本研究以腸病毒為案例，分析腸病毒新聞報導的主要消息來源和新聞觀點為何，並比較疾管局公關稿和新聞報導對腸病毒的論述框架和訊息脈絡。此外，本研究亦配合「風險」概念，分析公關稿和新聞報導在腸病毒的各項風險相關資訊上，提供的頻率和資訊類別是否有所差異。透過上述分析比較，本研究旨在探討在專業訊息比例特別高的健康傳播領域中，新聞會以那一類消息來源為主，以及公關稿和新聞報導在同一健康議題的內容陳述和訊息提供上，是否會有所不同。 本研究選擇病情最嚴重的2005和2008年作為分析時間，共蒐集56則疾管局公關稿和929則新聞報導進行內容分析。研究結果發現：1. 腸病毒新聞的主要消息來源為政府單位（包括中央和地方政府）及醫護人員。2. 腸病毒新聞最常出現偏向政府單位的新聞觀點。3. 腸病毒新聞的主要框架為「疫病的流行病學描述」，其次為「相關疫病的預防和保健資訊」；腸病毒公關稿則最常以「相關疫病的預防和保健資訊」為主要框架，其次為「相關疫病概論」和「疫病的流行病學描述」；公關稿比新聞更重視腸病毒的醫學概論和預防保健等偏重知識性和專業性的訊息。4. 新聞報導最常以風險訊息為主要訊息脈絡，公關稿則最常以預防訊息作為主要訊息脈絡。5. 新聞報導和公關稿最常提供的腸病毒相關風險訊息為疫區、感染人數、易受感染族群、相關病理概念、預防方式和建議、以及治療方式和可採行的措施；就總體而言，腸病毒公關稿所提供的腸病毒相關風險訊息，比新聞報導多。

據衛生署疾病管制局的統計資料顯示，在1998年時，共有四百多位重症病例，其中74位死亡。至此之後，每年都有相關的重症病例及死亡人數傳出。因此，每年到了流行的高峰期，政府相關單位即透過各種管道來傳遞腸病毒的相關知識，然而，這真的促使學童家長正視疾病發生的可能性嗎？ 　　在Weinstein的一系列研究中發現，人們有一種傾向，那就是在經驗不幸的事物時，我們會有所謂不切實際的樂觀。傳統上，對於上述現象的產生，大都僅從心理學層面來做探討。但研究者認為這樣的解釋過於單純，因為其並沒有進一步考慮到，健康資訊在傳遞的過程中，可能因為傳播管道的不同及個人間不同的社會人口特徵，而造成不同的個人對此健康資訊的解讀有差異，並影響其對健康風險的評估。 　　因此，本研究想探討的是，腸病毒相關的健康資訊在透過不同的傳播管道傳遞時，如何影響學童家長來評估家中學童的健康風險？是否有所謂樂觀化偏誤現象出現？學童家長及學童間，不同的社會人口特徵，像是學童家長的性別、.學童家長的教育程度、學童本身是否曾罹患腸病毒，及學童本身的健康狀況，是否也會影響學童家長對健康風險的評估？是否有所謂樂觀化偏誤現象出現？ 　　從實證資料中發現，在自覺健康風險層面上，受大眾傳播管道影響的學童家長較受人際傳播管道影響的學童家長高。從這其實可以看出，大眾傳播媒體在提醒學童家長注意腸病毒問題時，的確有很大的功效。但受大眾傳播管道影響的學童家長，在評估家中學童的健康風險時，確實存在樂觀化偏誤現象，這也證實了Tyler所說的，大眾傳播媒介僅對評估他人風險有影響，但在評估己身的風險上，大眾媒介就顯得較無影響力。而學童家長的教育程度，及學童本身是否曾罹患腸病毒等社會行為層面，研究者證實教育程度愈高的學童家長，其自覺健康風險程度愈低，其樂觀化偏誤現象也愈明顯。這證實過去研究所指出的，高教育程度者或許對許多議題都自認為自己是專家，容易低估他人對訊息的判斷力，並因而認為他人比自己容易被傳播訊息說服。家中學童曾罹患腸病毒者，雖有較高的自覺健康風險，但也出現了所謂的樂觀化偏誤現象。

隨著網際網路的快速成長，資訊安全已成為企業最重視的議題之一。企業必須保護自己免於網路威脅(Cyber-Threat)，不過防止企業免受網際威脅已非易事，這也為企業資訊安全風險埋下了一顆不定時炸彈。換句話說，資訊安全風險是現今企業所面臨的主要挑戰之一，企業資訊安全防護的好壞將直接反應在企業的盈虧上，甚至可能影響到顧客對該企業產品或服務的滿意度等，對企業的殺傷力是不容忽視的。目前的防毒軟體(Anti-Virus)與威脅管理系統(Threat Management System)所能提供的基本功能都是大同小異，其效能也在伯仲之間，但是企業使用的成效則大不相同。因此如何掌握左右企業資訊安全風險的主要影響因子，並根據該影響因子提供企業一套資訊安全策略以解決其所面臨的風險與使得金錢上的損失降到最低，將是改善企業資訊安全風險的關鍵成功因素。 本研究首先透過與五位企業安全維護有實務經驗的專家訪談，了解資訊安全之重要影響因素並不在於投入防毒軟體的預算金額，反而是企業的資訊安全策略類型，如使用者與資訊安全人員關係型態、資訊安全人員的素質、高階主管對資訊安全政策的支持之類因素更重要。 接著藉由問卷調查，以國內某著名防毒軟體客戶為樣本，發出1910份郵寄問卷與網路問卷邀請email信，共回收102份有效問卷，回收率5.3%。問卷共分為兩大部份：組織特徵（包括公司背景、過去三年病毒感染情形、防毒系統、資訊安全管理現況）及防毒能力評估（防毒軟體的使用、監控與過濾、追蹤裝置、區隔網路等四類防毒技術的使用，與弱點管理、病毒碼部署、帳號管理、應用程式與網路使用的權限、回應與恢復程序等五類安全程序政策，組織的責任與能力、組織的順從、對教育訓練的重視等三項組織因素）。以「病毒爆發數量」、「病毒爆發影響嚴重性」、「偵測病毒數」與「偵測感染事件事」為應變數，以公司概況及防毒能力評估各變項為自變數進行單因子與多因子變異數分析，分析結果顯示組織大小及防毒軟體的使用、弱點管理、帳號管理等安全程序政策是影響「病毒爆發數量」的重要因素；組織大小、網路管理等組織特徵，防毒軟體的使用、弱點管理、病毒碼部署等安全程序政策及教育訓練等是影響「病毒爆發影響嚴重性」的重要因素；組織大小與防毒軟體的使用、監控與過濾等防毒技術的使用，弱點管理影響「偵測病毒數」的重要因素；組織大小、弱點管理、與教育訓練等是影響「偵測感染事件數」的重要因素。 本研究藉由分析企業在資訊安全所面臨到的風險，得以建立並發展相關評量的模型，研究結果除了可以提供廠商與設計人員在開發企業資訊安全風險評量時參考的依據，也為後續的相關實證研究提供一些建議的方向。 / Following the growth of the www internet in the latest years, information security has become the most important topic among all enterprise companies. Enterprise companies have to protect themselves from Cyber-Threat, but this is not an easy job at all. That means a hidden bomb has already been planted inside their information systems. In another words, the information security threat is the main challenge that all enterprise companies are facing right now. The performance of the defensive system that an enterprise company is using directly impacts whether this company can have a profit gain or loss; furthermore, this affects the customers’ satisfaction about the company’s products and services. This threat can harm the company and should not be ignored. Right now the basic service that Anti Virus software and Threat Management System can provide and their performance are functionally the same, but the effective factor of how each different companies use them may yield a big difference. Hence, knowing how to control the main factor of the information security threat of the company and knowing how to provide the best and the most secured strategy according to the threat to solve any possible future threat such that the loss of profit can be minimized, will be the most important aspect for an enterprise company to be succeeded. This research was conducted by interviewing with five experienced enterprise security maintenance experts at first. From the conservation, we have learned that the main factor of the information security is not depending on the amount of budget that the company has spent on anti-virus software. In fact the strategy type that the company uses for information security is the main reason. This includes the relational model between the users and the information security members, the quality of the information security members, the support of information security strategy from the top manager, and etc. These are more important factors. We have then conducted a survey among the customers from one of the famous anti virus software in Taiwan. We have sent out 1910 questionnaire mails and online survey invitation emails, we have collected back 102 copies of valid questionnaires (5.3% of the total). The questionnaire contains two parts: the characteristic of the company (including the background of company, the virus infection situation in the past three years, the anti virus system, the present situation of information security management), and the performance evaluation of the anti-virus system (which one(s) out of the four anti-virus techniques that the current company is applying: using anti-virus software, monitoring and filtering, using some tools for tracing, and the separation of local area network. Which one(s) out of five security process strategies that the company is using: weakness management, virus pattern deployment, account management, permission of using application and network, and response and restore process. And the factor of company: the responsibility and ability, the obedient, and the weight that was put for educational training.) Using the infection number of virus, the impact severity of virus spread, the quantity of detectable virus, and the number of detectable infection events as dependent variables, along with using the situation of company and each items in anti-virus ability evaluation as single factor or multiple factor variant analysis, the analyzed result shows that the size of companies and the security process strategies such as the use of anti-virus software, weakness management, and account management, are the main factors of the infection number of virus. The characteristic of the company such as the size of companies and its network management, the security process strategies such as the use of anti-virus, weakness management, and virus pattern deployment, and the educational training are the main reasons of affecting the severity of virus spread. The size of company, the use of anti virus technique such as the use of anti-virus software and the monitoring and filtering, and weakness management are the main factors of the number of detected virus. The size of company, weakness management, and the educational training are the main factor of the number of events of detected infection. According to the analysis of the threat of information security that an enterprise company would face, this research has built and developed a related evaluation model. The result from this research not only can provide a reference for companies and software designers when they evaluate their enterprise information security, but also suggest a new direction for future research.

本研究主要在於設計一種新式生物反應器，並應用於生產豬瘟病毒疫苗。首先根據所培養細胞的生長特性與原有生物反應器之缺點，改良成新式的生物反應器，並評估此新式生物反應器適用性、效能，以及所培養豬腎細胞之生長代謝情形與豬瘟病毒力價。整個實驗過程大致分為兩個部分，第一個部分探討細胞固定化培養之最適化培養條件與生長代謝情形，第二個部分探討豬瘟病毒培養之最適化培養條件與生長代謝情形。實驗結果發現豬腎細胞(PK-15)以批次方式培養於新式生物反應器，搭配著FIBRA-CEL®載體，成功的進行擴大培養，豬腎細胞最高的生長量達到2.29×109cells/300mL的細胞量。因此，改良之新式生物反應器可提供細胞優越的生長環境，具有擴大規模培養之潛力，可藉由此簡單設備、操作容易、成本低且低能源消耗之新式生物反應器達成細胞製品之生產基座。 / In this study, the production of PK-15 cell using immobilized animal cell culture in a novel bioreactor was investigated.We evaluated the serviceability and efficiency of a design-improved novel bioreactor for the growth and metabolic states of cultured PK-15 cells and the production of HC virus. The entire experiment includes two major stages: (1) investigation of the optimal conditions and metabolic states for the growth of immobilized cells, (2) investigation of the optimal conditions for the production of HC virus. Our results showed that immobilized PK-15 cells on the fibra-cell carries in the design-improved novel bioreactor exhibited their best growth of 2.29×109 cells/300mL.The immobilized conditions for cell culture, can provide a shearing stress of growth state, easy separation of cells from the culture mediu, and a operation of continuously feeding medium, leading to possibility growth of the high density cell and a long period of production;as a result, the efficiency of producing process is promoted. Here,our design-improved novel bioreactor is expected to provide an optimal growth environment of both the cells and viruses for the production of high-yielded, stable, and consistent cellular biological preparations. Furthermore, it will also provide the basis for the production of cell products with advantages of simple-equipped, easy-to-operate, low cost, and low energy consumption. / 致謝 i 中文摘要 ------------------------------------------------------------------------ ii 英文摘要 ------------------------------------------------------------------------ iii 目錄 ------------------------------------------------------------------------ iv 表目錄 ------------------------------------------------------------------------ vi 圖目錄 ------------------------------------------------------------------------ vii 第一章 緒論------------------------------------------------------------------ 1 第二章 文獻回顧------------------------------------------------------------ 3 2-1 豬腎傳代細胞(PK-15 cell) -------------------------------------- 3 2-2 豬瘟病毒------------------------------------------------------------ 4 2-2.1 豬瘟之歷史背景--------------------------------------------------- 4 2-2.2 豬瘟病毒之特性--------------------------------------------------- 7 2-2.3 豬瘟發生原因之探討--------------------------------------------- 11 2-3 生物反應器--------------------------------------------------------- 12 第三章 實驗材料與方法--------------------------------------------------- 21 3-1 細胞------------------------------------------------------------------ 21 3-2 細胞繼代培養------------------------------------------------------ 21 3-3 細胞冷凍保存------------------------------------------------------ 22 3-4 解凍細胞培養------------------------------------------------------ 22 3-5 病毒感染------------------------------------------------------------ 23 3-6 收集病毒------------------------------------------------------------ 24 3-7 豬瘟病毒力價測試------------------------------------------------ 24 3-8 細胞滾瓶培養------------------------------------------------------ 26 3-9 生物反應器操作--------------------------------------------------- 27 3-10 載體上細胞數的測定--------------------------------------------- 33 3-11 葡萄糖的測定------------------------------------------------------ 33 3-12 培養過程中pH值測定------------------------------------------- 34 第四章 結果與討論--------------------------------------------------------- 35 4-1 測試細胞貼附的材料--------------------------------------------- 35 4-2 細胞固定時間的比較--------------------------------------------- 36 4-3 測試不同比例的載體量培養豬腎細胞------------------------ 37 4-4 測試不同接種量--------------------------------------------------- 40 4-5 測試培養基流速對豬腎細胞生長的影響--------------------- 44 4-6 測試培養基停留於培養槽時間對豬腎細胞生長的影響--- 45 4-7 測試豬腎細胞暴露空氣時間對於生長的影響--------------- 47 4-8 測試Bellocell培養豬腎細胞(PK-15)可行性----------------- 49 4-9 測試利用新式生物反應器培樣豬瘟病毒--------------------- 50 第五章 結論與建議--------------------------------------------------------- 53 參考文獻 ------------------------------------------------------------------------ 55 表目錄 表1. 兔化豬瘟疫苗與組織培養豬瘟疫苗的比較------------------ 6 表2. 急性、慢性與遲發型豬瘟比較---------------------------------- 10 表3. .Growth of Various cell Lines in bellocell-500----------------- 18 表4. Comparison of SF-9 cell Growth and BEV production in Various Laboratory bioreators------------------------------------ 19 表5. Comparison of HEK293 Cell growth and Receptor X production in Cell Factory®/20 roller bottles and BelloCell-500Bioreactor------------------------------------------ 20 表6. Reed-Muench Methods法計算方法----------------------------- 26 表7. 比較不同材料培養PK-15 cell所用的載體量---------------- 50 表8. 細胞固定時間的比較所接細胞量與載體量------------------ 51 圖目錄 圖1. Liau提出以潮汐生物反應器圖--------------------------------- 17 圖2. Operation principle of Bellocell system------------------------- 18 圖3. 新式生物反應器(novel reactor)-潮汐式生物反應器(tidal typereactor)之運作流程圖--------------------------------------- 30 圖4. 比較不同材料培養PK-15 cell ---------------------------------- 63 圖5. 比較不同時間細胞的貼附量------------------------------------ 64 圖6. 測試的不同比例載體量培養豬腎細胞生長曲線------------ 65 圖7. 測試的不同比例載體量培養豬腎細胞培養過程glucose消耗趨勢------------------------------------------------------------ 66 圖8. 測試的不同比例載體量培養豬腎細胞培養過程pH變化------------------------------------------------------------------------ 67 圖9. 測試不同接細胞量培養在10g carrier生長曲線------------- 68 圖10. 測試不同接細胞量培養在10g 載體glucose消耗趨勢----- 69 圖11. 測試不同接細胞量培養在10g carrier pH趨勢--------------- 70 圖12. 測試流速對豬腎細胞生長的影響------------------------------ 71 圖13. 測試流速對細胞影響的葡萄糖消耗--------------------------- 72 圖14. 測試流速對豬腎細胞生長影響pH值-------------------------- 73 圖15. 測試培養基停留時間對豬腎細胞生長影響------------------ 74 圖16. 測試培養基holding時間對豬腎細胞生長的影響之葡萄糖趨勢--------------------------------------------------------------- 75 圖17. 測試培養基holding時間對細胞的影響之pH值趨勢------- 76 圖18. 測試豬腎細胞暴露空氣時間對生長的影響------------------ 77 圖19. 測試豬腎細胞暴露空氣對生長的影響葡萄糖消耗趨勢--- 78 圖20. 測試豬腎細胞暴露空氣對細胞生長的影養pH值趨勢---- 79 圖21. Bellocell反應器培養豬腎細胞---------------------------------- 80 圖22. Bellocell培養豬腎細胞葡萄糖消耗趨勢---------------------- 81 圖23. Bellocell培養豬腎細胞pH值趨勢----------------------------- 82 圖24. 測試利用新式生物反應器培養豬瘟病------------------------ 83

本研究是根據Feick和Price等學者在傳統實體通路所作的「市場行家」相關研究為出發點，希望在網際網路的世界中也能夠證實「網路市場行家」的存在；「網路市場行家」會因應網際網路的傳播特質，展現他們的市場影響力，故本研究可以視為「市場行家理論」在網際網路環境下的應證與延伸。 本研究所定義的「網路市場行家」，不但積極上網搜尋多元化的商品資訊以及新商品或新品牌的訊息，同時也較常在網路上消費，另外他們每週上網時數高達23.8小時，平均訂閱7.7份免費電子報，也較有意願訂閱付費電子報。 「網路市場行家」對於網路行銷人員的意義在於，他們是「電子口碑」傳播的種子，因為他們平時轉寄電子郵件的頻率比一般人高，同時「網路市場行家」認為市場訊息是重要並值得轉寄給其它人，其中他們最重視的是「特價訊息」，其次才是「產品品質」。而「網路市場行家」最常接觸的行銷管道依次為：閱讀熟人轉寄的電子郵件，其次是收到電子折價券、參與網路促銷贈獎活動、閱讀電子郵件廣告，最後才是點選橫幅廣告。 「網路市場行家」不僅傳遞有用的消費資訊而已，研究也發現他們對於身邊的人在購買「書籍雜誌」的決策上，具有意見領袖影響特質；而「男性網路市場行家」在「電腦硬體及周邊」上具有意見領袖特質，而「女性網路市場行家」則對於「室內休閒娛樂」方面具有意見領袖的影響力。至於在新上市商品的早期購買行為方面，「網路市場行家」會比別人早一步購買「書籍雜誌」類商品，至於其它新商品方面，他們仍是最好的市場訊息的代言人。 「網路市場行家」喜歡蒐尋市場資訊，又較常因人際之間轉寄電子郵件而傳播市場資訊，故他們所傳播的「電子口碑」對於消費行為具有不可忽視的影響力。本研究應證「網路市場行家」特質的存在，不但初步建立「電子口碑傳播」的研究基礎，也延伸了傳統「市場行家」理論的意涵。

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 │ │ │ └──────┴────────────┴───────┴─────────┘

本研究主要在探討大型企業的資訊安全案例。在二十一世紀的今天，資訊系統及電腦資產對組織的成功更加重要，所以務必防止它們遭受遺失、竄改或毀滅的風險。資訊安全是保護資料、資訊遭受意外或有意的誤用的一種過程，不論是被組織內或組織外的人，包括員工、外包的顧問或網路上的駭客。資訊安全是組織中很策略的一環，不光是也不應是資訊部門一己的責任。 依據Datamonitor的估計，美國企業一年在資訊安全漏洞上至少損失美金一百五十億元。根據電腦安全學院（Computer Security Institute, CSI）及聯邦調查局（Federal Bureau of Intelligence, FBI）2004年的問卷調查顯示百分之四十九的企業曾發生個人電腦失竊的案例。依據IronPort的估計，一年前每年約有三百億封垃圾郵件，現在則激增至五百五十億封垃圾郵件。時至今日，對於資訊安全的主要威脅不是來自於組織外的駭客、病毒或蠕蟲，而是組織內的個人。不論組織內的個人是有意或無意地違反資訊安全的政策和規定，其後果可能相當嚴重，小至組織形象受損、業務損失，大至官司纏身或巨額罰款。 根據紐約時報2006年的報導：臺灣的高科技公司佔有全球半導體晶圓專工產業百分之七十的市佔率，百分之四十的半導體封裝市場，百分之五十的半導體測試市場，百分之八十的電腦主機板市場，百分之七十二的筆記本電腦代工市場，百分之六十八的LCD螢幕市場。我們如何繼續保持在全球市場上的領先地位？我們仍然得繼續在研究發展、生產製造及全球運籌上加碼投資。然而，在全球經濟之下，如何透過執行一套安全的、全球的及穩定的資訊網路及基礎架構以提供客戶更好的服務更是必要的。 對每一位資訊長或資安長而言，資訊安全永遠是他最關心的前三大議題之一。資訊安全當然是說比做容易，正確導入與永續執行才是根本。花錢購買資訊安全設備是相對簡單的。知道要保護什麼，如何保護以及要控制什麼就沒有那麼簡單了。在真實的商業世界裡，基於家醜不外揚，鮮有公司願意分享或公佈它資訊安全上的弱點及缺點。本論文的主要目的有二：一是研究業界最新的資訊安全標準及資訊安全供應商的看法，例如： 1. 國際標準組織（International Standard Organization, ISO）17799。 2. 英國標準組織（British Standard Institute, BS）7799。 3. 國際商業機器股份有限公司（International Business Machines, IBM）的資訊安全計劃。 4. 惠普股份有限公司（HP）及Information Security System公司的資訊安全稽核機制。 5. 微軟股份有限公司（Microsoft）。 二是提供一些真實的成功案例以提供給其他有興趣的組織作為參考。從結論發現，我們可藉由改善核心業務流程，去建造新的資訊安全系統，去運營一個可長治久安的實體與虛擬的環境，並強化公司的知識管理及傳承 / In the twenty-first century, information system and computing assets are more critical to organization’s success, and as a result, must be protected from loss, modification or destruction. Information security is the process of protecting data / information from accidental or intentional misuse by person inside or outside of an organization, including employee, consultants, and hackers. Information security is a strategic part of an organization, not just the issue of Management Information System, MIS, or Information Technology, IT, department. According to “Datamonitor”, US$ 15 billion, at least, cost of information security breaches to United States businesses in one year. From the survey of Computer Security Institute, CSI, and Federal Bureau of Intelligence, FBI, in 2004, 49% of companies experienced notebook Personal Computer theft. According to IronPort, there are 55 billion spam e-mail per year right now, compared with 30 billion spam e-mail yearly. Today, the largest threat to information security is not the typical hacker, virus or worm, but the corporate insider. Whether insiders violate data security policies in advertently or with maliciously, the result can expose the company to public embarrassment, lost business, costly lawsuit, and regulatory fines. Taiwanese high-technology companies have 70% market share of worldwide semiconductor foundry business, 40% share of semiconductor package segment, 50% share of semiconductor testing, 80% of computer motherboard, 72% share of notebook PC, 68% of LCD monitor --- New York Times, 2006. How can we keep maintaining the leading positions around the globe? To invest in R&D, manufacturing, and global logistics is key. However, how to implement a secure, global and reliable IT network and infrastructure to server customers better is a must under current global economy. To every Chief Information Officer, CIO, or Chief Security Officer, CSO, Information security is always one of the top 3 to-do list. Information security is easy to talk about. But, implementations and executions are where talk must turn into action. Purchasing security device is easy. Knowing how and what to protect ad what controls to put in place is a bit more difficult. In the real commercial world, no one or company would like to share or release its weakness to the public. The objective of this thesis is to study most updated information security industry standard and information security suppliers’ view, like: 1. International Standard Organization, ISO, 17799. 2. British Standard Institute’s BS 7799. 3. IBM’s Information Security Program, ISP. 4. HP & Information Security Systems’ Information Security Audit Mechanism, ISAM. 5. Microsoft Also to provide a real successful case / framework for other companies to ensure a consistent, enterprise-wide information security focus is maintained across organization boundaries. In conclusion, this information security study proposes to transfer core business process, to build information security new applications, to run a scalable, available, secure environment, and to leverage firms’ knowledge and information.

傳統商學院論文所探討的競爭態勢多半聚焦於廠商間的競爭，著重組織對組織、集團對集團的互動過程，本研究提出競爭的另一種型態，描述由個體所組成的非正規群體(駭客)與組織集團(廠商)的競爭，以病毒與防毒軟體廠商的互動過程為例，透過歷史的描述呈現電腦病毒、防毒廠商、戰爭三個構面。 本研究以病毒為描述主體作為邪惡的反方角色，並且深入探討其背後的核心操控者：駭客們的動機與行為，之後將相對應的正方角色：防毒公司拉進來，詮釋病毒與防毒軟體的互動過程。最後，整理出在歷史的演進之下，病毒/防毒戰爭過程中的脈絡與攻防特性，並演譯歸納出病毒的五大創新特點：技術Deeper、影響範圍Bigger、傳播速度Faster、病毒行為Smarter、產業結構Robuster。 綜觀國內外商學院論文，尚無類似論述，其突破性貢獻有三：其一，本研究提出以病毒負效用的特性作為創新的論述，至今無人提出，雖可議卻也空前；其二，本研究突破過去討論病毒相關議題僅考量單項變數的限制，以全面性的系統觀點探討其特性；其三，此類議題的相關論文處理方式多半以量化、實作亦或次級資料整理為主，本研究則進行深入訪談的田野調查。 基於創新來自於邊陲的概念，本論文希望排除道德的限制，單純從特性上加以考量其創新，並非鼓勵或褒揚之意。希望提供企業以另一個層次的角度思考本文所提出之創新觀點，應用於研發管理、創新管理、行銷管理、策略管理等領域，興許能有不同的創新解決方案。 / Most papers from the traditional business school discuss the competitions among manufacturers, and focus on the interactions between organizations and between groups. However, in this paper, we propose another type of competition - the competition between the hacker (composed by the individuals or non-regular organization) and the manufacturer (organizations or groups). Here, we take the interaction between virus and anti-virus software manufacturers as example to describe the 3 dimensions among computer virus, anti-virus software manufactures and their contests. In this thesis, we take virus as the evil side and expect to dig out the motivation and behavior of the hackers, and then we take the anti-virus software manufactures as the counter side to discuss the interaction between virus and anti-virus software. Finally, we sum up the 5 innovative characteristics of the virus: the skill is deeper, the incidence is bigger, the spreading speed is faster, the virus behavior is smarter and the industrial structure is more robust. In this thesis, there are 3 unprecedented distributions: first, we propose the innovative concept by using the disutility characteristic of virus; second, we breakthrough the restriction that only taking the single parameter into consideration, and we take the total system viewpoints into consideration to discuss its characteristics; third, instead of quantification, experimentation, and sub-data collection, we do the research through the interview and the field work. In this thesis, we wish to eliminate morals constraints, just consider its innovative concept, and not mean to encourage or commend it. Furthermore, we expect to provide the enterprises another way to think about this new concept, and apply it in research and development management, innovation management, marketing management, strategy management, and so on. We believe that there will be some other different innovative solutions.

本論文藉由艾德蒙．懷特<已婚男人>愛滋書寫裡、對男同志性愛/死亡在愛滋年代的辨證關係，探討愛滋文學所能扮演的文化功能。第二章、利用傅柯式圓形監獄概念衍生下主體自我內化規訓，討論男同志性愛原先具有的顛覆本質，如何隨著80年代、HIV病毒出現，在生物醫學論述下對男同志進行”再次病理化”的辨證關係。 第三章參考喬瑟夫．凱迪在1993年發表的文章、 分類愛滋書寫為深刻書寫和反深刻書寫，討論<已婚男人>裡愛滋深刻書寫裡、藉由呈現詭異疾病身體來製造驚嚇感、引發讀者對於愛滋議題另一層次的反思。第四章、則是探討<已婚男人>呈現無病徵的衣櫃身體、其造成主體／客體在視覺上/心理上、介於有病/無病的模糊詭譎狀態，可以被視為愛滋文學、一種提供讀者在愛滋年代裡、在絕望中仍可懷抱希望的正面力量。透過以上探討、艾德蒙．懷特＜已婚男人＞豎立愛滋書寫之中、呈現男同志文化與愛滋病複雜關係的傑出作品。 / This study discusses Edmund White’s AIDS writing in his The Married Man, a fiction that depicts the issue of gay sex and death in the age of the Epidemic. In chapter two, I intend to discuss about how biomedical discourse of HIV/AIDS fosters a Focauldian apparatus of panoptical surveillance and self-discipline in relation to gay sex. With the advent of HIV virus, the once subversive lifestyle of gay sex becomes more problematic. In chapter three, I attempt to employ Joseph Cady’s definition of AIDS writings as either immersive or counter-immersive, and argue that Edmund White’s The Married Man should be viewed as an immersive AIDS writing wherein the ugliness of the grotesque body is used as a literary weapon to engender its readers a sense of shock. In chapter four, I contend Austin’s HIV asymptomatic/closet body in The Married Man should be viewed as an ambiguous symbol by which a dialect between hope (future) and despair (no future) is discussed. To conclude, Edmund White’s The Married Man, a subversive text as it is, thus stands as a masterpiece of AIDS writing not only explicitly depicts the history of HIV/AIDS of the 1990s but that promises its gay readers a potentiality of hope for the misty future.

摘 要 本研究主要是探討利用新式生物反應器以固定化細胞培養技術生產日本腦炎病毒(Japanese encephalitis virus；JEV)之研究，首先根據所培養細胞的生長特性與原有生物反應器之缺點，利用已改良設計之新式生物反應器，評估此新式生物反應器適用性、效能，以及所培養細胞之生長代謝情形與病毒力價。整個實驗過程大致分為幾個階段，第一個階段探討細胞固定化培養之最適化培養條件與生長代謝情形，第二個階段找出細胞固定化培養於此新式生物反應器中最佳生長狀態，最後一個階段為病毒的培養。實驗後發現Vero細胞經固定化貼附於FIBRA-CEL®載體上，可擴大培養於新式生物反應器，Vero細胞最佳生長量達到6.6×106cells/mL。希望藉由此改良之新式生物反應器提供細胞與病毒一個良好之生長培養環境，獲得高產量、品質穩定一致之細胞生物製品，以提供ㄧ設備簡單與製程操作容易、低成本、低能源消耗之細胞製品生產基座。 / Abstract In this study, we investigated the production of Japanese encephalitis virus (JEV) by the immobilized cell technology in a novel bioreactor. According to the disadvantages of original bioreactor and growth characteristics of cell culture, we evaluated the suitability and efficiency of a design-improved novel bioreactor as well as the growth and metabolic situation of cultured cells and titers of JEV. All studies including three major stages: (1) investigation of the optimal conditions and metabolic situation for the growth of immobilized cells, (2) finding the optimal conditions for the growth of immobilized cells in this novel bioreactor, and (3) growth of JEV using immobilized cells in this novel bioreactor. Our results showed that after immobilization on the FIBRA-CEL® carries, Vero cells can grow on the novel bioreactor up to the density of 6.6 × 106 cells/mL. Hopefully, the improvement of the novel bioreactor will provide an optimal growth condition for both the cells and viruses. Furthermore, it will also provide the basis for the production of cell products with advantages of simple-equipped, easy-to-operate, low cost, and low energy consumption. / 目 錄 誌謝------------------------------------------------- i 中文摘要 -------------------------------------------- ii 英文摘要 -------------------------------------------- iii 目錄 -------------------------------------------- iv 表目錄 -------------------------------------------- v 圖目錄 -------------------------------------------- vi 第一章 緒論---------------------------------------- 1 第二章 文獻探討------------------------------------ 3 第一節 日本腦炎病毒疫苗---------------------------- 3 第二節 動物細胞的培養------------------------------ 4 第三節 載體上動物細胞的培養------------------------ 5 第四節 動物細胞培養於生物反應器-------------------- 7 第三章 材料與方法---------------------------------- 10 一 細胞株的培養-------------------------------- 10 二 細胞冷凍保存與解凍培養---------------------- 10 三 細胞滾瓶培養-------------------------------- 11 四 病毒株的培養-------------------------------- 12 五 固定化載體材料製備-------------------------- 12 六 載體上細胞數的測定-------------------------- 12 七 細胞貼壁率的計算---------------------------- 13 八 生物反應器結構特性與固定化細胞培養---------- 13 九 日本腦炎病毒力價測定------------------------ 19 十 葡萄糖的測定-------------------------------- 19 第四章 結果與討論---------------------------------- 20 一 固定化載體材料比例對Vero細胞生長的影響------ 20 二 細胞貼附固定化時間對Vero細胞生長的影響------ 23 三 細胞接種量對Vero細胞生長的影響-------------- 24 四 生物反應器培養系統對Vero細胞生長的影響------ 25 五 新鮮培養基更換對Vero細胞生長的影響---------- 27 六 最適化細胞生長條件培養日本腦炎病毒---------- 29 第五章 結論與建議---------------------------------- 30 參考文獻 -------------------------------------------- 31 附錄一 PBS配製方法--------------------------------- 62 附錄二 Medium 199配製方法-------------------------- 62 附錄三 MEM medium配製方法-------------------------- 62