摘要 工業區土地為產業經濟的重心，惟國內有關工業區不動產的研究至為缺乏，因此本研究嘗試配合土地使用角度，探討其不動產價格之影響因素為何。本研究分為四大部分，第一部份回顧工業區不動產與土地使用相關文獻，藉此瞭解過去研究之優缺點，並作為後續選取變數之基礎；第二部分則為研究範圍土地使用與地價之現況調查，進一步蒐集各項屬性資料後，初選與統計實證研究之變數；第三部分為工業區不動產價格影響因素之實證研究，探討各項特徵變數與不動產價格間的關係，並針對土地混合使用之競用、聚集經濟效果加以分析；最後基於前述提出本研究結論與建議。 依據上述，本研究獲得兩部分結論：工業區土地混合使用對房地價影響方面，住宅使用入侵至工業區內後，造成競用現象，使得工業區房地價格因無法與其競爭而下跌；與商業使用距離之特徵屬性經實證後，顯示近年來工業區政策面、法令面的放寬，使廠商於生產過程中享受到其他服務的便利性，反映於房地價結構上即呈現負向關係。因此，未來工業區土地使用管制應建立混合使用的總量管制機制，確保產業用地質與量之完整性。 其次，聚集經濟變數於模式中呈現負向關係，證明廠商過度聚集的現象將產生外部不經濟的效果，造成房地價下跌，此擁擠性更降低廠商進駐意願。再由加入平方項實證結果證明主要產業廠家數於工業區內聚集至某一規模時，房地價格將由成長轉變為下跌趨勢，代表廠商生產因不再具有外部經濟效果，或因過度擁擠造成的生產環境品質降低等因素，影響廠商進駐該工業區的意願，對工業區房地價的需求因此減少，而相對的引起價格的下滑結果。於政策上之意涵，則需考量工業區聚集的最適規模為何，以避免不經濟的土地使用效果。 故本研究主要貢獻為建立具有土地使用面向的工業區不動產特徵價格模型，除驗證一般不動產特徵對價格之重要性外，並藉由土地混合使用探討工業區土地之競用、藉由聚集經濟概念測試土地使用後之價格變動以及可能產生的不經濟現象。對於未來工業區政策則建議進一步研擬土地使用面向的總量管制機制，以促進工業用地之使用效率，並提昇產業發展。 關鍵字：工業區、土地使用、特徵價格

本研究以台灣的製藥產業為研究對象，以技術授權為研究標的，企圖瞭解在台灣製藥產業中，何種因素為影響技術授權價格之重要因素、這些因素如何影響技術授權的價格，以及影響技術授權價格之因素是如何影響或反映於實際的合約內容中。本研究希望藉由找出目前台灣製藥產業中，影響授權價格的主要因素，以及這些因素對技術價格的影響方式，提供企業與法人在進行技術授權談判前做參考，希望在未來台灣轉型以知識經濟發展為重心的環境下，讓企業與法人更有效率的掌握影響授權價格之重要因素，使本國廠商未來在與國外廠商進行技術交易時，不至因為缺乏授權經驗而喪失優勢。 本研究發現在製藥產業在技術類因素中，以技術成熟度、被授權者應用技術所能產生的價值、專利質量、以及技術的功能與廣度因素最為重要；在授權者與被授權者特性類因素中，以授權者的聲譽因素最為重要；在市場環境類因素中，以政府的管制、產業規範、以及市場競爭程度因素最為重要；最後，在智慧財產權應用類因素中，以交易使用限制因素、是否交互授權、以及是否獨家授權因素最為重要。

本研究由消費者認知的角度，在價格位數和特價符號的調節作用下，針對九尾數價格對商店形象之影響進行研究，並以餐廳形象作為商店形象之範例。 本研究採2（九尾數、零尾數） x 2（短價格位數、長價格位數） x 2（有特價符號、無特價符號）之研究設計。經由前測的確認，本研究設計共八份虛擬菜單，作為價格尾數、價格位數、與特價符號之操弄。樣本為兩百五十八位大學生，採組間設計的實驗法，每位受測者在閱讀一份菜單後，依照個人感覺填答有關商店形象的問卷。 透過因素分析得知七個商店形象構面，包括－價值、食物品質、顧客、服務、信譽、便利、隨時/可靠。價格尾數、價格位數、和特價符號對個別商店形象構面之影響則是以Three-Way MANOVA進行分析。研究結果顯示，價格位數對價值、食物品質、顧客、服務、便利等構面具有顯著影響，而特價符號對於食物品質、顧客、和信譽等構面亦具有顯著影響。換言之，當餐廳價格為長位數時，顧客會感受到相對於短位數餐廳較差的價值及較佳的食物品質、顧客、服務、和便利。另外，當餐廳使用特價符號時，顧客會感受到相對於無特價符號餐廳較差的食物品質、顧客、和信譽。本研究結果指出，價格位數與特價符號對於消費者在商店形象的認知上，具有比九尾數價格更顯著的影響。 本研究結論與過去的九尾數價格之研究發現有所差異，而可能造成的原因除了產業別的差異之外，亦包括文化差異、消費者習慣程度、所得差異等因素。因此，有關九尾數價格對商店形象的影響仍值得後續研究進一步探討。 / This study examined the effects of 9-ending prices on consumers’ perception of store image with the moderators of price digit length and discount sign by taking restaurant image as a case of store image. The research method employed a 2 (9-ending, 0-ending) x 2 (short digit length, long digit length) x 2 (with discount signs, without discount signs) factorial design. Eight types of fictitious restaurant menus were designed with the confirmation of pretest to manipulate the independent variables of price ending, price digit length, and discount sign. A total of 253 undergraduate students participated in this study by reading one type of the menus first and responding to the store image questionnaires according to their perception. The statistical analysis of factor analysis extracted seven store image dimensions of value, quality, clientele, service, reputation, convenience, and anytime/reliability. The effects of price ending, price digit length, and discount sign on each store image dimensions were examined by Three-Way MANOVA. The results indicated that price digit length had significant effects on value, food quality, clientele, service, and convenience, and discount sign had significant influence over food quality, clientele, and reputation. In other words, consumers will perceive inferior value, superior food quality, clientele, service, and convenience for the long digit length restaurants than for the short digit length restaurants. In addition, consumers will perceive inferior good quality, clientele, and reputation for those restaurants that use discount signs in the menus than for those restaurants that do not use discount signs in the menus. These findings suggested that price digit length and discount signs have greater influence over consumers’ perception of store image than 9-ending prices. In fact, this study presented results that were different from the previous studies about 9-ending prices. Possible reasons included industry difference, cultural difference, income difference, and consumers’ level of familiarity. Therefore, the effects of 9-ending prices on store image still require further investigation by future studies.

在一個知識經濟的時代，知識的創造與管理已成為社會主流，而其中最重要的人力資源是創造力的培養，惟有不斷發展創造力，組織才能永續經營。 組織創造的能力也是一種組織持續擴充的能力，對組織的競爭優勢有關鍵性的影響，在組織發展中，構築一個有利於創造的穩定結構，可協助達成最後的目標。 本研究主要採取了文獻探討、個案分析、深度訪談等研究方法。首先對創造力意涵及創造力人格、創造力工作環境、組織創造力等之理論加以探討，其次就組織創造力之因素分析後，歸納出四大面向即「創造性工作環境」、「創造性行為」、「創造性技能」及「組織創造的能力」，作為深度訪談問題題綱的基本架構。研究個案為衛生署疾病管制局，故深度訪談的對象以歷任首長為主，藉以瞭解自88年7月成立至93年間之組織創造能力。 本研究發現：一、創造性環境之建立由機關首長主導。二、創造性環境之建立由中階主管負責暢通溝通管道。三、創造性行為之建立須採適當激勵措施。四、創造性行為之建立須有公正的升遷制度。五、創造性技能之建立應由組織提供各項資源。六、創造性技能的發展須有完善的人才培訓制度。七、組織創造力應具備明確的願景。八、組織創造力應國際化。九、組織整體創造力不等於個人創造力的加總。 根據文獻探討及深度訪談發現，本研究提出以下建議：一、發展組織創造力應採多元化的人才進用方式。二、發展組織創造力應建立以團隊工作為基礎的組織。三、發展組織創造力應建立組織支援系統。 關鍵詞：創造力、創造力人格、組織創造力 / In the era of knowledge economy, the knowledge creation/innovation and management have become the social mainstream, and the most pivotal human resources are the development of creativity. An organization can continue its management forever only by ceaseless development of creativity. The organization creativity also is an incentive to keep organization expanding and growing, has the crucial impact on organization's competitive superiority. Building up a stable infrastructure within an organization favor creativity may assist touching down the final goal of an institute. This research project has mainly adopted different approaches including literature review, case study and in-depth interview. Important theories, especially in the field of the meaning of creativity, creativity characteristic, job environment for creativity and organization creativity were brought together for comparison and discussion. Based on analysis the factors for organizational creativity, four key categories, job environment for creativity, creativity behavior, creativity skill and capability for organizational creativity were chosen as the topics for in-depth interview. Taiwan Center for Disease Control was the subject for this case study. Therefore all the previous General Directors of Taiwan CDC were the candidates for the interview to get insight the organizational creativity since CDC founded in July of 1999. This research project has several findings. 1. Institute leader is the key person to initiate the establishment of creative environment. 2.Middle class managers are responsible for maintaining the unimpeded communication channel for the establishment of creative environment. 3.Incentive measures mush be considered for the establishment of creative environment. 4.Fair promotion is important within an institute for the establishment of creative environment. 5.Organization must provide resources for the establishment of creative environment. 6.Good training programs are necessary for the establishment of creative environment. 7.Goals should be achievable and crystal clear for the establishment of creative environment. 8. Internationalization is vital for the establishment of creative environment. 9.Organization overall creativity is not equal to the sum of all individual creativity. According to the literature review and in-depth interview in this study, following suggestions were proposed: First, broad recruitment of elites into institute should be taken for development of organizational creativity. Second, concept of teamwork should be established as the basic foundation for development of organizational creativity. Third, support systems should be built for development of organizational creativity. Key Words：Creativity、Creative Personality、 Organizational Creativity

近年來，台灣不動產拍賣市場成長快速且逐漸受到重視；不動產拍賣市場中除了傳統法拍屋外，更新增了銀拍屋與金拍屋，但其中仍以法拍屋市場占整體不動產拍賣市場比重最高。國外不動產拍賣市場行之有年，其不動產拍賣相關制度均較為健全，故可從相關文獻中發現，國外不動產拍賣市場常有溢價出售情況，但由於國內、國外拍賣制度差異甚大，其差異包括拍賣方式、資訊取得、市場風險、產品等，在拍賣制度差異甚大情況下，台灣法拍屋價格與國外拍賣實證結果是否有所不同？經由本研究利用實證模型進行測試，發現台灣法拍屋為折價出售，與國外溢價實證結果不同，本研究經由制度面差異探討分析後，認為拍賣制度差異應為國內、國外不動產拍賣價格實證結果相異之主因。 此外，法拍屋市場交易目的相對於搜尋市場特殊，拍賣產品為不良資產，加上資訊揭露不充分且市場風險高，因此形成台灣法拍屋之特殊市場機制。一般人對於法拍屋價格看法更是人云亦云，法拍屋市場與搜尋市場價差多少？法拍屋是否為良好投資標的，近年來成為大眾關注之焦點，而法拍屋效率不彰，也引起關切。本研究利用實證模型發現，法拍屋價格平均較搜尋市場低17.20%，造成價差主因乃市場機制差異；此外，本研究利用市場變數，延伸出點交與否、空屋與否、市場競爭程度等變數，進一步分析影響價差因素，實證結果發現，競爭程度不足實為法拍屋折價之主要因素，當競標人數僅為1人時，法拍屋價格較搜尋市場折價15.99%，隨著競標人數增加，折價幅度將減少，並且接近搜尋市場價格。 / Recently, Taiwan real estate auction market is rising and flourishing. Whether the prices at real estate auctions market are higher or lower than those at search market has to be concerned. According to our empirical results, we found that the average price at housing auctions is lower 17.20% than that at search market. The empirical results is different from the foreign empirical results. Besides, We explore that the discount reason for the price discount results from different market mechanisms such as buyer’s exposure to market risk and numbers of participants. Besides, the more the number of participants, the lower the price discount between auction market and search market. The price discount is 15.99% if only one bidder involve. This implies that full information disclosure and flexible pricing can increase the competitive degree and improve transaction efficiency for auction market.

消費者在有線電視需求面上扮演關鍵性的角色。所以本文針對消費者在面對有線電視產業時，一個新的分級付費制度或付費頻道及計次付費頻道的願付價格進行探究。本文根據有線電視消費者特性建立願付價格模型，應用全國性抽樣訪查資料，參考Schwer and Daneshvary(1995)願付價格實證作法。另外在資料的模型假設上進行統計檢定，進而估算消費者對有線電視「整體」、「基本頻道」、「付費頻道」、「計次付費頻道」的願付價格。並探討其影響變數。

原油成本幾乎占煉油廠經營總成本的90%以上，因此降低原油採購成本是煉油廠降低成本與增加效益的重要途徑。從國際原油交易市場觀點，我國是全部原油進口國家之一，尤其石油產業競爭從1960年代起，多次石油危機更影響世界政治和經濟發展的重要資源。2004年來，隨著國際油價大漲，石油能源需求及煉油產業經營已成為全球重要的課題。因此我國依石油管理法進行開放國內外油品市場之際，已就國家原油量的供需進行國家原油儲油計劃及實施，並提升國家安全庫存需求，同時也因應原油與成品油國際價格變動，積極開拓採購原油油源。目前國際化趨勢營運之煉油產業對我國而言是挑戰開端，主導掌控原油市場脈動，強化管理，優化生產，降低成本等是重要指標。 本研究相關之線性規劃(Linear Programming，LP)應用於原油選擇之生產計劃已成為處理煉油業經營管理的主要手段之一。本研究以某煉油廠作案例，探討原油選擇最佳化採購主因，利用線性規劃模型建立制定製程單元合理的生產操作條件，充分發揮單元的潛能，是執行工廠效益最佳化的基本條件。但單元操作條件的調整牽涉到煉油廠整體原油物料流程的相關變化，包括成品油產品結構、製程單元限制、公用流體消耗等各方面。運用原油物料性質的自動傳遞、分散式遞迴方法，遞迴出原油性質或產品性質收率之間的關聯以得到原油選擇最佳化結果。 本研究之主要研究成果如下： (1) 建立煉油廠製程單元模型最佳化之原油選擇應用方式。 (2) 建立煉油廠原油選擇後生產計劃決策模式。 / In the oil refinery, the crude oil cost almost takes above 90% of the total cost, so reduce the crude oil purchasing cost is an important method for the oil refinery to reduce the cost and increase the benefit.In the market view of international crude oil trade, ROC is one of the countries that nearly all rely on importing for the crude oil demand. Since the competition of petroleum industry begins from 1960’s and the experiences go through several petroleum crisis make the petroleum to be the important resource influence the world politics and economy development. The price of international crude oil go up quite substantially since 2004, the petroleum energy demand and oil-refining industry managements have become the global important topic. So when the government depends on the petroleum management law to open the domestic and international petroleum product market, she both considers the supply and demand of national crude oil quantity to build the national plan in the crude oil storage and implement, and promote the national security stock demand. To respond the crude oil and finished product oil international prices fluctuation, she also expands actively the crude oil source to buy. The internationalization operation in the oil-refining industry is just a beginning of challenge for our country. To control the crude oil market pulsation, enhance the management, optimize the production, reduce the cost etc. is an important index sign. The Linear Programming (LP) applies in the crude oil selection for the production plans become the one of the main management means in the oil-refining industry. To instance the oil refinery and find out the main factor to optimize the purchasing cost in the crude oil selection. To utilize the linear programming model to set up the reasonable operation conditions of the process units and develop the potential of the unit well is the essential condition that implements the factory benefits optimization. But the adjustment about the operation conditions of the process units concern with the related variety of the whole crude oil and material process in the oil refinery, including the kinds of finished product oil, the process unit restriction, the consumption of utility fluid etc. To make use of the automatic communication of the crude oil properties and distributed recursion to point out the relationship between the crude oil property and the product property yield, the optimization results from crude oil selection. (1) To establish the application method of crude oil selection optimization of the oil refinery process unit model. (2) To establish the decision mode of production plan after the crude oil selection of the oil refinery.

本文為針對閩南語雙賓式的共時與歷時研究，首先以熟悉的現代臺灣閩南語為先，並對十六世紀、十七世紀、十八與十九世紀的閩南語各共時面依序探討其雙賓句式與雙賓動詞。在共時研究之後，串聯此四個共時面的歷時現象與演變結果，更是本文探討主題。 此研究嘗試以「雙賓家族」的概念來觀察雙賓句式，並介紹語法學者對雙賓句衍生模式的看法，基底結構的語義內涵與表層結構的句型變化，且特別採用格式語法的觀點──即出現於同一句式中的動詞，常具備相同的語義與句法特性，這種相同特性有些是動詞內在的，有些是句式賦予的；注重表層結構的探討，認為整體句式意義大於部分構成要素之和。期待在前人對雙賓句型的描寫和規律的歸納總結之外，探討閩南語雙賓動詞與所帶論元在語義與句式之間的互動。 而閩南語之外，同時也對華語、漢語方言與古漢語雙賓式作簡要的觀察。並透過四個共時面的歷時討論，以對雙賓式相關句式的演變與轉換機制作進一步的探究。 / This is a synchronic and diachronic study of ditransitive constructions in Southern Min. It takes the most familiar modern Taiwanese Southern Min as a point of departure, and then examines Southern Min texts in the sixteenth, seventeenth, eighteenth and nineteenth century with respect to ditransitive constructions and ditransitive verbs. The main aim of this study is to map out historical phenomena and the result of evolution by putting together the four synchronic states each of which has been specified. This study tries to capture ditransitive constructions taken as a family. Its scope is therefore broader than the ditransitive constructions in English. In terms of methodology it employs the generative model, and examines the semantic content in underlying structure, and the variety of sentence pattern in surface structure. In particular, this work adopts the methodology of construction grammar in that verbs that appears in the same construction share common semantic and syntactic properties. The common features are attributable to the inherent properties of verbs in some cases, but they may be contributed by constructions in other cases. It therefore stresses the investigation of surface structure on the assumption that the meaning of a whole sentence is much bigger than the sum total of the senses of its part. This work will go beyond what is achieved by previous studies and explore in more detail the interaction between verb and its arguments with respect to meaning and construction. Brief but pertinent observations are also made of ditransitive constructions in Mandarin, Chinese dialects and Old Chinese for the purpose of a comparison with Southern Min. This study tries to generalize the mechanism of the shift and development of ditransitive constructions and other constructions by piecing together the four synchronic states.

本研究旨在瞭解與分析學校組織變革、校長領導風格與教師抗拒變革變項間之實際關係，採用問卷調查方式對學校組織變革、校長領導風格與教師抗拒變革進行瞭解。據此，本研究之研究目的有以下： 一、瞭解國民中小學校長領導風格的現況。 二、瞭解國民中小學教師抗拒變革程度的現況。 三、探討國民中小學校長領導風格與教師抗拒變革間的關係。 四、探討國民中小學校長領導風格對教師抗拒變革的預測關係。 五、根據研究發現與結果，提出建議供相關機構與成員參考。 本研究以自編之「校長領導風格與教師變革認知概念轉化問卷」作為資料蒐集之主要工具，並以台北縣市與基隆市公立國民中學與公立國民小學760為教師為研究樣本，有效回收問卷共計541份。經t考驗、變異數分析、Pearson積差相關及逐步迴歸分析等統計方法進行資料處理後獲致以下研究結論： 一、教師背景變項與教師知覺校長轉型領導風格方面：（一）不同性別、在校職務、學校類別與組織變革關注焦點之教師，知覺整體校長轉型領導風格具有顯著差異；（二）不同年齡、最高學歷、服務年資與學校規模之教師，知覺整體校長轉型領導風格及各層面上無顯著差異。 二、教師背景變項與教師知覺校長互易領導風格方面：（一）不同性別、在校職務、學校類別與組織變革關注焦點之教師，知覺整體校長互易領導風格及各個層面上具有顯著差異；（二）不同年齡、最高學歷、服務年資與學校規模之教師，知覺整體校長互易領導風格無顯著差異。 三、教師背景變項與教師知覺變革認知概念轉化方面：（一）不同在校職務、學校類別與組織變革關注焦點之教師，知覺整體變革認知概念轉化具有顯著差異；（二）不同性別、年齡、最高學歷、服務年資、學校規模之教師，知覺整體變革認知概念轉化無顯著差異。 四、教師知覺校長領導風格、教師組織變革關注焦點與教師知覺變革認知概念轉化的關係方面：（一）教師知覺整體校長轉型領導風格及各層面與整體變革認知概念轉化及各層面間具有顯著正相關；（二）教師知覺整體校長互易領導風格及各層面與整體變革認知概念轉化及各層面間具有顯著正相關；（三）教師整體組織變革關注焦點及各層面與整體變革認知概念轉化及各層面間具有顯著正相關。 五、教師知覺校長領導風格預測教師知覺變革認知概念轉化的關係方面：整體校長轉型領導風格、整體校長互易領導風格與整體教師組織變革關注焦點對教師整體變革認知概念轉化具有顯著預測力。 根據以上研究結論，提出以下研究建議： 一、對教育行政主管機關的建議：（一）應適度擴充師資培育制度中學校行政相關課程之內涵，以增進初任教師對於學校組織運作之瞭解；（二）校長的領導風格並非絕對，應給予校長在工作上更多的尊重與協助；（三）應給予教師在學校組織變革計畫與執行上更多參與的機會；（四）應給予國民中學與教師在學校組織變革的過程中更多的協助。 二、對國民中小學校長的建議：（一）在推動學校組織變革時應增加與教師溝通互動的機會；（二）應妥善運用領導技巧來推動學校組織變革；（三）應重視學校組織運作在各層面上的公平性。 三、對國民中小學教師的建議：（一）應主動參與相關變革計畫的擬定與執行；（二）應利用機會發表自己對於學校組織變革的意見，多與校長接觸並藉此擴大對學校組織變革的認知能力；（三）教師應給予學校行政單位更多的支持與鼓勵。 四、對後續研究的建議：（一）研究對象上，後續研究或可從擴大抽樣範圍著手，以提高研究結果的適用性；（二）研究方法上，後續研究亦可從質化研究的領域著手，對學校組織變革進行實際觀察與瞭解，以歸結教師抗拒變革的成因與內涵，並謀求化解之道。 / The study focuses on the relation among school organizational change, principal's leadership style and teacher's resistance to change. Purposes of this research are as follow: I. To realize principals' leadership styles in elementary and junior high schools. II. To realize how teachers resist change in elementary and junior high schools. III. To study the relation between principal's leadership style and teacher's resistance to change in elementary and junior high schools. IV. To study how principal leadership styles relate to teacher's resistance to change. The inventory of "Questionnaire of the Relation between Principal's Leadership Style and Teacher's Resistance to Change" was sent to 760 teachers in elementary and junior high schools in Taipei County, Taipei City and Keelung City and 541 valid questionnaires were returned. Statistical methods such as t-test, one-way ANOVA, product-moment correlation and stepwise regression with forward selection were adapted to data analysis. Major findings include the following: I. The relation between teacher's background and one's sense of principal transformational leadership are as follow. A. There is difference for teachers to sense principal's transformational leadership style in terms of sex, school position, elementary and junior high schools and their sense to organizational change. B. There is no difference among teachers in terms of age, academic background, work experience and school scale. II. The relation between teacher's background and one's sense of principal transactional leadership include the following. A. There is difference for teachers to sense principal's transactional leadership style in terms of sex, school position, elementary and junior high schools, and their sense to organizational change. B. There is no difference among teachers in terms of age, academic background, work experience and school scale. III. The relation between teacher's background and one's acceptance of change are below. A. There is difference in terms of school position, elementary and junior high schools and one's sense of organizational change. B. There is no difference in terms of sex, age, academic background, work experience and school scale. IV. The relation among teacher's sense of principal's leadership style, teacher's sense of organizational change and one's acceptance of organizational change are the following. A. There is difference between teacher's sense and acceptance of principal's transformational leadership style. B. There is difference between teacher's sense and acceptance of principal's transactional leadership style. C. There is difference between teacher's sense and acceptance of organizational change. V. There is difference among teacher's acceptance of principal's transformational leadership style, principal's transactional leadership style and one's sense of organizational change.

本研究之研究目的在於瞭解目前部落格行銷的特性與人口統計變項及代言人偏好間的關聯性，並研究部落格行銷特性與顧客關係導向的顧客關係利益與顧客關係品質間的相關性，驗證結論部落格行銷特性在【小s性感媽咪日記】是否能得到實證上支持與部落格行銷人口統計變項及代言人偏好的相關調查。本研究對經營行銷部落格提出以下三點建議：一、繼續使用、永續經營。二、設法增加訂閱人數。三、建立使用者資料庫。 / The absence of the empirical study of the importance and the correlation of blog marketing and the customer relationship aroused the practice of the research. Blog marketing attributes: abundant information, customized content, interaction and user friendly surface affect the scales of the customer relationship benefits and qualities profoundly. Managing to take the full advantages of the blog marketing, manager should use and update the blog constantly, trying to make the subscriber as mush as possible and finally end up with the set up of the user database, keep tracking of the blogger.