寬頻服務的市場主要有二：一是寬頻上網服務；二是寬頻內容服務。國內的和信、東森兩家業者從有線電視產業跨足經營寬頻網路事業，正是因為手中握有「頻寬」跟「內容」的優勢。本文從「內容」的角度出發，探討兩家寬頻入口網站在內容服務過程中面臨到的各種議題，包括：網站的經營模式、網站內容服務、與內容供應商的合作、廣告業務經營，與網路調查公司的合作、以及未來的趨勢六個面向。 研究方法採文獻蒐集與深度訪談。文獻來源包括「產業競爭策略」、「網路內容服務」，與「網路廣告文獻」三種，以協助研究命題的發展。訪談對象則包括兩家個案公司在「網站行銷」、「網站內容」、「網路廣告」單位、以及一家「網路調查公司」的部門主管。而除了比較兩家網站在內容服務經營上的異同，也檢驗第二章的文獻探討作交叉分析。 在寬頻入口網站的「經營模式」及企業資源的運用上，和信傾向獨立經營網路事業，東森則是採整合行銷的傳播模式，並間接影響到網站在「內容供應」與「廣告業務」。在「內容服務」方面，兩家網站在內容規劃上多半參考國外網站，但在分類方式上並不相同。而在與「內容供應商」的合作則是十分多元化，包括傳統媒體與網路媒體。另外，在「廣告業務」及與「網路調查公司」的合作上，寬頻網站與窄頻網站的做法類似，尚無建立新的經營與合作模式。 本研究的結論有六點，分別是︰一、BISP與BICP應應同步發展，才有市場利基；二、應加強寬頻基礎建設以有利於寬頻服務的品牌推廣；三、應掌握寬頻使用者的喜好；四、寬頻網站的經營有賴於網路廣告主的支持；五、建立使用者付費為未來發展趨勢；六、未來應加強寬頻服務在電視介面的應用。最後，由於本論文牽涉的議題極廣，屬於初探性研究，因此期待後續研究者對於上述寬頻網站在內容服務的各項議題上有更深入的探討。

In this article, the author is trying (1) to know more about the Internet industry, theoretically and practically, (2) to know the strengths and weaknesses of Internet companies with different business models, and the criteria that can be used to tell a winner from a would-be loser, and (3) to arrive fundamental approaches that could be used or that would be suitable to the valuation of a given Internet stock. They are mainly because the law of increasing return, first mover advantage, brand name advantage and model consolidation that make the competitiveness of leading Internet companies increase continually, and make it harder and harder to survive for new entrants. The author compares different valuation models including dividend discount model, discount free cash flow method, adjusted discount free cash flow method, EVA method, P/S, P/B, P/E multiples, and other non-financial multiples such as page view multiples and unique visitor multiples. Among them, the adjusted discount free cash flow method is the most suitable model to the valuation of Yahoo! and other leading portals that already report positive earnings or can be sure to make money in the near future. Other valuation models cannot be used to the valuation of portals.

在網路世界中，人們以匿名表達意見遠比現實生活中更為容易，這件事已劇烈地改變了匿名言論的量與質。從好的面向看，匿名帶來自主，讓異議者可以透過網路匿名，表達可能永遠都不敢在眾人面前說出來的真正想法，讓觀念市場變得多元豐富；另一方面，匿名提高了追究責任的困難。相較於現實世界的言論，損害他人或構成犯罪的惡質網路匿名言論，將造成影響更深遠且永久的傷害。 　　目前，關於網路匿名言論的管制方式，世界各國政府都是仰賴「事後追懲模式」和「實名認證模式」的其中一種。前者是網路使用者原則上可以匿名地發表言論，但如果發表不當言論並造成傷害，受害者或國家可以揭露其身份以對其展開司法追訴；後者是網路使用者在張貼言論前，必須先向國家機關指定的網路業者交出個人真實身份資料以進行驗證後，才能匿名發言，或甚至完全禁止以匿名方式發言，讓網路使用者感受到被眾人監督的壓力，不敢發表不當內容。 　　本文主張，網路匿名言論是受到憲法所保障的權利，而「事後追懲模式」相較於「實名認證模式」，較能調和不同權利間的衝突。不過，儘管我國政府採取此模式，卻在設計民刑事訴訟制度時，漏未導入匿名言論權利的思考，導致網路匿名表意者一經策略性訴訟攻擊，真實身份就會立即暴露，使得匿名表意自由不過徒有虛幻表象。因此，本文建議，為落實對匿名言論自由的保護，立法者宜參考美國法，修改部分訴訟法來處理此問題。 / On the internet, people can express themselves anonymously far easier than in the physical world. This fact has dramatically changed both the quantities and qualities of anonymous speech. On the bright side, anonymity brings more autonomy. Dissenters can express their real opinions, which they might never have the courage to speak out in public. It, in turn will promote the diversity and integrity of the marketplace of ideas. Yet, anonymity also makes it more difficult to hold the speakers accountable. In addition, compared to speech in the real physical world, malicious online anonymous speech will cause more serious permanent harms. 　　Today, governments around the world are either relying on the “Ex Post Compensation and Punishment” approach or the “Real-Name Verification System” to regulate online anonymous speech. Under the former approach, internet users can express their opinions anonymously, but if the content of their speech is malicious and causes damages to other people, the victim can seek disclosure of the speaker’s identity in order to take legal actions against the speaker. In contrast, under the latter system, internet users have to provide their personal information (real identities) to the ISPs or ICPs appointed by governments and complete the verification process before they can post their words. Some real name systems go even further by banning anonymous speech completely. By making users feel like they are being supervised by the public, the real name system wishes to deter indecent contents 　　This thesis argues that online anonymous speech is protected by the Constitution, and the ‘Ex Post Compensation and Punishment’ is a preferred approach because it can better balance the conflicting rights. In Taiwan, although the government has chosen the ‘Ex Post Compensation and Punishment’ approach, current civil/criminal procedural laws and practices afford little protection to online anonymous speakers. The plaintiff, who is allegedly harmed by the anonymous speech, can easily bring a “Strategic Lawsuit,” with the sole purpose of obtaining the identity of the online anonymous speaker. Consequently, this thesis suggests that, in order to better protect the freedom of anonymous speech, the legislators of Taiwan should refer to U.S. laws and practices and revise several provisions of Taiwan’s Code of Civil Procedure and Code of Criminal Procedure.