摘要 隨著時代變遷，行銷手法愈來愈推陳出新，商品零售市場的競爭也愈來愈激烈，走進零售店會看到二件八折，第二件五折或是買一送一等降價促銷活動；剛開始做第二件五折的時候，業績瞬間成長，但是多做幾次之後，效益可能就開始往下降，因此可能開始加碼做買一送一，或是增加降價促銷的頻率，最後無法抽身，而陷入一個不得不做的僵局。所以，如何訂定適當的行銷策略，在價格促銷深度和頻率間取得平衡點，追求最大的效益，是製造商常常面臨的問題與決策。 本研究使用尼爾森量販店商品掃描資料，以餅乾銷售資料做為研究品類，探討價格促銷深度與頻率的相互關係，如何影響消費者購買趨勢。本研究根據迴歸線性模型，利用銷售資料先了解前期、節慶及競爭者等變數對該品類的影響，再分析不同的促銷折扣下的價格彈跳幅度，最後分別以二個月及三個月為單位搭配促銷的頻率，看前期有無促銷的時候，對最後一個月不同的價格促銷深度時的業績增加幅度影響。 最後以消費者預期下一次促銷時間與預期價格差異的行為理論，針對本研究結果做分析，提供行銷建議。

近幾年來，社群網路因為使用者的參與已逐漸熱門熱門，成為我們生活中不可或缺的一部分。例如Facebook、Youtube以及Flicker都是目前使用者經常使用的社群媒體平台，我們可以在平台上發表任何任何想法，並且透過平台與其他使用者溝通。社群網路已經逐漸改變傳統人們的溝通方式，許多使用者再平台上發表內容以及訊息，當訊息被許多使用者廣為討論以及分享，因此在平台上有著所謂口碑的出現，也就是所謂的共鳴效應。本篇研究想了解使用者使用社群媒體並是如何透過社群網路達到共鳴效應。 本研究目的在於調查再社群網路上，何種因素會導致消費者去討論以及分享訊息，也就是使用者間的共鳴，之後更進一步探討，當使用者間的共鳴發生時，是否會影響到使用者的購買意願。本研究共蒐集了410份樣本並使用結構方程模型分析其樣本顯著與否。本研究結果發現其內容滿足、社會關係滿足與自我形象滿足都對共鳴有顯著影響，且共鳴對購買意願也有顯著影響。此外，本研究也執行分群分析將共鳴結果分為高共鳴與低共鳴兩族，分別探討其顯著指標與背後意義。 / In recent years, social network have become incredibly popular. Online communication platform such as Facebook, YouTube, and Flicker offer freely available user-generated content that enabled individuals to express their ideas and communicate their opinions to many people. People can create, modify, discuss, and share on social networks. Therefore, social networks have gradually become interpersonal communication platforms. Message resonated when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topic resonated among them. We collected the 410 sample and used the structural equation model analyzed our proposed model by using SPSS 21.0 and SmartPLS. Besides, we also used K-means to partition our sample into two clustering and obtained the managerial implications. In our research, we observed that content gratification, social relation gratification and self-presentation gratification have impact on resonance and resonance also has influence on purchase intention.

由於網際網路的興起，網路使用人口便快速地攀升，同時帶動網際網路在商業應用的發展，以網際網路為基礎的電子商務也成為資訊社會中一種嶄新形態的商業行為。在此環境中網路競標逐漸形成一種網路消費的模式，而本研究則試圖以消費者的角度來探討網路競標此一交易的行為。 本研究從國內外的網路競標現況以及相關研究理論進行文獻的探討，經過整理後，決定以情境因素、消費者購買涉入、接受創新態度、與人口統計變數來探討消費者的網路競標意願是如何受到這些變數的影響。 本研究的主要結果發現： 1.在溝通情境下，以「產品提供的豐富性」、「產品搜尋的效率性」、和「產品資訊的豐富性」對消費者的網路競標意願最具有影響力。 2.在購買情境下，以「目標商品價格低於個人預算」與「目標商品結標期限將至」最能影響消費者的網路競標意願。 3.購買涉入程度愈高的消費者，其參與網路競標的意願也愈高。 4.創新接受態度愈高的消費者，其參與網路競標的意願也愈高。 5.曾經參加過網路競標以及每日上網時數較多的消費者，也有較高的網路競標意願。 最後根據研究結果，本研究對於競標網站的經營業者提出以下的6點建議與策略： 1.針對女性消費者的需求，提供所需商品或設計專屬網站。 2.多元的交易付款方式。 3.強化網站的使用功能與知名度。 4.熱門商品宜縮短其競標期限。 5.針對高購買涉入消費者的行銷策略。 6.吸引低創新接受態度消費者的行銷策略。 / The appearance of Internet has contributed to rapid growth of both surfer population and business applications. As a result, the Internet-based E-commerce has become a new business practices in the information society. Under the impact, the new consumption trend of online bidding is growing rapidly. This thesis takes a look into the new online transaction-online bidding in terms of the perspective of consumer behavior. This thesis compiles documents such as current foreign and domestic online bidding status, relevant researches, and related theories, to construct the operating framework on it, which is to study the impact of situational factors, consumer purchasing involvement, innovativeness, and demographic variation on online bidding intention. The following points are the major discoveries of this thesis: 1.Among all the factors of communication situation, "product variety," "efficiency in product searching," and "accessibility to product information" are the most influential factors on consumers' online bidding intention. 2.Among all the factors of purchase situation, consumers are most interested in online bidding when "prices of desired products are lower than personal budget" and "deadlines for bidding are approaching." 3.Consumers with higher purchasing involvement have higher online bidding intention than those who with lower purchasing involvement. 4.Consumers inclined to adopt innovations are more willingly to participate in online bidding. 5.Consumers who have experiences of online bidding and those who spend more time surfing on the Internet have higher intention on online bidding. Based on the findings, this thesis proposes several reference suggestions and approaches for online bidding websites. 　1.To provide products women need or establish websites designed exclusively for women. 2.To accept various ways of payment. 3.To strengthen functions and publicity of websites. 4.To shorten the bidding term of popular products. 5.The marketing strategy to attract consumers with high purchasing involvement. 6.The marketing strategy of appealing to consumers with low innovativeness.

共享經濟、社群媒體，已經是現代人在行銷媒體以及商業管理上密不可分的話題，然而，在這樣一個網際網路頻繁運用的同時，整個大環境的改變，過多的資源讓消費者的身分開始轉變，不再像以往的方式只是單單的接受與接收，而是有強烈的求知慾，這樣的資訊的啃食方式，改變了消費者的身分，消費者直接或間接的轉變成評量者、推薦者甚是購買者變成銷售者，這就是共享經濟下的一個模組。本研究探討目前市面上已經執行且成功擴散的共享經濟經營模式，用這樣的一個方式間接地看台灣市場在品牌行銷上的概況。本研究針對保養品產業，先來探討目前市場上會使用的媒體行銷工具，並運用研究方法，找到網路平台上與實體通路間的一個微妙的組合，這樣的組合行銷方式來自於消費者對基本資訊的強烈需求與擴散，直接與間接地達成共創經濟的模式，讓台灣保養品可以找到一組符合現在消費者與商品之間的行銷模式，並探討出哪些行銷模式是會被消費者有強連結與弱連結的行銷模組。 同時在這樣的研究方式下，測試及比較體驗行銷與信任行銷兩者之間，會因為共創的這樣的一個身分，而改變對品牌的認同感與黏著度。 / Sharing economy and social media are, nowadays, inseparable topics in the realm of media marketing and business management. However, while in an era which WWW is being used with such high frequency, the entire environment is changed, these abundant resources have transformed consumers’ identities, not any longer a one way receiver, but to have a strong desire and curiosity to acquiring more knowledge and information. It is such hunger for information the key consumers’ identities change. Consumers are changed directly or indirectly to an evaluator, they are from being the one that suggests or purchases to a seller, this is the new module developed under “sharing economy.” This study explores the shared economic business models that have been implemented and are now proliferating successfully in the marketplace, and indirectly look at the Taiwanese market in terms of brand marketing. This research aims at the skin care industry, starting at exploring the media marketing tools currently used in the market, and through further research to find out a subtle combination of channel marketing and online sales platforms. Such a combination of marketing methods comes from consumers’ strong demand for basic information and proliferation, directly and indirectly bring out the model of a “ co-creating economy,” in order that Taiwanese skin care product brands can find a suitable marketing model between consumers and products, and further explore which marketing models would be the strongest links and weakest links to these consumers. At the same time in such research approach, the test and comparison between experience marketing and trust marketing will change the brand recognition and attachment due to the presence of co-creation. Key words: Customer value, create economy, service quality, purchase intention, service involved

隨著資訊時代來臨、社群媒體普及，現今的消費者有能力從網路尋找多元的資訊進行購買決策，消費者也能互相交換資訊。YouTube的時尚美妝影片數量多、內容豐富，消費者在尋找產品或使用教學的影片時，會將其作為搜尋來源之一，並相信這些內容不具商業利益，客觀且公正。 美妝YouTuber樂於創作影音內容，分享產品資訊、購物經驗、和生活事物等議題，進而培養出一群訂閱的觀眾，成為具社群影響力的網路名人；然而這些YouTuber如何影響消費者、為何能吸引特定族群的消費者，目前國內外相關的研究仍十分稀少。 本研究以美妝影音部落格和美妝消費者為研究對象，探討「美妝消費者的購買決策過程，及其如何受到YouTuber之影響」，採用質性的網路民族誌 (netnography) 作為研究方法，先搜集三個YouTube熱門美妝頻道的網路資料，參與留言區的討論，再訪談十六位千禧世代的美妝消費者。本研究發現：一、創作者和觀看者透過YouTube凝聚成美妝「社群」；二、美妝YouTuber具備「發起者」和「影響者」的角色；三、美妝消費者的行為和態度可能受到人氣YouTuber影響。 / Nowadays, consumers search information about products, prices and distribution on the Internet before their purchase decisions so that social media has radically changed the communication landscape. Consumers are able to share their purchase experiences online and interact with other users. More and more users are using YouTube as a search engine as well as looking for makeup tips, tutorials, and product recommendations because consumers would believe these user-generated contents are reliable and trustable. The aim of this research is to explore how YouTubers of beauty industry in Taiwan, have influenced their viewers and to what extent this influence on the purchase decision process. This study uses a qualitative approach ‘netnography’ as the main research methods to collect data. Three YouTube beauty channels were observed and participated; additionally, 16 in-depth interviews with millennial consumers were conducted. The research finds out that YouTube beauty channels can be seen as communities where relationships between YouTubers and viewers is formed. YouTubers are the initiator and influncer on the purchase decision journey. The study also found that the popularity of YouTuber may affect consumers’ behaviors and attitudes.

本研究主要目的為探討代言人與產品適配度不同時，其發生不同類型的道德問題，對購買意願之影響。當代言人與產品適配度不同，代言人與產品間之連結程度就會不同，因此，當代言人發生不同類型的道德問題時，就會對購買意願產生不同的影響。故本次研究採用兩個自變數：代言人與產品適配度(高/低)及道德問題類型(違情/違法)，來檢驗是否會影響消費者對產品之購買意願，並以受試者之主觀道德程度(高/低)以及客觀道德程度(高/低)作為調節變數，利用實驗設計的方法，進行一個2×2之組間實驗，並以虛擬的代言人作為實驗對象，取得有效樣本126份。本次研究利用獨立樣本t檢定、雙因子變異數分析以及三因子變異數分析檢驗所得之結果，並獲得以下之結論： 1.當代言人與產品適配度較高時，消費者購買意願會較高。 2.道德問題類型對購買意願有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，消費者購買意願會較低。 3.代言人與產品適配度與道德問題類型無交互作用，不論代言人代言何種類型的產品，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題會有較低的購買意願。 4.受試者的道德程度與道德問題類型無交互作用，不論受試者之道德程度高低，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題，消費者會有較低的購買意願。 5.道德問題類型對代言人可信度有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，代言人可信度較低。 6.不論代言人發生違情或違法的道德問題，受試者皆認為廠商需與代言人暫停合作關係，然又以發生違法的道德問題時，更應與代言人暫停合作。 / The purpose of this research is to understand the effects on purchase intention when product fit and moral issue of endorsers are in different level. When product fit is different, the connection between product and endorser will be in different degree. Therefore, endorser have different types of moral issues which will have impact on purchase intention. There are two independent variables: Product fit (High vs. Low), Moral issue (illegal vs. unfaithful) and two moderator variables (subjective moral level vs. objective moral level) and we conduct a 2x2 factorial research to test whether they will have influence on purchase intention. There are 126 effective questionnaires and the following is the results: 1.Different type of moral issues will affect purchase intention. When endorser has illegal moral issue, customers will have lower purchase intention. 2.There is no interaction effect between product fit and type of moral issue. No matter how product fit is, when endorser has illegal moral issue, customers will have lower purchase intention. 3.There is no interaction effect between moral level and type of moral issue. No matter how moral level is, when endorser has illegal moral issue, customers will have lower purchase intention. 4.Different type of moral issues will affect endorser credibility. When endorser has illegal moral issue, he or she will have lower credibility. 5.No matter what kinds of moral issues, customers think companies should stop cooperation with endorsers. When endorser has illegal moral issue, customers think companies should stop cooperation with endorsers much seriously.

近年來，隨著網際網路及線上社群日益普及，電子口碑的影響力迅速壯大。有鑑於這樣的趨勢，許多廠商開始尋找具有一定人氣的公眾人物或網路紅人為產品撰寫業配文。做為一種相對新穎的行銷方式，業配文同時兼具一般電子口碑的特性與產品代言的商業色彩。正因為它並非單純自發性的使用心得分享，許多消費者仍對其可信度有所疑慮，且大眾對其之觀感亦差異甚大。 本研究遂以信號理論（Signaling Theory）的觀點出發，將業配文撰文者視為信號傳遞者（Signaler）、文章內容視為信號本身（Signal）、消費者視為信號接收者（Receiver）、承載文章之平台視為信號環境（Signaling Environment），探討此四大面向中可能影響消費者文章信任、產品態度與購買意願之因素。 本研究採量化分析，透過發放線上問卷蒐集初級資料，經統計迴歸分析後發現，信號接收者面向的「撰文者與消費者相似性」、「撰文者過往名聲」、信號本身面向的「文章內容真實性」以及信號環境面向的「平台可信度」確實對文章信任有正向顯著影響，並會藉之進而影響產品態度和購買意願。此外，「平台生動性」及「平台互動性」則直接對產品態度有正向顯著影響。而本研究也針對文章信任之中介效果及信號接收者面向的「消費者人格外向開放性」、「消費者過去受業配文影響之經驗」、「消費者產品知識程度」是否具調節效果進行分析，詳細結果於研究中將一一闡述。 / In recent years, the impact of Electronic Word-of-Mouth (eWOM) has surged due to the prevalence of the Internet and social media. In response to this phenomenon, many firms have been inviting public figures or Internet celebrities to write sponsored (blog) posts for certain products. Sponsored posts, in substance, lie somewhere between solely spontaneous sharing of personal experiences and actual endorsements. Hence, many consumers still take sponsored posts with a grain of salt and remain skeptical of their authenticity as well as trustworthiness. This research builds upon Signaling Theory by adopting the concept of “Signaler”, “Signal”, “Receiver”, and “Signaling Environment”, and aims at clarifying some possible factors that may influence consumers’ trust toward the sponsored posts, product attitude and purchase intention. Among the independent variables, “Similarity between Writer and Consumer”, “Writer’s Reputation”, “Content Truthfulness”, and “Media Credibility” are significantly positively correlated with consumers’ trust toward the sponsored posts, which then positively influences consumers’ product attitude and purchase intention. Meanwhile, “Media Vividness” and “Media Interactivity” also contribute significantly to consumers’ product attitude. Other factors involved, the mediating effect of trust, as well as the moderating effect of “Consumer’s Personality” and “Consumer’s Past Experiences” are further discussed in this research.

在我國仍採行房地得為分離並得為分別交易之基本規制下，尋求我國民法中所有與控管房地分離有關之條文規範，加以統整並藉此歸納出該等規範之共同核心與立法意旨，乃勢在必行，如此始能覷見立法者現今之改革方向與立法理念，對於實務既有問題爭議之處理上方有一棲身之地，俾利吾人提出合理之解決模式。 條文規範中大體包括有事前手段與事後手段兩種規制，所稱事前手段，乃土地與其上建築物之一體化處分規範，以事先禁止土地與其上建築物分別為交易來防止後續產生房地分離之結果；所稱事後手段，乃指一旦土地與其上建築物為分別交易後，透過一些權利賦予之方式，例如優先購買權或土地利用權，來達到建築物仍得繼續存續於土地上，不致令建築物之附著於土地失其權源。而此二種規制，究其目的不外乎「房屋所有權與基地利用權一體化之體現」，惟此理念是否全然反映在我國之立法上，又是否有再加強之空間，即為本文所欲著墨之處，亦期能對我國關於房地之立法提供若干貢獻。 其次，我國實務上發生眾多「基地借貸」之案件，關於此一議題我國學說與實務難得聚焦而同為討論，相關文獻資料繁多，為解決此類案件提供相當多元之思考面向，本文亦參酌各家學說，於細細比較分析之後亦有若干研究心得之提出，希冀能提供我國法院於處理此類案件時有更多之觀點。

本論文包括3篇時間序列方法在財務的應用。第一篇以門檻向量自我迴歸模型(threshold vector autoregression)分析股市訊息傳遞的不對稱效果；第二篇利用不對稱共整合模型(asymmetric cointegration)分析中國大陸股市之間長期均衡關係；第三篇根據追蹤資料共整合檢定(panel Cointegration test)檢定購買力平價說。 第一篇文章利用門檻向量自我迴歸模型分析Nasdaq股市對台灣、日本與韓國股市不對稱的訊息傳遞效果。實證結果發現，當Nasdaq市場處於下跌狀態時（壞消息狀態），Nasdaq市場干擾對亞洲股市的衝擊較大，反之，當Nasdaq市場處於上漲狀態時（好消息狀態）時，Nasdaq市場干擾對亞洲股市的衝擊較小，而在壞消息狀態時，Nasdaq指數大跌對Jasdaq指數與Kosdaq指數的衝擊效果大於Nasdaq指數大漲的效果，Nasdaq指數小跌所產生的衝擊與小漲所產生的效果具有對稱性。 第二篇文章以Enders and Siklos(2001)不對稱共整合模型探討，中國大陸上海及深圳A股與B股股價指數之間長期不對稱的均衡關係，實證結果發現，在1992年10月至2001年8月，上海A股指數與深圳A股指數之間具有不對稱共整合關係，且當上海A股處於好消息狀態（股市上漲）時，其誤差修正項的調整速度較壞消息狀態（股市下跌）之下為快，此外，上海A股指數與深圳A股指數之間其有雙向的連動關係。在B股開放之後，則是深圳股市A股與B股指數存在不對稱共整合關係，同時Granger因果關係檢定顯示深圳B股指數領先A股指數。 第三篇文章利用Pedroni(2001)追蹤資料共整合檢定，探討大麥克漢堡價格與CPI兩種不同的價格指數用於檢定購買力平價說的有效性，根據14個國家1992-1999年的追蹤資料得到的實證結果顯示，以名目匯率作為被解釋變數，則大麥克漢堡價格與CPI都是支持PPP假說，然而若以相對價格為被解釋變數，則只有大麥克漢堡價格是支持PPP假說，而以CPI為基礎的PPP假說則是無法得到支持。除此之外，本文的實證結論並不受生產力差異的影響。 關鍵字：門檻向量自我迴歸模型、不對稱共整合、追蹤資料共整合、股票市場、購買力平價說 / This dissertation includes three financial applications using time series methods. The first article investigates the asymmetric effects of information transmissions in stock markets using threshold vector autoregression model. The second article uses asymmetric cointegration to study the long-run equilibium relationships among Chinese stock markets. The third article uses panal cointegration to test purchasing-power parity (PPP). Firstly, we examines the asymmetric effects of information transmissions of Nasdaq stock market on Taiwan, Japan, and Korea stock markets by using a threshold vector autoregressive model. And also, we check whether Nasdaq stock market have different impacts on organized stock exchanges (including TAIEX, NIKKEI 225 Index, Korea Composite Index) and over-the-counter markets (including Taisdaq Index, Jasdaq Index, and Kosdaq Index) or not. The empirical results indicate that negative innovations in Nasdaq market (bad news regime) have large influence on Asia stock markets. Particularly, the positive innovations in Nasdaq market (good news regime) have small influence on Asia stock market. The large negative innovations in Nasdaq market have great influence than those of the large positive innovations on Jasdaq Index and Kosdaq Index in bad news regime. The second article uses Enders and Sikios's (2001) asymmetric cointegration model to investigate the long-run asymmetric equihbrium relationships. The empirical results find that there exits an asymmetric cointegrated relationship between Shanghai A share index and Shenzhen A share index for the period from October 1992 to August 2001. The adjustment parameters of error correction term at Shanghai A share market are larger in bad-news regime than those in good-news regime. This result reveals investors at Shanghai possess over-reaction behavior on news of stock market. Moreover, there exists a bi-directional Granger causality between Shanghai A share index and Shenzhen A share index. We find there exists an asymmetric cointegrated relationship between Shenzhen A share index and Shenzhen B share index after 19 February 2001. Furthermore, the Shenzhen B share index leads Shenzhen A share index after 19 February 2001. The third article uses Pedroni's (2001) panel cointegration test to examine the validity of PPP hypothesis by two different price indces, i.e. Big Mac prices and CPI. Our panel observations include 14 countries from 1992 to 1999. The empirical evidence indicates Big Mac PPP and CPI PPP is supposed if we use nominal exchange rate as the explanatory variable. Nevertheless, the Big Mac PPP is valid but CPI PPP not valid if we use price level as the explanatory variable. Moveover, our concludtion does not influenced by productivity bias. Keywords: threshold vector autoregression, asymmetric cointegration, panel cointegration, stock markets, purchasing-power parity

本研究以日本UMPC超級行動電腦品牌KJS為例，探討「消費者購買動機」、「品牌形象」與「顧客滿意度」、「顧客忠誠度」間之關係及影響因素，以期提供小型可攜式電腦產業及UMPC品牌業者行銷策略與品牌發展之參考。 本研究採問卷調查與深度訪談方式進行研究，問卷調查方面，共取得267份有效問卷，並運用敘述性統計、t檢定、單因子變異數分析（one-way ANOVA）、相關分析與迴歸分析，將資料進行統計分析及獲得假設驗證；深度訪談方面，共進行兩次的深度訪談，藉由訪談專業人士，探索個案品牌行銷策略與產品規劃。 研究結果得知，消費者對個案品牌產品之滿意度，受人口統計變項中之性別、年齡、教育程度及擁有可攜電腦數量等變項之影響；而消費者對個案品牌產品之忠誠度，不受人口統計變項的影響。此外，消費者對個案品牌產品之滿意度，受消費者購買動機及品牌形象部分變項的影響；而消費者對個案品牌產品之忠誠度，也受消費者購買動機及品牌形象部分變項的影響。整體而言，個案品牌產品顧客滿意度之高低，會影響顧客忠誠度之高低，且呈現正相關。 針對目前個案及市場現狀，在產品方面，建議個案可再加強宣傳觸控螢幕及產品娛樂功能的開發，品牌方面則是不論從問卷資料及訪談資料中，均顯示出KJS在台灣市場擁有很好的品牌形象，因此應以此為品牌核心價值，專注於原本的利基市場，雖然可以視市場狀況延伸產品系列，然不宜投入過多資源進入低價市場，與低價小筆電作正面廝殺，而應作適當區隔。 / This research aims at discussing the relationships among purchase motivation, brand image, customer satisfaction and customer loyalty, and the influence factors of the four dimensions through a case study of UMPC-KJS brand in order to provide reference of marketing strategies and brand development for netbook and UMPC industry. This research used a questionnaire survey and in-depth interview to study. With regard to questionnaire survey, 267 valid samples were obtained by stratifies sampling. Data were analyzed by descriptive statistics, t-test, one-way ANOVA, correlation and regression analysis. Besides, through in-depth interview with two professionals in this field to explore the marketing strategies and production planning of KJS brand. According to the results of this research, the customer satisfaction could be influenced by the demographics varieties from sex, age, education level and the number that one customer has, however, the customer loyalty could not be influenced by the demographics varieties. Besides, not only customer satisfaction but customer loyalty could be influenced by part factors of purchase motivation and brand image. Finally, customer loyalty gets higher if customers are satisfied. According to the present condition of the netbook market, there are some suggestions to KJS brand. First, KJS is proposed to focus on the development of touch-screen and entertainment features. Second, since KJS has a very good brand image in Taiwan, this should be the core values of the brand and KJS should focus on this original niche market. It’s necessary to make some market segmentation from other netbook brand.