本研究從資源基礎的角度切入，分析成功之網路商店的核心資源及其經營策略，研究結果摘要如下: 研究發現1-1:產業知識(Domain Know-how)和網路技術能力(Web-technology)是經營網路商店的核心資源。 研究發現1-2:品牌/商譽是網路商店的核心資源。 研究發現1-3:資金在網路商店的經營上目前並不缺乏。 研究發現2-1:產品線廣度是網路商店業者共同追求的策略重點。 研究發現2-2:台灣網路商店目標市場大多為”全球華文市場”。 研究發現2-3:網路商店業者偏向於將金流與物流業務委外處理，將資源著重在加強資訊流與商流的部分。 研究發現2-4:網路商店的經營策略可依虛擬-實體化程度，區分為”純虛擬”與”虛擬+實體”兩類型。 研究發現2-5:策略聯盟是經營網路商店經常採取的方式。 研究發現3-1:企業核心資源較屬於技術能力的掌握者(博客來、百羅網)，傾向於”純虛擬”的經營方式。而核心資源為產業知識的掌握者(金石堂、摩比家、飛行網)則較傾向於”虛擬+實體”的方式。 命題一:產業知識與網路技術能力的掌握有助於網路商店之經營。 命題二:在網際網路激烈的競爭環境下，品牌知名度與商譽對行銷活動有關鍵性的影響。 命題三 :網路商店目標市場之區隔與選擇與語文變數有關，與地理區隔變數的關聯性較低。 命題四:電子商務發展迅速，為有效掌握網路商機，尋求合適的策略聯盟夥伴可增加互補綜效。 命題五:掌握網路技術能力的網路商店業者傾向於純虛擬的經營策略;擁有產業知識掌握能力的業者則較傾向於虛擬結合實體的經營策略。 命題六:網路商店採全產品線之經營策略，有助於降低消費者的搜尋成本，提高消費者光臨網站的意願。 命題七:降低消費者的交易成本並提高其對網路商店的信心與安全感，對網路商店之經營績效有關鍵性的影響。

本研究的目的在暸解教師流動的型態與調動的因素，從83學年度臺灣省國民中學調動教師中抽取384人，並同時抽取380位未調動教師作為參照。 　　本研究採用虛擬依變項的迴歸分析，探討導致教師調動的因素。結果發現教師調動的型態存在往都會地區流動的現象。調動與非調動教師的比較中，在性別、教學年資、婚姻狀況與配偶的勞動參與率、自用住宅的擁有、調動次數、學校規模、以及是否為居民的變項上有顯著的不同。 　　在調動機率的影響方面，性別、教學年資、婚姻狀況與配偶的勞動參與率、調動次數、學校規模、以及薪資與福利措施的滿意度上，有著顯著的預測力。研究的結論是教育人力資源分配仍不平均，從影響教師調動機率的因素中，可以提供導引教育人力資源分配更加均衡的線索。 / The main purpose of this study is to inquire into the style about the teachers' mobility and the factors affecting such mobility. Sampling from 1994 academic year in Taiwan, the researcher focuses on the 384 cases of all mobilized teachers and their counterpart-380 nonmobilized cases. 　　A dummy dependent regression analysis is conducted to explore the factors. As a result, the phenomenon for mobility tends to flow into the metropolis. Factors affecting the mobility exhibits significant differences compared to nonmobility; such as factors among sex, seniority, marriage, inhibition, frequcncy of mobility and the scale of the school. 　　In additions, the propensity to mobile, as this study finds, has to do with their sex, seniority, marriage and the labor participation of spouse, frequcency of mobility, degree of the content about their wages and welfare, and the scale of the school. The conclusions made here are: the human resources in education is still scanty. From the factors influenced mobility probability, it can provide some clues to make the human resources in education more equal.

本研究主要目的是探討現今人們透過電腦中介傳播系統(computer-mediated communication, CMC)發展出的人際情感親密關係。研究動機是基於網路目前的風行以及研究需要，並視網路為「虛擬情境」，稱此通道下之人際情感親密關係為「虛擬人際關係」，與親身接觸發展出的人際關係有相同與相異之處。 　　本研究整理1970年左右迄今「電腦中介傳播」從「媒介選擇」、「人際互動」到「人際關係」，從強調網路工作效益至人際效果的研究歷程。「媒介選擇」包括「去線索理論」中的社會臨場感理論、媒介豐富理論、缺乏社會情境線索假說等，以及強調社會影響的社會資訊處理觀點；「人際互動」則分為網路人際情感、網路中的語言與非語言線索、比較電腦中介傳播與面對面兩種人際互動等加以說明；另著重在網路人際關係的文獻探討，詳述walther以「社會資訊處理觀點」看電腦中介傳播人際關係的研究，並也說明可用在網路研究的人際傳播理論。文中提到電腦中介傳播人際情感親密關係研究之重要，並敘述與本研究－「虛擬人際關係」相關的理論與說法。 　　研究探討的重心有三：1. 欲了解「虛擬人際關係」的發展與組成，以及這種人際情感網絡對於現實生活中人際網絡具替代或互補作用；2. 了解「虛擬人際關係」與親身接觸人際情感關係的異同；3. 找出人們尋求「虛擬人際關係」的原因。 　　本研究以電子布告欄(Bulletin Board System, BBS)為研究情境，選擇清大電機BBS站心情類版為研究個案，採用俗民方法學的態度，以觀察、親身參與其人際互動、社會網絡分析、深度訪談、電子郵寄問卷等方式探討BBS中的人際親密關係與情感支持。 　　研究結果發現「虛擬人際關係」網絡對大多數使用者為人際網絡之擴大；其發展過程與親身傳播人際感情關係發展過程類似，也會有自我表白、分享、了解等親密關係與情感互動，但「匿名」、文字互動、想像與期待、與異性交往多、轉移傳播情境會有落差等，是兩人際關係發展不同之處。而「虛擬人際關係」的組成還必須要有電腦網路「匿名」、情感使用、虛擬情境等特質，以及使用者有電腦網路經驗、技巧、媒介接近性、學科背景、個人特質（個性、偏好）等條件，這些不同於親身接觸的人際情感關係的組成與發展因素，也是使用者去尋求「虛擬人際關係」，得到情感與親密之因。 　　因此，「虛擬人際關係」可以使人發展親密關係並有情感互動，它無法替代實際人際情感親密關係，人們也不可能脫離現實的人際互動，但即是如此，由電腦中介傳播媒介建構的情境卻可以是一處情感交流與宣洩的地方，科技進步也可有溫情的人際效果。 / The study mainly attempts to explore intimate and emotional interpersonal relationship through the computer-mediated communication(CMC) ,orthe Internet, which is regarded as a "Virtual context". The relationship is named as "virtual relationship" which is different from face-to-face(FTF) one. 　　The study examined several related researches from 1970s on "media choice theory" and "interpersonal interaction". The former includes social presence theory, media richness theory and social information processing(SIP) theory. The latter combs the differences in the interpersonal emotion, ve.rbal/nonverbal cues and human interaction between the CMC and FTF chanell. and interpersonal relationship .Besides, the author describes Walther's SIP theory a lot and suggests it can also be applied to the research of internet-based interpersonal communication. The study also suggests that the most important in the research of CMC is to undesrstand the connection among the users, especially in emotion and intimacy. 　　There are three points in the research:(1)the development and constitution of the virtual relationships, (2)the difference in between virtual and FTF relationships, (3)finding out the reasons why people come to virtual relationships. 　　The methods of the study include ethnographic participant observation, social network analysis, depth interview and E-mail questionnaire to discuss the internet- based interpersonal intimate relationships and emotion support. The "feeling", "manwoman" and "love" boards at NTHU were chosen to be the case study . 　　The results find that "virtual relationship" is most BBS-users's expansion of their social networks. The developing process of virtual relationship is similar to that of FTF relationship, including self-disclosure, sharing and understanding.The different, however, fall on nicknames, verbal interaction, image and anticipation in the BBS. In addition to the development, the constitution of virtual relationships is based upon nicknames, use of emotion, users' idiosyncrasy, BBS experiences and computer skills that are also the reasons why people need virtual relationships. 　　Virtual relationship, therefore, enables one to develop intimate relations and share each other's feelings. However, the interpersonal relationship under FTF remains unreplaceable. No one can do without the interaction. Even so, the "virtual context" still provides a space for the expression and sharing ones' emotions; therefore, technology progresses also promote the warmth in interpersonal relationships.

The main purpose of this study is to inquire into the style about the teachers' mobility and the factors affecting such mobility. Sampling from 1994 academic year in Taiwan, the researcher focuses on the 384 cases of all mobilized teachers and their counterpart-380 nonmobilized cases. A dummy dependent regression analysis is conducted to explore the factors. As a result, the phenomenon for mobility tends to flow into the metropolis. Factors affecting the mobility exhibits significant differences compared to nonmobility; such as factors among sex, seniority, marriage, inhibition, frequcncy of mobility and the scale of the school. In additions, the propensity to mobile, as this study finds, has to do with their sex, seniority, marriage and the labor participation of spouse, frequcency of mobility, degree of the content about their wages and welfare, and the scale of the school. The conclusions made here are: the human resources in education is still scanty. From the factors influenced mobility probability, it can provide some clues to make the human resources in education more equal.

本論文的研究目的，主要是從理論的探討與實證的研究出發，評估國內以香菸稅做為反菸工具時的可行性與適當性。 　　由於近些年來，在反菸團體大力地宣導吸菸有害健康的警訊之下，香菸似乎被貼上了罪惡的標籤，除了對人體健康有直接的危害之外，吸菸行為在醫療資源上的浪費與經濟成本上的損失更是不容忽視的問題。因此，除了一般性的租稅課徵之外，許多的學者都主張應再對香菸課以重稅，以期減少社會大眾的香菸消費量。不過在另一方面，亦有學者指出，目前在探討吸菸行為所引起的疾病成本或外部成本時，都忽略了外在環境的改變與其他因素的影響，而使得菸害成本有被高估的可能，因此反對重課香菸稅。其次，由於香菸稅基本上是屬於銷售稅的性質，因此在課稅之後，勢必會對經濟體系造成若干程度的影響，所以本文在理論探討的部分，除了分析香菸稅的理論依據之外，亦將課稅之後所可能產生的經濟效果做一分析與整理。 　　而在實證研究的部分，本文則利用主計處「個人所得分配調查報告」的原始電腦資料，以橫斷面與虛擬長期追蹤模型資料(pseudo panel data)分別估計國內的香菸需求函數。根據研究的結果顯示，國內的香菸價格彈性在-1.35~-1.56之間，表示當價格上升10%之後，香菸的消費量將減少13.5%~15.6%，可見以香菸稅做為反菸工具的效果相當地顯著。 　　總之，若政府的政策是以維護國民的健康而欲減少國內的香菸消費時，透過對香菸課稅的方式確實能達到「以價制量」的既定目標，而且其政策的效果相當地顯著。不過值得注意的是，香菸稅的課徵，雖然可達成上述的反菸政策效果，但卻也會造成租稅累退與超額負擔的發生；甚至由於菸害成本的高估現象，而使得香菸稅率有偏高的趨劫。因此，政府在訂定香菸稅的政策時，除了考慮價格效果之外，同時也必須平衡其所產生的經濟影響，如此才能訂出適當的稅率以充分反映與矯正外部成本的發生。因此，一個最適香菸稅率的決定，則是未來所必須面對的問題了。

網路技術的發展與進步，改變了人們日常生活中的溝通習慣，也讓網路成為人際溝通與獲取資訊的主要來源。對於尋求日常生活不論食、衣、住、行各類資訊的民眾而言，網路無疑是一種既快速又便利的取得資訊來源。透過彼此使用、購買經驗分享與傳授，網友們相互提供的口碑資訊得以在網路的虛擬空間裡不斷地累積擴散。其中，香水虛擬社群成員間的互動與口碑訊息交流，為本研究所感興趣欲進一步研究的議題。 本研究以虛擬社群台大PTT Perfume 板的成員為調查對象，以社會資本理論歸結出的成員特性: 相似性、認同感及信任感三構念，來探討影響社群使用者知識分享交流的動機與其對網路口碑訊息傳遞的影響；另以訊息訴求與訊息框架二構念來研究其對社群使用者溝通效果及後續口碑傳播意願的關聯。本研究以「問卷調查法」進行資料的蒐集，共蒐集有效樣本問卷227 份，使用SPSS 18.0 來進行資料分析，以檢驗本研究模型和相關假說。 研究結果發現: (一)、社群成員的「相似性」不論對成員間的「知識貢獻」、「知識欲求」與「口碑傳播意願」，均有顯著正向的影響。社群成員的「認同感」對成員間的「知識貢獻」與「口碑傳播意願」，有顯著正向的影響；但對成員的「知識欲求」則無顯著影響。社群成員的「信任感」對成員間的「知識欲求」有顯著正向的影響；但對成員的「知識貢獻」與「口碑傳播意願」則無顯著影響。(二)、「正面框架」的訊息表達方式，以及不論「理性」、「感性」、或「自我象徵」的訊息訴求，對於社群使用者均能帶來正向顯著的「溝通效果」；另外，訊息的「溝通效果」，會對社群成員網路口碑傳播的意願帶來顯著正向的影響。(三)、最後，Perfume 板虛擬社群成員間的「知識交流」程度，亦會對社群內的「口碑傳播意願」帶來顯著正向的影響。 / The development and progress of Internet technology has changed human communication, especially interpersonal communication and information searching. Moreover, the Internet has become a convenient communication channel in our daily life for gathering product-related information. Product users can share their purchase and usage experience with one another over the virtual network and the impact of online word-of-mouth is escalating. Accordingly, this study is to discuss the sharing and transmission of the online word-of-mouth about perfume among the virtual community members. Data were collected by an online questionnaire survey from 227 members of PTT_Perfume, which is one of the most famous virtual communities in the area of BBS. The study incorporates similarity, identification, and trust from the perspective of the social capital theory to discuss the knowledge sharing intention and their influences on the word-of-mouth transmission；Besides, it investigates how the message appeals and message framing affect the communication effect and how online word-of-mouth spreads among the virtual community. The data analysis was conducted using SPSS 18.0. The findings of this research reveals that community similarity is positively associated with the knowledge sharing and the intention of online word-of-mouth transmitting；Identification is positively associated with the knowledge contribution and the intention of online word-of-mouth transmitting；Trust is only positively associated with the knowledge acquisition. Second, positive framing, rational, emotional and self-expressive appeals all have positive influences on communication effect. Finally, the communication effect of messages and the degree of knowledge sharing both have positive impacts on the intention of online word-of-mouth transmission.

隨著網際網路的發展，人們花費更多時間群聚在網路空間裡活動，實體社群 的概念也因此延伸至虛擬網路中。在網路空間瀏覽時，可以看到相當多主題和性 質不盡相同的線上虛擬社群，例如：提供人們交誼聯繫的社群、或是以論壇討論 形式存在，讓人們對共同的興趣討論和分享資訊的帄台。其中，資訊瀏覽和分享 的交流以及人際往來討論的互動，是網友參與虛擬社群的核心活動，故不論對哪 種虛擬社群來說，擁有一個良好的資訊交流和互動環境是相當重要的，也成員社 群經營者關心的問題。 本研究以探究社會群體活動特性的社會資本為基礎，將過去學者所定義的社會資本三構面：認知面（cognitive dimension）、結構面（structural dimension）、關係面（relational dimension），應用至虛擬社群成員交流互動的參與行為探討，並選擇在台灣具有代表性的虛擬社群–Facebook 和Mobile01 作為研究對象，Facebook 是讓參與成員和朋友維持社交友誼的社群，Mobile01 則是讓對相同主題有興趣的成員一起交流討論的社群，兩個虛擬社群主要內容和群聚成員參與的動機和目的都不盡相同，各代表了不同性質種類的虛擬社群。研究結果發現不同構面的社會資本對於成員在社群內交流互動的參與行為有不同程度的影響，而不同性質的虛擬社群在同一構面的社會資本下對於參與成員的行為債向也會有不同程度的影響。 / With the rapid development of internet, much more people have spent much more time surfing through internet. The concept of community in the real life also extends to the virtual network. There are so many kinds of virtual community in the virtual network space that it provide different content and benefit for members, including social contacts and common topic discussion. Actually, the information sharing and interpersonal social interactions are the core activities for members in the virtual communities. Therefore, it is important to form a good environment in the virtual communities. This research uses social capital, constituting cognitive dimension, structural dimension and relational dimension, to examine the behavior of members in virtual communities. We choose two different types of virtual community, Facebook and Mobile01, as our sampling source. Facebook provides members to stay in touch with their friends, and Mobile01 provides members to discuss common topic of conversation and interest. Therefore, members in these virtual community have different purpose and motivation. The results found that different social capital can influence members’ behavior in different ways. Also, different types of virtual communities can influence members’ behavior in different ways through the same social capital dimension.

在互動敘事(Interactive Storytelling)的應用中，適當的攝影機規劃能幫助我們呈現虛擬世界中所發生的故事。在本研究中，我們設計了一個可以讓使用者設計互動敘事的應用平台－IMStory。針對故事創作，我們提供了一個故事腳本的描述語言及其剖析器，當使用者撰寫好互動故事之後，系統便能夠根據故事情境內容及與使用者互動的結果產生出符合情境的自動攝影機規劃系統。在此系統中，我們建立了一個能夠讓攝影機理解故事腳本的關係模型，建立虛擬攝影機組態與「故事情境」間的對應關係，即時找出更能表達當時情境的拍攝方式與架設位置。最後，我們設計了一個場景劇本進行實驗，在實驗中，我們的系統能夠即時因應場景中角色物件的位置作出即時的攝影機規劃，並且能夠配合互動環境中改變的情境參數而使用適合的攝影模組，產生出符合攝影學法則且賦有敘事能力的鏡頭。透過我們的方法，希望能提供一個更加有敘事能力的互動敘事平台。 / In an 3D interactive storytelling system, virtual camera is the key for us to understand what happens in the virtual world. In this thesis, we have designed an intelligent camera planning system for interactive storytelling, in which story plots are influenced by the user’s actions. Since the story flow cannot be determined in advance, it is essential to utilize real-time camera control to express the story for given spatial relationships between characters and objects. A script language and its parser were designed for our storytelling system (IMStory) to describe events in the story as well as the contexts associated with the events to model the properties of a story for camera control. We have developed a camera planning system by mapping contexts parameters into appropriate camera control parameters. We have implemented the 3D interactive storytelling system and demonstrated its capabilities with several examples. The camera planning system is shown to perform in real time, and the generated shots are more expressive in establishing the relation between camera configurations and story context.

本研究旨在探討如何設計以建構主義為基礎的專題導向式VR學習環境，並進一步藉由教學實驗探討運用此VR學習環境能否提升學童的學習效果，以及配合「配對合作」、「引導輔助」策略之應用，是否能提升VR學習環境輔助學習之效果。最後，則藉由晤談之分析，瞭解學童經過教學後仍存在哪些錯誤概念，並藉由不同學習環境及不同學習成就學童心理模式之比較，進一步推論影響學童概念之因素，期能提供教學者及後續研究者之參考。 本研究兼採發展學習軟體、準實驗研究法、問卷調查法及晤談法。首先設計並製作「地球的運動VR學習環境」。並選取台南市進學國小三個班級125名學童為對象，進行兩週之教學實驗。隨後進行紙筆測驗立即後測，並於四週後進行延宕後測。此外，在教學後依據學習成就及學習環境，分別選取12名學童參與晤談，以瞭解其心理模式。根據研究所獲得的資料，本研究之主要結論如下： 1. 本研究之VR學習環境有助於學童地球的運動相關概念之學習，然而仍有部分設計未達理想。整體而言，建構式虛擬實境學習環境之設計是值得發展的方向。 2. VR學習環境配合引導策略之應用，有助於學童之立即學習，對於問題層次較為抽象的專題報告，也有較好的效果。但在保留學習以及問題架構較明顯的專題報告中，是否給予輔助則無明顯差異。 3. 在地球的運動VR學習環境中，配對學習的效果並未優於個別學習。同時也沒有證據顯示配對學習的過程中，產生增進學習效果的互動過程。 4. 在VR學習環境中，採自由探索方式的學童有較正向的「學習經驗」和「互動經驗」。 5. 不同學習成就的學童其地球的運動相關概念有著極大的差異，一些容易受到直覺觀念影響的錯誤觀念，即使經過教學也很難改變。 6. 課本平面教材在傳達具有空間性質的概念時，易使學童誤解，有必要發展3D空間性質的教材。 根據研究結果，本研究提出建議，以供教育行政單位、國小自然科教師、電腦輔助教學軟體發展者以及未來相關研究之參考。 / The purposes of this dissertation were (1) to design and develop an innovative VR-based learning environment to teach "the motion of the earth" for the 6th grade students, (2) to investigate the effects after two weeks' instruction of VR-based learning environment on students’ learning achievements, which include different cognitive levels and different content areas, (3) to investigate the effects of cooperative dyads and provide guidance within the VR-based learning environment, (4) to analyze what factors may influence on the conceptual knowledge about the earth for sixth graders through interviews. Research approaches of this study included designing a computer-based learning environment, quasi-experiment, questionnaire survey and structured interview. The VR-based learning environment was designed through the processes of literature review, objective analysis, and content analysis. The evaluation of the VR learning environment was conducted through questionnaire surveying 12 experts and 76 students of the 6th grade to elicit their general opinions. This study employed quasi-experimental design to experiment on 3 classes of 125 students from Tainan Jying-Shyue elementary school. Two classes participated in VR learning environment. The members of the two classes were grouped by heterogeneous mixed-ability dyads or individual learning. The members of one of the VR groups learned through the guidance of worksheets; the students of the other VR group explored the environment by themselves. The third class was a control group whose members learned in traditional model based learning environment. After two weeks' instruction, all subjects accepted the test of the unit of "the motion of the earth" and retest after 4 weeks. 12 subjects attending interviews were selected from 125 students by different test achievements and different groups for the analytic framework. Through the design and evaluation of the VR world and the results from quantitative measure and interview data, the results were as follows: 1. We were gaining insights into the virtual reality's potential and limitations for learning. Constructivist VR-based learning environment is a new direction in the future. 2. Students learning by VR learning environment through guidance performed significantly better on the posttest than the other groups. Whether provided guidance or not, students learning by VR outperformed on test after 4 weeks than traditional learning environment. 3. There were no interaction effects between cooperative dyads and other factors. Cooperative dyads had no effect on test achievement in this study. 4. Students exploring the VR environment by themselves had more positive " learning experience" and "interactive experience" toward the environment than those learned through guidance. 5. Students with different achievement levels held extremely different mental models of the earth. The native conceptual knowledge of the earth was difficult to replace even after instruction. 6. The incorrect mental models concerned 3D concepts held by students were ineffectively corrected by the 2D textbooks. Based on the results of the study, recommendations are then made for related educational administration institution, researchers, instructional designers and elementary teachers.

近年來資通訊科技與網路帶動了電子商務之發展，網路商店如雨後春筍般的成立，許多具有實體通路的企業，亦紛紛投入網路市場建立網路商店以分食網路市場利潤，成為所謂的「虛實整合」企業。而成功的虛實整合企業不僅需要虛實通路間的相互合作以擴增市場，同時也得克服兩通路間可能因業績而產生自相競食的狀況。由此可知虛實通路間存在既競爭又合作的複雜關係。 因此本研究藉由競合策略的觀點，來探討具實體通路的企業經營虛擬通路的過程以及其虛實通路間的競合關係。研究方法上採取質性的個案研究方式，並以特力集團做為深入的個案研究對象。期望研究成果同時帶來實務上與學術上的貢獻。 本研究所得到的結論如下： 1.企業在已有實體通路下經營虛擬通路時，會將虛擬通路部門定位為行銷平台，並採取「網站接單，但實體出貨」的營運方式，同時也會透過品牌、商品品項、品質及價格等方面的統一來避免消費者的混淆。 2. 企業的虛擬通路部門面對實體通路部門時，會透過換位思考的方式運用利誘和施壓之策略，且同時搭配篩選實體合作店與分配訂單的配套措施，使實體通路部門在競爭下與之合作。 3. 企業的虛擬通路部門面對實體通路部門時，打破營運框架引導網站顧客至實體通路消費，並結合自身的核心優勢吸引更多顧客前往網站瀏覽、下單，以提升其營運業績。 / In recent years, Internet brought along the growth of electronic commerce; Internet shops sprung up like mushrooms, and many companies with physical distribution channels one after another have also invested into online marketing to create Internet shops and to share Internet market profits, becoming so-called “click-and-mortar” business. However, for expanding the market successful “click-and-mortar” businesses not only the enterprises need to ensure mutual cooperation between virtual and physical channels, but at the same time also have to overcome mutual cannibalization of the two types of channels. Thus, it can be seen that there exist both cooperation and competition between virtual and physical channels. The study aims to investigate the operations of virtual channels in the enterprises of “click-and-mortar” with existing physical channels. We will analyze “co-opetition” relations between virtual and physical channels by modifying the framework of game theory’s five elements for the situation of co-opetition. Then, we select corporate group Test Rite International Co., Ltd. for our case study subject and use in-depth interview so major approach for the study. We hope the research results bring both academic and practical contributions. The study will examine research problems from three perspectives. Firstly, how does the company position and manage virtual channels under already with established physical channels. Secondly, how does the department of virtual channels cooperate with the department of physical channels for using its resources? Thirdly, how does the department of virtual channels compete with the department of physical channels? Through the case study in our research, we conclude: (1) The enterprise with established physical channels, positions the department of virtual channels as the platform for distribution and performs the operation mode “take orders by website, deliver products through physical channel”, and avoids confusing customers by unification of brands, product items, quality, and price.(2) When working with the department of physical channels, the department of virtual channels develops inducement and suppression strategy by “putting itself in other’s place” thinking pattern. It makes the department of physical channels cooperate under competition by adjusting measures for choosing cooperation with physical channel stores and distribution of orders. (3) By the special strategies, such as attracting customers to visit virtual channels, the department of virtual channels breaks down the operating framework by combining its own advantages, and wins over more customers to visit the webpage for browsing and ordering, by this increasing the operating performance.