近年來，由於行銷環境與消費行為的變化、資訊科技的進步以及零售金融業務逐漸成為商業銀行的經營重心，使得植基於資料庫技術之上的關係行銷發展受到國內外商業銀行的格外重視。對擁有豐富顧客資料的商業銀行而言，由於零售金融業務面對的是廣大的消費者，若仍沿用傳統行銷手法將無法建立實質的長期競爭優勢。因此深入瞭解以資料庫技術為基礎的關係行銷發展、探究影響關係行銷發展的因素，以及分析顧客資料庫在行銷策略上的應用方式，應是現階段經營的當務之急。 　　本研究屬探索性研究，經由文獻探討以及對商業銀行的深度訪談後，依據理論與實務的相互驗證以及所推論的命題，歸納出以下三點結論：(1)關係行銷的發展可分為「產品關係行銷」、「顧客關係行銷」及「家庭關係行銷」等三個階段，銀行業者應積極由產品關係提昇至顧客關係，再由顧客關係提昇至家庭關係階段。(2)組織的支持與承諾、行銷組織型態、顧客資訊的整合程度以及提供金融產品與服務的能力等，是影響關係升級的重要因素。在產品關係提昇至顧客關係時，組織的支持與承諾扮演相當重要的角色；而在顧客關係升級至家庭關係時，提供完整金融產品及服務的能力，是顧客關係提昇至家庭關係的重要前提。(3)關係發展階段不同，顧客資料庫應用的深度也不同。產品關係著重在行銷作業上的應用，顧客關係則在強調輔助行銷管理決策的進行，至於到達家庭關係階段時，顧客資料庫的應用已成為整個企業策略運作的核心資源。

近年來由於資訊科技的發達與通訊網路的開放，國內流通業者逐漸意識到資訊科技的可得性與重要性，尤其是電子資料交換(EDI) 近來在國內更是方興未艾，成為業者因應通路革命的一大競爭武器。本研究主要是探討行銷通路與 EDI的互動關係，分析 EDI應用對通路體系效益的影響以及個別通路成員所分配到的成本效益，並說明第三者機構 (如政府單位與加值網路業者) 在推動 EDI 交易的角色定位。本研究屬於探索性研究，主要是藉由實地訪談國內食品飲料業的上中下游廠商，參考國外相關文獻，以探討通路成員目標、政府機構、組織特質對 EDI應用策略的影響，進一步分析 EDI交易對通路結構、通路關係、及通路效益的衝擊。經由理論與實務之觸發印證，本研究發現在通路系統中，由於零售商與供應商的通路地位不同，不但引進 EDI的動機有所差異，由電子連線交易中所獲致的效益亦有層次之分。此外，在建立 EDI系統初期，政府機構的介入有其必要性，而加值網路業者在通路系統中的角色亦將益形重要。最後，必須強調的是 EDI系統雖然對後勤活動的助益最顯而亦見，但是與 POS系統相結合應 用之後，將可幫助通路成員在行銷活動上發揮更大的效益。 EDI 對通路成員的長期涵義仍未十分明確，與交易對象建立電子連線也可能對組織造成複雜的管理問題，然而，EDI 將逐漸成為企業經營的必要方式，其對競爭態勢的衝擊值得吾人重視。

本文以台灣地區有線電視系統業者為研究對象，研究期間涵蓋2006年至2008年，第一階段以三階段資料包絡分析法（data envelopment analysis，DEA）分析系統業者的經營效率，第二階段以獲利能力來源理論、財務指標、股權結構與公司組織制度三面向建構複迴歸模型，分析台灣有線電視系統業者的獲利率影響因素。 第一階段效率評估模型實證結果顯示，在考慮外在影響因素進行效率評估後，系統業者之整體經營效率為0.549，絕大多數的業者處於遞增規模報酬階段 ，無效率之來源為營運非處於最適經營規模；第二階段複迴歸實證結果顯示，「純技術效率值」、「經營規模」、「市場佔有率」、和「流動比率」對於系統業者獲利率有顯著的正向關係，然而「市場集中度」和「外資持股比率」對於系統業者獲利率有顯著的負向關係。 綜合效率評估模型與複迴歸模型實證結果，市場集中度較高的獨占系統業者由於缺乏競爭威脅，不利於獲利率的提升，且整體系統業者仍處於規模報酬遞增的階段，使其經營不效率來源主要由於規模效率無法提升。因此，本文建議政府應修正跨區經營區之限制，逐步擴大經營區範圍，如此才能避免目前經營區內因競爭不足與經營規模過小所形成之經營效率不佳與獲利能力無法提升之情形。除此之外，由複迴歸實證結果顯示，具外資背景的系統業者集團，其獲利能力較差，主管機關可再進一步關切外資集團背景是否透過關係人之間進行交易，彼此資金借貸的情形，使其獲利能力表現較差，而不利於有線電視業的管理經營。

本研究旨在探討高中職校長資訊使用環境對資料導向決策之影響，剖析不同背景變項與學校變項知覺高中職校長資訊使用環境與資料導向決策的差異情形，探討資訊使用環境對資料導向決策的關係，並根據研究結論，提出建議供有關單位參考。為達上述研究目的，本研究採用問卷調查法，以全國513 所高中職校長為研究對象，共寄發問卷327 份，回收有效問卷272 份，有效回收率為83.18％。本研究採用SPSS 18.0 for Windows 和LISREL 8.80 統計套裝軟體進行分析，獲得以下結論： 一、高中職校長知覺資訊使用環境和資料導向決策為中高程度。 二、不同性別、年齡、校長年資、學校規模和學校歷史之高中職校長在知覺資訊使用環境及運用資料導向決策上，並無顯著差異。 三、不同學校類別之高中職校長運用資料導向決策上，沒有顯著差異。 四、不同教育程度之校長知覺資訊使用環境及運用資料導向決策上，具有顯著差異。 五、不同學校類別之校長知覺資訊使用環境上，具有顯著差異。 六、不同學校歸屬之校長知覺資訊使用環境及運用資料導向決策上，具有顯著差異。 七、本研究建構之模式經過結構方程模式檢定獲得支持，高中職校長資訊使用環境對資料導向決策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，以作為教育行政機關、高中職校長行政參考運用。 關鍵詞：資訊使用環境、資料導向決策 / This study aims to discuss the effects of the information use environment of high school principals on data-driven decision-making. This study analyzed variables with different backgrounds and school-related variables to perceive the different situations of the information use environment of high school principals and their data-driven decision-making, and discussed the relationship between information use environment and data-driven decision-making. Based on the results, suggestions are proposed for relevant departments as the references. To achieve the research purposes, the study adopted questionnaire survey, and treated 513 high school principals as the research subjects. A total of 327 questionnaires were distributed, and 272 effective samples were retrieved, with a valid return rate of 83.18%. Data were analyzed using SPSS 18.0 for Windows and LISREL 8.80. The results are as follows: 1. The perception level of the information use environment of the principals and their data-driven decision-making are medium-high. 2. The gender, age, seniority, school size or school history of the principals makes no significant difference of the perception of the information use environment of the principals and their application of data-driven decision-making. 3. Among the principals of different school types, there is no significant difference of the principals’ application of data-driven decision-making. 4. Among the principals with different educational levels, there are significant differences of the perception of the information use environment of the principals as well as their application of data-driven decision-making. 5. Among the principals of different school types, there are significant differences of the perception of the information use environment of the principals. 6. Among the principals from different schools, there are significant differences of the perception of the information use environment of the principals and their application of data-driven decision-making. 7. The study was verified by Structural Equation Modeling and the effects of the information use environment of the high school principals on data-driven decision-making appear to be positive and significant. Based on results, the study provides practical suggestions as the administrative references and application for educational and administrative departments, as well as high school principals. Keywords: information use environment, data-driven decision-making

近幾年來資料採礦及雲端運算的興起，導致許多公司企業紛紛推出有關雲端運算的服務，或利用資料採礦的技術以助於了解客戶行為。而資料採礦的技術不僅是企業所獨享的一個工具，一般非企業的使用者也常常會面臨到決策問題，為了讓一般使用者能夠方便取得軟體工具以及節省時間成本，本研究以雲端運算為概念，利用RExcel軟體和Excel VBA程式語言為研究工具，發展出一個資料採礦分類雲端運算系統。 　　本研究將欲分類的目標變數分為三種型態：數字連續型、數字類別型以及文字類別型，此分類系統會依照目標變數型態的不同，而採取不同的分類模型來分析使用者之資料，並分別以三個資料檔為例，上傳至此資料採礦之分類系統進行分析後，其分析結果報表將以網頁預覽的方式呈現給使用者，使用者可以針對連續型目標變數的資料分析結果，利用MAPE值評估分類模型之優劣，而類別型目標變數的資料分析結果，則可以正確率來評估分類模型之優劣。 　　使用者可透過簡易步驟來操作此系統，並選擇可解釋資料之最佳模型，也可從結果報表中獲取資料之特性，更進一步地可以進行所需的決策。 關鍵字：雲端運算、資料採礦、分類模型 / In resent years, the rise of data mining and cloud computing has led many enterprises have been offering services related to cloud computing, or using data mining techniques to understand customer behaviors. Data mining is a tool not only for enterprises, but also for general non-business users who often face making decisions. In order to enable general users to easily assess the software and save time and costs, this study proposes a classification system of data mining constructed by RExcel and Excel VBA, which is based on cloud computing. 　　In this study, the target variable is divided into three types: digital continuous, digital categorical and literal categorical. The classification system is in accordance with the different types of target variables, taking different classification models to analyze user’s data. Taking three data as examples, respectively, uploading them to the system, then the analysis results will be present to the user in the way of page preview. The user can use MAPE values to evaluate classification models with regard to the results of the data for the continuous target variable, and use correct rate to evaluate classification models with regard to the results of the data for the categorical target variable. 　　Users can take simple steps to operate the system, select the best model which can explain the data, and obtain the characteristics of the data from the result reports, further to the necessary decision-making. Keyword: cloud computing, data mining, classification models

本研究旨在探討新北市國民中學資訊使用環境與資料導向決策的現況，剖析不同背景變項與學校變項知覺資訊使用環境與資料導向決策的差異情形，探討資訊使用環境對資料導向決策的關係，並根據研究結論，提出建議供有關單位參考。為達上述研究目的，本研究採用問卷調查法，以新北市95所國民中學之主任、組長為研究對象，共寄發問卷568份，回收有效問卷468份，有效回收率為82.39％。本研究採用SPSS 17.0 for Windows和LISREL 8.80統計套裝軟體進行分析，獲得以下結論： 一、新北市國民中學行政人員知覺資訊使用環境、資料導向決策為中高 程度。 二、學校規模、學校歷史、學校屬性對行政人員在知覺資訊使用環境 與資料導向決策，沒有顯著差異。 三、男性行政人員知覺資訊使用環境高於女性行政人員，男性行政人員 知覺資料導向決策高於女性行政人員。 四、年齡對行政人員知覺資訊使用環境有顯著差異；對知覺資料導向決 策，則無顯著差異。 五、具有研究所教育程度之行政人員知覺資訊使用環境和資料導向決策 高於大學教育程度之行政人員。 六、服務年資越短之行政人員在知覺資訊使用環境高於服務年資越長之行 政人員；服務年資對知覺資料導向決策沒有差異。 七、任職不同處室行政人員知覺資訊使用環境整體及各層面均無顯著差 異，任職總務處行政人員知覺資料導向決策高於教務處、學務處、輔 導處。 八、資訊使用環境對資料導向決策具有正向且顯著的影響。 最後依據上述研究結論，提出具體建議，以作為教育行政機關、國中學校行政及未來研究參考運用。 關鍵詞：資訊使用環境、資料導向決策 / The purpos of this study are to explore the current situation of junior high schools’ information use environment and data-driven decision-making, analyze the different background variables and school variables on the different perception of information use environment and data-driven decision-making, discuss the relationship between information use environment and data-driven decision-making, and propose recommendations to relevant institutions based on the research conclusions. To achieve these purposes, this study used the questionnaire survey method, and the directors and administrative heads from 95 junior high schools in New Taipei City were chosen as the subjects for this study. A total of 568 questionnaires were distributed, and resulted in 468 valid return questionnaires. The effective rate was 82.39%. Then, for this study, SPSS 17.0 for Windows and LISREL 8.80 statistical software were used for analysis and the following conclusions were obtained: 1.The level of school administrators’ perception of information use environment and data-driven decision-making is ranked mid to high level. 2.The school size, school history and school classification have no significant affect on the administrators’ perception of information use environment and data-driven decision-making. 3.Male administrators have a higher level of perception of information use environment than female administrators. Male administrators also have a higher level of perception of data-driven decision-making than female administrators. 4.The age of the administrators significantly affects the level of their perception of information use environment, but does not significantly affect the level of their perception of data-driven decision-making. 5.Administrators with graduate school education levels have a higher level of perception on information use environment and data-driven decision-making than administrators with only college degree education levels. 6.Administrators with shorter terms of service have higher levels of perception on information use environment than administrators with longer terms of service. However, the terms of service had no significant effect on the administrators’ level of perception of data-driven decision-making. 7.There is no significant difference in different administration offices in the level of perception of information use environment, but the level of perception of data-driven decision-making in the administrators of the office of general affairs is higher than those of the office of academic affairs, student affairs and counselors’ office. 8.Information use environment has a significant and positive impact on data-driven decision-making. Finally, based on the above research conclusions, specific recommendations are proposed and submitted as references and applications for educational administration institutions, junior high school administration offices and future research. Keywords: information use environment, data-driven decision-making

本研究旨在探討國民中學校長資訊使用環境對資料導向決策之影響，並了解校長個人背景是否分別對其資訊使用環境及資料導向決策之實踐造成差異，並根據研究結論，提出建議供有關單位參考。為達上述研究目的，本研究採用問卷調查法，針對臺灣地區北部與中部九縣市（宜蘭縣、基隆市、臺北市、新北市、桃園縣、新竹縣、新竹市、苗栗縣、臺中市）公立國民中學校長為研究對象，採普查方式進行。共寄發問卷357份，回收有效問卷292份，有效回收率為 81.8％。本研究採用 SPSS 17.0 for Windows和AMOS 7.0統計套裝軟體進行分析，獲得以下結論： 一、臺灣地區北部與中部九縣市公立國民中學校長資訊使用環境的運作情形與資料導向決策的運用頻率，均為中高程度。 二、不同性別、主任經歷、教育程度、學校規模、學校歷史、學校地區之校長在資訊使用環境的運作情形上，沒有顯著差異。 三、不同主任經歷、年齡、校長年資、學校歷史、學校地區之校長在資料導向決策的運用頻率上，沒有顯著差異。 四、不同性別、教育程度之校長在合作夥伴關係與區域政治領導此一構面的知覺上有差異。 五、不同年齡、教育程度、校長年資、學校規模之校長在資料分析技巧此一構面的知覺上有差異。 六、不同學校規模之校長在學校願景領導、學校教學領導此二構面的知覺上有差異。 七、本研究建構之模式經過結構方程模式檢定獲得支持，校長資訊環境對資料導向決策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，以做為教育行政機關、國民中學學校行政參考運用。 / This study aimed to explore the current situation of the junior high schools’ principals’ influence of information use environments on data-driven decision-making, to analyze the perception of information use environments and data-driven decision-making, to analyze different background variables and school variables’ on the different perception of information use environments on data-driven decision-making, and to discuss the effect of information use environments on data-driven decision-making. Based on the research conclusions, the specific recommendations were proposed for the relevant institutions for references. To achieve these purposes, this study used questionnaire survey method. The principals of public junior high schools in the middle and the northern Taiwan, including Ilan County, Keelung County, Taipei City, New Taipei City, Taoyung County, Hsinchu County , Hsinchu City, Maoli County,and Taichung City, as the study objects. A total of 357 questionnaires were distributed, with 292 valid questionnaires. The effective rate was 81.8%. In this study, SPSS 17.0 for Windows and AMOS 7.0 statistical software were used for analysis and obtained the following conclusions: 1. The rate of the operation of information use environments and data-driven decision-making is high. 2. There is no significant difference in different gender, the directors’ experience, education level, school size, school history and school location in principals’ information use environments. 3. There is no significant difference in different ages, directors’ experience, principal serving years, school history and school location in principals’ data-driven decision-making. 4. There are significant differences in different gender and education level in the perception of principals’ leadership in collaborative partnerships and larger-context politics. 5. There are significant differences in different age, education level, principal severing year and school size in data analysis skills. 6. There are significant differences in different school size in principal’s leadership in school vision and leadership in school instruction. 7. The model constructed in this study was supported through structural equation modeling test. Information use environments of principals have a significant positive impact on data-driven decision- making. Finally, based on the above research conclusions, specific recommendations were proposed as references and applications for educational administration and junior high school administration.

本研究旨在探討臺北市國民中學行政人員資訊使用環境與資料導向決策的現況，分析在不同個人背景變項與學校環境變項下行政人員知覺資訊使用環境與資料導向決策的差異情形，並探討資訊使用環境對資料導向決策的關係，根據研究結果，提出建議供有關單位參考。 為達上述研究目的，本研究採用問卷調查法，以臺北市37所公立國民中學之行政人員（主任、組長）為研究對象，共寄發問卷471份，回收有效問卷420份，有效回收率為89.1％。本研究採用SPSS 17.0 for Windows和LISREL 8.80統計套裝軟體進行分析，獲得以下結論： 一、臺北市國民中學行政人員知覺資訊使用環境與資料導向決策為中高程度。 二、男性行政人員知覺資訊使用環境與資料導向決策均高於女性行政人員。 三、不同年齡、服務年資、行政年資之行政人員在知覺資訊使用環境與資料導 向決策上沒有顯著差異。 四、教育程度碩士（含四十學分班）及以上之學歷的行政人員，在資訊使用環 境與資料導向決策上均高於學士學歷之行政人員。 五、任職不同處室之行政人員知覺資訊使用環境上沒有顯著差異，任職教務處 行政人員知覺資料導向決策高於總務處。 六、學校規模為大型（49班以上）之行政人員知覺資訊使用環境高於25~48班 規模之學校，不同學校規模之行政人員知覺資料導向決策則無顯著差異。 七、學校歷史30年以下行政人員知覺資訊使用環境高於學校歷史31年~60年， 亦高於學校歷史61~90年；在知覺資料導向決策上，學校歷史30年以下與 學校歷史31~60年高於學校歷史61~90年。 八、資訊使用環境對資料導向決策具有正向且顯著的影響。 最後依據上述研究結論，提出具體建議，以作為教育行政機關、國中現職行政人員參考運用。 關鍵詞：資訊使用環境、資料導向決策 / This study aimed to explore the current situation of Taipei City junior high schools’ information use evironment and data-driven decision-making, analyze the different background variables and school variables on the different perception of information use environment and data-driven decision-making, and propose recommendations to relevant institutions based on the research conclusions. To achieve these purposes, this study used the questionnaire survey method, and the directors and administrative heads from 37 junior high schools in Taipei City were chosen as the subjects for the study. A total of 471 questionnaires were distributed, and resulted in 420 valid return questionnaires. The effective rate was 89.1%. Then, for this study, SPSS 17.0 for Windows and LISREL 8.80 statistical software used for analysis and the following conclusions were obtained: 1.The level of Taipei City junior high school administrators’ perception of information use environment and data-driven decision-making is ranked mid to high level. 2.Male administrators have a higher ability of perception of information use environment than female administrators. Male administrators also have a higher ability of perception of data-driven decision-making than female administrators. 3.There is no significant difference in different ages, teacher’s year, recent working years in administrators’ perception of information use environment and data-driven decision-making. 4.Administrators with graduate school education levels have a higher level on perception of information use environment and data-dirven decision-making than administrators with only college degree education levels. 5.There is no significant different in different administration offices in the ability of perception of information use environment, but the ability of perception of the administrators in the academic affair office for data-driven decision-making is better than those in general affair office. 6.Administrators who serve in schools with more than 49 classes show a higher level of involvement in information use environment than administrators from institutions that have 25 classes to 48 classes. The ability of perception of the administrators in the school size for data-driven decision-making has no significant different. 7.Administrators at the school history of less than 30 years, their perception on information use environment is performed better than schools with a history 31 years to 60 years and schools with a history 61 years to 90 years. Administrators at the school history of less than 30 years and school with a history 31 years to 60 years, their perception of data-driven decision-making is perfomed better than schools with a history 61 years to 90 years. 8.Information use environment has a significant and positive impact on data-driven decision-making. Finally, based on the above research conclusions, the specific recommendations were proposed as references and applications for educational administration and junion high school administration. Keywords: information use environment, data-driven decision- making

本文使用Koenker(2004)的追蹤資料分量迴歸方法分析貨幣政策當局採取官方宣告的(de jure)數量目標(Quantitative targets)與事實上的(de facto)數量目標對於通貨膨脹率之影響。我們分析50個國家在1960年到2007年間的追蹤資料。 實證結果發現數量目標對通貨膨脹的影響為負向，同時，通貨膨脹越高的國家，其負向效果影響也越大，通貨膨脹越低的國家，則其負向效果影響越小。此結果顯示貨幣政策當局想藉由採取數量目標來降低通貨膨脹率，若該國處於高通貨膨脹環境，則數量目標可以發揮較大的效果，反之，若該國處於適度通貨膨脹環境，則數量目標效果有限。

本論文以分量迴歸估計方法探討民主與經濟發展的關係, 在政治民主對經濟成長的影響上,使用全世界78國1960-2008年的年資料並以追蹤資料分量迴歸方法進行分析, 實證結果發現民主對經濟成長的影響具非線性的關係, 且在經濟成長率高時呈正U型的影響,而在低經濟成長時兩者呈倒U型關係。此結果顯示在經濟繁榮時民主透過競租行為影響經濟較為嚴重, 反之經濟蕭條時,再分配政策產生的負面效果較為明顯。另一方面,本文以動態追蹤資料分量迴歸分法分析民主政治對經濟波動的影響, 分析全世界82國在1960-2008年的追蹤資料,發現民主在經濟波動越劇烈時,穩定經濟的效果愈強且顯著, 而在經濟穩定時,則為不顯著的正向影響。實證結果支持Rodrik (1999a,2000b)的理論,在經濟波動越劇烈的國家, 民主政治越能透過政治和解來穩定經濟波動。