行動電話早已成為大多數人日常生活中的必需品。在台灣，幾年前行動電話普及率便已超過100％，手機市場是一個非常成熟和相當競爭的市場。手機供應商在市場上提供不同平台（作業系統）產品，來滿足消費者的需求和與其他手機製造商競爭。任何新的公司誰想要進入這個飽和的手機市場，並與其他供應商競爭，將是一個很大的挑戰。 ABC是一個國外品牌的手機供應商，自行開發Windows Mobile平台的手機產品在世界很多地區和國家行銷多年。該公司決定進入台灣市場，第一階段選定一款PDA手機作為進入市場的先驅產品。這項研究的目的是想要瞭解這一外國品牌如何來進入這個成熟的市場，研究者將運用一般行銷人員廣泛採用的行銷計劃相關過程，來進行分析與建議。 這個新品牌理想的行銷策略是什麼？如何區分市場和選定目標市場？什麼樣的定位最適合這的產品？要找什麼樣的銷售管道？研究者在做了相關的分析包含消費者分析、競爭者分析、SWOT分析和STP分析後，建議此新品牌應該在較小市場採取”焦點差異”策略的目標行銷、只選定兩個市場、並定位該研究產品為商業人士的手機。研究者也依據所建議的策略和STP結果，提供行銷4P的作法。希望這些建議可作為該新品牌規劃行銷計畫的參考。除此，這份研究也可做為其他任何對於在台灣銷售行動電話業務有興趣的公司來參考。 / Mobile phone has been in our daily life for the majority of the people. In Taiwan, the penetration rate had been over 100% a few years ago. The mobile phone market is very mature and competitive. Phone suppliers in the market provide different platform (operating system) products to meet consumer needs and compete with other phone manufacturers. Any new player who wants to get into this saturated phone market and compete with other suppliers would be a big challenge. ABC is a brand phone supplier being designing Window Mobile products and selling them in many countries for years. The company decided to enter Taiwan market with a selected PDA phone for the first phase of the entry. This study is aimed to realize how this foreign brand can penetrate into this mature market by going through most of the processes of preparing a marketing plan which is widely used by markers. What strategy is ideal for this new brand to adopt? What segments should be targeted and how the brand should position the studied product? What channel partner should be considered? After going through customer analysis, competitor analysis, SWOT analysis, and STP process, the researcher suggested this new brand pursue “differentiation focus” strategy to differentiate the studied product with competing products in a narrower market, target only two selected segments, and position the studied product as a business user device. The researcher also suggested suitable marketing mix based on the recommended strategy and STP to penetrate this market. This study result can be a good reference to the new brand company and any other companies who might be interested in the same business in the industry.

本研究以市場規模近百億元的家庭食用油為探討產品。家庭食用油為品牌間產品差異性低、低關心度之家庭日常烹飪用品。本研究的主要研究目的為：1. 探討家庭食用油市場之消費者行為，2. 將食用油市場以適當區隔變數劃分成有不同市場特性及外顯行為的數個區隔，3. 探討各區隔市場的特徵及消費行為。研究對象為臺北縣市、臺中縣市、高雄縣市30~49歲家庭食用油購買者或主膳者。 本研究以生活型態╱產品利益混合變數為區隔變數，以產品態度、人口特徵、地理變數、行為變數（使用者、使用者狀況、使用頻率、使用量、忠誠度） 等為描述變數。整合次級資料及經由焦點團體研究所得之初級資料發展問卷，以配額抽樣的方法至各指定賣場進行問卷調查。以因素分析由54個變數萃取出10個生活型態/產品利益因素，再以非層次集群分析法將樣本區隔為三個區隔。 三個區隔分別為：「健康賢妻」共 157人佔 樣本之39%，「保守經濟」共 74人佔樣本之18%，「認真生活」共 173人佔樣本之43%。除年齡在各區隔間無顯著差異外，其他描述變數在區隔間皆有顯著差異。健康賢妻：平均家庭生命週期最年輕，是最大的潛在市場，十分注重食用油的健康因素，甚至連烹飪方式亦傾向於低油脂的方式。保守經濟：生活態度保守，會在其認識的品牌當中選擇價格較便宜的食用油購買，忠誠度低，以食用油的市場來看，此區隔的消費量最小。認真生活：此區隔中48%的受訪者其家庭生命週期為滿巢二期，食用油的消費量最大，對食用油或日用品會嚐試不同的品牌，其對食用油的知識可能來自廣告、報章雜誌、口碑。本研究推論影響食用油的最大變數為家庭生命週期。

本文主要是探討漢語短語及詞彙層次的輕聲現象。關於短語性的輕聲，鄭良偉先生(1989)是從句法的觀點來分析，本文則採用韻律体系理論來探討。我們提議了一組焦點詞語的原則及幾個相關的制約。此外，我們從蕭宇超先生(1991 & 1994)的韻板計數理論來觀察輕聲的節奏問題，因而修訂了虛詞音板指派及音板連接方向的原則，也建議了一條抵輔音板加入的規則。 　　關於詞彙性的輕聲，我們採用McCarthy及Prince(1986)的構詞規型理論及Kiparsky(1973 & 1982)，Mohanan(1982 & 1986)的字構音韻學理論來探討此一現象。我們建議了詞彙性的輕聲基本上運作於楊抑格音步，然而抵輔調卻運作於抑楊格音步。觀察了相關的音韻及構詞規則，我們也發現到文獻上輕聲的語料可由層級的觀念來分析。 / This thesis deals with neutral tone sandhi in Mandarin Chinese at the phrasal and lexical levels. Previous research of the phrasal neutral tone, e.g., R. Cheng (1989), has focused only at the syntactic level. In this research, we employ prosodic theories (Selkirk (1984 & 1986), Nespor and Vogel (1986), etc.) to condition phrasal neutral tone sandhi, and propose a set of focal phrasing principles and a couple of relevant constraints. In addition, we discuss the rhythm of neutral tone under the framework of the beat-counting theory (Hsiao, 1991 & 1994) to see in what ways the theory has to be modified. We propose a pair of revised principles of functor beat assignment and directional beat adjunction, along with a backup rule of the default beat addition. 　　As to neutral tone at the lexical level, we incorporate morphological template theory (McCarthy and Prince (1986)), and lexical phonology theory (Kiparsky (1973 & 1982), Mohanan (1982 & 1986), etc.). We propose that lexical neutral tone target a trochaic foot template, while a default tone target an iambic foot template. Observing the relevant phonological and morphological rules, we find that the neutral-toned data in the literature can be somehow generalized by way of level ordering.

本研究以調節焦點理論為基礎，企圖於綠色風潮盛行的環保社會中，將此理論應用於綠色廣告中，旨在探討消費者之目標導向與廣告中綠色產品所傳達的利益訴求訊息間一致匹配與否，是否也如此理論應用於一般產品廣告中，將使消費者對廣告中產品的評價產生影響，並且也探討消費者預期性消費罪惡感喚起程度及人格特質的不同，是否也會影響消費者對綠色產品的評價，最後以個人道德標準為衡量指標，探討其高低程度是否會使消費者的目標導向與廣告利益訴求訊息匹配時，較不匹配時所產生較好的產品評價受到影響。 　　本研究採用實驗法，為一次性實驗，實驗中共分為八個情境之問卷，即2（受測者的預期性消費罪惡感：有、無）X2（受測者的兩種目標導向：促進焦點導向、預防焦點導向）X2（廣告所傳遞的兩種產品利益：促進焦點利益訴求、預防焦點利益訴求）。 　　結果發現調節焦點理論所強調的消費者目標導向與廣告訊息利益匹配時，會較不匹配時對該廣告產品產生較好評價的概念，於綠色廣告的溝通應用中，也能發揮同樣的效果。在消費者預期性消費罪惡感喚醒程度與個人人格特質方面，首先在預期性消費罪惡感的部分，相較無預期性消費罪惡感喚醒的情況，消費者於預期性消費罪惡感喚醒時，能產生較佳的品牌態度；其次在個人人格特質方面，相較消費者為外控人格特質的情況，消費者屬於內控人格特質時，能產生較佳的品牌態度；最後在個人道德標準程度對調節焦點匹配與否所帶來影響的部分，廣告訊息所傳達的利益與消費者調節焦點導向匹配時，其品牌態度及購買意願優於不匹配時的差異程度，於消費者具高個人道德標準的情況較低個人道德標準的情況更大。

2011年末，一場持續數天的霧霾天氣席捲北京，環保部門卻並未提供相關污染物PM2.5的監測數據。相關法律法規的落後，以及環保部門的不作為，激起民眾的不滿。隨著美國駐華大使館、環保NGO、微博名人和廣大民眾的持續參與與推動，政府相關資訊政策也逐漸變化，最終將PM2.5納入空氣質量標準并公佈監測數據。本文以此次霧霾污染事件作為「焦點事件」切入點，首先藉由事件回顧討論“誰來監測”的問題，探討了環境信息公開的理論與實踐；然後分析政策變化的過程，歸納「政策變化模型」，討論政策變化形成的原因，分析各行為者在政策變化中的角色和作用；最後，由此事件得出這一政策轉變的影響以及啟示，歸納目前環境資訊公開領域制度層面所存在的缺失，并就此事件的經驗對於政府和環境NGO給出建議。 / In the end of 2011, the city of Beijing was hit by a long-lasting haze. However, the city’s Environmental Protection Bureau was unable to provide the public with the data of a critical pollutant – PM2.5. The political inaction of the government has caused great discontent among the public. With the continuous efforts from the US Embassy in China, environmental NGOs, Sina Weibo celebrity users and the public, the official information disclosure policy has seen a big change – the government has adopted a higher standard and taken steps to publish the data of PM2.5. This article takes the haze incident as a “focusing event”. It firstly reviews the case and discusses the theories and practices of the environmental information disclosure. It then analyzes the process of this policy change and forms a policy change model to determine the contributing factors and the roles of different actors. The concluding part summarizes the omission of the current information disclosure system, and makes recommendations to the government and the NGOs.

本文旨在探討華語焦點變調，並以青年語者為主。本文分別檢驗三種不同的句型，第一類為焦點助動詞和焦點副詞，第二類為平坦結構，第三類則是其它類型的句子。在優選理論的架構下，本文分別提出韻律制約和聲調制約來詮釋華語的焦點變調。筆者透過並存音韻理論(Cophonology Theory)來說明焦點韻律結構的劃分是多個次語法的運作結果。焦點韻律結構的劃分有兩種，主要由(ALIGN-L(F, FP), ALIGN-L(FP, Ft))和(ALIGN-R(F, FP), ALIGN-R(FP, Ft))這兩組可移動的對整制約來決定，當它們在制約排序中移動到不同的位置時會形成不同的韻律結構劃分。本研究發現焦點詞組等同於語調詞組，因此提出另一個對整制約ALIGN-E(FP, IP)來解釋。排序最高的韻律制約則是[FTMIN & NON-FINALITY]，目的在於避免單音節音步出現在句末。至於聲調制約，筆者採用IDENT-BOT來處理三音節音步的變調結果。此外，焦點韻律結構的劃分會造成兩個相鄰的上聲出現在不同的音步之中，OCP-L(ft)可以確保此形式的保留。簡言之，本文藉由優選理論的觀點，以及韻律制約和聲調制約的互動，對華語焦點變調提出了一個整體分析。 / This thesis examines Mandarin focal tone sandhi among Taiwan youngsters. Three types of sentences are under investigation: Type A includes the focused auxiliary verbs and adverbs in a simple sentence, Type B the flat structure, and Type C the other types of structures. Under the framework of Optimality Theory, this thesis proposes prosodic constraints and tonal constraints to account for Mandarin focal tone sandhi. This thesis adopts Cophonology Theory to explain the subgrammars of focal phrasings. There are two types of focal phrasing patterns governed by the reranking of two sets of alignment constraints (ALIGN-L(F, FP), ALIGN-L(FP, Ft)) and (ALIGN-R(F, FP), ALIGN-R(FP, Ft)). The focal phrase pertains to a special kind of intonational phrase. This thesis proposes ALIGN-E(FP, IP) to explain this condition. The undominated constraint, [FTMIN & NON-FINALITY], is proposed to ban a monosyllabic foot in sentence-final positions. IDENT-BOT is adopted to deal with the tri-tonal strings such as (σ(σσ)) and ((σσ)σ) in non-focal and focal readings. In addition, focal phrasing may force adjacent L tones to appear in different feet. OCP-L(ft) is proposed to explain this situation. To conclude, based on the constraint-based theory, and the interaction of prosodic constraints and tonal constraints, this thesis has provided a theoretical generalization of Mandarin focal tone sandhi.

未岀生胎兒的生命尊嚴長期被在公領域被乎略。本研究以質性之焦點團體訪談法，分別在臺灣與新加坡進行24個焦點團體進行訪談。其中包括12個沒有信仰者的團體與12個有信仰者的團體，探索其對未岀生胎兒生命尊嚴的看法，以及臺灣與新加坡如何在聯合國、美國、新馬爾薩斯人口學家、優生學家與國際計畫家庭組織（International Planned Parenthood Federation，IPPF)所推動的家庭計畫，因追求經濟成長而選擇人口零成長的政策，導致未岀生胎兒的生命尊嚴更行惡化。 / The human dignity of the unborn child remains uncertain in public policy domain. The importance of rethinking public reasonableness becomes unavoidable in the stage of late capitalism and liberal democracy. Political power, knowledge, and participation are three key elements of policymaking. The human dignity of the unborn child is neglected in the process of policymaking of population politics. There are advocators, United Nations, United States, eugenicists, neo-Malthusians and International Planned Parenthood Federation (IPPF) in the process of population policymaking at the international level during the past three decades. This research first attempts to focus on the inter relationship among these five advocators and to review how the unborn child becomes missing within the process of international population policymaking. Secondly, Taiwan and Singapore are two test cases to reveal the policy follower roles who adopt the similar dream of modern states. Thirdly, since the personal religious beliefs play a significant role not only in shaping attitudes, but also in economic development, political stability, sexual morality and gender equality. This research adopts qualitative approach the focus group interview to compare the attitude of human dignity of the unborn child between the faith-based people with non-faith people both in Taiwan and Singapore. In this research 24 focus groups will be organized across Taiwan and Singapore, each country contains 12 groups. Each country contains 6 faith-based focus groups and 6 non-faith focus groups. Attempt to find the difference and similarity of population policy between Taiwan and Singapore and to explore how the religious values and the concept of human dignity of the unborn child excluded in the process of demographic policymaking.

本篇研究旨在探討心理反芻思考對個體情緒變化的影響，在類同於Nolen-Hoeksema的前瞻式連續測量架構下劃分不同情緒困擾的時段（整體分析、嚴重又長期情緒不佳的日子、負向情緒發作期），並以Fritz之多向度反芻觀點：功用性反芻、情緒焦點反芻以及意義尋找反芻為切入點，試圖釐清反芻在情緒復原中所扮演的角色利弊。本研究以一般非創傷性的負向事件為研究背景，選取156名大學生在連續十二天的研究設計中，每天測量三類反芻出現的頻率、情緒強度和情緒維持的時間。研究結果顯示，不同內容焦點的反芻思考對事件挫敗後之情緒變化有其獨特的影響效果。整體平均來說，功用性反芻有助於負向情緒的緩解、情緒焦點反芻會增強負向情緒感受、意義尋找反芻則是增加負向情緒維持的時間；若當天處在長期又嚴重情緒不佳日子中時，功用性反芻似有維持正向情緒的效用、情緒焦點反芻則是惡化當天的負向情緒強度、意義尋找反芻則有延長當天負向情緒時間的趨勢；若連續處在長期且嚴重情緒不佳的日子中，功用性反芻對情緒變化並無影響、情緒焦點反芻則是延長且惡化此時期的負向情緒狀態、而意義尋找反芻不但會影響負向情緒的狀態，似也會有助於此時期的正向情緒狀態。因此，本研究結果不僅支持內容區分的必要性；也代表著在情緒復原過程中，配合考量到個體所處的情緒困擾時段時，不同內容焦點的反芻思考對情緒變化的影響是有利弊之分的。 / The purpose of this research is to examine the relation between ruminative thought and mood fluctuation. Similar to the Nolen-Hoeksema’s progressive paradigm, we divided the experimental period into three parts, including average days, severely and long-term negative mood days, and negative mood episode. Combined with the Fritz’s viewpoint of multidimensional rumination ─ instrumental rumination, emotional-focused rumination, and meaning-searching rumination, this research attempted to clarify the role of rumination in the process of emotional recovery. According to the negative but non-traumatic events, we selected 156 college students and daily measured the frequency of three types of rumination, mood intensity, and mood duration during the continuous 12 days. The results of this research showed that different content-focused rumination had unique effect on mood fluctuation after suffering a failure. Generally, instrumental rumination helped to reduce negative mood, emotional-focused rumination worsened negative mood, and meaning-searching rumination increased the duration of negative mood. Moreover, in the period of severely and long-term negative mood status, instrumental rumination seemed to maintain the duration of positive mood, emotional-focused rumination still worsened negative mood, and meaning-searching rumination seemed to prolong the duration of negative mood. Besides, in the period of negative mood episode, instrumental ruminative had no effect on mood fluctuation, emotional-focused rumination deteriorated and extended negative mood, and meaning-searching rumination had harmful effect on the negative mood but still had borderline effect on the positive mood. Consequently, the results of this research not only illustrated the necessary of content-discrimination in the rumination, but also showed that different content-focused rumination had separate effect on the mood fluctuation in the process of emotional recovery, when the three different periods of emotional disturbance were considered.

近年來，行銷領域所探討之調節焦點理論與調節配適理論，是有關於消費者心理的研宄，主要是強調，當消費者本身的長期目標導向和所採取的手段方法達到配適時，可以使消費者「感覺對了」，因而產生好的態度反應。同理，當廣告所傳遞的訊息焦點和消費者本身的長期目標導向配適時，也就能使消費者對標的物產生好的態度反應。 本研究以調節焦點理論與調節配適理論為基礎，觀察台灣和日本的消費者，旨在探討文化背景的不同，是否會影響消費者的長期目標導向？對調節配適的效果又會有怎樣的影響？而消費者自我監控程度的不同，又會對調節配適效果發生怎樣的調節作用？ 而本研究結果顯示： 一、 在促進廣告訊息焦點下，當消費者長期促進導向程度越高，越能提升消費者的態度反應，然而在預防廣告訊息焦點下，消費者長期預防導向程度越高時，則無法看出較佳的態度反應。 二、 日本的男、女消費者在預防長期目標導向程度上的差距，大於台灣的男、女消費者差距。 三、 在促進廣告訊息焦點下，消費者的促進導向程度越高，越能提升好的態度反應，此效果在日本的消費者上更明顯 四、 在促進（預防）廣告訊息焦點下，消費者的長期促進（預防）導向程度越高，對產品態度和廣告態度有正向（負向）的提升效果，然而當消費者自我監控程度越高會越弱化該效果。 / Regulatory focus theory and regulatory fit theory are talking about research of consumer’s behaviour in marketing related field in recent years. Two theories emphasise that when consumer’s long-term goal orientation fits methods they take, consumer would feel “that is right” and then positive attitude reaction is made. Meanwhile, when messages from advertisement fit consumer’s long-term goal orientation, consumer would have positive attitude toward the object of advertisements. This research is based on regulatory focus theory and regulatory fit theory to observe consumers in Taiwan and Japan. It discusses does differences of culture background affect consumer’s long-term goal orientation or not. How does culture background influences outcomes of regulatory fit theory? What kind of results based on regulatory fit theory would be made according to differences of consumer’s self-monitoring? The results of the research are in the following: First, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object of the advertisement is more positive. However, in prevention focus advertisement, though the extent of consumer’s chronic prevention goal orientation is higher, consumer did not show more positive attitude toward the object of advertisement. Second, the difference in prevention goal orientation between male and female consumer in Japan is bigger than the difference in prevention goal orientation between male and female consumer in Taiwan. Third, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object is more positive. This situation is more obviously in Japan’s consumer than in Taiwan’s consumer. Finally, in promotion (prevention) focus advertisement, when the extent of consumer’s chronic promotion (prevention) goal orientation is higher, the consumer attitude toward the object is more positive (negative). However, this result will be more unobvious when the extent of consumer’s self-monitoring is higher.

改革開放以來實施的經濟改革，造成中共內部貪汙腐敗之現象日益嚴重，因此，新聞傳播媒體被賦予扮演權力監督機制的一環，針對一些違法亂紀的政府單位或商人進行監督懲處。然而，不同於西方新聞媒體的角色，在中共威權政體之下，輿論監督必須遵守黨國體制的輿論監督規範，以維持中共統治之合法性。為了探討中共輿論監督之樣貌，以及影響輿論監督的背後因素，本文以中央電視臺《焦點訪談》節目內容作為分析個案，在理論觀點上，以葛蘭西的文化霸權為基礎，結合理論與實證，以2013年該節目之新聞報導內容作為個案資料，討論國家對傳媒的影響，以及《焦點訪談》對政治和社會造成的影響，在此論述過程中，試圖釐清威權主義國家輿論監督的報導原則。 / The economic reforms in China after the opening policy, the corruption in the Communist Party of China (CPC) has become more and more severe.The media, consequently, has been used to endow itself with mechanism of supervising power, aiming at supervising and punishing the government department and businessman breaking laws and violating discipline.However, different from the western media, the public opinion supervision needs under the authentic regime of CPC,to abide by the public opinion supervision regulations of Party-State system.This thesis taking the Focus Report, program of China Central Television (CCTV) as the analysis case, will inquire into the public opinion supervision of CPC and the influencing factors behind it.And based on the cultural hegemony of Gramsci as the theoretical perspective, this thesis, combing the news report of Focus Report in 2013 to discuss how a country to influence its media and the influence for the politics and society of the program itself, will clarify the report principle of public opinion supervision of authoritarian state.