某些字彙可預告句子間的關係及文章架構。這些特殊的預測性字彙包含了連接詞及一部份的名詞、動詞、形容詞及副詞。本研究的目的是探討學習這類預測性字彙在提昇學生閱讀能力的成效。 研究對象是桃園縣某所高中104位三年級學生。研究主要工具包括一份評估學生閱讀能力的全民英檢考題；兩份問卷用來調查學生對於預測性字彙及文章架構的認知；及最後進行的訪談以了解教學成效。研究過程分為三個步驟: (1)前測--- 閱讀能力測驗及問卷。以測驗成績將分數高於平均的學生分至A組而分數低於平均的學生分至B組，來調查不同程度的學生對此教學的回應有無任何差異。而問卷則是調查學生對所要教授的預測性字彙及文章架構有無任何背景知識 (2)教學實驗---為期四個月的預測性字彙與文章結構教學 (3)後測--- 問卷及個別訪談，以瞭解學生在學過預測性字彙與文章結構後，在提昇閱讀能力方面有無任何成效。 研究結果發現，此教學實驗對學生的英文閱讀能力有正面影響。學生回應在閱讀時的速度及在興趣和信心這兩方面都比在接受教學之前提升。A組的學生在有關篇章結構的閱讀測驗題目中表現較B組學生好。同時A組的學生也比較知道如何使用預測性字彙來解析文章結構。至於學生常用的字彙為連接詞。 / Certain lexical items are strongly associated with identifiable clause and textual patterns. In other words, they represent the organization of discourse. These words include connectives and a set of open-system vocabulary with similar properties like connectives. The purpose of the study is to investigate how the instruction in lexical signals and pattern may facilitate reading comprehension. The researcher also examines what kind of predictive words are used most frequently in the process. One hundred and four students, from a senior high school in Taoyuan, were the participants of the study. The reading comprehension test of GEPT, intermediate level (LTTC, 2002), was used to classify the subjects into two sub-groups before the instruction. Group A was the one with the scores above the mean of the test scores. Group B was the one with the scores below the mean. The researcher classified the two groups so as to examine if the subjects in the two groups had any different feedback or response to the instruction. A questionnaire was applied to investigate if the subjects had any idea about the use of signals and patterns before the instruction. Then, a four-month signal and pattern instruction was conducted on all the participants in the study. After the instruction, the second questionnaire was applied to the subjects to gather their feedbacks and responses to the instruction. Furthermore, 30 subjects were randomly selected for interview to get in-depth information for qualitative analysis. The results show the instruction had a positive effect on the subjects when they read English texts. Their reading speed, interests and confidence increased after the teaching of organizing signals and text patterns. And they were confident in using signals to spell out clause patterns. However, some of the subjects had problems of identifying textual patterns, which usually involve several clause patterns combined together to form a text. The signals they used most frequently were connectives, the most overt signals in texts. And the subjects in Group A performed better than those in Group B when making use of predictive signals to spell out patterns. The result shows a strong relationship between the subjects’ English proficiency level and their manipulation of discourse-organizing words and textual patterns.

本研究之目的在探討親子共讀對幼兒閱讀能力之影響。使用自編之家長與幼兒共同閱讀問卷，收集有關親子共讀、家長及幼兒背景資料；本研究之幼兒閱讀能力，指幼兒認字能力、故事理解力、聲韻覺識能力，認字與故事理解力方面採用楊怡婷（1995）改編之故事及自編之理解能力測驗，聲韻覺識能力則採用呂珮菁（2004）聲韻覺識測驗，幼兒閱讀能力之資料皆至園所對幼兒施測而得。首先，分析背景資料對幼兒閱讀能力之影響，再比較有無親子共讀家庭中，分別在幼兒在閱讀能力上造成之差異；最後，針對前述有差異的閱讀能力，深入探討具有親子共讀的家庭裡，共讀的互動方式與閱讀能力間的關係。 研究結果為: 性別對幼兒的閱讀能力並沒有影響。亦發現學英語的幼兒在聲韻覺識作業細項中的中文聲母刪除作業及英文音素刪除作業表現較佳。在家長教育程度與職業在幼兒閱讀能力上沒有顯著差異。關於有無親子共讀對幼兒閱讀能力之影響，結果為：具有親子共讀的幼兒在故事理解力表現較無親子共讀者顯著為佳。 針對故事理解能力，家長共讀與此能力間的相關行為有：對於故事內容進行描述教導與推論教導，其中，描述教導的具體行為有「給予描述或指名」、「要求孩子描述或指名」、「要求孩子預測劇情」、「戲劇化表達」；推論教導的具體行為有「常問為什麼」、「與孩子討論因果關係」，這些都可以增進幼兒對故事的瞭解以及作出高層次認知的思考，基於研究結果之建議，文中有詳細討論。 / This thesis investigates the influence of parent to the literacy of their young child through sharing books with their child. Parents were requested to fill out the questionnaires about joint book reading and children were assessed their literacy which includes word recognition, story comprehension, and phonological awareness. The sample (n= 53) included 40 patents who have joint book reading and 13 parents who do not. The first step of this thesis is to compare with children literacy between children whose parents have joint book reading and children whose parents do not. Children with sharing book by parents only have better achievement in story comprehension than those who without joint book reading. Thus, the second step of this thesis is to find out what kind of parents’ utterances during joint book reading is related to the story comprehension of children and these utterances may improve the story comprehension of children. The utterances which are related to the story comprehension of children are following: 1. Labels: Parents request or provide character identification, labeling of objects, and so on. 2. Descriptions: Parents request or provide an explanation of plot information and focus on what has happened or is happening. Inference: Parents request predictions about why has happened in the story and discuss the causality in the story with their children.

探討閱讀時視覺與語言因素之研究指出眼球移動位置的決定主要受到低階視覺特徵的影響。有些研究也認為此一涉及計算眼跳目標的決策發生在執行眼球移動之前。為了檢視中文詞彙內的視覺複雜度分佈是否影響眼跳目標決定機制 、我們提出了視覺複雜度分佈指標 (visual complexity distribution index, VCD index) 來代表中文雙字詞內的複雜度分佈情形。依據視覺複雜度分佈指標 、本研究挑選出三組不同視覺複雜度分佈的詞彙 (左偏移、右偏移以及無偏移) 、並將這些詞彙箝入於句子中。紀錄中文讀者閱讀這些句子的眼球運動軌跡 、以比較三組實驗情境下的初次觸接凝視時間 (first-pass duration) 、落點位置 (landing position) 以及眼跳機率指標 (probability measures) 差異。使用線性混合模型 (Linear mixed model, LMM) 估計實驗組別效果 、以探討視覺複雜度分佈指標如何影響決定停留時間與眼跳位置的機制。結果發現右偏移組落點位置都落在其他兩組的右側 、而兩組偏移組的凝視時間都較不偏移組短。進一步分析顯示上述結果需在眼跳目標為中文詞彙才可觀察到。這指出由視覺複雜度分佈指標所反映出的中文雙字詞明視度型態 (luminance pattern) 、會在該詞彙被凝視之前影響眼跳位置的決定 、並依落點位置差異而調節了該詞彙被凝視時的處理。 / Previous studies about the visual and linguistic factors that influence the decision about where to move the eyes next in reading suggest a strong influence from low-level features; some studies also assume that this decision involves the computation of a saccade target before the oculomotor program is executed. In order to test whether the distribution of visual components within Chinese words influence the saccade targeting mechanism, we devised a new parameter that reflects the distribution of visual information along 2-character words’ area: the Visual Complexity Distribution (VCD) index. Three groups of words with a marked VCD index (i.e. Left-Bias, Right-Bias and Non-Bias) were identified and embedded in natural sentences; the eye movement of Chinese native speakers was recorded while they read this material in order to contrast first-pass duration, landing position and probability eye movement measures between conditions. The experimental effects were estimated through contrast between conditions using Linear Mixed Models, thus providing evidence about the VCD index’s influence on both, the decision about the when and where to move the eyes next. The analyses on initial fixation position indicate a rightwards shift when sending the eyes towards words with Right-Bias in comparison to the other conditions and shorter fixation durations when biased words are fixated in comparison to the Non-Bias words. Further analyses demonstrated that the results above can only be observed when specifying saccade targets from Chinese words. These results indicate that the luminance patterns within 2-character Chinese words, as reflected by the VCD index, can influence the specification of a saccade target when those words are about to be fixated as well as modulate the fovea load when those words are currently fixated.

呈現足球的公共形象在19世紀中晚期英格蘭地區的演進，以及此形象的演進如何促成現代足球(特別是協會足球)成形與流行，就是本論文的主要目的。 　　目前學界對於現代足球起源與成形有兩種主要看法：出身社會中上層的公學、大學師生，在19世紀中葉透過制定成文規則，「馴化」並保存此前社會上原有的民俗足球，最後促成統一足球規則的努力──此為其一；修正派學者則認為，早在公學、大學師生投入前，19世紀中葉以前的英格蘭社會中早已存在有組織、有規則的足球，而早期學者過分誇大了社會中上層對於現代足球帶來的影響。然而，現有史料尚不足以證明上述足球活動實際如何進行、組織，也無法顯示各種以「足球」為名的運動間是否有因果關係。 　　人們呈現過去的方式，足以暗示了他們希望別人，甚至是自己應該如何看待目前的現實。足球的規則，以及人們希望足球所能承載的價值、作用，都會隨著時間改變。除了用規則的出現與演變來追溯現代足球的起源，由制定規則的群體來判斷現代足球受到哪一階級影響較深以外，從時人對於足球的「印象」、「觀感」，也就是他們所相信的東西著手，或許更能推演出「現代足球」的「概念」源起於何時。 　　《英格蘭19世紀中晚期足球形象的演進》即以此為目標，利用19世紀《倫敦時報》的讀者投書，以及其他運動報紙和嚴肅期刊文章，試圖重建足球在19世紀中晚期英格蘭輿論中的公共形象，繼而回應、調和學界已有的兩種不同觀點。第一章〈斷裂或延續：現代足球起源問題〉呈現公學觀點與修正派學者的主張與其優劣擅場，並提出以足球的當代「形象」做為解決起源問題的可能方式。第二章〈公學地位競爭與足球議題上升的能見度(1858-63)〉直接回到上述學術論爭所指向的關鍵時代，透過當時媒體上有關「統一足球規則」的爭論來證明當時公學、大學師生與社會中上層人士對提高現代足球運動地位的影響。第三章〈從惡名昭彰到男子氣概：19世紀末輿論中足球形象的演進〉，則綜觀整個19世紀，在長時段中呈現足球形象在英格蘭輿論中的轉折，進一步突顯現代足球概念成形的時間。 　　透過足球形象的轉變與形塑，以及時人對於足球發展歷程的看法，我們得以了解19世紀中晚期的英格蘭人為何投身一種新興的運動，從而接近他們所追求的價值，並希望別人如何看待他們的所作所為。 關鍵詞：現代足球　協會足球　《倫敦時報》讀者投書

伴隨多元文化洪流之推演，臺灣社會人口結構正產生改變，新住民已成為臺灣第五大族群，是公共圖書館重要服務對象。推動閱讀素為公共圖書館之專業與職志，如何運用並宣傳閱讀活動，培養新住民及其下一代之閱讀能力與習慣，是公共圖書館應兼負之重要任務與挑戰。 本研究運用深度訪談方式，調查越南籍、印尼籍新住民以及國內大型公共圖書館新住民服務，蒐集新住民實際閱讀現況與對於圖書館之看法，歸納公共圖書館推廣、辦理方式與特色，提出我國推廣新住民閱讀活動之策略與建議。 越南籍、印尼籍新住民閱讀時偏好休閒、新聞、親子、課業輔導、家庭關係等主題；越南籍、印尼籍新住民在閱讀偏好上有所差異，印尼籍新住民較偏好閱讀臺菜食譜，而越南籍新住民則有閱讀佛學類資源的需求；除閱讀中文認知困難外，尚存在無法與下一代共同閱讀、閱讀非主要休閒活動等阻礙。 目前我國大型公共圖書館新住民閱讀活動，讀者國籍以越南、印尼籍配偶或移工為主，且分布受地緣關係影響；活動以親子閱讀、圖書館利用、主題書展、文化講座、專題展覽、電影欣賞、讀書會形式呈現，包含異國文化、美食、傳統藝術、童書、旅行等主題，其中親子閱讀活動最受新住民青睞、書展最為常見、圖書館利用活動則有其必要性；特色則有運用獎勵機制鼓勵借閱、開放護照或居留證借閱館藏、聘請專業師資進行原生國家母語專書導讀、出借多元文化書箱或專櫃，將資源遍及各鄉鎮、運用雲端裝置與通訊軟體打造雲端閱讀。 歸納新住民與公共圖書館看法，建議未來國內公共圖書館推廣主題應推陳出新且融合原生國家元素；推廣方式應主動至新住民聚集區域宣傳；推廣對象應廣及新住民家庭成員；推廣管道宜運用紙本、社群媒體等雙重途徑；並建立合作機制，使服務更臻完善。 / Population structure is changing by the multicultural communities in Taiwan. New immigrants have become the fifth largest ethnic group, and an important target that public libraries serve to. Reading promotion is the professional and aspiration of public libraries, how to apply and promote reading activities, to develop the reading ability and habits of the new immigrants and their next generation, is important task and challenge of public libraries. The study conducted in-depth interviews to investigated Vietnamese and Indonesian new immigrants current reading situation, and point of view toward public libraries, organize the way and characteristic on large public libraries multicultural service department, to discuss the development of reading promotion to new immigrants in Taiwan. The study found that Vietnamese and Indonesian new immigrants prefer the topic of leisure, news, parenting, tutoring, and family relationships when reading. Indonesian new immigrants prefer to read the Taiwanese cuisine recipes; Vietnamese new immigrants prefer to read the resources related to Buddhism. Generally, new immigrants have difficulties with cognitive when reading Chinese; unable to guide the next generation to read; and have reading barriers such as low motivation. In Taiwan, reading promotion to new immigrants in public libraries have some common circumstances, Vietnamese and Indonesian spouses or workers are the major public library readers, distributed by the geopolitical relations. The common types of activities are parent-child reading, library use, topic book fair, culture lecture, thematic exhibition, screening of films, book club meeting, and other forms of presentation. The topics of activities include the exotic culture, cuisine, traditional art, children's books, travel. New immigrants’ favorite activity is parent-child reading, topic book fair is the most frequent type, library use is indeed a need; and the features of reading promotion are incentives like encouraging readers to borrow books by giving gift, simplifying application procedures of library card by using passport or residence permit, hiring professional teachers to held book reviews by native country’s language, lending multicultural book or counter to every corner throughout the township, applying cloud devices and communication application to create cloud reading. Generalize new immigrants’ experience of participate and the actual promotion situation of public libraries, there are some recommendations to domestic public libraries: The theme of the reading promotion should innovate and integrate native country elements, The approaching of the reading promotion should take the initiative to where new immigrants gathered area, The target audience of the reading promotion should be expanded to new immigrant family members, The channel of the reading promotion should adopt composite ways, such as social media and paper declared, Reading promotion should cooperate with the new immigrant organizations, enabling the service perfect.

本研究旨在探究以可解碼英文故事書(decodable storybook)為主的英語教學，對低年級英語低成就學童的影響，特別是在此補救教學方案下，學童早期英語閱讀能力及學習態度之改變及表現，並探討造成其改變的可能原因。本研究分兩階段進行，第一階段先進行小規模的預試研究作為正式研究之準備，目的在測試選用的英語可解碼故事書做為教材是否適切、教學活動是否可行，並根據初探結果規劃正式研究。第二階段的正式研究，根據第一階段的結果改良部分測驗、增加閱讀讀本、以及增加教師訪談等質性資料，以期進一步探討此補救教學方案對於學童早期閱讀能力及學習態度的影響。 在正式研究中，研究對象為台北市某國小英語攜手班(補救教學班)之五名二年級學習低成就學童（學業表現為後15%至20%）。研究者選擇Scholastic Company所出版的某系列分級可解碼英語故事書之第一套部分冊數作為讀本，搭配由整體到細部的架構理念設計課程，發展出適合本校學童的補救教學方案，將字母拼讀技巧訓練融入自然有趣的閱讀情境中。 本研究為行動研究，透過以質性為主的資料蒐集法，包含課室錄影錄音觀察、訪談、多方文件彙集及前後測評量，來進行研究結果之分析詮釋。學童每週均接受一次教學(每次三節課，共120分鐘)，共持續十六週。經過一學期補救教學後，對照學童前後測評量及各種質性資料分析，發現學童在字母認讀、單字辨識、單字拼讀及學習態度上均有正向改變。本研究也發現，使用可解碼故事書的內容來設計閱讀及自然發音教學活動，的確有助於低成就學童早期閱讀能力及內在動機之提升。本研究之結果及教學建議可供未來國小補救教學之參考。 / The purpose of this study is to examine the effect of decodable storybook instruction on the early reading performances and learning attitudes of Taiwanese EFL lower-grade underachievers in an elementary school in Taipei. An attempt is also made to explore the possible reasons for any improvement among the underachievers’ with respect to this remedial program. The present study was conducted in two stages. A small-scale pilot study was implemented as a preparation for the formal study in advance. The purpose of the pilot study was to investigate if the reading text of the selected storybook series is appropriate for underachievers, the feasibility of the decodable storybook instruction and the effects of the instruction on learners’ early reading ability and learning attitudes. Afterwards, the formal study was revised in modifying some test words as well as the scoring procedure on the early reading assessments, adding more reading materials and qualitative data sources such as teacher interviews. In the formal study, the participants are one remedial English class of five second graders (whose academic performances were at the bottom 15% to 20% of the grade). The curriculum was based on the contents of a commercial series of decodable story books—Clifford Phonics Fun Reading Program—pack one. The researcher adopted the framework of whole-to-parts phonics instruction to integrate reading activities and phonics training in an interesting and meaningful reading context. A variety of reading activities integrating four skills were designed and based on the content and topic of the storybooks to rouse learners’ interest. Decodable CVC words embedded in the story series were then explicitly taught to learners to apply letter-sound knowledge in their reading process. This study triangulates action research with qualitative data using classroom observations (video or taping), interviews, assessment records, and document analysis. Data analysis interprets the study results. After the sixteen weeks of remedial instruction, a comparison between the results of pre-tests and post-tests showed some changes in learners’ early reading ability, including letter-sound recognition, word recognition and visual blending, as well as a positive change in learning attitudes. The other findings were as follows. (1) Multiple teaching activities generated from the decodable story book can be beneficial to learners’ early reading ability and learning motivation. (2) The decodable story book is an effective language learning medium for learners to apply their decoding skills as well as to provide them with an interesting reading context to lower their anxiety in learning English. Based on the findings, a number of suggestions and pedagogical implications are provided for EFL elementary school teachers and further studies in the remedial instruction field alike.

《金瓶梅》續書包括《續金瓶梅》、《隔簾花影》、《三續金瓶梅》以及《金屋夢》四部小說，它們雖是依據續衍對象而被收編於同一續書群體之內，但卻各有其回應原著、前作以及時代的姿態，呈現出殊異的面貌，可說是各以不同角度在閱讀、傳播與書寫過程中展開對創作、批評的思辯。而本文即是針對此批橫跨有清一代的《金瓶梅》續書群進行個別的書寫現象考察，指出小說續書因立足於原著以及其他續書之上，在回應原著之餘，也與先前的續書有所聯繫，閱讀前作所可能產生的競爭／遊戲心態，使小說的字裡行間除了反映其時的審美效應之外，亦不時地顯露出高度自覺的創作、思考痕跡，具有「後設」的況味，而此正是本文聚焦之所在。 在章節安排上，第二章是以清初丁耀亢的《續金瓶梅》為對象，由於其體例特殊，又具鮮明的易代色彩，故此章由丁耀亢的創作意識及文類意識切入，從創作者的多重身分與視角、情節正文與邊緣文字，乃至於結合當時的社會、歷史背景以觀，以一種主、客體間交互作用的觀照來詮解《續金瓶梅》的書寫現象，把握其文本特質與後設思維。第三章則以傳播、接受的角度切入，分析據《續金瓶梅》增刪而成的兩部續書——《隔簾花影》及《金屋夢》，由增刪的內容來尋索在清初以及清末民初這兩個截然不同時空下，刪改本對原著和之前續書的接受，探求隱藏在增刪背後的意味，及其與原著、之前續書間糾葛牽纏的關係。 第四章主要是探討清中葉的《三續金瓶梅》，以此書的別名《小補奇酸誌》所透露的「小補」、「奇酸」作為思索進路，首先是在續衍的脈絡下檢視作者「如何補」《金瓶梅》，亦即如何將其對前作的理解轉化為續衍的策略，造就一種與之既相關又相悖的微妙狀態；其次是從閱讀與接受版本看《三續金瓶梅》的思想涵化；最後則是在前述的基礎上，釐清文中的互文、解構……等現象。第五章為結論，總述以上幾部《金瓶梅》續書的書寫現象，並提出本論文的觀察：《金瓶梅》續書的後設思維表現為若干相似但卻又不盡相同的書寫現象，「後設」並非意味這批續書具有的單一的、本質性的定義，而是揭示它們總是朝向無限的可能性展開，無法自我封閉，但是又具有彼此關涉、連繫的特質。 / Although all the four sequels to Jin Ping Mei, including Xu Jin Ping Mei, Ge Lian Hua Ying, San Xu Jin Ping Mei, and Jin Wu Meng, are based on the same original, Jin Ping Mei, and belong to the same category, each has its different concerns in the aspects of echoing the original, echoing the previous works and echoing its time. In other words, the four sequels start distinct arguments on creating and criticizing through reading, disseminating, and the process of writing. This thesis observes individually the writing phenomenon of sequels to Jin Ping Mei, which flourished in Qing Dynasty, and argues that the sequels standing beyond the original and other sequels not only echo the original, but also connect other previous sequels. Thus, the competing/playing response might be caused by reading the previous works makes the lines respond the sense of beauty of its time, and simultaneously appears the highly consciousness of writing and thinking. The meta-discourse it contains in the process is what this thesis focuses on. Chapter 2 discusses Ding Yao Kang’s Xu Jin Ping Mei due to its special format and its obvious color of dynastic changeover. From Ding Yao Kang’s consciousness of writing and genre, this chapter interprets this writing phenomenon of meta-discourse with the subject/object relationship from the writer’s multi-identity, from the text and the preface and postscript to the social context and historical background. Chapter 3 analyzes other two sequels, Ge Lian Hua Ying and Jin Wu Meng, based on and with additions and deletions of Xu Jin Ping Mei, from the perspectives of dissemination and reception. The additions and deletions shows the different receptions in early Qing dynasty and in the end of Qing, and also, the interwoven relationship implied in the additions and deletions, the original, and the previous sequels can be found. Chapter 4 first observes San Xu Jin Ping Mei in mid-Qing dynasty from its alias Xiao Bu Qi Suan Zh. Its “Xiao Bu” and “Qi Suan” offers to examine how the writer mends Jin Ping Mei through the way of making sequels, that is, it offers to examine how to transfer the understanding of previous works into a policy of sequels, and it achieves a contradictious state of being relevant and being opposite. Second, how San Xu Jin Ping Mei is influenced by reading and reception would be observed. Finally, the intercontextuality and deconstruction would be indicated based on the aforementioned arguments. Chapter 5 concludes that the meta-discourses presented in the writing phenomena of the four sequels of Jin Ping Mei presented are equivalent but not exactly the same. The meta-discourse does not confine the definition to be unitary and essential; rather, it illuminates their unlimited possibility of extension, which is not completely independent but interweaves to one another.

電子書興起，改變了讀者的閱讀方式，紙本書不再是唯一的選擇。電子書的供應鏈由上而下可分為：作者、出版社、DRM業者、網路通路平台、電信業者、硬體載具製造商。隨著科技創新，新的供應鏈創造了參與者新的競合模式，各參與者的商業模式也隨之創新，相較於過去的紙本書市場出版商擁有較大的議價能力之情況，在新的競合模式中，掌握客源的網路平台通路商對於上游的出版商之議價能力大幅提升。另一方面，越來越多作者跳過出版社，直接將電子書的版權賣給網路平台通路商，導致出版商原有的掌握版權之優勢減弱，長期下可能會致使出版社在電子書供應鏈中的議價能力進一步降低。未來隨著科技進步，彩色電子書閱器與結合其他功能的設備將是發展趨勢，但光靠硬體端難以建立他人無法輕易突破的進入障礙，而許多參與者在供應鏈上並非具單一角色，像是Amazon與Apple兼具網路平台通路商與硬體載具供應商之角色，亦即「平台+硬體載具」的雙重獲利模式，而這兩間公司皆掌握了主要的「客源」，是其重要優勢。而Amazon更是透過支援的應用程式，讓非自家載具之消費者也能至自己的電子書店下載電子書，像是iPad、iPhone、藍莓機等等。因此以未來電子書成長後議價能力與賺取現金流之能力的消長預期來看，相較於其他參與者，Amazon與Apple會是較佳的長期投資標的。 / The emergence of e-books changes the reading habit, and the paper-book is not the only one medium of reading anymore. The supply chain of e-books comprises diversified industries, including authors, publishers, DRM providers, online retailers who operate digital bookstores and manage accounts of customers, telecommunications, technology-side players. When technology advances, the new supply chain creates new co-competition model, the business models of players begins to innovate. Compared to paper-book market in which the publishers have stronger bargaining power, in new co-competition models, the online retailers have a huge customer base and therefore have stronger bargaining power over publishers. Furthermore, there are more and more authors who skip publishers and sell the digital right to online retailers directly. That is, the content resources controlled by publishers reduce, and the bargaining power of publishers deteriorates. In the future, producing colorful e-readers will not be a difficulty anymore, but the technology-side players will have difficulty in establishing entrance barrier. However, some participants play various roles across the supply chain, such as Amazon and Apple. Both of two companies play the roles of online retailers and technology-side players, and have double sales resources from plate form and hardware. Beside, both of these companies have large customer base, and it is the critical competitive advantage of Amazon and Apple. Especially, Amazon supports some hardware tools like iPad, iPhone, and Blackberry. As long as the customers download the application programs, the customers can purchase e-books on Amazon.com. From the aspects of potential of growing bargaining power and future discounted cashflows, Amazon and Apple would be better choices for long-term investors.

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本研究透過文獻探討，對圖書館行銷進行瞭解，進而對國內外公共圖書館所舉辦的兒童服務之狀況深入探討，並選擇臺南市立圖書館（以下簡稱南市圖）為研究對象，以參加南市圖兒童推廣服務的家長為調查對象，就研究結果提出具體的建議以作為臺南市立圖書館往後在實施行銷活動與兒童服務時的參考，希望藉由良好的圖書館行銷，吸引臺南市民，建立起圖書館與市民之間良好的溝通管道，使圖書館成為臺南市民生活中不可缺少的生活必需品，創造市民與圖書館之間的雙贏局面。 本研究採用問卷調查法以及訪談法方式，問卷調查臺南市立圖書館的兒科館、南區、東區與安南區分館等四分館進行問卷調查。訪談則包含南市圖館長與推廣組組長。研究結果呈現（一）、與孩童一同參與活動之家長，其職業影響到館的次數；（二）、參與南市圖兒童服務的兒童與家長，對於南市圖未來兒童服務的期許有所出入；（三）、南市圖在施行圖書館行銷時並未運用圖書館行銷規劃；（四）、南市圖活動資訊能見度不高，造成讀者被動；（五）、南市圖在設計兒童推廣活動時較少引入圖書館利用教育之概念；（六）、南市圖並未充分與國民中小學合作，以推廣兒童服務；（七）南市圖未來仍須繼續開發圖書館行銷通路。 本研究建議南市圖應針對館員多舉辦以兒童服務為主題之行銷研習營。而未來南市圖仍須以兒童意見為主，以設計圖書館兒童服務內容，並且仍須積極推動以讀者為導向的圖書館行銷活動，定期發函至臺南市各國中小學，將訊息公布至學校公佈欄與學校圖書室中，同時加強家長的圖書館利用教育，多善用網路資源，以求迅速、無時差的傳播資訊。 / This study plans to set up and understand library marketing through the document discussion , and then serve and investigate to children’s service of the domestic and international public libraries with the concentiation on the Tainan Municipal Library , and the parents participating in its children’s extension service. Concrete suggestions are offered from the result of study in the hope of attracting the attenting of the people of Tainan city, and setting the good communication channel between the library and citizens with good library marketing.It is also hoped to make the library become indispensable to the people of Tainan city, and create the integrated situation between the citizens and the library. This study adopts the investigation method through the questionnaires and interviews.The questionnaires are undertaken in the four districts of The Tainan Municipal Library ,and the interviews are director of The Tainan Municipal Library and the chief of its Extension Department. There are six results of the study.First, parents participating in the activity with children together will have an influence over the rate of the library visits. Second, children who participate in The Tainan Municipal Library’s children’s service have different expectations of the The Tainan Municipal Library’s children’s service from their parents.Third,the Tainan Municipal Library has not used the library marketing plans in its marketing implementation. Fourth, the visibility of activity information of The Tainan Municipal Library is not so obvious, that its readers are passive. Fifth, the designs of the extensuon of children’s activities in the future need to have pluralism and the introduction of the conception of service marketing the library utilization education. Sixth, the children of The Tainan Municipal Library must have more conceptions with middle and primary schools. Seventh, the Tainan Municipal Library must continue to develop the library marketing channels. This study suggests that the public library should develop a set of its children own marketing ways, in order to promote the satisfaction in children service sponsor more marketing camps with themes on the children service.In the future, the Tainan Municipal Library still need to focus on children's needs as developing the content of children’s service, and marketing must still be readers-oriented, notify regularly all middle and elementary schools with the marketing-related unformation and have such information announced on the school and its library bulletin boards. Furthermore, the library utilization education should be reinforce to parents, at the same time and the network resources should be more properly need so as to make the necessary information transmitted rapidly without any time gap.