負面事件比正面事件更能達到引起人們注意的效果，然而消費者的品牌依賴程度和負面事件之間的相互作用關係過去很少被研究。因此，本研究希望能透過調查年輕的品牌手機使用族群，以瞭解負面事件的嚴重性、負面事件的來源可靠性，和消費者的品牌依賴程度對消費者的負面品牌態度改變、負面產品評估改變、及風險認知改變程度的影響。 本研究發現，當一個品牌被負面事件攻擊時，消費者的品牌依賴程度及負面事件的嚴重程度會分別對其負面產品評估改變、及風險認知改變程度產生影響；而消費者的負面品牌態度改變只會被其品牌依賴程度影響。並且，負面事件發生時，消費者的品牌依賴程度並不能解決負面內容對消費者所帶來的影響，真正重要的是反而是負面事件的嚴重程度和來源可靠性。品牌管理者應該多加注意的負面事件的組合為高風險且來自較可靠的管道，因為這樣的組合會對消費者產生負面影響最大；而較不需注意的是低風險且來自較不可靠的管道的負面事件組合，因為這樣的組合對消費者產生負面影響最小。 / Negative events are known to drawn more attention than positive events, but how consumers’ brand attachment would interact with negative events is rarely discussed in the literature. As a result, this research would like to investigate how severity level and source credibility of a negative event, and consumers’ brand attachment would affect consumers’ negative brand attitude change, negative product evaluation change and perceived risk change through studying of young adults who use brand cell phone. In this research, it is found that when a brand is attacked by a negative event, consumer’s brand attachment and the severity level of a negative event would both affect consumer’s negative product evaluation and negative product evaluation changes, though only brand attachment would affect consumers’ brand attitude. Furthermore, brand attachment cannot resolve negative impacts of a negative event to the consumers; instead, the severity level and the source of a negative event would affect consumers’ negative brand attitude, negative product evaluation and perceived risk changes. Specifically, it is worth the brand managers the most attention when a negative event involves high severity level and comes from a more credible source, as this combination bring more negative changes to consumers, and the least attention when a negative event involves low severity level and comes from a less credible source, as this combination would bring least negative changes to consumers.

本研究係透過實地訪談暸解企業在不同的新產品開發專案策略下所採行的供應商管理制度（包括供應商遴選、供應商發展活動與供應商績效評估與獎酬制度）具體內容為何，進而探討不同的新產品開發專案策略在供應商管理制度上的異同處為何，以期提供企業在選擇參與新產品專案供應商、進行供應商發展活動及評估供應商專案績效與設計獎酬制度時的參考。本研究依據個案分析之結果，提出以下三項結論以回應研究問題，並根據研究發現陳述相關建議，最後提出研 究限制與未來研究方向之建議。 一、新產品開發專案策略會影響遴選參與專案供應商時的遴選流程、優先重視的評估構面與遴選時間。 二、新產品開發專案策略會影響專案中進行供應商發展活動的活動內容、範疇與時間。 三、新產品開發專案策略會影響供應商之專案績效評估的目標訂定範圍與嚴苛程度。 / Conducted by field interviews, this research is primary to focus on the details of supplier management system including selection of suppliers, supplier development activities, supplier performance evaluation, and reward system) under different strategies of new product development projects. This research also discusses the similarities and differences of supplier management system under different strategies of new product development projects. According to the result of case analysis, we claim three conclusions in response to the research questions, and propose some relevant suggestions. Finally, we state research limitation and direction for future research. 1.The strategy of new product development project will affects the selection process, priority of assessment dimensions, and duration in selecting the suppliers who can join the project. 2.The strategy of new product development project will affects the content, scope, and period of supplier development activities in the project. 3.The strategy of new product development project will affects the scope and severeness of goals in evaluating suppliers' performance in the project.

近年來因雲端運算(Cloud Computing)、智慧型行動載具(Smart handheld Device)等資訊與通訊技術的整合與匯流，再加上金融證券產業政策開放、國際化與自由化、證劵業在中國大陸發展的限制逐步鬆綁等諸多因素，原本各有自己領域的資訊服務廠商都開始磨拳擦掌，紛紛在手持式裝置上推出各種證券服務商品，這對過往在Ｂ２Ｃ領域獨佔鰲頭的E公司無異是最大的衝擊。 本研究將藉由探討E公司現行定位、分析因智慧型行動載具之演進，對金融資訊服務廠商所產生的市場改變、衝擊與競爭，進而找出新的市場商機、訂定新的市場定位與策略，期盼能為該公司發展再造藍海市場商機。 主要結論為：金融證券資訊服務產業已經是一紅海市場。為解決E公司面臨的產業困境，思考E公司未來發展走向，重新定位E公司的核心競爭力(Core Competence)，如何利用現有智慧型行動載具的特性化阻力為助力，在金融證券資訊服務產業這一片紅海中開闢新藍海。本研究將依據波特(Michael E. Porter)的五力分析及競爭論(On Competition)與洪順慶教授之新產品開發流程，提出新舊產品策略及商業模式(Business Model與Go-To-Market Model)的建議：  舊產品:運用該公司在證券資訊市場的領先地位，作業流程核心管理能力，通路優勢與客戶特性，為進入衰退期的既有產品(專業股票機)發展社群服務，增加老客戶黏著度，並搶食競爭對手市場，以延續該產品生命週期。  新產品:善用既有的雲端優勢及智慧型手持式裝置資通訊整合匯流與Web2.0的新技術，開發客製化(Tailor-Made)、主動揭露(Event Push、Calendar Push)，推出智慧的(Smart)、簡易的(Simple)、方便的(Convenience)的理財生活管家服務，開闢新藍海。 / During the past few years, the information service industry of the securities market has change hugely and the competition becomes more and more intensely, due to the opening and internationalization of the government industry policy and the rapid development of the ICT technology--includes cloud computing, evolution of mobile communication and smart handheld device, and ICT convergence…. Because of these changes, the information service vendors of the securities market have started penetrating their services into mobile device with low-price or price-free strategy. The impact to the E-Corp, the leading company with the B2C business model, is most fiercely. First, the study will analysize the change, impact and competition of the information service industry of the securities market, and will apply E-Corp as the case-study-company and probe the current positioning of E-Corp. Finally, the study will try to find out the new business opportunities for vendors, and will make suggestions on marketing repositioning and product development and business strategy to E-Corp. Exectuctive summary:The information service industry of securities market is a red ocean market. The study will utilzie the theories of Five-Force-Analysis (Michael E. Porter), Product Life Cycle (SC Horng, NCCU Taiwan), Core Competence (Gary Hamel & C.K. Parhalad), and will also think how to apply new technologies, such as cloud computing, smart handheld device, Web2.0,…to solve E-Corp dilemma and to help E-Corp to creat new blue ocean business and market. The suggestions are:  For current product: To extend the product life cycle. First, to apply the strength of the leading position in industry, channel strength and procedure management core competence to develop community network service to increase customers’ loyalty and to low down the rate of loss. Second, to seize the competitors’ customers.  For new product:Apply the strength of cloud computing the E-Corp has, and utilize ICT convergence and smart handheld devices, Web2.0 technologies to extend the service from securities to financial/wealth management service with the functional characters of event push/calendar driven, and smart/simple/convenience.

創新是企業競爭力的來源，擁有堅強的新產品開發能力是企業成功的關鍵。然而，隨著世界經濟發展的腳步不斷加快，環境品質遭到破壞，各界開始倡導綠色經濟，包括歐盟自2000年開始陸續發布的環保指令，表示企業生產的產品必須考量綠色－對環境友善是一個必要趨勢。而在今日的知識經濟時代，智慧資本的重要性漸漸取代原料、廠房等有形資產，成為企業創造的來源。 本研究採個案研究法，以國內某資訊電子企業為對象，探討綠色新產品開發之重要智慧資本及其管理、報導機制。研究結論如下: 一、個案公司綠色新產品開發之重要智慧資本包含九大因素構面。 二、個案公司研發部門與永續發展辦公室對於綠色新產品開發之重要智慧資本的看法一致。 三、個案公司對於綠色新產品開發之重要智慧資本均設有具體的管理制度以助蓄積。 四、個案公司目前尚未將重要智慧資本資訊彙總為一份完整的內部報導表，故本研究衡酌各報導形式之優缺點，設計了一份內部報導表，透過量化與非量化項目的揭露，供其更了解綠色新產品開發之重要智慧資本的發展情形。 / Innovation is the source of corporate competitiveness, equipping with excellent new product developing ability is the key to success. With the accelerated development of the world economy, the environment quality continues to decrease. More and more people began to pay attention to environmental issues, advocating green economy. With the rise of international environmental regulations such as the three environmental directives issued by the EU, enterprises face more pressure to take green issues into the consideration of the products. And in the information age, the importance of intellectual capital exceeds the tangible assets to be the value driver of enterprises. This study adopts case study method and is assisted with questionnaire survey analysis. This study takes one enterprise in the information and electronic industry as the object company to discuss what is the important intellectual capital of the green new product development and their management and internal reporting system. According to the result of case analysis, the research claims four conclusions in response to the research questions. 1. The case company considers 9 factors as important intellectual capital of the green new product development. 2. The R&D department and the Corporate Sustainability Office of the case company have consistent view of the important intellectual capital of the green new product development. 3. The case company has specific management system to help the important intellectual capital of the green new product development accumulate. 4. This study designs an internal intellectual capital reporting form to help the case company learn the development of the important intellectual capital of the green new product development.

根據瑞士有機農業研究所的全球有機市場報告指出，2013年全球有機農業產值為630億美金，相較於2011年增長25%，由此可見有機產業蓬勃發展。過往國內有關有機產業的研究，大多偏向探討有機農業的發展、消費者行為調查、通路行銷策略，對於有機商店創新層面著墨很少。另一方面，以往服務創新相關研究有提到組織方式與知識管理對其產生的影響，但探討的產業仍限縮在一般服務業，未曾針對有機商店作探討。基於上述的缺口，本研究以「有機認知」、「組織特性」、「知識取得」等三大構面為主軸，選擇國內三家有機零售通路商店進行深入研究，探討三大構面對服務創新的影響。 本研究得到的結論如下： (1) 有機零售通路業者共同採取的服務創新是複合式經營餐飲、不定期的講座與活動、網路平台、App互動與購物。 (2) 有機零售通路業者發展服務創新，其有機產品認知包含健康產品的定義、與農友間公平貿易。前者是說明店內產品的選擇，後者是說明其公平採購行為，兩者對於有機零售商店都是新服務概念。 (3) 有機零售通路會同時透過正式化的組織方式與非正式化的提案制度來激發創新。當公司不具備組織創業家精神，新服務發展將難以達成。 (4) 有機零售通路業者發展服務創新時，在外部連結與知識取得上，會以開放式創新的概念積極向外獲取所需之技術知識與市場知識，尤其注重一線員工與顧客的互動與顧客意見。 最後，本研究提出實務建議與後續研究之建議。 / According to the statistics of Research Institute of Organic Agriculture (FiBL), global output value was 15 billion dollars in 2013 and 25% growth from 2011, which shows that organic industry is a booming industry. Most of the past researches related to organic industry are focused on the “development of organic farming”, “consumer behavior”, “marketing strategy” and very few studies are conducted on the organic store innovation. On the other hand, most of the former studies of service innovation, knowledge management, and organizing focus on general service industry. The past studies of the cases are almost general service industry. Due to the research gap, this study establishes a research framework with four major constructs: organic product awareness, organizing, external sourcing of knowledge and service innovation. I select three organic retail stores and aim to find the relationship among them. Four major preliminary conclusions obtained from this study are as follows: (1) The observation of organic retail stores jointly take these actions, such as combinative restaurant, occasional lectures/activities, network platform and App interacting with shopping. (2) As far as organic retail stores for service innovation is concerned, firm’s organic product awareness consists of the definition of health products and fair trade between farmers. Both of them are the new service concepts. (3) As far as organic retail stores for service innovation is concerned, the firm may use both formal and informal organization. If firms do not acquire entrepreneurship orientation, new service development would not be accomplished. (4) As far as organic retail stores for service innovation is concerned, the firm will actively acquire both of technical knowledge and market knowledge. Especially stores pay attention to the views of frontline staff and customer feedback. Finally, this study draws some recommendations for both practitioners and follow-up researchers.

隨著民主治理的發展，有效調和民主憲政與文官專業價值，才能夠確保民主政治運作的效能。背景因素使得政務官與事務官間的互動，愈具舉足輕重的角色。從相關研究可以理解，欲直接觀察政務官與事務官細部的互動並不容易，兩者間細部的互動對外界而言始終是一個黑盒子。因此，本研究使用鮮少作為該議題研究主體的影視產品進行分析。選擇英國經典影集「Yes, Minister」，乃因該劇主要以描繪政務官與事務官互動為主，描寫程度相當細膩。藉此旁觀的角度一窺政務官與事務官的互動，確實是個能夠協助深入理解該議題的良好個案。 研究設計的基礎為文本分析法，透過建構分析路徑，分別從兩者本質、選擇偏好、表現作為，以及互動後對政策產出的討論。先將14集研究樣本進行相同路徑的文本化，再將文本化的樣本進行論述與類型化。研究發現事務官的互動技巧，包括行政權力的作為與不作為、可行性評估、影響政務體系與政務官以及納入外部勢力等，目的為提升參與決策的條件，細部列出24項互動技巧；另一方面，政務官則可透過經驗複製、行政學習、媒體與聲望經營與納入外部力量等，目的為提升統治便利性與正當性，細部列出13項互動技巧。兩者的互動呈現出互相制衡的本質，若各自無法有效負責與調和時，易形成雙重價值選擇的壓力。 本研究提出以「鐘擺效果」解釋政務官與事務官的互動，兩者在制衡關係的基礎上，隨著時序性的影響而改變互動模式。基本上的互動如鐘擺式擺盪，進而系統性因素將會因時序性遞減，激發出最適的政策結果。最終提出兩大項建議：首先，從制衡到動態平衡的關係，正視制衡現象的存在、立基於分權制衡上的信任關係、減少彼此錯誤解讀的機會，以及培養持續監督與自省能力；其二，設定政策決策的妥協底線，認知非任務型指標的超然價值，以及試著創造沒有共識的共識。 / In any democratic state’s development, how to effectively reconcile the two values of constitutional democracy and bureaucratic expertise is fundamental to ensure the proper functioning and efficacy of democratic politics. As Taiwan further consolidates its democracy, the interaction between the political appointees and senior civil servants becomes ever more important in achieving a balance of pluralistic values on the one hand, and government’s administrative efficiency, on the other. Yet past research has found that it is not easy to observe directly the details of the interaction between political appointees and civil servants; to the external world, the actual interaction between the two has always been a black box. Therefore, to shed light on that black box, this study analyzes the interaction between appointees and civil servants as depicted in film and television programs. The classic British series, “Yes Minister,” was chosen as the study’s research subject because it portrays the minister-bureaucrat interactive behavior skillfully and poignantly, which allows a deeper understanding of the issue. The study employs textual analysis as the principal research method. Each of the series’ 14 episodes had been textually reinterpreted by using the same analytical paths, which were constructed by first categorizing the nature, choice preferences, display behaviors, and post-interaction reaction to policy outputs for both political appointees and senior civil servants. The research has found that civil servants, in their pursuit for greater participation in decision-making, exhibit as many as 24 distinct interactive behaviors with their political superiors. Some of these behaviors include administrative action and inaction, call for feasibility assessment, manipulation of the political system, and incorporation of external forces. On the other hand, political appointees, in their effort to achieve political expediency and legitimacy, have 13 behaviors of their own through experience replication, administrative learning, media and reputation management, and inclusion of external forces. Both sets of interactive behaviors are essentially parts of a checks-and-balances system. When responsibilities are unclear and actions cannot be coordinated effectively, the agency then becomes vulnerable to role ambiguity and double value selection problems. This research proposes a “pendulum effect” to explain the interaction between political appointees and civil servants. Because the appointees and civil servants have a mutual checks and balances relationship, both parties will alter their interactive behavior depending on the timing of events. Essentially, the interaction between the two sides will initially swing freely like a pendulum; subsequently, system factors will cause the pendulum to progressively decrease its swing, ultimately arriving at the most optimal policy result. In conclusion, this study makes two major recommendations. First, both political appointees and civil servants need to understand that they are in a dynamic equilibrium, in which they check and balance each other’s actions. By acknowledging the check and balance nature of their relationship, both minimize the chance of misinterpreting each other, and may develop the healthy capacity of ongoing oversight and self-introspection. Second, both political appointees and civil servants must establish a baseline in any policy negotiation and compromise, recognize the (sometimes) extraordinary value of non-mission-based indicators, and attempt to create a consensus when no consensus exists.

在各國政府部門為減輕財政負擔、提高行政效能，紛紛引進民間資源並與私部門建立夥伴關係之全球性風潮推波助瀾下，我國近年亦力倡政府瘦身、組織精簡、引用民力、公私協力。再者，運用民力參與公共任務之公私協力，寓有私部門自主規制成分，惟法學上自主規制與公私協力通常為分離探討之論題，兩者之關連性究為何；又兩者態樣眾多且無普世同意之定義，在多元分殊之學理及實務中，是否存在共通並行之法理脈絡與類型系譜，誠屬行政法總論上饒富逸趣之課題。另行政法各論上，為預防火災以維護公共安全並確保人民生命財產，各國莫不多方運用公私協力與自主規制，建構建築物之消防安全管理制度，惟綜觀國內有關公私協力與自主規制之法學論著尤以前者可謂繁花錦簇，事涉公共安全之消防火災預防行政領域相關研究則付諸闕如猶待開拓。 本文爰透過中外文獻梳理公私協力與自主規制法學理論，並放眼國際取樣研究運用公私協力與自主規制之消防行政實務規範，以歐盟與英國為取法對象，就消防安全管理制度硬體層面及軟體層面分別探討歐盟產品（兼及建築產品［再兼及消防安全設備產品］）監管機制以及英國建築物防火安全管理機制。除解析法理基礎更探究實務規範架構於我國與先進國家之異同，期許回饋提供公私協力與自主規制所涉行政法理論若干啟示並促使本國相關消防行政規範更趨周全。 / In the wake of global trend of government department introducing private resources and establishing partnerships with private sectors to reduce financial burden and improve administrative efficacy, Taiwan authorities in recent years have also been advocating government downsizing, streamlining organizations, adopting private resources, and public private partnership. Furthermore, public private partnership contains private sector’s self-regulation element, but in jurisprudential circle, self-regulation and public private partnership are usually independently researched topics, what are the exact relationships between them; otherwise, each of both has great variety of types and has not universally consented definition, therefore, it seems to be an issue full of keen interest for General Administrative Law: whether there exists common legal context and typological pedigree in the pluralistic and divergent theories and practices of public private partnership and self-regulation. Besides, as regards Specific Administrative Law, in order to prevent fires for protecting public safety and people's lives and property, countries all over the world utilize various approaches to public private partnership and self-regulation, to construct fire protection management regime for buildings; the domestic juristic studies of public private partnership and self-regulation have overall fruitful achievements, especially the former, however, apparently none of them refers to fire protection administrative category that thus eagerly needs to be cultivated. This thesis wherefore sorted domestic and foreign juristic literature about public private partnership and self-regulation, and combed internationally relative fire protection administrative legislation. Focusing on legislation of European Union and United Kingdom, it separately explored hardware dimension and software dimension of fire protection management regimes, that is, EU’s product safety and market surveillance regime (involving that for construction product [further involving that for fixed fire fighting equipment]) and UK’s fire safety regime. In addition to analyzing the legal theories and exploring the similarities and differences of legislative framework between EU or UK and Taiwan, it expects to provide several revelations to the jurisprudence of public private partnership and self-regulation, and to actuate the relative domestic fire protection legislation more comprehensively.

近年來，超高大樓型式之指標性建築，逐漸成為城市行銷的重點，並作為許多新興國家重新建立城市品牌，提升國際地位的利器。成功的指標性建築不僅可以吸引外國訪客，為當地增加觀光收入，更可以作為居民情感上的依歸，加強社群連結，增加歸屬感。本研究主要是以台北101為例，採用個性契合度為主軸，探討指標性建築與訪客間之關係如何影響其本身對於訪客的吸引力。而指標性建築是否真能增加城市之吸引力，而又應該與城市如何合作，始能增加雙方的吸引力，達到互蒙其利的效果。 本文研究架構主要包含台北101與消費者個性契合度、台北101與台北市個性契合度、以及旅遊知識分別與台北101、台北市之喜愛度、未來造訪意願以及推薦意願彼此間的交互關係。 研究結果顯示，對外國訪客而言，真實自我(理想自我)與指標性建築之個性契合度愈高，則對於指標性建築的未來造訪意願以及推薦意願(喜愛度)愈高。而對於指標性建築的喜愛度愈高，則對城市的喜愛度以及城市與指標性建築本身之未來造訪意願以及推薦意願有正向影響。而指標性建築與所在城市之個性契合度愈高則對於指標性建築的喜愛度、未來造訪意願以及推薦意願有正向影響。此外，旅遊知識多寡，對於城市與建築的喜愛度與未來造訪、推薦意願皆有正向影響。另一方面，對於本國居民而言，真實自我與指標性建築個性契合度愈高對於指標性建築之喜愛度有正向影響而對於推薦意願有負向影響。而指標性建築的喜愛度愈高對於城市的喜愛度、未來造訪意願以及推薦意願有正向影響。此外，指標性建築與所在城市個性契合度愈高，對於指標性建築之喜愛度、未來造訪意願以及推薦意願有負向影響，而對於城市之喜愛度與推薦意願則有正向影響。

本研究透過個案研究，運用資料包絡分析法(DEA)的評估方式，分析製藥業在不同生命週期及通路上資源分配之行銷策略與銷售績效之關聯性。研究結果發現： 一、不同生命週期「成長期」、「成熟期」及「衰退期」產品，其整體銷售技術效率、純銷售技術效率與銷售規模效率之差異，均達統計上之顯著水準。「成長期」產品效率值最差、「成熟期」產品效率值次之、「衰退期」產品效率值最佳。 二、不同生命週期產品在主要銷售通路醫學中心、醫院、診所與藥房的銷售比重不同。「成長期」與「成熟期」產品的主要銷售通路均在醫學中心，而「衰退期」產品的主要銷售通路在藥房。其銷售績效差異在醫學中心與藥房通路，衰退期產品與成熟期、或成長期產品比較，均達到統計上之顯著差異水準，但在醫院與診所通路的銷售績效，三類產品族群的差異就不明顯。 三、個案藥廠對其主要銷售的藥品，雖然都有非常明確的個別產品銷售策略與目標，但差額變數分析結果顯示，仍有部份產品在資源分配及運用上，可以加以改善以提高銷售績效。 / This research is conducted using Data Envelope Analysis (DEA) assessment method to analyze the particular pharmaceutical company on the association between marketing strategy and sales performance with different life-cycle products and sales channels. The results are as follows: 1.Sales performance appears significant differences among different life-cycle products with respect to the overall technical efficiency、pure technical efficiency and scale efficiency. The results revealed that products in「Growth Stage」had the worst efficiency performances, 「Maturity Stage」products placed the second, and「Decline Stage」products were the best. 2.Sales weight differs from different life-cycle products in the major sales channels of medical centers, hospitals, general practitioners and drug stores. The main sales channel of「Growth Stage」and「Maturity Stage」products are in medical centers；while「Decline Stage」products are in drug stores. Statistics showed that the sales performance differed substantially when the three different life-cycle products were distributed to sell in medical centers and drug stores; however, the results were not as evident in hospitals and general practitioners channels. 3.Although the case pharmaceutical company has very clear sales strategies and goals for its individual products, the analytical results showed some changes could be made to improve sales performance.

本研究目的在探討代言人的選用策略、代言人代言數量、產品涉入程度與廣告效果之間的意涵；分析人口統計變數對廣告效果的差異性；檢定產品涉入程度、代言人代言數量多寡之間對廣告效果的關係。根據量化分析及質化訪談的研究分析，對代言人的選用策略提出整合研究建議。 研究方法採取量化的實驗法及質化的深度訪談進行，以實驗法進行的過程，先針對代言人代言數量多寡進行人選的前測，再與涉入程度高低不同程度的商品搭配，設計出一組3*2的實驗組合。透過統計檢定導出結論，再輔以實際廣告業界當中，從廣告主及廣告代理商的深度訪談佐證，最終再提出名人代言的選用策略建議。 根據實驗的結果統計歸納，摘要四點結論如下： 一、名人多品牌大量代言等於高知名度，廣告效果仍佳。 二、代言人代言數量過多導致推荐疲乏雖然存在，但對廣告效果影響有限。 三、在商品涉入程度的關係中，名人代言策略建議用在低涉入產品中，高涉入產品效果較差。 四、代言人的選擇應考慮目標對象的性別及教育程度進行遴選標準。 根據廣告主及廣告公司等業者的訪談，提出八項建議如下： 一、依據代言人性格及品牌關聯，為名人量身打造廣告，破解可能的推薦疲乏。二、經由代言人成為「品牌大使」的角色，發揮品牌精神。 三、為避免折損名人價值，名人應嚴選合作品牌，與品牌適配結合。 四、創造虛擬偶像或素人明星為操作代言人的奇兵策略。 五、整合性名人代言的傳播決策路徑 六、避免喧賓奪主效應，發展名人與品牌之間的雙贏及共生關係。 七、用名人自己平常慣用的語言及消費者認同的語言來溝通。 八、理性與感性建立品牌人格化模式。 / The purpose of this study is to explore the strategy of choosing advertising spokesperson, the number of endorsements, the meaning between product involvement and advertising effectiveness. Analyze the demographic variables toward advertising effectiveness. Test product involvement level and relationship between the number of endorsements of advertising spokesperson and the advertising effectiveness. The conclusion is based on the analysis of the quantitative and qualitative research to provide the integrated suggestion for choosing advertising spokesperson. Methodology is based on the quantitative and qualitative (in-depth interview) research. In the course of an experimental method, conduct the pre-test of the candidates for the number of endorsements by advertising spokesperson, the next step is to design a set of 3 * 2 experimental combinations with varying degrees of product involvement. The conclusions derived through a statistical test, and then supplemented with the actual advertising industry which, from the advertisers and advertising agencies in support of in-depth interviews and eventually made the choice of celebrity endorsement strategy proposals. According to the experimental results of statistical induction, four-point summary of the conclusions are as follows: 1. Celebrity endorsement for a large number of brands increases the total brand awareness which means the advertising effect is still good. 2. Lead to an excessive number of spokesmen for endorsement recommendation fatigue exist, but a limited impact on advertising effectiveness. 3. The relationship between the degree of product involvement, the celebrity endorsement strategy proposes to use in low-involvement products, high-involvement products seems less effective. 4. Choosing the advertising spokesperson should take into account gender and educational level of the Target audience as the selection criteria. According to the in-depth interview with advertisers and advertising agencies. The eight suggestions are as follows: 1. Based on the spokesperson personality and association with the brand, it is recommended that the advertising should be tailored to reduce the recommendation fatigue. 2. Through the advertising spokesperson become a "brand ambassador" role, to play the brand spirit. 3. In order to avoid impairment value of celebrity, celebrities should be carefully selected co-brand fit and brand integration. 4. The creation of a virtual idol or a prime people as the advertising spokesperson is an innovative strategy. 5. Integrated decision-making path to celebrity endorsement. 6. To avoid overwhelming and reduce the advertising effect, it is necessary to build the symbiotic relationship between celebrities and the brand to create the win-win situation. 7. Using its own language of the celebrities to communicate with the target audience. 8. Sense and Sensibility patterns to build brand personification.