). That made myspace build its own “MySpace video” service and vowed to duplicate a similar service as YouTube. Neverthless, YouTube was not stopped by MySpace’s reaction. As creative videos became more and more, YouTube continued developing new features to fit users’ needs. It rapidly went through the cycle of “build-design-test”. Because YouTube grew with its users, co-development with the users became its charisma. The findings are as following. (1) In a developing industry or a new field, the gurus are not experts or authorities, but are the market audience. The insistency of vision and the will to change with the market are the reasons why YouTube continues to grow. (2) Both network effect and indirect network effect should start and be used simultaneous. Linkage is more important than productivity. Take advantage of external resourses efficiently; especially take advantages of those giants in the other industry. Concentrate on company’s own core capability. (3) Because duplication happens often in the Internet industry, the first mover advantage seldom exits. The real advantage is from the ability of quick reaction and deep consumer observation. (4) Grass strategy: using a large scale testing to hear the voices of consumers. The changing speed is more important then accuracy. Pursue “good enough” solution, not “the best” one. The formation of enterprise strategy is like growing grass. The point is keeping the soil fertile and keeping it free to grow. (5) Core capability will be core rigidity if one company can not input knowledge into its organization.

1985年開始，台糖公司在不與民爭利的原則下拓展蝴蝶蘭事業的發展，延續台灣社會對於蝴蝶蘭的喜好與優勢，進行花卉產業之商業化；產業的萌生源於隸屬於國營事業體制下的正式化組織，基於組織中制度企業家之社會技能動員組織中的成員且策動策略變革，而讓組織固有的制度優勢得以發揮，也克服了體制僵化的瓶頸，而成就了蝴蝶蘭產業於台灣甚至在世界的發展。 本研究透過田野調查以及非線性之質化比較方法，試圖分析台糖開創蝴蝶蘭產業組織新制度的建構模式。研究時間點的劃分，主要以1985年蝴蝶蘭產業小型試種至2001年組織邁入新紀元為止。事實上，在制度環境的架構上，台糖公司發展新興產業的抉擇，隨時間而有階段性的選擇，凸顯了新制度理論在制度環境變遷上歷史性之偶然的觀點(Mizruchi et al. 2006)。事實上，台糖公司落實蝴蝶蘭產業之發展並使之商業化，必須透過三個面向予以說明，首先，制度環境上，組織透過鬆散式結合之運作邏輯化解正式化組織過於僵化的運作模式，並藉此運用正式化組織之資源，結合組織內外之正向的制度環境，發展領先的蝴蝶蘭經營與栽培能力。另外，能夠如此地善用組織資源與變革制度環境，關鍵在於推展產業時，組織任用具有社會技能的制度企業家，不僅聯繫組織內外之菁英，也創造了獨特的經營模式。最後，制度能夠逐漸形成，必須觀察個體行動對於制度環境日常生活實踐的情形，台糖公司在產業開創之時，因其農業企業公司之特質具備優異的農業知識，又基於台灣民間蝴蝶蘭知識資源深厚，經由非正式的接觸，創造了蝴蝶蘭知識，也透過互動的模式擴散知識的分享。 / Taiwan Sugar Company developed an Orchid industry in 1985. It turns flower planting into business in order to continue the advantage in Taiwan. The industry originated from State-owned enterprises, which is the formal way of organization. The organization succeeded in developing orchid industry in the world. It helps that there are entrepreneurs who have the social skills to mobilize members and alter strategies in the organization; therefore, the organization can expand these useful institutions and resolve the institutional myth. The study used field research and qualitative comparative analysis to analyze the structural model of the organizational institution when Taiwan Sugar Company initiated orchid industry from 1985 to 2001. In fact, choosing the produce for this developing industry depends on different stages. It appears that the viewpoint of new institutional theory is that institutional transformation is historically contingent (Mizruchi et al. 2006). Actually, there are three levels that Taiwan Sugar Company uses to develop orchid industry and turn flower planting into business. First, the organization is loosely coupled with formal organization in order to resolve inconsistencies. Moreover, it uses the resources of formal organization and links institutional environment. There was positive feedback about becoming a pioneer in managing and planting in the orchid industry. Second, because there are entrepreneurs who have social skills, the organization can use the advantage of resources and institutional environment. It not only connects the people who own high capability in orchid, but also creates special business model. Finally, the study surveys individual action in the institutional environment, in order to research and understand how to form an institution. When Taiwan Sugar Company created the orchid industry, it was a state-owned enterprise and had rich knowledge in agriculture; in addition, there is rich knowledge about orchids in Taiwanese society. From interaction between the members in the organization and farmers in society, it has created knowledge in orchids and diffused the knowledge in the field.

長久以來，台灣產業多半只在意開發新產品或降低成本，但IBM的調查發現，由於全球化風潮，使得商業競爭加劇，「業務模式創新」已成為企業的最新戰場。過去製造業經營思考重在如何用最快、最低的成本，生產出最大量的產品，少有創意想法；現在，則要以「銷售業務與顧客服務」為導向，強調附加價值變為經營者的主要思考方向，如：IBM、台積電和統一皆強調自己為服務導向的公司。 隨著「消費者意識抬頭」，於是了解消費者需求、爭取客戶認同與維護客戶的良好關係成為企業發展的重點。必須認知充分的瞭解客戶需求，才能和客戶間建立互動關係，進行有效的行銷動作，創造訂單及利潤，並針對潛在客戶與顧客往來如買賣、銷售和行銷活動等需要而提供相關管理。然而，產業界急於建立客戶關懷機制，卻苦於人力不足、流動率高、訓練成本昂貴、專業知識不足等問題。若能落實知識管理，可望蓄積組織知識，提供業務人員良好知識，以增加競爭力。因此，要如何透過有效的方式提昇組織的價值，「知識管理」（Knowledge Management；KM）便成為近來最受組織重視的關鍵性議題。因為知識管理不但可以提昇組織的效率與創造性，重要的是能夠維持組織的競爭優勢。 然而以往有關知識管理的相關研究，大部分是探討知識管理活動部分，很少觸及促動因子部分，但是知識管理活動進行中，常受促動因子的影響，如美國生產力與品質中心（American Productivity & Quality Center，2000），簡稱APQC，便指出組織在推動知識管理時需注意兩項重要的關鍵，一為知識管理的流程，另一為知識管理的促動要素，即是「策略與領導」、「組織文化」、「資訊科技」與「績效考評」。因此，除了一般所知的知識管理流程，還必須要有相關促動因子的配套措施，才能順利進行知識管理活動。 因此，本研究結合「知識管理活動」與「知識管理促動因子」建構出研究架構，以多重個案法，探討銷售表現較為良好企業之業務部門，其知識管理活動之作為，以及知識管理促動因子對知識管理活動之影響，以提供有意進行知識管理之企業業務部門參考。 在業務部門知識管理活動的運作情形方面得出以下結論： （一） 外部知識是業務部門知識吸收的重要來源。 （二） 內隱性知識必須仰賴人員式的知識蓄積方式。 （三） 討論與模擬演練有助於業務部門知識擴散，專案團隊與跨部門合作有助於跨部門知識擴散。 在知識管理促動因子對業務部門的知識管理活動之影響方面得出以下結論： （一） 公司策略與領導者行動皆有助於知識管理活動的進行。 （二） 組織文化有助於知識管理活動的進行，尤其是合作與分享文化。 （三） 資訊科技是知識管理的有利工具，但非必然成功因子，需其他促動因子配合。 （四） 實質激勵措施並非進行知識管理必備因子，可以其他方式替代，但教育訓練則不可或缺。 關鍵字：知識管理、知識管理促動因子、知識吸收、知識蓄積、知識擴散、知識儲存、知識分享、業務、銷售、行銷

e-Health(電子化健康)透過資訊與通訊科技的使用，得以用較低的成本，將不同的健康照護服務加以整合，減少使用者接受服務時的障礙，並協助服務的遞送、改變服務的面貌。現今，由於消費者意識的抬頭以及網路資訊的普及，e-Health的使用者逐漸由醫療人員轉變為一般大眾，並由病人擴大到一般的健康者，其功能也由生病後的醫療照護延伸至生病前的健康促進，內容則包括了有形與無形的健康資訊服務，並以主動參與及知識分享為運作核心。透過這些的新觀念的引入，e-Health已產生本質上的改變，未來的科技將以更積極有效的方式，幫助民眾及早取得可信賴的健康資訊，提升健康資訊素養，進而對健康價值的觀念產生轉變，強化自我健康照護能力，本研究中將這個現象或過程稱之為e-Health 2.0。e-Health 2.0與過去的e-Health(或稱為e-Health 1.0)最大的不同，在於e-Health是以病人為主，並強調資訊科技可以運用在生病的過程中，提供診斷、治療與照護上的幫助，而e-Health 2.0則是藉由資訊科技，特別是Web 2.0，協助健康的民眾透過社會網絡(Social Network)及虛擬社群，主動參與其個人的健康管理，並透過個人健康資訊素養的提升，進而促使社群、服務提供者、產業以及政府機構改變健康照護思維的現象或過程。 醫療新科技的不斷進展以及人口老化、民眾對健康日益重視等社會環境多重影響下，世界各國在醫療上的支出均不斷地成長。透過資訊與通訊科技的快速發展，健康照護服務已產生重大的變革，因此，多數國家開始發展與建立國家e-Health政策，並期望透過政策的規劃及制定，因應未來環境與民眾的需求，提供前瞻、低成本高品質的服務，達到提升國家整體健康照顧系統能力的目標。然而，e-Health 2.0現象方興未艾，其影響與範圍雖大但卻缺乏有系統的評估，故本研究透過文獻回顧、次級資料分析及專家深度訪談，建構出e-Health 2.0的定義、內涵與決定因子，並進行發展策略分析，評估未來環境可能發生的情況及其中的影響層次，整理政策制定時有用的資訊，協助公私部門決策及因應，最後，也歸納提出具體可行暨可管理的短中長期目標，供後續研究與實務應用時參考。 / E-Healh is a revolution to drive the radical change in health care services delivery. In spite of using the information and communication technologies, e-Health could integrate the different health care services into a customer-oriented service delivery system and benefit the different stakeholders. However, the mind set of e-Health is gradually changed as the services and applications extend from patients to healthy people. In order to provide better services and applications, e-Health needs to focus on not only supporting proper and trusted health care services but consolidating the value of prevention and health promotion. Internet developments that brought us sites such as Facebook, YouTube and Wikipedia are now set to revolutionize health care. The idea of web 2.0 is now driving far-reaching changes in healthcare systems, a trend it terms e-health 2.0. Compared with e-Health which is mainly aimed at patients’ medical care services, e-Health 2.0 is a process or phenomenon of paradigm shift by means of that health information diffusion and social networking to improve the citizens’ health literacy in order to redefine the value of health care among stakeholders. Meanwhile, medical expenditure grows up continually as a result of the new technologies, aging population and social environment in many countries. The financial pressure of medical care already impacted national health care services policy so that governments are developing their national e-Health policy to fit the future need. The goal of e-Health policy is a reengineering process of health care to provide proactive, low cost and high quality services. As the e-Health 2.0 can reduce the gap among stakeholders and speed up the social change, it is a truly important role in the reengineering process. Our study based on literature review, secondary data analysis and in-deepth interview with expertise to construct the definition, content and factors of e-Health 2.0. According to the strategic analysis of e-Health 2.0 development, the study proposed several important goals and suggestions. They can be used as a template or guideline for such evaluation by researcher and practicer both before, during and after the implementation of e-Health 2.0.