鋰離子電池（Li-Ion Battery）在筆記型電腦產品的應用性愈來愈高，而臺灣廠商在筆記型電腦產品之產業鏈上素來扮演重要地位，鋰離子電池產業也不例外。然而，環顧目前全球筆記型電腦鋰離子電池產業，日本與韓國廠商一方面供應筆記型電腦所使用的18650電池芯給台灣的電池組裝廠，另一方面在電池組上與台灣組裝廠競爭電池組的市場。而臺灣廠商在日本、韓國等電池芯供應商的夾擊下，該要如何找到出路？ 本研究利用Brandenburger & Nalebuff（1996）在「競合策略」（Co-opetition）一書中發表的賽局理論為架構，利用賽局理論的架構探討臺灣電池組裝廠廠商在全球筆記型電腦鋰離子電池產業的定位。本研究採個案研究法深入訪談個案公司的高階主管，以瞭解其與供應商、競爭者的競合關係。由個案分析與研究發現得出研究結論如下: 結論一：明確的客戶選擇與產品策略，有助於凝聚內部的共識，創造對客戶和對供應商附加價值。 結論二：面對強勢的供應商，並且積極的爭取下游客戶的競爭下，企業要積極扮演好客戶期待的角色，並進一步藉由客戶的力量來提升供應商的服務。 結論三：企業透過不同的價值活動來展現技術和未來的發展力，可以提升在客戶端的價值地位；也可以讓供應商廠感受威脅來提升供貨的服務。 結論四：企業藉由客戶、互補者在其他產業的連結，有助於擴展產品的範圍及開發新的客戶。 / Lithium Ion Battery is getting more widely used at portable electronic products, particularly at laptop PC. In laptop PC industry, Taiwanese manufacturers have been playing important role in the worldwide supply chain, and Taiwanese battery pack makers also have significant share of computing batteries market for laptop PC in past years. Most of computing batteries adopt 18650 Lithium ion cell which is the most significant cost factor of a computing battery pack. Taiwanese battery pack makers source the Lithium ion cells mainly from Korean and Japanese Lithium ion cell suppliers. However, these cell suppliers are not only supply cells to pack makers, but also build the packs to compete against Taiwanese suppliers in pack market. Facing the competition from suppliers in end market, how can Taiwan pack makers survive in the battery pack business? This research uses "Co-opetition" of Game Theory by Adam M.Brandenburger and Barry J. Nalebuff as the framework , adopt case-study method to understand Taiwanese battery pack makers strategies to win the market share, how Taiwan battery pack makers position themselves among their suppliers, rivals and customers, what actions shall Taiwanese pack makers take to sustain in this industry. The conclusions of this research are stated as below 1. Clear and specific customer selection strategy and product plan would help the corporate to reach internal consensus, create value-add to customers and suppliers. 2. Corporate would obtain supports from suppliers through customers’ assistances when the supplier are also a competitor in product end market 3. Corporate would gain better service from suppliers by delivering its innovations and technologies through value activities. 4. Corporate would expand its product portfolio and develops new customers by utilizing the connections with customers and complementors.

近年來資通訊科技與網路帶動了電子商務之發展，網路商店如雨後春筍般的成立，許多具有實體通路的企業，亦紛紛投入網路市場建立網路商店以分食網路市場利潤，成為所謂的「虛實整合」企業。而成功的虛實整合企業不僅需要虛實通路間的相互合作以擴增市場，同時也得克服兩通路間可能因業績而產生自相競食的狀況。由此可知虛實通路間存在既競爭又合作的複雜關係。 因此本研究藉由競合策略的觀點，來探討具實體通路的企業經營虛擬通路的過程以及其虛實通路間的競合關係。研究方法上採取質性的個案研究方式，並以特力集團做為深入的個案研究對象。期望研究成果同時帶來實務上與學術上的貢獻。 本研究所得到的結論如下： 1.企業在已有實體通路下經營虛擬通路時，會將虛擬通路部門定位為行銷平台，並採取「網站接單，但實體出貨」的營運方式，同時也會透過品牌、商品品項、品質及價格等方面的統一來避免消費者的混淆。 2. 企業的虛擬通路部門面對實體通路部門時，會透過換位思考的方式運用利誘和施壓之策略，且同時搭配篩選實體合作店與分配訂單的配套措施，使實體通路部門在競爭下與之合作。 3. 企業的虛擬通路部門面對實體通路部門時，打破營運框架引導網站顧客至實體通路消費，並結合自身的核心優勢吸引更多顧客前往網站瀏覽、下單，以提升其營運業績。 / In recent years, Internet brought along the growth of electronic commerce; Internet shops sprung up like mushrooms, and many companies with physical distribution channels one after another have also invested into online marketing to create Internet shops and to share Internet market profits, becoming so-called “click-and-mortar” business. However, for expanding the market successful “click-and-mortar” businesses not only the enterprises need to ensure mutual cooperation between virtual and physical channels, but at the same time also have to overcome mutual cannibalization of the two types of channels. Thus, it can be seen that there exist both cooperation and competition between virtual and physical channels. The study aims to investigate the operations of virtual channels in the enterprises of “click-and-mortar” with existing physical channels. We will analyze “co-opetition” relations between virtual and physical channels by modifying the framework of game theory’s five elements for the situation of co-opetition. Then, we select corporate group Test Rite International Co., Ltd. for our case study subject and use in-depth interview so major approach for the study. We hope the research results bring both academic and practical contributions. The study will examine research problems from three perspectives. Firstly, how does the company position and manage virtual channels under already with established physical channels. Secondly, how does the department of virtual channels cooperate with the department of physical channels for using its resources? Thirdly, how does the department of virtual channels compete with the department of physical channels? Through the case study in our research, we conclude: (1) The enterprise with established physical channels, positions the department of virtual channels as the platform for distribution and performs the operation mode “take orders by website, deliver products through physical channel”, and avoids confusing customers by unification of brands, product items, quality, and price.(2) When working with the department of physical channels, the department of virtual channels develops inducement and suppression strategy by “putting itself in other’s place” thinking pattern. It makes the department of physical channels cooperate under competition by adjusting measures for choosing cooperation with physical channel stores and distribution of orders. (3) By the special strategies, such as attracting customers to visit virtual channels, the department of virtual channels breaks down the operating framework by combining its own advantages, and wins over more customers to visit the webpage for browsing and ordering, by this increasing the operating performance.

本研究的主題是平台商業模式，研究的主要動機是近來不管是從SAP全球輔導過的各產業企業或是在EMBA探討過的無數個案中，發現一個成功企業都有一個共通的元素，就是它們都擁有一個優秀的商業模式，而進一步去檢視這些企業，發覺越來越多成功企業是以建立平台連結多方群體的平台式商業模式快速崛起，它們打破競爭的疆界，很多屬於傳統直線式產業鏈的企業因而紛紛敗下陣來。 鑑於研究者在剛出社會時曾經創過業，加上在外商的工作雖然收獲高於一般人，但總覺得為人作嫁且外商績效掛帥變動性大，因此有朝一日還是想要再次自行創業；加上此刻台灣的產業都面臨轉型，因而想利用這個論文來好好研究與探討這些平台企業的成功之道，歸結出實務建議供未來再次創業時參考，並提供給想轉型或發展平台商業模式的台灣企業參考！ 平台商業模式廣泛出現在各種產業中，受限於研究資源限制，本研究僅以電子商務為研究範圍，本研究選擇國內四家電子商務領導企業為個案研究對象，研究其成功的平台策略，及如何以平台為營運模式持續成長。另外，本研究也以商業模式圖（Business Model Canvas）來分析個案公司，探討其如何建立目標客戶群？如何建立營收模式？如何持續成長？最後，整合與分析其平台策略與商業模式的優劣，歸結出發展成功平台商業模式所應具備的資源與方法。本研究彙整結論如下： （一）找到存在於群體間尚未被滿足的需求，利用平台連接群體並建立互動機制，來提供價值與滿足需求並創造營收。 （二）建立完整的平台生態圈機制設計，讓平台本身與各邊群體成為關鍵資源。 （三）建立成長策略，持續以創新及創意來創造新的平台核心優勢來克服競爭與覆蓋威脅。 關鍵字：商業模式，平台策略，電子商務，創新擴散，價值網，網路效應，賽局理論。 / The theme of this research is to study the platform business model. The main motivation is the recent study whether counseling in each industry from the SAP global enterprise customers or EMBA explored in countless cases. The finding is that a successful business has one common element which they have a good business model. And further to examine these companies, most of the researches show that more and more successful companies have a significant and fast growth through platform business model that they build up a platform to connect multi-group. They break the boundaries of competition, so lots of the traditional linear chain companies have been defeated. Since the researcher used to start-up a company in earlier career stage. Also, although working in the global company has very good compensation compared with the local company. But always felt that work for others without profiting return and global vendor is pure performance driven with heavy pressure and dynamic change. So the researcher plans to re-start up the new business in the future. Besides, at the moment that all the Taiwan manufacture oriented companies are facing business transformation. Therefore want to take advantage of this thesis to investigate success of these platform companies. To conclude with best practice recommendations for reference once start-up a new company in the future. Also, provide reference for Taiwan companies that want to turn business transformation into platform business or start-up a new platform business. Platform business model is widely present in a variety of industries, subject to the limitations of research resources, this study only focus on the scope of E-commerce. This study chose four domestic leading E-commerce enterprise as a case study. Aim to study its successful platform strategy, and how to continue to grow with platform business model. In addition, this study also adopt the business model canvas to analyze the cases of companies that explore how to establish the target audience？How to build up revenue stream？How to continue to grow？Finally, consolidate and analyze the merits of its platform strategy and business model. And came out the must have resources and methods to develop a successful platform business model. This study aggregated the following conclusions: 1. To find out the unmet needs between the groups, take advantage of the interactive platform to connect groups and establish mechanisms to provide value to meet the demand and create revenue. 2. To establish an complete platform ecosystem with solid mechanisms. Let the platform itself and each side of the groups become the key resource. 3. To form a growth strategy, continue to equip innovation and creativity to create new core competence for a platform to overcome the threat of competition and coverage. Key Words：Business Model, Platform Strategy, E-Commerce, Innovation Diffusion, Value Net, Network Effect, Game Theory.

電視機產業的發展在全世界各個國家區域，與媒體及通訊業者之間乃是息息相關，除了涉及社會安全與播放頻道管理等敏感問題外，背後還牽涉龐大無限的商業利益；而液晶面板向來皆是電視與顯示器產業發展的重要元件之一，由於涉及複雜的光電科技以及綿密之上、下游供應鏈，其所帶動所屬相關的產業與經濟發展之價值，一直都是名列於日本、韓國、台灣、中國等國家之重點培植項目。 自2006年開始，歐洲市場已經超越北美、並成為全球電視機的第一大銷售市場，全球主要的品牌都投入重兵、深度耕耘歐洲市場，尤其是日本與韓國品牌；對照韓國廠商在歐洲地區已有之深度垂直整合的供應鏈，以及已達經濟規模的生產、運籌基礎，日本與歐洲品牌則必須完全仰賴歐洲區域內或是遠從亞洲的韓國及台灣供應鏈廠商，否則難以在歐洲市場中立足。 本研究經由相關文獻探討後，以賽局理論架構來分析研究個案企業B公司，與母公司從「策略結盟」、「合資公司經營模式」、「客戶關係與利益」等角度，探討所經歷之資源重整、經營創新、暨競爭又合作的多重關係；同時本研究亦採用個案研究法深入訪談相關之高階主管，以了解其實務作為與成效。 由個案分析與研究發現，得出研究結論如下： 1.兩家母公司T公司與A公司在參賽者的價值網關係中，彼此對於歐洲市場的互補加乘之綜效是最大的；同時若對特定之歐洲及日本品牌客戶而言，合資成立的B公司正好可以提供這些品牌客戶之最佳服務價值，並更強化這些客戶與兩家母公司的經營合作關係。 2.個案B公司在兩家母公司之加持及協助下，就附加價值的速度、成本、品質及與客戶關係等方面，的確有效地幫助歐洲及日本品牌客戶穩固、提昇其在歐洲市場的市佔率。 3.兩家母公司在市場、客戶及供應商規則的挑戰與反應，對於合資成立的個案B公司提供最即時與最有效的奧援，讓個案B公司能夠穩健地發展出適合市場、符合客戶需求之經營模式。 4.兩家母公司在客戶及供應商戰術的指導與支援，對於合資成立的個案B公司亦提供最符合客戶需求的價值，除了提供一站購足的整合服務外，還可以幫助歐洲及日本客戶避免完全被韓國供應鏈所挾持。 5.由於兩家母公司在個案B公司合資成立之初，對於其B公司經營目標的賽局範圍定義便早已形成共識，所以無論是客戶之選定、產品與技術之發展以及資金與人材的支援等，B公司都能依據歐洲市場的發展趨勢，按部就班地耕耘與發展。 6.個案B公司在成立時之組織設計與重要職務的安排，兩家母公司便已排除己私之小利，同時周延地考量何者模式是對於個案公司的經營是最適切，所以讓經營團隊能夠密切、順利地經歷磨合期，並領導公司的營運達成目標。 / TV industry in countries around the world regions is closely related with huge unlimited commercial interests involved between the media and communications behind, in addition to involving the Social Security and the play channel management, and other sensitive issues, driven by the TV-industrial development opportunities is also important to Governments; LCD panel has always been one of the components important to the development of TV and display industries, as it involves complex electro-optical technology and dense above, the downstream supply chain, they led their respective related value of the industrial and economic development have always been ranked in the focus of Japan, Korea, Taiwan, China to cultivate the project. Since 2006, the European market has gone beyond North America, and become the biggest TV market in the world, the world's leading brands have invested heavily with depth of plowing to European market, especially Japanese and Korean brands; South Korean companies in Europe has been working on deeply vertical integration of supply chains, and has reached economic scale of production and logistics base; Japanese and European brands must be totally dependent on local supply chains in Europe or far away from Asian vendors, otherwise it is difficult to secure their market shares in Europe. With through literature review, this study has adopted the game theoretical framework to analyze the case of B Company and its parent companies. From the perspectives of strategic alliance, joint venture business model, customer relationships and interests, this study explores the experience re-engineering, business innovation, cum multiple relationships between competition and cooperation. Furthermore, this study has used the case study method to do in-depth interviews with relevant executives to understand their substantive acts and effectiveness. By case analysis and research findings, this study draws conclusions as following: 1.The value of participants' gateway system to parent companies T and A makes the largest multiply synergy of complementation with each other for European market. To the specific European and Japanese brands customers, joint venture case B can provide the best service value to these brands. 2.Under the assistances of two parent companies, B Company’s added value of the speed, cost, quality and customer relations is indeed effective in helping European and Japanese brands to enhance their market shares in Europe. 3.As to the rules of the market, customers and suppliers, two parent companies do provide the most immediate and effective support to B Company on steady marketing development to meet customers’ demands. 4.Regarding the tactical guidance and support of customers and suppliers, two parent companies also provide the best assistances to B Company and meet customers’ needs and values. 5.With mutual consensuses of the game scope definition by two parent companies in the beginning of joint venture established, B Company is able to step by step develop its business objectives based on market trends in Europe such as customer selection, product and technology development, financial and human resources planning. 6.In the beginning of B Company established, two parent companies had comprehensive consideration about what the most appropriate model of organizational design and role assignment of important duties to B Company is. So during run-in period, the management team of B Company can easily get a close and smooth result, and achieve the successful business goals.

著作權法第1條：「為保障著作人著作權益，調和社會公共利益，促進國家文化發展，特制定本法。」說明了著作權法的目的同時兼具保障著作權人權利、公共利益以及促進國家文化發展。為了達成著作權的目的，明文刑事責任於規範中。刑事責任置於著作權領域是否妥適，至今為止不僅學說上，在社會上均引起廣泛的討論，特別是我國這十年來發生了許多相關爭議性的事件。這樣的問題不禁使人反覆思考，著作權的保護範圍到底為何？以刑罰保護著作權的妥適性？ 本文從著作權的基礎思維出發，探討著作權法中公共領域、利用人權利與合理使用概念，進而分析著作權背後所代表的法律意義。著作權是否得以做為刑法上所保護的利益，必須端視著作權的本質為何。本文嘗試討論著作權作為財產權，從刑法的角度，以「家族相似性( Familienähnli-chkeit)」的概念就著作權本身資訊的特性下，討論著作財產權法益的存在與否。 美國法作為世界著作權法的領導先驅，深深地影響我國學說見解與實務操作。透過比較美國著作權法之規範，省思我國社會現況是否有必要制定如此嚴格之刑罰規定；從經濟分析的角度思考，對於著作權刑罰威嚇作用的成果效益效果是有限度的，然而著作權政策以及刑法的長期效益所帶來的成本卻是很高的。著作權刑罰所需的成本高於其所獲得的效益，以致於立法者將著作權侵權行為視為犯罪並無法有效率地保護著作權人或公眾長期的著作權利益。 本文設計一賽局，分析在侵害人選擇侵害著作權的策略時，即使政府選擇執行刑事處罰反而比起不執行所付出的成本為高，在這樣的情形下，政府不執行刑事處罰的策略才是最佳策略的選擇。法律使用刑罰保護大家共同認可、接受的利益，前提是人類的社會共同生活秩序在我們的社會共識必須認同這樣的規範，透過觀察實務案例與統計分析，可以發現我國實務在著作權重製認定或是在刑度裁量上都出現很大之問題，同時也出現許多著作權人濫用刑事程序之情形。 綜上所述，我國的著作權刑事立法確實有值得探討的空間，需要再加以審慎考量。本文認為，應該廢除著作權刑事處罰的刑罰規定，讓著作權刑事處罰行為回歸民事的侵權行為，由著作權人向侵權行為人請求損害賠償。借鏡專利法廢除刑罰規定的經驗，讓著作權回歸其本質，以民事損害賠償填補著作權人之損失即為已足。 / Copyright Law Article 1: ” This Act is specifically enacted for the purposes of protecting the rights and interests of authors with respect to their works, balancing different interests for the common good of society, and promoting the development of national culture. Matters not provided for herein shall be governed by the provisions of other acts.” It illustrates that the purpose of copyright law combines both the right of copyright owner and public interest. In order to achieve this goal, criminal liability is included. However, there are controversies of criminal liability in copyright law, especially lots of copyright social events happened in the past few years. This leads to questions: Is it right to protect copyright through criminal punishment? In this thesis, I intend to use the concept of Familienähnli-chkeit (Legal Interest) to analyze legal interest of copyright. Economic analysis of law applies the economic cost theory to the analysis of copyright rules and utility. Game theory analysis of law seeks primarily to explain how people behave in response to legal rules and institutions. The prior discussion identifies the protection of copyright through criminal punishment is relatively useless. On the other hand, as a leading country of copyright legislation and academic discussion, Copyright Law comparison between United States and Taiwan is helpful for rethinking Taiwan Copyright Law. Last but not the least, the observation of judicial practice matters is also important. I researched the related cases and made statistics in order to reveal the real aspect of Taiwan judicial practice. Based on the above, this thesis identifies the problems of criminal punishment of Taiwan Copyright Law. An overview of copyright criminal norm is given for this purpose. I then reflect on Taiwan’s current copyright criminal punishment, with particular emphasis on preeminent aspects of the elements which mentioned above that may be used as references for the future development of Taiwan Copyright Law.

在當前的治理環境下，公共任務比以往更需要整合政府及各部門組織的行動方能克盡其功。因此，多數的公共管理者應會同意，行政組際協調已成為「治理時代」重要且迫切的議題之一，公共管理者需要擁有全新的能力，從解決民眾問題的角度來回應民眾需求。本文將行政組際協調定義為「藉由兩個或兩個以上行政組織的一致行動，使特定政策或計畫的執行，能達成最少的冗餘、不一致與空隙的執行結果」。在此定義下，本文討論的行政組際協調涉及三個層面：第一個層面為跨行政組織如何產生一致行動的問題；第二個層面為行政組織間的互動關係；第三個層面為跨行政組織執行成果的問題。 本文建構的「行政組際協調嵌套賽局模型」假定官僚制度中的專業分工與獲利轉換機制的制度設計，是造成行政組織分工但不合作的主因。在此前提下，筆者引入「效用損失」的概念，做為發展行政組織行為效用函數的基礎。在行政自主性「效用損失」的概念下，筆者僅保留與行政組織政策或計畫執行最相關的自變項，分別是相依關係、溝通、管轄領域、民意監督、外部課責與內部課責等六種，來解釋行政組織的合作行為以及協調的結果等兩種依變項。由於本文將制度視為對參賽者的限制與機會，在制度陳述概念的輔助下，筆者得以清楚地設定行政組際協調的賽局情境，並將行政責任的思考轉化為外部課責與內部課責等兩種課責參數型態。在此課責制度框架下，筆者建立行政組際協調的空間結構，透過行政組織自主性效用之簡單損失函數以及制度空間模型的運用，成功建立起一個階層管理者、兩個行政組織的行政組際協調嵌套賽局模型。這個模型依據外部課責是否一致，以及內部課責是否存有共識等兩個面向，將行政組際協調賽局情境區分為四種類型，並在分別推演參賽者的行為變化後，提出十項理論命題。為詮釋這些命題在現實環境中的意義，筆者在臺北市政府研考會的同意下，引用該會於2010年10月辦理之1999跨機關陳情案件問卷調查資料，進行次級資料分析。 綜合而言，本文建構的「行政組際協調嵌套賽局模型」，是建立在一個嚴格的假定條件之上的，因此其理論的解釋力與預測能力都僅能限縮在一定的範圍內，特別是一階層管理者、兩行政組織的三人完全訊息賽局。換言之，超出這個範圍之外的行政組際協調現象，就不適合使用本模型進行解釋。本文雖然只使用極精簡的相關研究變項，卻也足以展現一個理論模型應具備的解釋與預測能力。當然，本文的研究僅是一個開端，不論在模型的廣博性以及適用性都還有極大的待改善空間。筆者也鼓勵後繼的學者，能持續地擴展與修改本文提出之理論模型，讓行政組際協調研究領域能朝向更正面的發展。 / Under the present governance environment, the government would need more efforts to coordinate different organizations’ actions than before to make sure the public services would be provided successfully. Thus, most public managers would not only agree that the interorganizational coordination has become one of the important and urgent issues in the governance era, but also they need to learn new abilities to response the citizens’ needs. The author defined the concept of interorganizational coordination as “The end-state of a public policy or program which is implemented by two or more organizations in a consistent way is characterized by minimal redundancy, incoherence and lacunae.” Under this definition, the author discussed three different questions of interorganization coordination in public administration. The first question is How can we formulate a set of consistent actions for implementing a public policy or program? The second question is “How can we explain the interactive relationship between the organizations in public administration?” The third question is “What kind of results would be produced by multi-organizational implementation?” The nested game model of this dissertation has been assumed that the specification and unique side payment system of bureaucracy are the fundamental institution of interorganizational coordination. Under this assumption, the author introduced the concept of simple loss function and structure-induced equilibrium to create an utility function of public organizations and a spatial model for deducing propositions of interorganizational coordination in public administration. In order to verify the propositions of the nested game model of this dissertation, the author did a case study which was including 52 appealed cases of 1999 Citizen Hotline of Taipei City Government and tested the hypothesis derived from the propositions. Finally, the author concluded that there are six independent variables, including interdependency, communication, territory, supervision, outside accountability and inside accountability which can be used to explain two dependent variables, including cooperative behaviors and the result of interorganizational coordination. The author admitted that the interorganizational coordination is a contingent process and should be carefully defined its game rules before discussing what happened in this process. This dissertation has provided a simplicity model for explaining interorganizational coordination with one hierarchical organization and two horizontal organizations within four different situations. The author hoped that other researchers can modify this simple model to explain more complex situations of interorganizational coordination. Thus, this field could be continually developed in a positive way.

新品牌的崛起，一般的建議是1.建立起令人有豐富且深刻聯想的品牌識別系統；2.以強力的整合行銷傳播建立品牌高知名度，假以時日，就能成為強勢品牌。但以筆者多年擔任行銷顧問的觀察，按表操課的企業未必都能獲得成功，深究其原因，可發現從新品牌開始曝光，消費者就一直拿著放大鏡來檢視打造這個品牌的企業所有的一切作為，是否真的下定決心、義無反顧地想做好品牌。這篇論文正是研究企業究竟要做出什麼承諾，才有取信顧客，讓顧客心悅誠服願意建立關係。 本研究將品牌承諾定義為：「企業為打造品牌所做出重大投入或投資」，並認為品牌承諾的主要目的是為了將外部顧客鎖入內部，所以品牌承諾的作用就是促進顧客願意建立長久而穩定關係的意願。 由於品牌與顧客的關係是由一次次的接觸而建立起來，所以本研究由品牌接觸點切入，認為品牌接觸點就是顧客判斷品牌承諾可信與否的線索。並以關係意願取代購買意願來衡量顧客願意建立關係的強度，其原因為許多消費者在沒有能力消費某品牌前，可能已經成為該品牌的粉絲，這些粉絲常常為喜愛的品牌捍衛辨護，尤其在網際網路上。 本研究經實證分析得到以下的發現： 1.單一類型品牌承諾投入愈多，則顧客的關係意願愈高。 2.以品牌接觸點的觀點，將所有接觸點上的品牌承諾加總，承諾愈高，則顧客的關係意願愈高。 3.品牌印象會造成關係意願的顯著差異 4.品牌忠誠者的關係意願較未購買者高。

1999年地方制度法施行以來，地方極力爭取自主權，中央與地方自治團體間衍生多次衝突，爭議之層面涵括地方財政權、立法權及人事權等地方自治核心領域。針對中央地方衝突，司法院大法官作出多號解釋，惟並未定紛止爭，突顯出建立中央地方衝突解決機制之必要性。 本論文選擇五個衝突個案，分別是財政衝突的統籌分配稅款及地方積欠健保政府補助款；立法衝突之行動電話基地台自治條例牴觸案及台北市里長延選案；人事權衝突之縣市警察局長任免案。先以府際關係理論進行鉅觀分析，分析其府際關係網絡圖，突顯其網絡利害關係人，如何進行聯合或對抗。次以賽局理分論析中央地方之賽局策略選擇過程，進而賽局及報酬模擬分析。 期望透過各類型中央地方府際衝突個案研究，提出解決下列問題。一、釐清中央地方府際衝突之影響因素？二、究竟何為中央地方權限爭議解決機制？三、台灣府際衝突之關係網絡圖像為何？四、府際衝突賽局中之博奕過程模式為何？ 本研究提出四項結論。一、法律與制度變遷與府際衝突交互運作影響；二、政黨對立為府際係衝突最關鍵影響因素；三、建立多元之協調解決機制，為解決府際衝突之有效措施。四、提出全觀型府際賽局理論，以詮釋我國府際關係衝突現象。 本研究並提出五項建議，有助於未來我國府際關係正向發展，一、釐清府際衝突深層網絡關係結構，二、擴大跨域合作府際關係，三、追求中央與地方府際之最適效益，四、邁向多層次之地方治理，五、體認「地方自治為憲法制度性保障」之真諦。 / Since the Local Government Act enacted in 1999, local governments strive for local autonomy; therefore some supervisory conflicts aroused between central and local government. Those conflicts related to law autonomous enactment, finance autonomous rights and personnel rights. Despite Judicial Interpretation No.550 and 553 had review above conflicts, disputes still remained unsolved, which proclaimed the importance of constructing the reconciliatory mechanism of conflicts. This study tries to analyze five conflict cases including tax redistribution fund, premium of National Health Insurance, cellular phone base management local act, the prolonged election of Taipei li-chairman and incumbency of police bureau chief. Four conclusions are drawn as below, first, legal and system change will affect the IGR conflicts mutually. Second, parties antagonism is a crucial factor for IGR conflicts. Third, multi reconciliatory mechanism of conflicts would be efficient, a holistic game theory could interpret those conflicts. The last chapter proposes recommendations such as to clarify the IGR networks structure, broaden the cross-boundary cooperation, pursuit the optimal payoffs, work towards a multi-level governance and comprehend the core meaning of “local autonomy as a system assurance”.

摘要 本研究採用賽局理論 (stag-hunt model) 來推論假設南海海上交通線 (SLOCs) 安全合作的情形．根據結果顯示，爭奪南海的國家，其解決衝突最好的策略應以合作的方式來提昇無論是在石油進口、貿易活動以及該地區船隻航行等方面的安全性。 為縮短假設情境與現實情況的差距，一方面，我們找出海上交通線安全合作之難點：主權、資源、和軍事發展；另一方面，也提出能促進其合作的正面因素：舊有的海上聯合巡邏、非傳統安全合作相關領堿、以及未來的南海行為準則 (SCS COC)。 最後我們介紹了「南海太平島提案」，試圖建立與協調新的海上聯合巡邏來降低該地區的緊張關係，建立彼此之間的信任，並改善衝突的情況。 根據本研究結論表示，我們的研究發現以及一些政策將能協助實施南海海上交通線安全的合作。 / Abstract This research applies game theory (stag-hunt model) to a hypothetical situation of cooperation on Sea Lines of Communication (SLOCs) protection in South China Sea (SCS). The results indicate that, in theory, the best option for all disputant countries in the issue is to cooperate in order to increase the security of their oil imports, trade, and ships crossing the region. To overcome the gap between the theoretical model and the reality, we have identified those factors that will hinder the implementation of cooperation on SLOCs protection, sovereignty, resources, and military development; as well as those that can be used to counterbalance the effect of negative ones, previous joint maritime patrols, non-traditional security cooperation, and the future South China Sea Code of Conduct (SCS COC). Finally, we have presented the South China Sea Peace Island Initiative, a proposal to coordinate and create new joint maritime patrols in the region as a mean to reduce tensions, build confidence, and improve the relationship between disputants. We conclude presenting the main findings of this research, as well as those policies that will be useful to implement cooperation on SLOCs protection in SCS.