本研究為長期性的敘事研究，運用了Wenger (1998)的「實踐社群」社會學習理論(communities of practice)，以及Norton(1995)的投資理論 (investment)，研究目的是為了探索一位台灣的英語教學研究所博士生的學術成長經驗及其所衍生的意義，特別是針對他奮勉進行學術研究投稿、完成博士學位、並進而開啟他未來的學術生涯等等的過程。本研究主要追蹤了研究參與者在其博士生涯的三個形成階段中，他的學術投稿經驗的心路歷程，一路到研究參與者最後在全球的英語教學領域之學術社群中取得更完全的參與度階段。為了能夠對於研究參與者其經驗有深入的了解，本研究採用了「敘事研究法」，收集了研究參與者的學習經驗自傳、敘說訪談的錄音及其逐字稿、研究者的現場筆記及研究筆記、以及其他由研究參與者所提供的文件等資料，以便能分析參與者的言談資料、且對資料進行敘事性的分析、並進而產出情節故事作為研究結果。研究結果發現，研究參與者持續努力來達成其所認定的學術投稿要求，確實增長了他在學術素養的成長，並足以成為學術社群當中的一員。在其過程當中，研究參與者對於實踐其學術投稿的過程當中相關資源的運用方式，與在Wenger ‘s (1998) 「實踐社群」社會學習理論的非正式學習的特色是相互呼應的。研究參與者在學術社群當中所獲得的參與度，也表現出了其所累積的文化資產。最重要的是，從研究參與者的經驗透露出，就其受到英語教學社群的社會文化的影響之下來看，研究參與者埋首致力於學術投稿活動不僅僅是為了當下於英語教學社群的參與，也為了即將到來的終生志業進行Norton (1995)理論當中的個人投資的傾向。這樣的情況顯示出，要學習成為一個英語教學研究領域的學者，的確是涉及了諸多層面的複雜構面及諸多意義上的磋商。而就整個過程來說，也是與研究參與者，他身為初階的年輕學人，身處於台灣的社會情境當中，為了能夠符合全球各地諸多種類專業社群的規範，他以放遠全球的思維來，來實踐在地的行動，成長中的信念是有所共鳴的。最後，本研究將針對台灣高等教育環境中的英語教學研究領域之博士班課程提出建議並討論，以促進年青學人們在學術領域的發展。 / Drawing on Wenger’s (1998) social learning theory as well as Norton’s (1995) notion of investment, this longitudinal qualitative study aims to investigate and derive meanings from the academic experience of one former Taiwanese TESOL doctoral student as he struggled to write for scholarly publications, survived the Ph.D. program, and initiated his academic career. The study mainly traces the twists and turns of his publishing experience in three stages of his forming years till the participant finally has acquired a fuller membership in the global TESOL academic community. To capture and derive an in-depth understanding of the experiences, a narrative inquiry approach was adopted, collecting the young scholar’s written autobiography, recorded narrative interviews and transcripts, the researcher’s research notes and other related documents that the participant provided, so as to thematically analyze the narrative data and then exert the narrative analysis to configure the happenings and events into seven emplotted narratives as the research results. The findings indicate that the participant’s continual endeavor to meet the perceived and assumed requirements for publishing indeed rendered him the academic literacy development necessary to become a member of the academic community. In the process, the participant’s ways of utilizing resources situated in the practice of publishing echo the features of informal learning in Wenger’s (1998) social learning theory. The membership in the academic community gained by the participant also indicates the accumulated cultural capital. Most importantly, the participant’s experience as a doctoral student, being socially and culturally medicated by the TESOL academic community, reveals a tendency to engage in academic tasks for scholarly purposes not only for the current participation in the TESOL academic community but also for personal investment (Norton, 1995) for the coming life-long career. This suggests learning to become a TESOL scholar indeed involves multiple layers of complexity and challenges, and the whole process is also a resonant to his growing faith as a novice young scholar, situated in the social context of Taiwan, to act locally and think globally, in order to conform to norms of various discourse communities around the world. Suggestions for TESOL doctoral programs in Taiwanese higher education to help and support young scholars’ academic development are discussed.

本研究應用雲端分散式的架構來建置與佈署一個處理大量使用者交易需求的高頻交易投資策略服務平台，此平台有以下特色： 1. 系統後端採用雲端SOA架構，將整個龐大的交易系統切割佈署到雲端叢集之上，並提供單一的Façade介面供外部使用者呼叫；系統前端畫面的設計遵循Yahoo UI嚴格的MVC架構規範，並保證前端的View與Model與後端的資料達成同步。 2. 不斷接收來自外部的即時報價訊息，並產生海量的即時市場狀態資訊，包含多種技術分析指標、買賣規則…等，以供高頻交易的策略作為買賣的依據。 3. 利用Java Message Service將大量的即時市場狀態資訊快速、非同步的派送給分佈在雲端叢集各節點的系統模組，並採取Publisher-Subscriber的模式來維持分散後各系統模組之間的鬆散關係。 4. 多樣化的統計演算法模型可供使用者作為產生優良的個人化投資策略之依據。產生的新策略可馬上投入即時的模擬交易環境下監控與評估其策略績效。

經濟全球化以及國際分工，形成跨國的人才競爭，許多國家意識到在新經濟模式下欲維持競爭力，就必須吸納世界各國人才，對高技術人才的需求成為許多已開發國家的共同現象，並將技術性人才的跨國招募視為國家政策的重要項目，其中，美國和加拿大是最能成功吸引技術移民的國家，因此，本研究主要想要探討：美國和加拿大能夠成功吸引技術移民的原因是否與美國和加拿大的技術性移民政策有關。 本研究運用文獻研究法及比較研究法，先分析美國與加拿大的技術性移民政策的發展趨勢與變化，瞭解美國和加拿大技術性移民政策吸引世界各國高技術人才的方式，最後探討美國和加拿大技術性移民政策的成效及影響。 本研究發現美國與加拿大技術性移民政策的變化，主要受到需求驅動的影響，針對不同時期的需求，會適時調整移民政策，而在基於經濟增長的長遠考慮下，必須有一套穩定、有計劃的招募人才的選擇性移民政策。美國與加拿大招募技術性人才的方式，主要皆以招募永久移民與短期移民為主，永久性的技術移民必須是國家需要的、有利於國家的高技術人才，並能長期為國家作出貢獻者；短期移民目的是為了要解決國家短期急需，但雇主在國內卻又招不到高階人才而設置的，但有工作年限的限制，不但解決了國家對極需人才的問題，也避免了當景氣衰退時的勞工過剩現象。在技術性移民政策的成效上，美國與加拿大的技術性移民政策，無論是永久移民或是短期移民，皆呈現逐年增加趨勢，可見得美國與加拿大的技術性移民政策在吸引各國技術人才上有明顯的成效。 本研究建議台灣政府學習美國與加拿大，調整技術性移民政策或配套措施，減少嚴重的人才流失問題，有效吸引外國技術性人才。並期待國內能有更多與美國及加拿大技術性移民政策的相關研究，作為台灣制訂技術性移民政策的借鏡。 / Due to economic globalization and international division of labor, contries compete for manpower cross the global. Many countries have realized the importance of recruiting labor forces over the world to maintain their competitiveness under this new economic trend. Especially the needs for high skilled professionals have become a common phenomenon in many developed countries. They regard the transnational labor recruitment is a crucial factor of their national policies. Among these countries, the United State of American and Canada are most success on recruiting skilled immigrants. Therefore, the purpose of this research is to explore a question - Are the policies of skilled immigrants of United State of American and Canada related to their success of skilled workers recruitment? This study utilizes literature review and comparative research method. Through analyzing the developmental trend and change of skilled immigrant policies of the United State of American and Canada, this study tries to understand the method of transnational skilled worker recruitment from these policies. Further, this study discusses the achievements and impacts of these policies. This study found the changes of skilled immigrant policies of the United State of American and Canada majorly were influenced by the demands of labor forces. Focusing on the demands in different periods, these policies were adjusted accordingly. Based the long term consideration on the economic growth, countries need to have a stable and planned selective immigrant policies on recruitment of skilled workers. The United State of American and Canada’s methods of recruiting skilled labors primarily are in two categories - “Permanent Immigration" and “Temporary Workers”. Permanent immigration is given to immigrants who are high skilled workers. They are needed by the country and will benefit to the country. Also they will contribute to the country for a long time. On the other hand, the temporary worker is given to skilled workers who are fulfilled the short-term needs of the country when these employers could not find employees from domestic labor force. Temporary worker status has limitation on the duration of stay that solves the shortage of domestic manpower and also avoids the excessive labor force in recession. Regarding the achievements of skilled immigrant policies of the United State of American and Canada, both “Permanent Immigration” and “Temporary Workers” policies have been brining skilled workers increasingly every year. This shows their policies have significant effects on recruiting skilled workers cross the world. This study suggests Taiwan government can learn from skilled immigrant policies of the United State of American and Canada. Taiwan government can adjust its skilled immigrant policies or other supporting measurements. It can reduce seriously problem of losing skilled workers and effectively recruiting skilled workers from other countries. This study expects more related researches in Taiwan on skilled immigrant policies of the United State of American and Canada. It could provide references for designing skilled immigrant policies in Taiwan.

The purpose of this paper is to develop a comprehensive concept of knowledge interaction offering a robust understanding of how technological knowledge interacts with customer knowledge. There are three research questions: (1) How can we define the knowledge interaction between the two kinds of organizational knowledge (customer knowledge and technological knowledge)? (2) What are the indexes shaping the quality of knowledge interaction between customer knowledge and technological knowledge for innovation? (3) How do organizations develop innovation under the different forces driving the knowledge interaction? Through analysis of existing literature and examination of empirical data, this study will apply a theoretical framework and hypotheses to measuring the knowledge interaction between customer knowledge and technological knowledge.

本研究旨在了解桃園縣國中藝術與人文教師資訊素養與教學效能的關係，主要探討不同背景變項、環境變項之桃園縣國中藝術與人文教師，在資訊素養與教學效能的差異情形。 本研究之研究對象，乃以桃園縣國中藝術與人文教師為主，抽樣34 所公立國民中學189 位教師，調查結果以平均數、標準差、t 考驗、單因子變異數分析、薛菲事後多重比較法、皮爾遜積差相關、多元迴歸等統計方法，進行資料處理分析，獲致下列結論： 一、藝術與人文教學資訊素養與教學效能整體是屬於「中高」程度的表現。 二、藝術與人文教師教學資訊素養因教師背景變項不同而有顯著差異。 三、藝術與人文教師教學效能因教師背景變項不同而有顯著差異。 四、教師教學資訊素養及教學效能各層面具有高度正相關。 五、教師教學資訊素養愈高，其教學效能愈佳。 六、藝術與人文教師教學資訊素養對教學效能整體與各層面具有高度的解釋 力。 七、 教師教學資訊素養對教學效能整體及各層面具有主要的預測作用。 關鍵字:藝術與人文領域，資訊素養，教學效能。 / This research explored the relationship of information literacy and teaching effectiveness, and analyzed the differences of information literacy and teaching effectiveness among the field of Arts and Humanities teachers in junior high schools in Taoyuan by different background and environment factors. The samples of this study are 189 teachers of 34 junior high schools locating in the Taoyuan city. The results are analyzed by means, standard deviations,frequency, t-test, one-way ANOVA, pearson’sproduct-moment correlation, Scheffé method , multiple stepwise egression analysis. The results are as follows: 1. The Arts and Humanities teachers have above average scores on information literacy and on teaching effectiveness. 2 The Arts and Humanities teachers’ teaching- information literacy is noticeable differentiated by the varied cause of teacher individual variables. 3. The Arts and Humanities teachers’ teaching effectiveness is noticeable differentiated by the varied cause of teacher individual variables. 4.There are high positive correlation between the whole and every dimension ofteachers’ teaching- information literacy and the ones of teaching ffectiveness. 5.The higher the teacher’ teaching- information literacy, the better the teaching effectiveness. 6. The Arts and Humanities teachers’ teaching- information literacy has higher explanation of the whole and every dimension of teaching efectiveness. 7.The teacher’ teaching information literacy can make prediction of the whole teaching effectiveness. Keywords: the field of Arts and Humanities, information literacy, teaching effectiveness.

雖然近年來的文獻已嘗試以有系統的方式，探討創投的參與投資，是否有助於提昇被投資公司的價值，然而這些實證研究卻鮮少剖析創投是透過何種途徑來影響被投資公司的價值。再者，此類研究往往從被投資公司上市、上櫃時的股票折價幅度，來探討創投的介入是否對於被投資公司的價值有所貢獻，不過卻較少針對被投資公司的長期經營績效和上市、上櫃後的股價績效進行分析，特別是有關創投對於被投資公司的經營績效影響之相關研究仍付之闕如。因此，本研究嘗試為相關研究另闢蹊徑，以期瞭解創投的參與投資是否確實為被投資公司帶來實質的貢獻。 首先，經由文獻探討和個案分析得知，將代理理論引用至本研究主題確實具有合理性。因此，本研究以代理理論的觀點，嘗試克服傳統「基本主理人──代理人的模式」之限制，並藉由Von Neumann-Morgenstern 效用函數而針對創投的介入對於被投資公司在經營績效和技術上的影響進行理論模式推導，故本研究的理論模式不僅強調技術的提昇為刺激高科技公司產出增加的原動力之外，同時亦考量監控機制和激勵制度彼此可能具互補性的特質。 本研究的各個研究假說分別演繹自理論模式結論或歸納自文獻探討暨個案分析。在實證研究方面，本研究將實證分為三個層次：第一層次係比較國內有創投參與投資的上市、上櫃公司和無創投參與投資的上市、上櫃公司，其在長期經營績效與短期股價表現上是否具有差異性。實證結果發現，有創投參與投資的公司，其在長期經營績效和短期股價表現上皆較無創投參與投資的公司來得差；不過，創投的介入確實承擔了被投資公司本身的部分風險。 實證的第二層次則在於檢視，創投是透過何種途徑來影響被投資公司的績效表現。實證結果顯示，主要創投的持股比例、參與被投資公司的創投家數、創投佔被投資公司的董監事席位比例、創投所承擔被投資公司的技術股股本佔總資本額的比例，或創投投資被投資公司的時點越早，皆對於被投資公司的長期經營績效表現有顯著的正面影響。 另外，創投佔被投資公司的董監事席位比例、創投所承擔被投資公司的技術股股本佔總資本額的比例、主要創投成立的年數越長，或創投參與被投資公司的時點越早，則對於被投資公司上市、上櫃後的短期股價表現有顯著的正面影響。 實證之第三層次，旨在探討創投的參與投資是否加速被投資公司上市、上櫃的時間。根據實證結果得知，有創投參與投資的公司，其從公司設立至上市、上櫃的時間確實較無創投參與投資的公司來得短，此意謂創投可加速被投資公司上市、上櫃的時間，使得被投資公司可以較早在資本市場上募得資金。 綜合上述實證結論，囿限於國內創投的籌資壓力和追逐聲譽的壓力，以及在「逆選擇」的前提之下，導致國內有創投參與投資的公司其績效表現較無創投參與投資的公司來得差。然而，本研究的實證結果並不否定創投的能力，換言之，本研究的實證結果肯定創投的專業能力和監控能力，同時亦肯定創投在國內產業升級上所扮演的重要角色。 / Although recent work attempts to explore what venture capitalists do and whether venture capitalists' involvement adds value for venture-capital-backed firms, it does not investigate the ways in which venture capitalists add value to their portfolio companies.　Moreover, recent empirical research usually investigates whether venture capitalists' involvement reduces underpricing when their portfolio firms going public, but it seldom explicitly examines the effect of the presence of venture capitalists on operating performance of venture-capital-backed firms.　As a matter of fact, a number of issues relate to the relationship between venture capitalists and entrepreneurs have not been fully addressed.　Therefore, the objective of this study is to fill both theoretical and empirical gaps. This study applies agency theory which captures the essence between venture capitalists and entrepreneurs, and use Von Neumann-Morgenstern utility function to analyze the effect of venture capitalists' involvement on their portfolio firms' operating performance and skills.　Our theoretical model not only considers the importance of new technology in modern economies, but also includes the possibility that these two control mechanisms, monitoring and incentives, might be complementary. Moreover, empirical results of this study reveal several important findings.　First, we contrast venture-capital-backed firms with companies that have no venture-capital backing. Our empirical results indicate　operating performance and after-market stock performance of firms with venture-capital backing are both inferior to that of firms without such backing, and the differences are statistically significant.　However, venture-capital-backed firms seem to have lower levels of firm risk. Secondly, empirical results provide evidence that the fraction of equity holdings of the lead venture capitalist, the number of venture capitalists, the number of the venture-capital-backed firm's board seats held by venture capitalists, stock compensation system and the length of time that venture capitalists have invested are all positively associated with operating performance of venture-capital-backed firms. In addition, the number of the venture-capital-backed firm's board seats held by venture capitalists, stock compensation system, the age of the lead venture and the length of time that venture capitalists have invested are positively associated with after-market stock performance of firms with venture-capital backing.　Not surprisingly, empirical results also provide evidence that venture-capital-backed firms go public earlier than non-venture-capital-backed firms. Overall, the results of this study support the idea that venture capitalists do provide much more than financing to their portfolio firms.　However, in a venture capital setting, adverse selection, grandstanding and money-recycling are important concerns; these　concerns might explain why performance of venture-capital-backed firms are significantly inferior to that of non-venture-capital-backed firms.　Indeed, our findings support the notion that venture capitalists' investment behavior does influence performance of their portfolio firms in a number of ways due to their skills, expertise and monitoring abilities.

近年來國內電影映演呈現多元化發展，不只電影類型、內容日趨豐富，電影的映演方式也更趨多元。而擁有集結映演主題、少廳院、長映期、多功能搭配、選擇不設限、聯票預售等特性的「商業影展」更成為九十年代電影市場中極為盛行的電影行銷方式。 隨著電影觀眾的觀影口味多元使得電影分眾市場確立之故，讓許多不同類型的影片得到出現在市場上的機會，再加上多廳戲院取代了傳統大型戲院，除了因應電影分眾的潮流，還可以接受多一些電影放映。另外，為了能夠和大型電影發行商強大的行銷資源相抗衡，將許多部影片的行銷資源集合起來，再透過影展主題式集結的方式行銷，也成為現今非主流商業影片另謀映演空間的方法。上述種種電影市場的新現象就成為現在商業影展興起的契機。 在競爭愈來愈激烈的影展熱潮中，要如何建立有效的行銷策略將是未來經營影展所必須仔細思考的重要課題之一。因此，本研究旨在以行銷的觀點檢視商業影展的經營運作概況，以現在已存的「絕色影展」做為研究對象，整理、分析與討論其所擬定的行銷策略，並將之與消費者的商業影展消費行為調查結果相互比較，提出對商業影展發展行銷策略上的建議，期望對將來在推行商業影展擬訂行銷策略時能有所助益。 本研究探討的行銷策略包括了目標行銷策略以及行銷組合策略兩部分，得到的研究結論如下： 一、目標行銷策略： 商業影展的目標觀眾仍以愛好電影、常看電影的影痴為主，其中年輕的學生人口仍為主要的目標觀眾。 二、行銷組合策略： 1.產品策略：商業影展影片仍以藝術影片為多，建議在主題的選取上可 以朝向更專業化的設計，提供觀眾更具深度的觀影經驗。另外，配合影展提供相關議題的影評講座或座談活動將可以增加影展產品的附加價值。 2.價格策略：採較低價的定價策略並輔以有條件的價格修正措施將可以吸引更多的觀眾。 3.通路策略：觀眾已漸漸培養出購買預售票以及聯票的習慣，因此提供更為簡單便捷的售票系統，將會促進更多觀眾買票進場的意願。 4.推廣策略：商業影展性質有別於一般院線電影，其所採行的推廣策略並非得要用昂貴的大眾媒體做廣告，反而透過公關報導的形式將影展訊息曝光，再利用影評人作為「意見領袖」的方式影響觀眾，透過口碑的傳播，將影展推銷出去，可以得到更大的宣傳影響力量。另外，透過品牌的建立以及建立與維持和顧客長期的良好關係都是商業影展推廣策略中極重要的一環。 / The main theme of the study focus on the marketing strategy of the commercial film festival. The goals of the study include the following: 1. To know what and how the commercial film festival develop marketing strategy, then to evaluate the effect. 2. To find out the main factor that marketing strategy formulated. 3. To research the consumer behavior of the commercial film festival, and suggest the best marketing strategy of the commercial film festival from the consumer research information. In order to achieve the above goals, the study intends to integrate the qualitative and quantitative data. "Cast study" and "Consumer survey" are conducted. Choosing "Fanciful Film Festival" be the cast of the study, to find out how and what the fanciful film festival develop the marketing strategy, then analysis and discuss them. Simultaneously, using the research to get the quantitative data of commercial film festival consumer behavior. Contrasting both cast qualitative data and quantitative research of consumer survey, and get the marketing strategy suggestion. The results of the study are followed: 1. Target marketing strategy the target audience of commercial film festival is mainly enthusiast about film. Mostly they are the young college students. 2. Product strategy (1) Film category: art film is still the main film category of the commercial film festival. (2) Film subject: the more professional, profounder film subject is suggested. (3) Additional product strategy: it would advantage to use some additional product strategies, such as symposium, film review conference... 3. Price strategy: using the going-rate pricing and the conditioned discount. 4. Place strategy: (1) The consumer has trained the habit of buying the advance ticket and the suit ticket. (2) To supply the more convenient ticket system would encourage consumer. 5. Promotion strategy (1) The main promotional tools still are mass medium, especially the public relations. Using the public report to communicate and advertise the film festival, encourage audience consuming. (2) To pay much attention to the effect of the opinion leader. (3) To place importance on brand management and relationship marketing.

對學者而言，其研究主題的本體論資訊，包括有影響力的論文、有影響力的會議、有影響力的期刊和有影響力的研究者等資料，是學術研究的重要資訊。利用研究主題的本體論資訊，就能對該領域有大致的瞭解。因此本研究的目的，就是針對特定研究主題，自動的從WWW中，探勘出此主題的本體論資訊，包含此主題中有影響力的論文、作者、會議和期刊。 我們先從WWW上透過CiteSeer取得與主題相關的學術論文，再透過引用關係去擴充論文集合。由這些論文中利用資訊萃取的技術，找出論文出處和作者。接著分別根據引用關係分析論文、會議、期刊和作者的影響力指標，我們也考慮論文、會議、期刊和作者之間的mutual reinforcing relation，修改Webpage Ranking Algorithms，來幫助計算由論文引用關係所得的影響力指標。 我們實做出系統，提供使用者查詢特定研究主題的本體論資訊，並且找出相關學者、期刊、論文的網站。我們請具有該研究主題專長的學者，評估系統的效果，得出將近60%的準確率。 / Ontological information of research topic, that includes influential papers, conferences, journals, and authors, is the important information of academic research for researchers. Ontological information gives an overview of specific research topic for researchers. Our research is to discover the ontological information of specific research topic from WWW. Firstly, we collect papers that related to specific research topic. These papers are collected by querying CiteSeer. The dataset of papers is extended by citation information further. Then, the metadata of these papers is extracted by Information Extraction technique. After analyzing the influence of papers, conferences, journals, and authors individually based on citation analysis, the influence between them will be considered mutually. We modify the Webpage Ranking Algorithms to be adapted in our research for mutual reinforcing relation analysis. We implemented a system that offers users the ontological information of specific research topic after querying from this system. And discover the website of related authors, conferences, and journals. The results evaluated by experts in specific topic are near sixty percent correct.

本文應用遺傳規劃交易程式來檢驗八個國家的股票指數和外匯巿場的表現，採用移動視窗的方法，測試三組獨立的期間，重新檢驗較早期的研究結果，並繼續延申探討，包括交易報酬與交易行為。實證結果顯示，不論在股票還是外匯巿場，若訓練期間的資料選擇不當，遺傳規劃的獲利表現會不理想。資料形態不但會影響遺傳規劃交易程式的獲利性，同時也決定了程式本身的一些觀察特性。我們另外分析了交易程式的複雜度、演化時間、交易頻率和一致性。交易程式的複雜度和演化時間有正向的相關性，但複雜度和報酬、以及演化時間和報酬之間都只有很弱的關係。這些發現可以讓我們更了解遺傳規劃演化交易策略的過程，有助往後更進一步的研究。

藝術和文化的交流能超越民族、國家和意識型態，使人與人相互理解，建構真正世界和平的基磐。京劇富含豐富的傳統中華文化，是中國流行最廣、最受歡迎的劇種。民國84年教育部合併原本隸屬於三軍的陸光、海光、大鵬京劇隊與豫劇隊，成立國家級劇團─國立國光劇團。該劇團目前以創新自許，企圖將原本屬於精緻文化的京劇普及化，並且為台灣樹立代表台灣風格的京劇表演。 為了使優質的現代化國劇成為台灣藝術文化的代表。當務之急乃是要為國光劇團的現代化國劇推廣，找出一套能夠符合消費者需求，又能行銷地域、行銷全球的表演藝術團體行銷策略。 為此，本研究針對年輕消費者進行「2005京劇滿意度」問卷調查，發出500份問卷，回收353份，有效問卷251份。經因素分析後，結果發現：「不願意欣賞京劇」的兩大因素為行銷相關問題和產品問題；「京劇欣賞滿意度」兩大因素為戲劇內力表現和戲劇外顯表現以及「影響觀眾欣賞京劇重要程度」三大因素為產品品質問題、卡司問題和非本願因素 本研究亦針對國光劇團之行銷架構，以深度訪談方式進行檢視。最後以雪狼湖作為表演藝術行銷成功範例之標竿與現代化京劇比較，得出之國光劇團行銷策略建議為：一、京劇表演教育啟蒙，開闢潛力市場。二、創新產品、大卡司，建立口碑。三、整合行銷傳播以達□效。 / Arts and cultures surpass races、countries and ideologies, communicate people and build the real foundation of world peace. Chinese Opera which contains rich Chinese culture is now the most popular opera in China. 1995, Ministry of Education combined three triphibious Chinese Opera groups into one national Chinese Opera Group—the National GuoGuang Chinese Opera Company. The company tries to set up a creative Taiwanese style for Chinese Opera and prevail these fine arts. To make the excellent Modern Chinese Opera become the behalf of Taiwanese culture, the marketing strategies for GuoGuang to meet consumers’need is urgent. The study surveyed 500 young consumers by questionaires of 「2005 Chinese Opera contentment survey」, 353 questionaires are recycled, 251 are effective. After Factor Analysis, the result shows that the marketing and product problems lead to the unwillingness to see Chinese Opera; Actors/Actresses inner presence and stage costumes are factors of Chinese Opera contentment; Product Qualities、Cases and outside control elements are factors of the Chinese Opera watching importances. The study interviewed GuoGuang Chinese Opera Company to examine their markeing structure. Besides, the study takes 「Snow Wolf Lake」 as a successful marketing example for benchmark and concludes suggestions for Guoguang: 1. Education of Chinese Opera scripts would be a way to cultivate potential markets; 2.Innovation products and big cases would help the company to build public praise. 3. Make good use of Integrated Marketing Communication to reach for advertisement synergy.