台灣的健身器材產業目前已逐漸趨向成熟期。根據產業生命周期理論，在此時期，由於市場需求成長漸緩，需求逐漸飽和，為維持獲利水準，廠商間逐漸開始朝向價格競爭戰，陷入低價低毛利的紅海市場中。各家廠商會擴張生產，以達到規模經濟，降低生產成本。除非有新設計或製程，增加運動器材的附加價值，產生差異性，否則大多企業難以擺脫現有的困境。 本研究將探討以資訊科技結合健身器材與健康管理，以提供新的商品或服務，創造健身器材產品的差異性。依據健康管理的流程：健康資訊的獲取、健康評估、健康指導計畫、健康促進，此四個步驟的脈絡，依序探討健身器材能於此四個步驟中提供甚麼樣輔助功能。並提出「互動式的自主健康管理」的概念。透過「互動式的自主健康管理」，使用者能藉由主動使用健身器材及內建的生理資料擷取器監測自身生理數據，並且與健康平台上預設的電腦程式、醫管人員、體適能師、營養師做雙向的健康管理溝通。 本研究也將評估健身器材於健康管理平台發展之可行的方案以及健身器材業者的機會，包含其經營模式之建議，以及與異界結盟之概況，最後提出健身器材如何透過經營健康管理領域提高產品附加價值之建議方案。

中科三期（后里基地-七星農場）自2006年的環評審查之始即爭議不斷，但最終仍在四個月內速審通過，6月30日於第142次環評大會以一階有條件通過作結，爾後地方民眾不服提尋求司法救濟；2008與2010年初台北高等行政法院與最高行政法院據認為中科三期的環評結論係「出於錯誤事實認定或不完全之資訊」，對地方環境有重大影響之虞，將2006年的環評結論撤銷。伴隨廠商的土建施工、營運量產，2010年展開的中科三期二次環評更引發社會各界關注，即便如此，2010年8月31日的第197次環評大會，仍然第一階段即有條件通過。中科三期這個似乎不可治理、也無法治理的環評爭議便一直縈繞在身為研究者、亦是倡議者的筆者心中。 筆者認為若沒有深刻討論環評決策的特殊脈絡，公民參與的強調雖然仍屬重要，但很可能會落入「加強溝通」之概念而模糊了對於環境爭議根本上的檢視，在現今面對諸多重大環境爭議的公民參與困境之下，要理解公民參與的不足，首先要先釐清專家、科學知識和公共決策間的關係。科學知識和專家角色在環境決策中的角色自1990年代以後的美國即被廣為討論(Jasanoff,1990; Douglas, 2009; Keller, 2009; Ascher, Steelman and Healy, 2010)，本文即延續科學知識和公共決策的分析脈絡，欲解構中科三期的環評爭議。除把握環評會場等各種參與觀察機會的場域、中科三期后里基地的實地走訪，以及對相關專家、環評委員的深入訪談取得質性資料外，也藉由環評會議資料、影像記錄、環境影響說明書等二手資料進行資料蒐集和分析。 本文於第四章深描中科三期2010年二次環評時專案小組、專家會議的審查歷程，並進一步檢視環保署環境治理的認識論；第五章從制度層面檢視造成環評審查困境的結構因素，並於第五章第三節對現行環評制度提出建議。最後於第六章提出｢中科三期環評過程中，環保署是在解決衝突、並非釐清爭議｣、｢環保署『政治與科學分離』的知識論限制環境治理的想像｣和｢目的事業主管機關應承擔開發許可之責任｣等三項研究結果；並針對｢經濟開發促進國家繁榮的舊思維，是牽連環評爭議的根源｣、｢專家角色與定義的扭轉｣和｢『民主』能讓『專業』更『專業』｣三個層面進行延伸討論。

從事國際行銷時，需要認識當地的總體環境與產業環境，及研究當地消費者的需求。俄羅斯近幾年經濟迅速發展，且市場尚未飽和。許多企業看重這新興市場，紛紛前往此地開展。俄國國土面積世界第一，人口也為數不少。然而，俄國人口集中於歐俄地區，貧富差距大且購買能力差距懸殊。當地律法、稅制繁複不清，金融體系不甚透明，貪腐官僚問題嚴重，治安仍有待加強。俄國市場具有高度潛能，但也存有較高的政治風險。 　　資訊相關產品在俄的滲透率深具發展空間，近幾年政府與企業的電腦化促使市場快速成長。俄羅斯人民逐漸重視電腦技能的培養，對於電子產品的需求也越發強盛。俄國消費者選購電子產品時，越來越重視品牌，而降低對價格因素的考量。俄羅斯網路建設不足，經過開發後將創造更多商機。網站也快速發展，人民生活與資訊科技的關係越來越緊密。俄羅斯更是擁有豐沛的數理人才，在軟體研發領域頗具實力。 　　台灣資訊科技公司多透過俄國配銷商進入俄國市場，藉由他們分攤風險與了解市場。早期進入俄國市場的業者，如宏碁，積極尋找合適的俄國夥伴。如此為後進入市場的業者減輕審查與教育成本，卻也建立較高的品牌知名度。業者重視品牌形象的提昇與推廣，將行銷重點集中在人口密集與消費力強的莫斯科及聖彼得堡。面對廣大的俄國市場，企業更需當地夥伴的協助，確保經營流程的順暢。近年來越來越多台灣企業在俄設立辦事處，為求貼近市場以快速反應市場需求。 / Engaging in international marketing, companies have to know the countries’ overall situation and the relevant industry there. Russia’s economy is growing rapidly, and there are a lot of chances in this country. Many enterprises regard this emerging market as important, and go to Russia to do business. Russia is the largest country in the world, and there are many people there. However, much more residents are gathered in the Europe part of Russia, and the poverty gap is very big. In Russia laws and taxes are heavy and complicated. The government’s corruption and bureaucrat as well as public security are serious problems. There are both high potential and risks in Russian market. 　　The penetrative rate of relevant computer products in Russia is still low. Computerization of the government and enterprises makes Russian computer market grow rapidly. Russians are more and more attaching importance to computer skills, and there is more demand for IT products. Instead of emphasizing prices, Russians pay more attention to the brand while they choose electronic products. Russia’s network infrastructure is insufficient, but it will make more chances in the future. Russia is a large source of scientific, mathematical and programming talent, and she’s emerging and aggressive as a R&D center. 　　Lots of Taiwanese IT companies enter Russian market by local distributors. These distributors can help Taiwanese enterprises to more understand the market and reduce risks. Companies which entered Russian market earlier just like Acer had to pay more cost to find appropriate local partners, but they have won higher brand value. Enterprises take brand value seriously, and they focus more attention on Moscow and St. Petersburg. Because Russia is too big, Taiwanese companies need local partners’ assistance very much. More and more Taiwanese enterprises establish offices in Russia, so that they can respond to consumers’ requirements faster.

本研究以福島核災期間的新聞報導為分析對象，透過兩階段的新聞內容分析，比較福島核災發生當月以及週年前夕的新聞報導。研究發現越接近福島核災週年，媒體關注越高；福島核災後一個月內的新聞以因應框架為主，一年後的主要框架則轉為衝突及人情趣味框架；福島核災週年的報導戲劇化程度較一年以前為高，而兩階段共同的缺點則為消息來源過於單一化。本研究檢視福島核災報導的優點及未盡之處，以提供實務上諸多參考。 / This thesis attempts to analyze the news reports of Fukushima Nuclear Disaster. By comparing the news coverage between March 11 and April 10 2011, and February 12 and March 11 2012, we found when the anniversary of the Fukushima Nuclear Disaster approaching, the amount of news reports gradually increased. The dominant frame of the first stage of this study is the strategy frame, and the second stage are the conflict frame and the human interest frame. This study also found the amount of the dramatic style of coverage in the second stage is higher than that in the first stage. And the shortcoming of both the two stage is the lack of diversity of the sources.

數位科技蓬勃發展所帶來的數位浪潮，無遠佛屆影響每個人生活與行為，重視與善用科技已是未來產業發展之重要趨勢之一，而文創業者如何因應變千萬化的數位環境，並藉藝術、人文與科技如何整合，並創造更多的能量，是本研究關心的話題。 本研究探討web2.0自2005年興起後至2012年3月七年間之數位科技新趨勢，對文創產業帶來的加值與影響，以內容分析法為主，個案研究法為輔，總共蒐集38個文創營運模式創新中英文個案，利用營運模式四大支柱—營運面、產品面、顧客面、收益面—作為交叉分析的依據，進而歸納出四大構面下，受科技所激發之文創營運模式創新行為(what)，此外並更進一步探究其中兩創新個案之轉型過程與經營策略(how)。 本研究共有下列幾點發現： 1. 營運面—數位科技驅使文創業者異業結盟或跨足科技領域經營/網路平台拉近產業上下游距離，造成合作夥伴改變/設計新思維/網路效率提高產品替換率。 2. 產品面—加深消費者體驗/融入趣味化元素/更豐富多元與實惠之產品/創造新型態藝術作品。 3. 顧客面—產品通路不斷創新/社群經營提高顧客互動性與黏著度/創造精準行銷新管道/行銷工具多媒體化並無所不在/開拓年輕新族群/服務升級。 4. 財務面—降低成本/改變內容業者獲利模式/延長產品生命週期，增加獲利能力/集體行銷，創造群聚效應/累積小眾市場，發揮長尾經濟。 欲成功藉科技之力成功推動轉型爭取競爭優勢，文創業者必須了解數位環境經營的特殊性、爭取上層支持、聆聽消費者聲音、保持獲利模式彈性，並搭乘科技轉型列車，不斷解決問題與創新。本研究希冀幫助文創業者深入了解數位科技所帶來之創新與加值，提供其在思考現狀突破以及數位時代下經營之參考。 / Rapid technology advancement brings overwhelming influences on people’s lives and behaviors in digital era. The use of technologies becomes more and more crucial to the development of business. The purpose of this study is to find out how companies in cultural and creative industries improve core competence by leveraging Information and Communication Technologies. This study focuses on latest ICT that is used within 7 years from the beginning of Web2.0 until March 2012. The study includes 38 business model innovation cases with content analysis as the primary research method, to conclude the influence of technologies on 4 business model pillars in cultural creative industry---Infrastructure, product, customer, finance. The thesis also delves into progress and insight of how two cases successfully transform business by using technologies. The finding shows that in order to transform successfully by leveraging ICT, company leaders need to understand the different requirements in digital business environment, to gain as much support from company superiors as possible, to listen to customers, to keep flexibility, and to keep solving problems. The purpose of this study is to help companies in cultural creative industry have better understanding of the digital environment, grab opportunities in time, and keep competitive edges in digital era.

創新是指將發明本身商品化，亦指將創意或發明轉換為產品或服務的過程。創新的結果是產生新產品、產生新製程、打開新市場、獲得新補給來源、更是任何產業新組織體系的實行。創造創新經濟是創新的最終目標。隨著1980年美國拜杜法案 (Bayh-Dole Act) 制定通過，我國參考其政策亦於1999年跟進制定與實施「科技基本法」。十年以來，我國學研單位之研發成果透過技術移轉與境外實施推及商業化落實之預期效益仍相當有限，顯見由於文化及產業環境不盡相同的關係，美國之經驗對我國並不全然適用。行政院國家科學委員會自87年起推動7項國家型科技計畫，投入總經費八百四十一億餘元，總計產出二千七百一十四項專利中，以技術移轉者一千五百零四項，取得權利金二十一點七六億餘元，技術移轉獲取的權利金收入與投資金額比率只達4.03%，效能不彰，因此監察院教育及文化委員會於99年5月13日通過監委黃煌雄提案，糾正國科會。由於在產業環境及文化型態上，歐洲與臺灣有許多相似之處；例如：中小企業在產業中的比重，產業升級與轉型的壓力，文化傳統中對穩定及安全的依賴，研發體系與產業界相對的疏離等等。事實上，歐盟為了加強科技研發與創新之間的聯繫，採取一連串有益中小企業的措施，在這些機制與措施的影響下，歐盟各學術研究機構不論在專利申請、佈局與技術移轉、授權的發展方面已經有後來居上的態勢。因此，本研究擬藉研究、分析歐盟相關的創新策略和產學合作運作模式，包括里斯本政策（Lisbon Strategy）、歐洲2020政策（The Europe 2020 Strategy）、最近一期的第七期科研架構計畫（Seventh Framework Programme; FP7）、歐洲投資基金（European Investment Fund; EIF）、歐洲各地技術平台（European Technology Platforms; ETPs）、以及瑪麗亞凱利人力網絡系統（Marie Curie Networks）的組織架構、資金來源等，期能提供我國相關單位實際執行創新科學技術之規劃產生、產出技術之經營與技轉等，可茲借鏡之制度與作法。 / Innovation is the commercialization of the invention itself. Innovation is the process of translating an idea or invention into a good or service that creates value or for which customers will pay. Innovation brings the introduction of new goods, new methods of production, the opening of new markets, the conquest of new sources of supply, and the carrying out of a new organization of any industry. The final object of innovation is to create economic benefits. “Science and Technology Act” of Taiwan referring to the Bayh-Dole Act of U.S.A. was enacted in 1999. During the past ten years, the universities and research institutions in Taiwan worked with limited results in the field of research and development. The effectiveness through technology transfer and off-shore technology transfer was quite limited in Taiwan. Obviously, the U.S.A. experiences are not totally fit to Taiwan, because of different cultural and environmental factors. National Science Council of Taiwan was corrected by Control Yuan of Taiwan because of their low effectiveness to carry out the National Science and Technology Projects. National Science Council of Taiwan spent 84.1 billions NT dollars on seven National Science and Technology Projects, but there are only 2.176 billions NT dollars feedback through technology transfer, only 4.03% of the investment. Europe and Taiwan are quite similar in industrial and cultural environments, such as the proportion of small and medium enterprises in the industry, the heavy pressure of Industrial upgrading and transformation, the dependence of the stability and security of the cultural traditions, and the relative alienation between R & D system and industry. In fact, in order to strengthen the links between the scientific and technological R & D and innovation, European Union took a serious of useful measures. Under those measures, the universities and research institutes in European Union have come from behind the trend, whether in the patent application, the technology transfer, and the patent licensing. The aim of this study is to provide Taiwanese government the actual implementation of the innovation of science and technology planning by analyzing the innovative strategies, the industry-university cooperation mode of operation, the organizational structure of innovative R & D system, and the funding sources of innovation development in EU, including the Lisbon Strategy, the Europe 2020 Strategy, the Seventh Framework Programme, the European Investment Fund, the European Technology Platforms, and the Marie Curie Networks.

University of Macau / Institute of Chinese Medical Sciences

本研究旨在探討臺灣地區國民小學校長科技領導與智慧教室創新擴散的現況，分析不同背景變項與環境變項國民小學之教師，知覺校長科技領導與智慧教室創新擴散之差異情形，並探究國民小學校長科技領導對智慧教室創新擴散之關係，根據研究結論提出建議供有關單位參考。 為達到研究目的，本研究採用問卷調查法，以臺灣地區46所設置有智慧教室的公立國民小學，以校內的教師兼主任、教師兼組長、級任老師與科任教師為研究對象，共寄發問卷364份，回收有效問卷298份，有效回收率為81.87 %。本研究使用SPSS for Windows 20.0 、社會網絡分析軟體（Ucinet 6）及LISREL為資料分析軟體，獲得以下結論 ： 一、臺灣地區國小教師對國民小學校長科技領導及智慧教室創新擴散的 知覺程度整體而言屬中上程度，其整體表現已有一定水準。 二、不同性別、年齡、服務年資、學校歷史之國民小學教師在知覺校長 科技領導及智慧教室創新擴散上，均無顯著差異。 三、不同最高學歷、職務性質、學校規模、學校所在位置、智慧教室的 間數、每週智慧教室使用的次數之國民小學教師在知覺校長科技領 導及智慧教室創新擴散上，具有顯著差異。 四、國民小學校長科技領導與智慧教室創新擴散之間具有顯著相關。 五、國民小學校長科技領導對智慧教室創新擴散有預測力，其中以「願 景、計畫與管理」的預測力最高。 六、本研究建構之模式經過結構方程模式檢定獲得支持，國民小學校長 科技領導對智慧教室創新擴散具有正向顯著的影響。 最後依據上述研究結論，提出具體建議，做為教育行政機關、國民小學校長參考運用。 關鍵詞：校長科技領導、智慧教室、創新擴散、社會網絡 / Research on the Effect of Principals’ Technology Leadership on the Diffusion of Innovations in Smarter Classrooms in Elementary Schools in Taiwan Abstract This study investigated the current status of principals’ technology leadership and the diffusion of innovations in smarter classrooms in elementary schools in Taiwan. It also analyzed the difference of elementary school teachers’ perceptions toward their principals’ technology leadership and the diffusion of innovations in smarter classrooms under different background and environmental variables. Moreover, it probed into the relationship of principals’ technology leadership on the diffusion of innovations in smarter classrooms. According to the research results, suggestions are given to relevant units for reference. For the above research purposes, this study conducted a questionnaire survey on teachers who are concurrently directors, teachers who are concurrently supervisors, homeroom teachers, and subject teachers, of 46 elementary schools in Taiwan provided with smarter classrooms. A total of 364 questionnaires were distributed, and 298 valid samples were retrieved, with a valid return rate of 81.87%. The data were analyzed using SPSS for Windows 20.0, social network analysis software Ucinet 6, and LISREL. The findings are as follows: 1. In Taiwan, the elementary school teachers’ perceptions towards the elementary school principals’ technology leadership and the diffusion of innovations in smarter classrooms are above average as a whole. Its overall performance meets the standard. 2. For elementary school teachers of different genders, ages, teaching years and school history, their perceptions towards the principals’ technology leadership and the diffusion of innovations in smarter classrooms have no obvious difference. 3. For elementary school teachers of different educational backgrounds, duties, school sizes, school locations, number of smarter classrooms, number of weekly uses in the smarter classrooms, their perceptions towards the principals’ technology leadership and the diffusion of innovations in smarter classrooms are obviously different. 4. There is a significant correlation between the elementary school principals’ technology leadership and the diffusion of innovations in smarter classrooms. 5. Elementary school principals’ technology leadership has predictive power on the diffusion of innovations in smarter classrooms; among them, the predictive power on vision, planning, and management is the highest. 6. The constructed modeling of this research was tested and supported by the Structural Equation Modeling, that elementary school principals’ technology leadership has a positive effect on the diffusion of innovations in smarter classrooms. Finally, based on the above conclusions, specific suggestions are offered to educational authorities and elementary schools for reference. Keywords: Principals' Technology Leadership, Smarter Classrooms, Diffusion of Innovations, Social Network

台灣科技研發能力與先進國家有一段落差，因此多年來一直處於宏碁施振榮先生所述微笑曲線中間段之製造導向；因此導入國外技術及引進相關設備、儀器、元件、材料等等產品，是協助產業快速與全球科技接軌的必要；而代理商居中穿針引線所扮演之角色就相形重要。然而，隨著科技的進步、資訊的發達、溝通的方便、產業全球化及景氣循環週期壓縮等各項環境的變遷影響，代理行業所面臨的挑戰就日益嚴峻。隨著台灣科技產業演進，代理商生態是滄海桑田，如何尋求生存之道，找出因應成長策略及適時轉型，是個有趣而值得一窺究竟。 在大環境變遷之下，企業先綜觀處於環境之中地位與優劣勢，了解產業版圖之移動與技術之發展，並檢視組織之核心能耐與資源分配，進而探討產業鏈上下游之關係，特別是原廠、代理商及客戶之互動，然後分析競爭優勢與相關內、外在之威脅，洞悉各方之意圖與了解自我之企圖，隨之根據各種情況找出適當之因應策略。 在探討遴選之個案公司之前，本研究首先一觀台灣科技產業之概況與演進，認識代理商在這產業的角色、規模發展及存在價值；之後開始對個案公司在二十餘年經營之背景做一巡禮，而挑選出三大重要時辰的里程碑作為探討，包括:(1)營運模式之調整所作之轉型策略；(2)營運規模拓展及併購所作之成長策略；(3)營運事業項目裁撤、整併與開發所作之縮編與成長策略。本研究將此三個因應策略整理、分析及歸納後，提出可供業者因應環境變化時可參考之策略。 / In professional field of R&D (Research and Development), firms in Taiwan lack behind firms based in developed countries. The gap causes high-tech industries falling on the middle section of the “Smiling Curve”—the concept brought up by Stan Shih, CEO of Acer CEO, in 1992. The middle section of the smiling curve focuses on “assembly” and “manufacturing”. Under this circumstance, in order to enhance the capabilities of Taiwanese firms, it is necessary to import equipment, instruments, parts and related materials from outside of Taiwan. During the process, the role of distributors who acts as a mediator is very significant. However, with the fast changes of environment, such as development of technology, advancement of information and communications technologies, industry globalization and short industrial cycles, these distributors are facing more intense competition and severe challenges than before. It is worthy of finding the strategies to cope with these environmental changes so distributors (firms) can survive in the long-run. With the research objective in mind and taking the perspective of a firm, the research first focuses on the industry environment to understand the nature of the high-tech industry faced by a firm. Second, the firm evaluates its core competencies and resource allocation. Third, the firm explores the relationship between the upstream and downstream industry chain, especially the interaction among principal, agents and customers to do a SWOT analysis to identify adapting strategies. The research starts with Taiwan's high-tech industries overview and evolution, and the value chain in the industry, and the roles of technology middlemen. Then, focuses on the case study to review the technology company’s (i.e., the technology middleman) operational history for the past two decades and selects three major important milestones including strategy for business model adjustment and transformation, strategy for business expansion and merger, and strategy for business reduction, consolidation and development. Finally, the study summarizes the findings and offer implications to firms and suggestions for future research.

高科技產業之特性，會導致產業內廠商之行銷溝通訊息策略與所選擇之品牌概念，本研究將高科技產業行銷溝通訊息策略分為「理性（Rational）」、「感性（Emotional）」與「啟發式（Heuristic）」訊息；品牌概念則分為「功能性（Utilitarian）」與「象徵性（Symbolic）」品牌。並根據國內高科技廠商所回覆之問卷分析的結果，找出較適合高科技產業所採用的行銷溝通訊息與品牌概念策略，另外，在產業特性方面，則探討「市場不確定性」與「技術不確定性」的調節影響，故本研究同時探究高科技產業最佳之溝通訊息與品牌概念策略，以及在高科技產業特性的影響下，溝通訊息與品牌概念之溝通績效會如何變化，而實證結果如下： 1. 高科技廠商使用理性訊息比使用感性性訊息有較高的溝通績效。 2. 高科技廠商使用啟發式訊息比使用感性性訊息有較高的溝通績效。 3. 高科技廠商採取功能性品牌概念比採取象徵性品牌概念有較高的溝通績效。 4. 技術不確定性顯著增強理性訊息與啟發式訊息對溝通績效的影響，並且減弱 　 感性訊息對溝通績效的影響。 5. 技術不確定性對功能性品牌概念的溝通績效之調節影響不顯著。 6. 市場不確定性顯著增強功能性品牌概念對溝通績效的影響，但對理性與感性 　 訊息的溝通績效之調節影響並不顯著。