近年來因網際網路盛行，各行各業皆面臨了全球國際化的競爭，於是虛擬平台的經營便成為大家努力的方向，如何提高虛擬平台的網路流量已成為平台經營者所重視的議題。 拜網際網路應用的成熟，不動產業雖然很傳統，但也不得不開始運用網際網路提供服務，並且這些服務越來越多元化，提供物件資訊、透過討論區討論物件內容、讓經紀人以社群方式存在，在平台上提共買賣不動產的相關知識，消費者可透過平台買賣物件，尋找物件。故研究如何增加虛擬平台的流量，將是未來平台經營者在提升平台品質上有效的方法。本研究將提出影響網站流量策略的研究架構，根據Alexa網站提供覆蓋數（Reach）與頁面瀏覽數（Pageview），以五個不動產個案公司的網站流量進行分析。 本研究流量分析的架構如下：首先就文獻資料了解影響網站流量的因素，對照個案公司在這些影響網站流量的因素上的表現，進而了解何種因素是確實影響網站流量。 經分析結果顯示，目前為了使網站流量表現良好，各家個案公司，都會使用搜尋引擎、關鍵字、SEO操作等工具，所以在工具上各家個案公司表現差異不大，惟廣告行銷的投入，對整體網站流量實際上才是重要的影響，另外，許多專家或者是文獻，認為免費的商業模式是網際網路平台經營時重要的方式，但研究發現卻是平台業者收取一點費用是客戶可以接受的，平台的內容與服務，實際會提升虛擬平台的網站流量；經分析顯示，外部網站結盟有助於提升虛擬平台網站流量，希望藉由本研究的分析結果提供給不動產虛擬平台經營者在網站流量策略上的參考建議。 / In the internet era, the most significant issue for platform operators is how to design and manage the virtual platform to increase the web traffic flow. The diversity of online services that offer information and discussion through Internet forum allows real estate agents to provide product knowledge through different kinds of virtual community. Consumers can search, purchase and sell real estate items through these virtual platforms. Consequently, virtual service providers endeavor to enhance platform operation and service quality to attract visitors. This research proposes a research framework to investigate determinants of web traffic. Based on literature review and related researches this study analyzed the causes and effects of web traffic. A few traffic-affecting factors were identified. These factors include: content management, marketing strategies, promotion strategies, and business models. Next, five different types of web sites in the real estates industry in Taiwan were selected for multiple case studies. The cross case analysis revealed that all companies have applied search engine, keywords, and SEO (xxx) to enhance users’ access to the web sites. The impact of technology use and system functionality on users’ intention to participate is of no great concern. However, the advertising effort seems to be the key determinant for boosting website traffic. Further, although several researches consider free-of-charge as a winning business model the analysis results reveal that well-managed contents can bring in customers who are willing to pay for the services. The results also demonstrate that external alliance of websites can assist the growth of the traffic flow on a virtual platform. Since Internet is widely used these decades, various industries have been occurred the global competitions. The most significant issues for platform operators are how to conduct virtual platform well and how to increase web flow rate of virtual platform. The mature usage of Internet initiates the real estate industry to offer services through Internet. The diversity of online services that offer information and discussion through Internet forum allow real estate agents to provide real estate related knowledge through community websites. Consumers can also search, purchase and sell real estate items through the virtual platform. Consequently, the research of how to increase virtual platform flow will enhance platform operators efficiently advance service quality of platforms. This research proposes a research framework to investigate what determinants effect web traffic strategy and analyze web traffic of five real estate companies by collecting Reach and Pageview from Alexa website. The Framework of this research is as follows. First, we analyze the causes and effects of web traffic based on literature. Next, we compare the effects of web traffic among selected cases to recognize which determinants influence web traffic. The analytical results reveal that all companies use search engine, keywords, and SEO to enhance the performance of web traffic. The difference of all tools among cases is insignificant. However, the advertising effort is the key determinant for whole website traffic. In addition, many researchers and literature consider free is the major business model for platform operators. Nevertheless, this research discovers the consumers accept for charging few fees and the content and service of the platform increase the traffic. The results also demonstrate that external alliance of websites assists the increment of traffic for virtual platform. Finally, this study aims to provide strategic suggestions to companies in virtual estimate industry.

本文企圖剖析連接器產業以何種財務策略取得穩健之資金來源，及適量的自由現金流量水準來維持企業之成長機會。實證結果發現，國內上市櫃連接器公司多數以保有營運活動所產生的高現金部位成長機會較高，建議業者應減少舉債降低利息支出，並利用充裕現金進行研發及具生產性的投資計畫，加強公司競爭能力帶動公司未來盈餘成長，進一步提高公司的價值。 / This article attempts to analyze the connector industry to obtain the steady capital by financial plan, and the appropriate of free cash flows to maintain the growth of opportunity in the enterprise. The analysis discovered that the listed connector company most holds the high operational cash flow to keep higher growth, therefore, we suggest they should reduce loans to lower the interest expenses, and carries on the research and development and the production plan by using the abundant cash. It will strengthen competitive ability of the company to lead the growth of profit and enhance company's value in the further.

台灣ODM網路通訊業的規模從2000年開始急速成長，以正文科技為例，2000年年營收為5億新台幣，在2004年已經達到123億新台幣，年平均成長率達到125%，然而接下來四年的平均年營收成長率僅約15%。近年來電信業者不斷地將其所佈建的網路系統深入一般終端消費者，使得終端零售市場逐漸萎縮，迫使台灣ODM網路通訊業必須轉進電信市場。電信市場是以國家為單位，且在部分國家針對進口的電子商品課徵較高的關稅，藉以保護該國國內的廠商，使得台灣業者處於相對不利的態勢。本研究先針對電信市場進行分析，找出對進口電子商品課徵高額關稅且較具規模的電信市場，並以此探討台灣ODM網路通信公司面對這樣的市場，所應採取的策略，是透過內部成長，直接在巴西當地設立加工廠，還是透過外部併購，併購當地廠商，藉以取得當地生產的能力。本研究選擇的廠商為正文科技，選擇的市場是巴西，藉由法律可行性的分析，探討國內及巴西當地法律對於內部成長與外部併購兩種可行方案的差異；藉由財務可行性的分析，依據公司自由現金流量(FCFF)的觀念，透過DePamphilis (2009)的Discounted Cash Flow Valuation (DCF)定價模型，分別計算正文科技在做出兩種可行方案決策後的市場評估價值。研究結果建議正文科技應以外部併購的方式，透過併購當地企業，進入該市場。 / The Taiwan ODM network companies took a growth rapidly since 2000. The annual revenue of Gemtek Technical Co. in 2000 is only 500 millions NTD, and 12.3 billions NTD in 2004.The average growth rate of annual revenue was up to 125% during these 4 years. However, in the next 4 years it was only around 15%. During the previous years, the telecom service providers went deeper and closer to the end user market and coused the shrinking in retail market.This also forces the Taiwan ODM network companies to consider the telecom market. However, the telecom market is country oriented, and in some countries, they would charge higher custom rate to protect their local industry.First of all, this research will figure out what are the markets with this behavior and what is the solution to enter these markets, by building a factory in the local side or through M&A to get the production capability.This research takes Gemtek Co. and Brasil as an example to discuss in both laws and financial points of view. From the laws point of view, try to figure out the difference the two possibile solutions.From the finance point of view, according to the FCFF concept and the DCF model by DePamphilis (2009), calculate the price of Gemtek company after making the decision with the two solutions. According to the result, it should go in M&A way.

This paper investigates the impact of accruals and cash flow components of earnings on the stock prices and whether the stock prices fully reflect information about future earnings contained in the accrual and cash flow components of current earnings. This is an interesting issue of narrow framing, an application of behavioral finance. We mainly follow Sloan (1996)’s methodology but adjust hypothesis settings to fit the real situation of stock market in Taiwan. We find that high earnings performance that is attributable to cash flow components is more likely to be sustained than high earnings performance that is attributable to accrual components. / This paper investigates the impact of accruals and cash flow components of earnings on the stock prices and whether the stock prices fully reflect information about future earnings contained in the accrual and cash flow components of current earnings. This is an interesting issue of narrow framing, an application of behavioral finance. We mainly follow Sloan (1996)’s methodology but adjust hypothesis settings to fit the real situation of stock market in Taiwan. We find that high earnings performance that is attributable to cash flow components is more likely to be sustained than high earnings performance that is attributable to accrual components.

責任準備金提存是否適足為影響壽險業清償能力之重要關鍵，倘若責任準備金提存不足，不僅無法顯示保險公司正確的財務狀況且將影響保險公司未來對各項保險給付之履行，因此責任準備金適足性之監控，已成為確保壽險業清償能力之重要課題。 依我國保險業各種準備金提存辦法所規範的責任準備金提存，係為法定最低標準，其採靜態之固定公式計算，最後計得的結果只是固定時點上的數據。這些數據難以反映出公司隨經營環境變動所應有之責任準備金數值，故採動態之現金流量測試方式以監控責任準備金適足性是有其必要的。 本研究藉由實證方式，針對責任準備金提存量較大之壽險業務，選定實際已銷售之保單，經由現行保險監理機關規定採用的總保費評價法（GPV）及現金流量測試法（CFT）進行測試分析，以瞭解我國法定責任準備金之適足情形及可能的不足部位與機率分配。此外，藉由敏感度分析亦可得知利率波動對責任準備金適足性之影響。 由本研究得知，依靜態之固定公式計算責任準備金，會有相當的機率產生提存不足之可能。以GPV及CFT之隨機方法來衡量法定責任準備金適足性是有必要的。其中GPV以負債面的觀點，衡量責任準備金適足性。其較CFT簡單，只需計算未來各契約年度淨現金流出之現值，再與評價當時已提存之法定責任準備金做比較，即可得知準備金適足性。但其對經營決策所能提供之資訊有限，此為其缺點。而CFT係以年度損益的觀點，衡量準備金之適足性。藉由各年度經營狀況之呈現，可得知每一評估年度準備金不足部位分配與發生機率，亦可瞭解未來營運之可能情形，此可做為各項經營決策之參考。 最後，本研究建議定期產出現金流量進行分析，找出影響責任準備金不足度之重要關鍵時點及可能不足金額，預先尋求對策。並建構壽險業資產負債管理模型，以利財務經營之掌控。產官學界若能通力合作，建立完善的現金流量的技術機制，對於健全我國法定責任準備金制度之完備，會有莫大助益。

第一章：導論。說明研穹動機、研究目的、研究方法與研究架構。 第二章：資本設備投資決策之意義。說明資本設備之意義，投資決策之意義，影響資 本設備投資決策的重要因素，以及投資決策程序與架構。 第三章：投資決策程序。敘述投資案之提出，發展可行方案，估計現金流量，評估各 方案，挑選最佳方案以及執行與改進。評估過程慮及確定狀況下，不確定狀況，資金 成本、租稅以及通貨膨脹。 第四章：討論與建議。

第一章說明本論文之研究動機與目的、研究方法與範圍、資料來源與研究限制、以及 各章節結構彙述。第二章論述現金管理之目的、功能、重要性、決策流程、重要觀念 、以及現金管理之傳統實務及其預期之變動。第三章說明預測現金流量之重要性、工 具、數量化方法、以及各種預測模式。第四章敘述現金管理之方法，包括各種加速收 款與付款控制之方法。第五章指出未來現金管理之趨勢──電腦化資金移轉制度之基 本概念、需、求以及現與未來之用途，並預期該制度對使用該制度對使用者之衝擊。 第六章對本論文作一結論，並提出積極性之建議。

摘 要 本研究藉由分析台灣上市公司的控制權與現金流量請求權偏離程度，以及上市公司違反「重大訊息處理程序」的情況，探討上市公司發生財務危機與股權結構及即時性資訊揭露品質間的關聯性。在其他條件不變的情況下，上市公司控制股東的控制權越高，代理問題愈小，上市公司發生財務危機的可能性較低；當控制股東的現金流量請求權較高時，公司發生財務危機的可能性較低。當控制股東的現金流量請求權佔控制權的比率較低時，控制權與現金流量請求權的偏離程度較高，公司發生財務危機的可能性較高。上市公司違反「重大訊息處理程序」被罰款金額越高，表示公司即時性揭露品質越差，這類公司發生財務危機的可能性較高。本研究結果顯示上市公司的股權結構對於發生財務危機有顯著的關聯性；而發生財務危機的上市公司，其控制股東操縱即時性資訊揭露品質的情形較為嚴重，此結果和過去國內財務危機公司利用即時性資訊揭露品質的操縱介入股市的實際案例相符。 / Abstract By analyzing the deviation of control rights from cash flow rights, and the violation against ‘’Taiwan Stock Exchange Corporation Procedures for Verification and Disclosure of Material Information of Listed Companies’’ of listed firms, we investigate the relationship between financial distress and ownership structures, and that between financial distress and the quality of immediate disclosures. We find (1) the higher the control rights of controlling stockholders, the lower the possibility of financial distress, (2) the higher the cash flow rights of controlling stockholders, the lower the possibility of financial distress and (3) the greater the deviation of control rights from cash flow rights, the higher the possibility of financial distress. Besides, the more frequent the violation of listed firms against TSEC’s regulation, the worse the immediate disclosure qualities and the higher the possibility of financial distress. The ownership structure of TSEC listed firms has significant impact on financial condition and the controlling shareholders in financial distress firms tend to defer disclosure material information. The findings are consistent with the real cases investigated in TSEC reports.

摘 要 本研究以最終控制之觀念與研究方法，分析台灣上市公司股權結構與資本結構間的關係。首先探討台灣上市公司最終控制者的型態，接著以分析研究控制股東的控制權與現金流量請求權之偏離程度對公司舉債的影響。最後，納入集團企業及其組織型態等因素，探討其與偏離程度的關係。 實證結果顯示，不論以10%或20%的投票權作為股權分散的判斷標準，家族皆為最普遍的控制股東型態。當假設控制股東對名目公司(其他機構)的持股比率為0%時，實證結果顯示，若控制權與現金流量請求權偏離程度愈大，則其舉債程度越高。這可能意味著控制股東在其控制權與現金流量請求權的偏離情形下，會透過負債程度的操控來侵佔少數股東的財富，亦可能對債權人甚或納稅義務人的權益產生影響。 在集團企業因素的影響方面，實證結果指出當上市公司屬於集團企業時，其控制權與現金流量請求權之偏離程度較之非集團企業者為大，且集團企業的組織型態越複雜，控制股東之控制權與現金流量請求權的偏離程度將越大，代表控制股東更可能透過金字塔結構及交叉持股的方式來加強對公司的控制，進而產生侵犯少數股東權益的動機。 / Abstract This study investigates if the controlling shareholders of firms in Taiwan expropriate the minority shareholders through raising debt. Two cutoff levels of ultimate control right, 10% and 20%, are applied to find out the fact that the listed companies in Taiwan are not widely held but mostly in the control of families. On top of this fact, the result indicates that the deviation of control rights from cash flow rights of the controlling shareholders has positive effect on the debt ratio. It also reveals that the more the block shareholders’ control rights deviates from cash flow rights, the more the debt corporate would raise. Furthermore, the deviation is larger for conglomerate companies than their counterparties. For conglomerate companies, the deviation is positively related to the complexity of the conglomerate structure.

台灣金融市場規模小，家數多，造成金融機構過度競爭的情形，導致各銀行為爭取客戶，紛紛降低授信標準，手續費也一再調降，不只導致一連串銀行資產品質問題的出現，逾放比過高，準備覆蓋率卻不足，銀行經營的風險大大提高；而銀行的獲利空間也遭到壓縮，資產報酬率與淨值報酬率呈現持續下降的趨勢。管理階層如果只是利用盈餘管理的工具，窗飾盈餘，以取信於一般大眾，金融危機仍會是台灣經濟上的一顆不定時炸彈。再加上金融產業手上擁有龐大資金，並掌握一般大眾投資的資本，若產生董事會坐大，欺瞞股東的行為，則對社會必定造成莫大的衝擊，所以金控公司的公司治理情形，深為各界所關心。 本篇論文以現金流量請求權與控制權的計算，來一窺金控公司合併子公司時的公司治理是否存在道德危機的議題。現金流量請求權的計算，相當於投入成本的概念；而控制權則相當於所得到的報酬。以一股一權的前提下，投入與報酬應當不會有所偏離，但投資者能以較少的投入而得到較大的報酬時，投資者將產生投機心態。文中特別以三間金控公司合併其他銀行時的現金流量請求權與控制權偏離程度的改變，來推測主要股東的道德危機是否因此增加。