具有跨產業消費性能的聯合積點卡，已是未來卡片運用功能的依歸，也是國內各家業者爭相投資的方向，目前國內雖然已經有國泰集團、統一集團、新光集團等大企業爭相宣佈有跨足聯合積點產業的訊息，但因為步伐的不同與評估標準的差異，目前仍處規劃期，由遠東集團投資鼎鼎聯合行銷所領軍的「快樂購聯合積點卡」94年率先以領頭羊之姿，成功的打入台灣消費市場，並以發卡量四百三十萬的驚人數字(2006, 鼎鼎聯合行銷)，坐穩聯合積點卡龍頭的位置。 本研究僅以「快樂購聯合積點卡」為研究對象，並以關係管理觀點去分析聯合積點卡在台灣推行的現況與方式，分析此類卡片所提供的服務方式與顧客之間在忠誠度、滿意度的關係，進而提出建議改善方案。 為探討聯合積點卡的優缺點與使用狀況，研究分別使用了深度訪談法與問卷調查法，並以鼎鼎聯合行銷各部門的專案負責人、及擁有快樂購卡片的卡友做研究調查對象，問卷總計發出346份，有效問卷為330份，回收率達97%，資料分析採用Cronbach’s σ 信度分析、描述性分析、相關性分析、及卡友的生活型態因素分析。 研究結果顯示，大部分的卡友對聯合積點卡的整體忠誠度與滿意度是高的，且申辦使用快樂購卡的卡友，並沒有明顯的年齡、教育、職業、收入等分別，卡友對快樂購聯合積點卡，多持正面的回應與肯定，支持卡友持續使用快樂購聯合積點卡的主因為快樂購卡可跨通路消費及紅利累點的服務機制。 / The function of united point-collection is a future trend with cross-industry consuming performance. It is also the direction of investment among enterprises in the whole country. Although the famous enterprises such as Cathay Group, Uni-President Group and SKIS Group have been released the message of united point-collection, it is still in the planning stage due to difference in evaluation standard. DDIM (DingDing Integrated Marketing Service Co.), which is founded by Far Eastern Group, issued “HAPPYGO” card successfully to occupy consuming market in Taiwan during 2005. Now the total amount of cards is about 4.3 million (2006, DDIM), and it is also the number one in this field. This research focus on the “HAPPYGO” card as the study case, and analysis the status and promotion methods of the united point-collection card in Taiwan through the CRM (Customer Relationship Management) view. The main idea is to analysis the relationships between customer loyalty and customer satisfaction in this sort of card, then make the recommendations to improve the program. To discovery the usage condition and pros and cons of HAPPYGO card, the research used deep interview and questionnaires as the method, and it includes project managers in DDIM and HAPPYGO cardholders as the interview samples. 346 questionnaires were collected, and 330 questionnaires were valid. The valid response rate is 97%. The data analysis adapted Cronbach’s α reliability analysis, descriptive statistics, correlation analysis, and cardholder VALS to verify the research. The result of the research indicates that most of the cardholders are satisfy with the HAPPYGO card loyalty program. For HAPPYGO card applicants, there is no obvious difference in age, education, occupation and salary level. Research found that cardholders have positive responses and attitudes with HAPPYGO card. The main reason for cardholders to use HAPPYGO card continuously is that it provides collecting and accumulating cross-industry point services.

近年來，由於網際網路的興起，網際網路已成為新聞媒體重要的傳播管道之一，許多新聞網站如雨後春筍般的成立，而讀者也樂於使用這類更加便利、高互動性的新聞網站。但是媒體使用網路作為傳播管道，同時也面臨在傳統傳播模式所未遭遇的新挑戰，網路新聞媒體被迫需要創造獨特的內容吸引使用者，也需發展具黏性的社群經營服務，才能與其他具有類似社群互動機制的Web 2.0網站一較長短，留住廣大的使用者群。 本研究嘗試利用新聞為日常生活人們獲得資訊不可或缺管道的獨特優勢，提出一套有效利用新聞使用社群集體智慧(Collective Intelligence）機制，能夠自動化依據使用者顯隱性回饋，針對每篇新聞分析出分歧度、熱門度、話題性三個社群資訊，並以上述三個社群資訊挑選出合適的焦點新聞，以此促進新聞社群使用者對於焦點新聞的討論與互動，進而提昇新聞傳播的效益與新聞社群的凝聚力。實驗結果證實，本研究所提出的機制確實能夠探勘出滿足大多數使用者關注焦點新聞資訊的需求，並且對於輔助記者掌握讀者對於新聞資訊需求及促進新聞社群經營方面都有很大的助益。 / In recent years, due to the rise of the information and communication technologies, the internet has become one of most important communication channel for Journalism. A long with drastically flourished on-line Journalism, models of readers’ information reception changed while they are enjoyed more convenient and interactive websites providing instant information. At the same time, while mass media utilize internet as communication channel, it has also brought unprecedented challenge to traditional communication. On-line Journalism has not only need to create unique content (information) to attract readers; but it also need to develop a more engaging community management services to interact with other communities with similar mechanisms of Web 2.0 sites to retain user’s attention. This study attempts to exam the proposed on-line journalism system for University Press community, which could automatically analyze readers’ community dataset of University newspaper; including opinion deviation indicators, popularity indicator, and topicality indicator of each news (information). This system selects targeted news (information) according to above indicators to promote discussion and interactivity within readers’ community in hope to promote efficiency of news (information) communication and engagement within readers’ community. Experiment results reveal this proposed mechanism could satisfy most readers’ need for headline news; as well as assist Journalists’ understanding on their readers’ need while promoting on-line journalism social networking management.

Web2.0的概念自2005年被首次提出後，隨即在網路上造成一股革命的風潮，伴隨著Web2.0的特性，網路社群經營也變成了一門重要的網路企業經營顯學，以往單純的網路行銷或電子商務，在加入Web2.0的概念後，都從網路經營的本質起了很大的轉變。因此本研究即以個案研究的方式，來探討Web2.0旅遊網站的社群經營與價值共創的關係，並繼續延伸探討Web2.0旅遊網站的經營模式建議。 本研究選定澎湖的旅遊網站-沿著菊島旅行網站，作為本研究的個案網站，不同於一般Web2.0網站的社群經營，都是以虛擬社群的經營為主，本研究的個案網站卻是把實體旅遊業者納入社群經營的一支，創造出新的虛實整合經營模式。本研究即藉由深度訪談和焦點訪談，搭配DART和資策會的網站價值評鑑分析法，分析個案網站和實體旅遊業者在虛實整合下的共創價值模式，並以此為基礎，分析歸納出可行的網站經營建議方案，作為個案網站在未來的經營方向之參考。 / The concept of Web2.0 was published in 2005 for the first time and immediately became a new trend in internet business and internet study. In Web2.0 world, the e-commerce and e-business are no longer same and the virtual internet community becomes more important than ever too. In this thesis we’ll use a case study to figure out the new trend of communities management and value co-creation of Web2.0 travel websites. Our case website is a travel website named PHsea. It’s a travel website established for promoting Peng Hu tourism. But not like other travel websites in Taiwan, PHsea was the first travel website to manage the real community (tourist industry) in a way like virtual community and make real community and virtual community working together to create values for both sides. It’s a new discovery and in this study we’ll use the assessment method such as DART to find the authentication of value co-creation relationship by real community, virtual community and case website. In the end of this study we’ll try too find a possible business model for our case website too.

科技日新月異，從網際網路的興起，到後來的普及化，網路時代也從Web1.0發展至現在的Web3.0。人們交流的媒介工具也越來越多，Facebook做為Web2.0的經典產物，成為許多人和他人交流的社群平台，伴隨粉絲專頁、粉絲團的功能所帶動的網路口碑和傳播效應，讓許多企業也開始經營Facebook，將客戶關係管理與品牌行銷轉移到虛擬社群上。然而，隨著智慧型手機的出現，宣告Web3.0的蓬勃發展，人們的溝通與資訊搜索工具轉為手機裝置的App，Line就是目前在亞洲快速竄紅的通訊App，其不僅在發明國日本與母公司所在地韓國有許多支持者，在台灣也是使用者人數最多的通訊工具。除了貼圖、語音通話等等訊息傳遞功能， Line同時具備官方帳戶，讓企業端能開設帳戶和消費者進行訊息交流。無論是利用哪個社群媒體和消費者做溝通，其主要目的都是為了期盼能增加品牌社群忠誠，乃至品牌忠誠度，以強化其購買意願。 　　為了解使用兩個社群平台與企業（品牌）交流的使用者，其所被影響的購買意願和品牌社群忠誠是否有差異，因此以量化問卷方式，探討同一個品牌同時經營兩個社群的方式給使用者的感受有無不同，以及社群經營是否能有效影響品牌社群忠誠與購買意願。同時，輔以和企業端的質化訪問，以期更深入了解企業端對於經營虛擬社群的想法，和問卷分析結果做比較，以達到更好的討論與建議。 　　研究結果顯示，Facebook粉絲專頁相較於Line，更容易進行較深入的溝通，且消費者普遍期待社群能提供其價值，例如：產品資訊、折扣資訊等等，如此更容易影響其購買意願。品牌是否有讓消費者認為自己提供的意見與想法是有被回應，也是消費者品牌社群忠誠影響主要因素。然而，科技更迭時間很快，通訊工具推陳出新，企業不應過度仰賴現在當紅的通訊App作為溝通媒介，甚至可試圖開發自己的App，以提供更全面而有效的虛擬品牌社群管理與客戶關係經營。

在社會變遷的衝擊下，提升教師專業具有迫切性與必要性；目前教師的在職訓練、專業發展方式及實施途徑面臨許多限制，而網路學習具有通訊成本低及不受時空限制的特性，開啓了教師進修的新契機。 本研究以參與桃園縣e化學習平台【閱讀策略教學課程】之中小學教師為研究對象，以建立能促進教師社群成員參與互動討論意願，以及提昇教師教學關注程度之網路社群經營機制為目標，最終達成塑造以網路學習社群提升參與網路課程教師學習成效之教師專業發展模式，樹立成功實施的準則。 為達成上述之研究目的，本研究先以文獻分析法，針對研究相關資料進行蒐集與整理，作為研究發展與問卷設計之基礎，並規畫實際教學實驗，進行實徵觀察與研究。為增進成員間的互動與討論，本研究將課程畫分三階段實施包括推薦機制、激勵機制及專家引導網路社群經營機制，並同時輔以三次「閱讀策略教學關注階層問卷」進行調查，以呈現教師網路社群成員對於閱讀策略教學關注階段差異；並進一步探究不同背景變項之教師教學關注提昇之差異性，以及社群成員間互動對話內容之關注階層變化情形。課程結束後，實施「網路學習滿意度」問卷，探究三種經營機制之得分情形與教師閱讀策略教學關注階段之間是否具有相關性。最後，課程結束後約半年，以e-mail方式寄發「閱讀教學調查問卷」，追蹤社群成員實施閱讀策略教學之現況、所面對的困難，以追蹤瞭解參與網路課程對於其教學工作之助益。 茲將本研究所蒐集資料之量化與質化分析結果，歸納以下結論： 一、實施本研究所提出三階段社群經營機制之網路課程，可有效提昇教師閱讀策略教學關注。 二、不同背景變項之社群成員，對閱讀策略教學關注程度的差異不大。 三、網路社群經營機制與教師閱讀策略教學關注程度提昇具有顯著相關性。 四、社群成員因本研究所提出之三階段社群經營機制，有效促使雙向性對話熱絡，使得互動討論內容之關注階層提昇及部分關注階層呈現顯著向上提升變化。 五、社群成員對於網路經營機制普遍感到滿意，顯示本研究所提出之三階段學習社群經營機制確實對於教師專業成長具有助益。 六、基於學習社群經營之網路課程確實能提昇教師教學專業知能，並促使教師關注教學專業的實踐與對於學生的學習成效助益。 最後，研究者再根據研究發現，針對網路社群經營機制、開課團隊與教育單位提出具體建議，並針對未來可以繼續研究方向提出具體建議。 / Under the impact of social changes, it is urgent and necessary to enhance the capabilities of teaching professional to cope with this constantly changing environment. To date, the approaches of in-service training and professional development for teachers and their implementations face with many restrictions. While web-based learning has the features of low communication costs and without the constraints of time and space, it offers teacher a new opportunity to pursue further educations. 　　The subjects of this study are recruited from primary and secondary school teachers who participated in the program of "Reading Strategy Instruction Course" provided by Taoyuan County e-learning Platform. The objective is to establish operational mechanisms of online community that encourage the willingness of the members of teacher's community to participate in interactive discussions, and promote the level of teacher's instruction concern. Ultimately, the purpose of this study is to build up a teaching professional development model that utilizes the functions of web-based learning community to enhance the performances of the teachers who participated in the web-based learning, and set up the principles for future successful implementation. 　　To achieve the research purposes, this study first conducted literature analysis to collect and collate relevant information as a basis for researching and developing the design of questionnaires. The experimental teaching courses were designed for empirical observations and researches. In order to promote interactions and discussions among members, the courses were divided and carried out in three phases, including recommendation mechanism, incentive mechanism, and expert guidance mechanism of online community. And at the end of each phase, a "Questionnaire for the Level of Teachers’ Reading Strategy Instruction Concern" was administered to investigate and to present the different levels of the web community teachers' concern towards reading strategy instruction at different phases. Furthermore, two issues were explored in the study, namely, how the different background variables affect the teacher's instruction concern levels, and the changes in concern level of the contents by interactive dialogue among community members. At the end of the Course, the questionnaire of "Web Learning Satisfaction" was implemented, in order to examine the attained scores of the three operational mechanisms and the correlations between the scores and the teacher's levels of instruction concern of Reading Strategy. Finally, about six months after the end of course, the questionnaire of "Reading Instruction Survey" was sent by e-mail to the community members to track the implementation status of Reading Strategy Instruction, the difficulties, and to track and understand the benefits to teaching from participating in online courses. 　　The conclusions of quantitative and qualitative analyses of the information collected in this study are summarized in the following points: First, in this study, the proposed three-phase implementation of the operating mechanisms of the web community programs can boost effectively the teachers' instruction concern of reading strategy. Second, the differences of instruction concern towards reading strategy among the community members from different background are not significant. Third, the web community operational mechanisms are significantly correlated with promoting the levels of teachers' instruction concern. Fourth, community members benefit from the three-phase community operational mechanisms proposed by this study, in terms of effectively and warmly promoting two-way dialogue, improving the concern level towards the content of interactive discussions, and some parts of concern level presenting significant upward changes. Fifth, community members were generally satisfied with the web operational mechanisms proposed in this study, showing the three-phase operational mechanisms of learning community are useful to the professional development of teachers. Sixth, the web programs based on the operations of learning community can really enhance the teachers' professional knowledge and ability of teaching, promote the teachers' concern of professional practice, and benefit students' effective learning. Finally, according to the findings of the research, the specific operational mechanisms of web community, course delivery team, and educational unit are recommended, and the directions for future study are proposed.

品牌，對現今的行銷及組織經營而言早已成為相當重要的課題，因為它不僅是一個圖像或名稱，而是讓組織與商品得以在眾多的競爭者間脫穎而出的策略；而品牌必須要不斷的擴大顧客對於品牌的終生貢獻價值，即顧客權益（customer equity）的擴張，因此當忠誠度能夠幫助顧客權益的擴張時，組織如何建立忠誠度即成為廣受關注的議題，而能幫助忠誠度發展的「品牌社群」便漸漸吸引許多學者的研究。 本研究以McAlexander、Schouten與Koenign（2002）三位學者提出的「品牌社群關係模型（brand community relationship model）」為基礎，希冀以品牌社群成員的觀點研究「品牌社群經營」、「品牌社群關係」與「品牌忠誠度」間關係，並進一步探討品牌的「理性傾向」對於上述「品牌社群經營」、「品牌社群關係」以及「品牌忠誠度」關係的影響。 本研究以多個不同品牌的品牌家族為研究對象，透過Swatch、Samsung以及Sony三個品牌家族的經營者進行深入訪談後，以Swatch、Seiko、Samsung三個不同品牌的品牌家族為問卷調查對象，經由一系列的量化分析後得出以下研究結論： 一、品牌社群關係與品牌忠誠度 品牌社群內的社群成員與品牌的關係好壞對品牌忠誠度是有正向驅動關係；而透過比較不同品牌社群的品牌社群關係構面對品牌忠誠度的作用，發現不同品牌會呈現不同的強弱影響關係。 二、品牌社群經營與品牌社群關係 社群成員在品牌社群中，對於「人際相關的社群活動（communal community program）」的參與較能幫助成員與品牌的關係，而「實質利益相關的社群活動（non-communal community program）」的經營與品牌社群關係的好壞並無顯著的關係，因此品牌社群若能提供社群成員良好的「人際互動經驗」較能明顯幫助品牌社群關係的建立。 三、社群成員對品牌的理性傾向與品牌社群經營 理性傾向將會降低品牌社群成員對於人際相關活動的參與情形，連帶的降低社群活動期望的正向差距，因此消費者對品牌的態度越理性，對於品牌社群的經營就有較不利的影響。 四、品牌理性傾向與品牌忠誠度 雖然「理性傾向」對於品牌社群的經營有不利的效果，不過在研究中發現到當品牌給社群成員越多理性的資訊時，社群成員會藉由增強對經營公司的好感以幫助品牌忠誠度的建立。 / Brand has become an important issue to marketing and organization management nowadays, for it is not only a logo or a name but a strategy that distinguishes an organization and its products from numerous competitors. A brand must continuously expand its customers’ lifetime contribution value, namely the increase of customer equity. Therefore, when loyalty helps increase customer equity, how an organization establish loyalty becomes a critical issue, while “brand community” that assists developing loyalty gradually arise many scholars interest in research. The research adopts “brand community relationship model” by McAlexander, Schouten and Koenign (2002), attempting to study relationship among “brand community management”, “brand community relationship” and “brand loyalty” via perspective of brand community members, and further discussing influence of brand “rational inclination” on the aforementioned “brand community management”, “brand community relationship” and “brand loyalty”. The research uses multiple-brand family as research subject, conducting in-depth interview with managers of three brand families of Swatch, Samsung and Sony, and choosing brand families of Swatch, Seiko and Samsung as questionnaire targets. The following conclusions are derived after a series of quantitative analysis: 1. Brand community relationship and brand loyalty Relationship between members of brand community and brand has positive correlation to brand loyalty. By comparing different brand community’s effect of brand community relationship dimension on brand loyalty, the research found different brands generate different level of influence relationship. 2. Brand community management and brand community relationship Participation in “communal community program” by members of brand community reinforces relationship between members and brand, yet no significant relationship is found between management of “non-communal community program” and brand community relationship. Thus, it is more obvious in establishing brand community relationship if brand community provide members with satisfactory “interrelationship experience” 3. Community members’ rational inclination toward brand and brand community management Rational inclination will reduce brand community members’ participation in interrelationship activities, which reduces positive gap in social activity anticipation. Hence, the more rational attitude consumers hold toward a brand, the less favorable effect it has on management of brand community. 4. Brand rational inclination and brand loyalty Although “rational inclination” has less favorable effects on management of brand community, the research found that when more rational information is provided to community members, they will enhance establishment of brand loyalty by increasing goodwill toward the company.