近十年內網際網路迅速興起並蓬勃發展，對我們生活的各個層面造成劇烈的影響，並掀起電子商務的熱潮。目前最引人注目的焦點是B2B，利用網路的特性來降低成本，縮短供應鏈，加速產品生命週期。產業已注意到協同商務中之供應網絡管理，並探討企業問之商務管理所需之方法與資訊技術，以尋求新的企業營運模式。在相關發展中，WWW上之商務資料交換，更是目前發展之重點，我們的終極目標是一個跨產業且進入門檻小的全球性交易平台，ebXML因其可能帶來跨產業協同商務之平台架構逐成為產業矚目之對象。 另一個網路所帶來的問題是資訊爆炸。當人們才剛開始享受網路世界的多采多姿，馬上卻又得面臨資訊氾濫的夢魘。如何利用智慧型的方法，提昇搜尋的效率與提高資訊的效果，是我們所關心的。搜尋引擎的演算法發展已到極致，但在搜尋策略的輔助上仍有發展的空間。 本研究回顧電子商務的緣由與發展，提出web service輿ebMXL應用的跨產業網路交易平台，並設計以5W1H的方式儲存專家經驗與策略，透過查詢擴充的機制，達成搜尋策略與結果的改善，並在這個電子商務架構平台的註冊機制與儲存庫(registry/repository)上運作，讓代理人理解企業之需求與期望，進而完成企業間交易夥伴的尋找，以達成動態供應鏈之實現。 關鍵字：XML，ebXML，web service，UDDI，註冊機制與儲存庫，資訊檢索，搜尋策略，5W1H，後設資料 / Starting from the concept of B2B e-commerce in general, the aim of this thesis is to propose and test a method for supporting trading partners' matching, in particulars those who follows ebXML. In the first place, this research presents a study of the areas where XML may have significant contributions. To avoid falling into pitfalls that works in e-commerce have experienced, we ought to understand the evolution of e-commerce so that the target supports can be derived from learned lessons. With these caveats in mind, the next step is to clarify the characteristics and requirements of a generic B2B framework. Base on the aforementioned survey, the framework of ebXML can be clarified, which is considered as the State-of-Art e-business technology. To reach this, this research is to address not only the problem domain and original concepts but also technology requirements. The ebXML architecture as well as relevant initiatives, viz. SOAP, WSDL and UDDI are then examined to search for potential ebXML-based solutions. In a comparison to RosettaNet, ebXML can provide more efficient and effective searches and matches of trading partners on electronic market place. Among others, the author emphasizes the research into a hybrid of ebXML and so-called web based service technologies. To realize this concept, a searching and matching mechanism with aids of expert's strategies based on 5WIH knowledge schema is carried out in this research. Last but not least, 5W1H knowledge schema is applied, another word serves as metadata, to organize and store expert's heuristic and intelligence in so-called strategy base, so that this work can use the expert's strategy for expanding the keywords to refine user queries in the run-time and thus provide a more efficient and effective matching results. Keyword: XML, ebXML, web service, UDDI, registry/repository, information retrieval, searching strategy, 5W1H, metadata

近年來國外探討健康人力資本對經濟成長影響的相關研究雖有漸漸增加的趨勢，但國內對這方面的研究仍然很少。因此，本研究藉由OECD國家與我國經濟快速成長的經驗，採用Cobb- Douglas 生產函數為基本類型，應用 1993至2003 年間追蹤資料進行實證研究，以探討健康人力資本、教育人力資本、及實物資本等生產要素個別在經濟成長中的影響力、貢獻率、及人力資本的外部經濟效果。實證結果顯示，各生產要素中，以人力資本對OECD國家與我國經濟成長的貢獻率最大。人力資本中又以健康人力資本貢獻率最大，其次是教育人力資本，最後是人力資本的外部經濟效果。高所得組國家健康人力資本貢獻率雖然低於低所得組國家，但高所得組國家人力資本存在外部經濟效果，藉由其外部經濟效果可使其教育人力資本及實物資本貢獻率均相對提高，而低所得組國家健康人力資本的貢獻是直接反映在其健康人力資本上，所以並不存在外部經濟效果。 / In recent years, the studies of the relationship between health human capital and economic growth are gradually increasing. However, it is still very few studies in Taiwan. Accordingly, this study adopts Cobb-Douglas production function and uses panel data from 1993 to 2003 of OECD countries as well as Taiwan to conduct an empirical study. The aim of this study is to explore the influence, the contribution rate and the human capital external economy effect of the healthy human capital, the education human capital, and the physical capital grows in the economy respectively. The results of this study show that the human capital contributes most to the economic growth of OECD country and Taiwan. Especially, the human capital in health human capital is the largest factor, education human capital is the second, and the human capital external economy effect is the next. Although the contribution rate of health human capital of high income country group is lower than the low income country group, the high income country group human capital has the external economy effect. However, the contribution of healthy human capital in low income country group directly reflects in health human capital, therefore the human capital does not have the external economy effect.

本論述為找出國際化與績效的互動關係。首先，討論銀行國際化誘因，接著建立一國際化指標衡量台灣銀行業國際化程度，再檢驗兩者的關係。 採取1998年到2007年底台灣銀行業各年銀行資料，共計樣本數達486筆。由於資料為縱橫資料，故一般迴歸方式，加入固定效果與隨機效果以檢視不同的銀行特點是否有影響結果。另外檢驗國際化與績效和其他國際化誘因之間是否有互動的因果關係。 將國際化指標定義為海外資產比、海外營收比及海外費用比三者的一般加權指標。國際化誘因則採取：規模、績效、依循客戶、營收市占率、國內外利差、模仿跟風、市場開放與否等八項。結果發現，規模、依循客戶、國外利差等因素都顯著正向影響國際化程度，其中規模及依循客戶又與國際化程度有顯著的因果關係，故可推論國內銀行業國際化的誘因確實有擴大規模及依循客戶的考量。 以實證結果看來，國際化與績效確實會互相影響。另外，考量個別銀行的特性後，台灣銀行業符合固定效果模型。結果顯示，影響銀行績效的因素在不同銀行間沒有很大的差異，然而各銀行所屬的固定特性不同，確實會深刻影響銀行國際化程度的差異，亦即個別銀行的固定特性是影響國際化的重要因素。可見，銀行利用國際化策略而提升銀行績效的做法是有其前提所在，也就是本身條件要好。 銀行國際化、績效、規模等因素就像是一個迴圈，彼此影響。也可以說銀行要提升績效的方式有很多，國際化、併購、擴大市場都是策略之一，只是目前在國內銀行業市場有限的關係，造成國際化策略的自然形成，銀行國際化是一種過程、是一種手段，並不一定與績效有因果關係，只是現在剛好走到這裡。 / This paper examines the relationships between bank performance and DOI(degree of internationalization). We start with explore the incentives for banks to internationalize themselves. Then we structure an index to measure the degree of internationalization and finally examine the relationships between various variables and performance. This study uses unbalanced panel data of the Taiwan bank industry from 1998 to 2007. Besides the often-used regression method, this paper also tests both fixed effect and random effect models with panel data, and examines Granger causality between bank internationalization, performance and incentives of internationalization. We find that variables such as scale, customers-following and foreign interest rate spread positively affect bank internationalization; moreover scale and customers-following factor Granger cause bank internationalization. So we can conclude that utilizing-economies-of-scale and following-customers are two incentives justifying the internationalization strategy of Taiwan’s banks.

This paper follows Ghysels, Gourieroux, and Jasiak (1998), examines the causal relation between price and volume in Taiwan Futures Market. I use high frequency intraday data of Taiwan Stock Exchange Capitalization Weighted Stock Index in Taiwan Futures Exchange; and analyze the causality between returns and volume series, which are transformed into Markov chain, with Granger’s causal tests. I analyze the data with two different time category, trading time and calendar time. In our research we find out that Taiwan futures market has a bi-directional causality between price and volume in trading time analysis, as to the calendar time analysis, only price to volume unidirectional causality exists. Unlike the unidirectional causal relation that Ghysels, Gourieroux, and Jasiak (1998) observed in French security market.

本研究主要探討台北都會區都市蔓延與氣候暖化之關係，實證分析是否都市蔓延的發展形態會造成氣溫的上升。有研究指出台灣的歷年氣溫上升是因為近年來工商業急速發展，人口增加，建築物型態改變，交通運輸量激增等所致。國內外許多研究也發現都市化與氣溫是呈現正相關，而綠地與氣溫呈現負相關。 本研究實證分析部分使用地理資訊系統之內差法和空間分析方法，以及迴歸分析使用panel data之固定效果模型等工具，內插法之結果得到台北都會區年平均氣溫自1996年至2006年約上升1℃，有些地區甚至上升約2℃，且上升之溫度範圍有擴大的趨勢，呈現放射狀的溫度分布，此與都市蔓延之放射狀發展形態類似。使用空間分析方法則證實了一地人口數的增加會造成該地氣溫上升，並且也發現近來人口數多增加在都市外圍地區，這與上述氣溫分布和都市蔓延之放射狀發展形態也相符合。 迴歸分析結果顯示人口數對於氣溫有相當大之正相關，耕地面積對氣溫則呈現負相關，可見得擁有廣大綠地可以降低區域之氣溫，減緩氣候暖化，因此建議政府需檢討當前農地政策，配合環境保護，適合時宜的提出正確之政策。另外在各鄉鎮市區固定效果估計量方面，可以歸納出若一地區有廣大的公園、綠地、或是有河川流域的經過，對於降低當地氣溫有明顯的幫助；時間趨勢之固定效果估計量顯示台北都會區隨著時間的經過，氣溫將持續上升。因此在未來都市規劃方面，規劃者必須了解各地區特性，善加利用其自然環境以調和氣候暖化之影響、多設置公園綠地、多種植綠色植物、在道路周邊行道樹的設置、建築物間風場之設計等。如此將可以降低都市蔓延對氣候暖化的影響，以及防止氣候暖化的發生。 / In this study, we research the relationship between urban sprawl and climate warming in Taipei metropolitan area. Analyze empirically whether the developed shape of urban sprawl causes the climbing of the temperature. Some studies indicate that the reasons why the climate is getting warmer in Taiwan are the high-speed developments of industry and commerce, the increase of population, the changes of the buildings and the huge increase of the traffic volume. Some other studies also find out that there is a positive correlation between the urbanization and the temperature, and there is a negative correlation between the green space and the temperature. The empirical analysis in this study is based on the Interpolation Method and Spatial Analysis of GIS. And the regression analysis is based on the Fixed Effect Model of Panel Data. The yearly average temperature increased about 1℃ to 2℃ in the Taipei metropolitan area from 1996 to 2006. Furthermore, the range of the increasing temperature has been trending up, and it reveals a radial distribution. It is similar to the radial developed shape of urban sprawl. By using Spatial Analysis, we prove that the temperature of an area increases when the population rises. And we find out that the population rises in most of the peri-urban areas. It also answers to the radial developed shape of urban sprawl and the distribution of the temperature as above. The result of using the regression analysis shows that there is a positive correlation between the number of the population and the temperature and is a negative correlation between the farmland areas and the temperature. So that if there is a big green space, it can decrease the temperature in an area, reduce climate warming. For this reason, I suggest that the government should review our current farmland policy, which should be worked with the environmental protection policy, and bring it into practice at the right time right place. From the fixed effect estimation, we concludes that it helps decrease the temperature in an area obviously when there is a big park, big green space or where a river passing through. The time trend of the fixed effect estimation indicates that the climate in the Taipei metropolitan area will be getting warming with time goes by. Therefore, the urban planner should know better of the feature in each area, using the natural environment to accommodate the influence of climate warming. To have more parks, green spaces and plants, plant more trees by the roads, design the wind flow between buildings. Cut down the carbon production by using either way. Thus and so, we can reduce the influence of urban sprawl to climate warming, and also prevent climate warming.

本研究係以民國81年1月1日至民國90年12月31日間曾從事併購行為之國內53家上市櫃公司為研究樣本，取其併購前後五年之財務資料，利用資料包落分析法計算其整體技術效率、純技術效率、規模效率值，再依據目標公司是否位於國內為併購類型的分類標準，探討併購活動與併購類型是否影響主併公司績效。 本研究實證結果如下： 一、在不考慮併購類型的情況下，併購前後對於整體技術效率、純技術效率與規模效率呈現不顯著的正向關係，表示併購後效率雖然有提升，但未達顯著水準。 二、在未區別併購前後的情況下，雖然併購類型對於整體技術效率與純技術效率均呈正向關係，與規模效率則呈負向關係，但三種效率值皆未達到統計上顯著水準，表示進行國內併購與跨國併購的主併公司在效率上沒有太大差異。 三、跨國併購後在整體技術效率、純技術效率與規模效率均呈現正向關係，並且在整體技術效率與純技術效率達到統計上顯著水準，表示「國際化網路」假說確實存在。 / In this research, we based on the companies that listed in Taiwan Security Exchange or the OTC which had domestic or foreign acquisitions over the period from 1992 to 2001. Using these firms’ five years financial data before and after acquisitions, we apply Data Envelopment Analysis to measure efficiency and compare the performance of firms following domestic or foreign acquisitions. The major research finding as follows. First, if we do not consider the type of acqusiontion, domestic or foreign, the results denote that there is no efficiency difference before or after acquisitions. Second, after we control before or after acquisitions, the results demonstrate that there is no efference difference between domestic and foreign acquisions. Third, after we control the cross effects between acquisition time and acquisition types, the results show that after foreign acquisitions the merger companies increase efficiency significantly, which confirms “Positive Multinational Network Hypothesis”.

每一項學術研究進行，其理論基礎都必需要建立於過去已完成的研究之上，因此文獻尋找與探討是進行研究過程非常重要的一個步驟。在數位時代與網際網路的加乘效益之下，改變了過去研究者必需為參考文獻東奔西跑的文獻資料尋找方式，但是卻會造成研究者被許多數位文獻淹沒。借用自網頁分析技術而設計的Google學術搜尋網路工具，能透過已經計算好的文獻權重PaperRank排序使用者所尋找的文獻集合，讓使用者能在數位文獻之中依單篇文獻被引用次數為原則而理出頭緒，但其順序式的排列仍然不能夠揭露出搜尋到的文獻集合裡彼此之間的關聯，其中包括了文獻所使用的關鍵字、作者與參考文獻。為了處理了解文獻中多維度的複雜資料關聯，最好的方式還是依賴人類的視覺化資訊處理能力，特別是當資料量大並且需要在短時間內決策時。 此外使用在文獻分析研究中，學者們使用共同引用(co-citation)、共同作者(co-work)、共同作者引用(co-author)等分析方式，配合延伸自社會網路分析理論中的社會密度(social distance)、關聯層級(social degree)、群(clique)等參數概念，試將複雜的文獻資料有脈絡地按排供參考。僅管此是工作難以機械化且消耗時間的(Börner, Chen , Boyack, 2003)，但是卻能將某一特定領域的發展直覺地呈現出來，如此若能將這些分析方式配合視覺化的呈現，則研究學者便能更進一步了進行大量文獻資料視覺化的分析、探索。 本研究試提出一個新的協助文獻探索平台系統架構，將傳統的文字搜尋轉變為視覺化的資料探索。使用者能透過三種不同的層級的資料：知識本體與關鍵字層、引文網路層及人員網路層，並與呈現的資料互動進一步了解資料間的關聯方式。最後實作視覺化雛型平台，並使用在國家圖書館所提供的博、碩士論文網所提供的論文資料，提供給研究人員探索特定知識領域中新研究方向的探索工具，並能協助研究者能在尚未完瞭解的專業領域之前，能快速地瞭解在該其領域重要文獻的導引平台。 / Paper survey is the most important task for building earnest theories, while researchers conducting academic researches. One must touches the fundamental detail of each theory and track down the develop-path of what achievement have been established by previous researches. Benefit from synergy of information age and document digitalized, it not only reduces the cost of finding reference documents, but also makes researchers suffer from information overwhelming after click single “search it” bottom. Stand in for traditional paper web search methods, new academic paper search technology borrowing from the idea of web search engine calculates the importance of each paper by cited number, and recommends users the most important papers by serial listing. However, serial listing does never spell the relationships of suggesting papers out, but only those results match some specific criteria. Those relationships of papers can be classified into 3 different types: the relations of keywords and references that author used and social relationship of authors like co-author and author co-citation which have been developed to explain the complex citation network structures. Those multi-dimensional relationships are extremely abundant and complex, so there is no better way to deal with but depending on visual data processing within human nature. In this paper, we try to propose a new platform to transform paper search in serial listing, into a visualized explore platform by demonstrating 3 different types of relationship: ontology-keywords, papers-references and personnel-references. End users can fallow the relationships between each difference nodes to explore considerable references, as well as change into different view and interact with existing information by using interactive mechanizes. In order to bring this idea to practical application usage, we build a proto-type platform to show our idea by using data from ETDS (electronic theses and dissertations system) of Ministry of education. We hope sincerely by using this proto-type platform, users can catch the major ideas of specific knowledge domain and researchers can explore acceptable references and even conduct new search topic.

犯罪防治在各縣市警察機關勤務中具有一定的重要性，本研究目的在於評估各縣市警察機關執行治安與犯罪預防之相對效率。因為內政部將各縣市警察機關分成直轄市、甲級與乙級等三級制，故相對警力投入非常不一致，對犯罪預防效率會產生干擾，為將此項外在環境因素所造成的干擾排除，本研究採取三階段資料包絡分析法，針對臺灣23個縣市警察局，在民國93至95年間，建立評估相對效率之實證模型。研究結果發現未排除環境因素干擾前，臺灣地區各縣市警察局的治安與犯罪預防之平均相對規模效率高於純技術效率，顯示治安與犯罪預防之無效率應為生產技術的影響；此外，甲級縣市警察局的總技術效率值最高，反之，直轄市警察局的治安與犯罪防治效率為最低。在排除環境因素干擾後，臺灣地區各縣市警察局平均治安與犯罪預防相對效率有輕微下降現象，其中，乙級縣市警察局的治安與犯罪防治效率，反而上升到為最高。此外，乙級縣市警察局呈現高比例的規模報酬遞減現象，表示乙級縣市警察局應縮減其所分配到的經費規模，反之，甲級縣市警察局呈現高比例的規模報酬遞增現象，表示甲級縣市警察局應相對增加所得到經費；至於，直轄市警察局的治安與犯罪防治效率並不好，並且，在第三階段分析結果顯示應該再增加直轄市警察局的經費投入，方有助於提升其治安與犯罪防治效率，但是目前直轄市警察局所分配到的警力與經費，已高於甲級與乙級縣市警察局很多，可知，目前直轄市警察局的高額警力投入，可能不完全為提升與改善治安與犯罪防治效率，而應還有其它的重要工作項目，如政府維安，交通維護等。 / The role of crime prevention plays an important role for each county’s police department in Taiwan. This study employs three-stage data envelopment analysis to evaluate the relative crime prevention efficiency among 23 counties police departments in Taiwan from 2004 to 2006. National Police Agency classifies these 23 counties police departments by three categories, A, B and C, in terms of the amount of police force investment. Based on the first-stage analysis, it concludes that relative crime prevention inefficiency for each county comes from the inappropriate police force investment. There are no significant different results in the third-stage analysis. A class, Taipei City and Kaohsiung City police departments which have highest police force investment, have relative lower crime prevention efficiency. However, the C class counties’ police departments, such as Yunlin County and Pingtung County, with lowest police force investment have better performance with highest crime prevention efficiency. And, B class counties’ police departments, such as Taipei County, Kaohsiung County, and Taichung City, with relative higher police force investment have second best performance in crime prevention efficiency. Therefore, this study suggests that the budget of police force investment needs reallocation among three different categories of police departments; the police departments of Taipei City and Kaohsiuang City may consider cutting down some non-related crime prevention services.

本研究採用Lee 和Poon 所提出的隱藏常態變數模型來估計混合連續與間斷型變數之參數估計，並估計其馬式距離。此外，並利用穩健估計來估計混合型資料參數及其馬式距離，可在有離群值時解決最大蓋似估計的不穩定。 / Poon and Lee (1987) applied normal latent variable model to deal with the parameters estimation for the data mixed with continuous and discrete variables and Bedrick et al. (2000) used this idea to evaluate the Mahalanobis distance. In this thesis, we extend a similar idea to robustly estimate Multivariate Data Mixed with Continuous and Discrete Variables with the same model. Furthermore, we evaluate the Mahalanobis distance which can determine similarity of variables. The proposed method can overcome the unreliability of MLE while there exist outliers in the data.

台灣雜誌市場在近十年來有愈來愈競爭的現象，雜誌業者在面對未來市場，該如何以最佳型態來滿足讀者的需求，如何更深化市場，持續推動成長，都是雜誌同業必須共同思索的議題。過去不受重視的行銷策略，現在因為雜誌市場的激烈競爭，必須憑藉著優異的行銷組合、傳播工具及資源整合等方式，有效取得市場銷售優勢，才能在市場上取得領先，搶得市佔率。此外，當廣告營收成為雜誌經營最重要的收入來源時，如何提升廣告主的滿意度，與廣告主建立長久穩定的關係，也成為此次研究的關注焦點。 本研究以台灣創刊最早的大八開雜誌《時報周刊》在2007年3月份改版為個案研究對象，以文獻資料分析法、深度訪談法及問卷調查法三種研究方法，從整合行銷傳播的觀點，作為分析媒體行銷的依據，試圖剖析《時報周刊》改版的整合行銷策略形貌及執行狀況。本研究以不同學派的IMC模式為理論基礎作修正，分析整合行銷傳播在《時報周刊》雜誌改版的應用情形；另外，嘗試建構廣告主對綜合性雜誌廣告服務品質的評估準則，並以此對《時報周刊》進行評鑑，藉由此一深入研究，以便有效提升廣告主的滿意度。希望能透過實務上的詳細觀察，多重的研究方法，思考整合行銷策略時的主要問題及成功關鍵因素，以提供雜誌業者的相關研究與實務界參考。 研究結果發現，《時報周刊》的改版，加強了競爭優勢，主要源自於下列因素：1.資料庫行銷的強化應用。2.縝密的行銷策略組合，將雜誌開本改為市場主流規格、降低紙張成本、衍生改版後的創新形象、直接挑戰競爭對手的零售價格、更好的陳列位置、增強新聞議題的操作強度…等。3.多元化傳播工具的創意表現，做到了整合的策略性、一致性與協調性的綜效。4.在綜效評估部分，做到了讀者喜歡、發行數字成長的綜效。而針對廣告主的廣告服務品質的滿意度來看，最為肯定業務人員的專業能力及服務態度，其次，對於新聞內容品質上也有很高的滿意度。最後，從整合行銷傳播的理論架構來看，《時報周刊》這次的改版從資料庫開始所做的讀者分析、確認讀者的需求到發展最適溝通策略，整合對外傳播訊息及各項傳播工具表現一致的溝通訊息（One Voice, One Look），符合本研究所敘述之整合行銷傳播觀念模式。 / During the last decade the magazine market in Taiwan has been getting more and more competitive. When facing the incoming market, the publishers have to think out issues like how to fulfill readers’ requirements with their best arrangement, deepen and stabilize their market share, and promote persisting growth. In the past marketing strategies didn’t get much attention; however, since the fierce competition goes on and on, inevitably only applying excellent marketing strategy mix, communication tools and resource integration will enhance the advantages of market share and keep the leading position. Besides, when advertising revenue becomes the most important one to the magazine profit, in this study we also focus on how to raise advertisers’ satisfaction and build up long-term and loyal relations with them. The subject of this case study in the article is the earliest B4 size magazine, China Times Weekly (CTW), published in Taiwan, which revised in March 2007. On approaching the case, we adopt various methods including data analysis, in-depth interview and questionnaire survey. According to those IMC models from various theories, we apply a fixed IMC model to analyze the implementation within CTW’s revision in order to draw a thorough picture of the integrated marketing strategies as well as to understand how they were delivered in CTW‘s revision. Besides, this paper also aims to set out the model of magazine advertising service quality based on the needs of advertisers, and makes use of this conceptual model to evaluate the performances of CTW’s revision. With deep understanding of advertisers’ evaluation to CTW, it can be figured out efficient ways to raise their satisfaction levels. Through detailed observations on practices and with multiple research methods, we wish to figure out the main issues and key factors to success when thinking of integrated marketing communication strategy and to provide relevant researches on magazine publishers for practicing. The results show that CTW‘s revision did enhance its competitive advantages, which were mainly from the following factors: 1.Enhanced application of database marketing. 2.Detailed and well-knit marketing strategy mix, including downsizing format to the mainstream scale, reducing the cost of paper, creating innovating images, challenging competitors’ retail prices, better display position and enhancing the strength of news topics, etc. 3.Creative performance of multiple communication tools, achieving the synergy of integrated strategies, coherence, and cooperation. 4.On evaluating synergy, readers show their preference to the new version and the publication grows. Besides, as for the advertisers’ satisfaction on the quality of advertising service, the most positive response is the professionalism and service attitude, and next to that is the quality of news content. Finally, viewing through the structure of IMC theory, the revision of CTW, from the reader analysis of database, confirming readers’ requirements and developing optimal communication strategies, integrating outwardly communication and every communication tool to convey coherent information as one-voice, one-look, fits in the ideal model of IMC.