科學技術進步下，產品生命週期不斷縮短，不少企業藉縮短新產品規劃階段以及簡化的前置作業，回應必須快速推出新產品的壓力，但學者研究調查中持續發現，輕忽新產品設計與開發最起始階段是導致新產品失敗的主要原因，因此本研究將研究重點放在新產品開發流程之前段新產品策略與規劃工作上。 本研究將新產品開發流程一切為二，「前段」涵蓋全面發展階段之前的產品構想、初步調查、細部調查等新產品開發階段，「後段」則包括全面發展階段在內的產品測試與確定、全面生產與上市等新產品開發階段，而Cooper(2000)在前段與後段之間設立一個重要的檢核關卡，前段須產出明確的「新產品定義」相當於科技產品之規格，以及「新產品定位」也就是新產品對消費者之訴求重點後才能進入後段流程，因此本研究期望使此重要關卡所需的最後「新產品定義與定位」產出，能是一個周延考慮各面向因素的最佳結果，因此本研究提出之解決方法是納入前段所有需考慮的新產品策略因素以及可行性因素，加以整理並建立「新產品定義與定位評估架構」，提供企業在決定「新產品定義與定位」時能夠透過客觀檢核架構，進行新產品推入市場後成功率的評估，甚至能將之運用在各新產品方案之間的選擇，例如：越符合架構各面向因素的新產品方案，代表較高的產品成功率。 本研究選擇決策中心在台灣的「台灣自有品牌企業」，鎖定產品生命週期短且汰換率高之特性的「手機產品」，並以對企業與市場而言皆為新產品的「智慧型手機」為研究對象；本研究研究目的為希望了解台灣自有品牌手機公司實際進行新產品開發流程的情形，並找出妥善評估「新產品定義與定位」的衡量架構與指標，並進行整體與跨公司之各因素指標權重比較，期望結果可提供台灣自有品牌手機業者一個可遵循的「新產品定義與定位評估架構」以及可了解企業本身對新產品注重之重點的具體新產品管理方法；本研究方法為整合專家訪談、學者文獻和產業研究報告，建立「新產品定義與定位評估架構」，並使用層級分析法(AHP)將架構因素設計成問卷，請五家公司各一位有權決定新產品全面發展與否的高層主管，依據過去新產品專案管理經驗透過因素之兩兩比較，得到各層級之各因素在企業做新產品評估時的權重。 研究結果發現台灣自有品牌手機公司在第一層級指標中首重「新產品市場潛力與需求確認」與「新產品策略發展競爭分析」，並對「新產品技術開發與設計可行性」最不重視；策略夥伴(通路商/電信商)商品趨勢預測、新產品推出市場後的獨特性與優越性、機構與ID(工業)設計能力、新手機專案如期完成，都是第二層最被重視的指標；現有產品線之影響、目標市場銷售成長潛力、功能需求等則為第三層企業評估重點。 本研究相信新產品之表現好壞不僅是上市之行銷企劃結果，更來自於最起始新產品初生時企業所做的規劃階段與前置工作品質，透過「新產品定義與定位評估架構」將專家在做決策時的內隱經驗與知識作架構化，更透過層級分析法(AHP)的量化分析找出各指標權重，以客觀周延架構與具體權重改善決策者過去依主觀經驗決策情形，並提供企業一套有效產出「新產品定義與定位」的思考過程，更可進一步作為最佳成功率方案選擇的新產品管理方法。 / With rapid leaps in technology, product life cycle has been shortened in the past several years. Responding to this change some firms tried to simplify the preceding operation in the planning stage of the new product development process in order to speed up the lead time for launching new product. However some academic researches point out that the fewer firms do in the beginning stage of new product development process, the higher failure risk firms will take finally. For considering the importance of the start stage of new product development process, this thesis focuses on how to plan a new product properly and effectively. This thesis divides the new product development process into two parts. One is the former phase including “discovery stage”, ”scoping stage”, and “build business case stage”. The other is the later phase covering “development stage ”,”testing and validation stage”, and “launch stage ”.The Scholar, Robert G. Cooper(2000) created a method to manage the whole process called “stage－gate”. He mentioned “gate three” played a meaningful role between former and later phase because firms have to make commitment to the new product and put in real resources after former phase. In other words, “gate three” plays a role as a serious gatekeeper to make sure a well-defined and clearly-positioned new product. The definition and position of the new product is the output of former phase and means “gate three”. To have a sound definition and position of the new product, this thesis suggests a framework involved in all factors that are under consideration in former phase. Firms could adopt the framework when they have to create or evaluate a new product. This thesis also suggests that following the framework to evaluate a new product could be more objective and easily-obeyed, and most importantly lower the failure risk of the new product. This thesis takes “Taiwanese own brand company” as the object of study is because it is more feasible to contact with the core of the people who are the decision maker of a new product. Mobile phones are suitable to be the product of the study on account of facing the intense pressure from product life cycle shortened and high changing usage rate. Moreover this thesis chooses a fresh and novel product for consumers and firms, “smart phone”, as the target product. The purpose of this thesis is to know more how “new product development process” being implemented in Taiwanese own brand company, collect the factors considered in the process, and organize all the factors in a hierarchy framework. This framework works as a guidebook to evaluate new product definition and positioning. The method used in this thesis can provide more information such as quantification of importance percentage of some indexes. This study recommends that firms revise and adjust the percentages by comparing each other within five companies separately. To set up “ the new product definition and positioning evaluative framework ”, this research integrates the expert opinions of interviews with professors, academic researches, and industrial research reports. The concept of questionnaire is based on “Analytical Hierarchy Process, AHP” and designed for continually comparing the importance of different two factors for calculating the importance percentage. The people answering questionnaire are the senior managers who are responsible for making final decision and decide a new product is qualified for “gate three” and enter “development stage”. This thesis believes a successful performance of a new product launch is partly based on the marketing communication plan but mainly comes from an entire consideration of new product plan in the beginning of the process. By way of evaluating the definition and positioning of new product with hierarchy framework, helps decision maker to remove subjective opinion and conclude the decision more objectively. The most important contributions of this study are not only transferring latent thinking process to a easily-followed framework and output meaningful quantification importance percentage, but also the percentage can further be used to calculate points for choosing the best-fit new product on the selecting list. The thesis hopes the process of this research method to be a good new product management method and improve the success of new product development effectively.

企業電子化的概念在過去幾年已被大多數企業所接受，但對台灣佔多數的中小企業而言，因為系統開發非其核心競爭力且IT資源有限，如何尋求一個解決方案，能夠讓這些為數眾多的中小企業取得所需的資訊應用能力，是當前的一個重要課題。 服務導向架構概念的提出，提供了許多企業一個進行系統整合的解決方案。但我們不應僅從系統整合來看服務導向架構；反而應該從企業本身的策略來看這個解決方案，必須去思考企業要提出怎麼樣的服務或產品才能滿足消費者，再由這些服務或產品去思考應該如何去整合企業內部或外部的資源。 本研究將服務導向架構運用在產業交易金融之服務，從企業內部擴展到企業外部，並提出一個跨組織服務導向架構的整合平台，中小企業可透過企業服務總管充份並輕易的取得平台業者端服務庫上所提供的資訊服務，讓中小企業一方面可以專注於其本身的核心競爭力；另一方面又能取得企業電子化的優勢。而平台業者可運用其系統開發能力，服務為數眾多但對軟體開發能力較小的中小企業，以少量多銷的服務模式來提昇其獲利。 最後，本研究根據上述結論，對金融服務業者與企業提出相關建議，以及未來進一步研究之議題。 / Most enterprises adopt the concept of electronic business in the recent years. Since the system development is neither the competitiveness of core business nor the capacity for IT resources, seeking for a solution of on-demand IT application is a very important topic for most small-medium enterprises (SME). The emergence of Service-Oriented Architecture (SOA) provides a solution of system integration for many enterprises. However, we should not view the system integration only as the aspect of Service-Oriented Architecture. We should think that how enterprises offer better services or products in order to satisfy customer demands. Then, based on these services or products, we go further to think about the system integration of the internal and external resources for the enterprise. In sum, the solution of SOA should be based on the enterprise strategy. This research will apply SOA in the section of enterprise transaction and finance services. From the internal to external corporations, this research proposes an integrated platform of SOA “cross organization and business process management”. For small-medium enterprises, they could fully and easily utilize the IT services in the service warehouse from IT service providers. As a result, SME could concentrate on the competitiveness of core business. On the other hand, enterprise could obtain the advantage of electronic business. For IT service providers, they could make use of their capacity of system development to service many SME who have less ability of software development. Moreover, IT service providers could increase profit of the model for less production but more sales. In the end, this research will recommend some solutions for financial service providers and enterprises based on above mentioned conclusion, and also address further research topics in the future.

支援自動即時雙向工程（Roundtrip engineering，自即雙工）與重構，是當前先進整合開發環境的兩項殺手級特色。然而，當今自即雙工所實現的即時同步，僅針對特定塑模環境（如圖形使用者介面編排、物件類別設計等）量身訂製，並非任意同步。而精確字串匹配的彈性不足，也使以此為基礎的重構技術面臨些瓶頸。以上限制，使我們無法在跨模型、語言或文件的層次進行同步或重構，以滿足現今系統開發過程中的龐大資料同步需求。 我們的補強方案就是梭。這是一具在Eclipse【1】圖形化塑模框架（Graphical Modeling Framework，GMF【2】）下運作的塑模輔助引擎。梭可監聽GMF編輯器的模型元素輸入，同時連結元素與「同步概念」，以建立同步規則，最後依據規則，輸出視覺化的模型同步建議，輔助達成模型－模型間的資訊同步。 我們借鏡知識本體與資訊擷取「概念搜尋」中的「概念（Concept）」觀，提出了「概念同步」的想法。用以同步的「同步概念」，則延伸自詞網（WordNet【3】）的自然語言同義詞集合，代表著「擁有相關自然語言內容的模型元素間，應當同步」的關係。梭對模型元素屬性內容進行自然語言斷詞後，將斷詞結果投入詞網搜尋，以取得前述的相似內容。 梭以「概念」串連了原本難以即時同步的模型元素。梭的規則推論架構，也為未來的知識本體化、結構化模型同步推論、驗證，鋪好了道路。開發者的夢想──在開發的任何階段，系統皆能維持同步──離實現又邁進一步。 / Roundtrip engineering and refactoring are killer features of modern IDE systems. Most implementations of these features nowadays, however, are tailor-made for scenarios like GUI or UML diagramming ones and hence are hard to generalize; moreover, existing refactoring ways are usually restricted to exact string matching and are thus unable to synchronize artifacts with different occurrences of the equivalent term. These problems inhibit today's IDEs from supporting developments requiring synchronization across models, languages and documents. Shuttle is a modeling assistant developed by us running on Eclipse GMF editors. It monitors users' input model elements and link them by related concepts automatically. Later modifications of an element will trigger rules to find the others under the same related concepts and result in various synchronization recommendations which developers may choose to take to enforce consistency among parts of the developed system. The linking-triggering mechanism of Shuttle is based on what we call concept synchronization (CS), which is inspired by the idea of concept in ontology and concept search in information retrieval. CS captures the simple idea that model elements with related text descriptions would be very likely modified accordingly if one of them is changed by the developer. To detect all others related to a target model element, we establish a many-to-many mapping between elements and WordNet Synsets【3】according to element text descriptions ahead of time and then, with WordNet’s help【40】, all elements related to the target can be found by looking for those mapped to a Synset associated with the target.

2006年1月11日公布之證券交易法修正條文，正式將「獨立董事」、「審計委員會」等制度納入我國公開發行公司法制中，因此，我國目前公開發行公司的董事會，可分為三種型態：第一種是傳統的董事會，不設獨立董事，僅設董事會及監察人；第二種是設立獨立董事，且同時設有監察人；第三種類型則是有董事會及審計委員會，但無監察人。 這樣劇烈的變革，毫無疑問地，勢必將對我國公司治理法制中內部監控機關之設置帶來深刻的影響。譬如說：獨立董事與監察人二者並用，是否在組織機制層面上會疊床架屋，其相互間之權責會否不易界定而混淆不清，進而相互推諉？監察人和審計委員會之間是否為可相互取代之制度？二者設計的目的、監控方法和範圍在本質上有何異同？又如何的設計才能確保其「獨立性」和監控機能的有效發揮，但又不致陷入只會除弊不會興利的刻板印象？2006年修正之證券交易法的相關條文，其優劣為何，是否尚有不足之處仍待補充？本文即以此為研究方向，進行探討，惟鑑於國內研究監察人之專著專文已汗牛充棟，故本文著重於介紹此次證券交易法所正式引進之審計委員會制度在美國法下之相關規範及運作情形，並就引進獨立董事和審計委員會制度須搭配之相關配套措施及監察人制度之改善等相關問題提出淺見。 針對以上三種模式，本文認為，在模式二下的獨立董事，有責無權，頂多只能在董事會中扮演「諍友」的角色，其力量之極限亦僅止於透過公開其「諍言」來引起外部力量對公司之注意與監督。此種逐步、分階段實施獨立董事制度之設計，雖然優點是對企業之衝擊較小，但壞處是使得獨立董事制度的健全性，仍有很大的進步空間 。蓋立法者若真希望獨立董事能發揮其監督功能，則至少要讓其權責相符，如此一來功能性委員會之運作配合便是不能少的，且尚須使獨立董事能占董事會及功能性委員會之多數，才能使其較無懼地發揮監督之功能，此亦為國外法制之發展趨勢 。因此，此種既非純粹雙軌制亦非純粹單軌制之過渡階段的模式二設計，將來修法時實宜予以廢除，改由公司從經過修法補強完備之模式一（即水平式雙軌制）或模式三（即單軌制）中，依公司本身之需求，選擇適用其一，如此一來不但可避免現行架構上之混亂，亦符「公司自治」之法理。 而關於現行模式一下尚存如監察人之專業性、獨立性不足，欠缺對內、外審計單位之人事權及相關權責執行規定不夠細緻與選任方式不甚理想等缺失部分，本文建議可透過確立監察人獨立性資格；改善監察人提名、選任、報酬決定機制；賦予監察人辭任時之意見陳述權及引進監察人會等方式加以改進。 至於模式三之部分，本文則建議透過明確劃分董事會、管理階層及審計委員會之責任範圍；引進獨立董事責任免除或減輕之機制；明文要求公司應同時設置提名委員會及報酬委員會；加重對金融犯罪之處罰與設立專責法庭及禁止違反相關規定者轉任至其他發行公司擔任董事或經理人和引進預警機制等方法，以補強現制未臻完美之處，期使單軌制能真正於我國法制中落地生根、成長茁壯。

有鑑於我國長期以來皆為技術引入國，為強調自主創新，產學合作受到了相當程度的重視，而生技製藥產業的價值鏈長、高風險、高研發成本、高知識內涵等特性，使得產學合作成為生技製藥產業中相當重要的機制。又由於上述的產業特性，使得生技製藥公司在產品上市前，所有的研發投入，皆以「無形資產」的形式，儲存在階段性的開發成果之中，因此，智慧財產的保護與管理，對生技製藥公司而言，確實有很高的重要性，智慧財產若經過妥善的經營與管理，能有效成為企業的競爭優勢來源。 本研究即以生技製藥產業之產學合作為前提，針對智財管理與企業策略因子，以產業方的觀點，探討「產學合作－智財管理－企業營運模式」三者之間的關連性，並從智財管理的四大內涵－「創造、保護、管理、運用」作為分析之構面，釐清重要議題與關鍵因素，以作為日後雙方架構合作與管理模式之依據，達到知己知彼，互信合作，創造雙贏的綜效。 本研究以個案訪談方式，訪談台灣微脂體、台灣東洋、世基生醫三間國內生技製藥公司，並根據訪談結果之分析與彙總比較，得到研究發現並提出建議如下： 1. 生技智財策略與其營運模式有關，受到獲利方式影響而採取不同的智財策略。 2. 生技產學合作成果，「權利歸屬」之模式多元化，與該成果距離商品化之成功率有關；此外，「先專利、後發表」的慣例已普遍採用，無保密與公開之衝突。 3. 智財專責部門的設立與人數配置，應隨企業的成長而增置，人才網羅應以生技背景之跨領域專業人才為主，且需經過商管課程之訓練，方能對產業發展與競爭脈動有所掌握。 4. 產學合作成果運用，與企業核心能力與互補性資產掌控度有關，國內廠商而言，「對外授權」仍然必要；運用訴訟的方式與否，與「智財策略」有關聯，並受成本因素之影響。 5. 產業方應主動積極參與產學合作，由於學界缺乏商品化之經驗，技轉辦公室現階段亦無法充份發揮功能，因此，由產業方積極參與產學合作，能以產業方敏銳的商業嗅覺協助學界補捉具有潛力的研究，發揮引導之功能，使前瞻研究能進入應用階段，而實際造福人群，同時帶動產業的活絡發展。 / Regarding that Taiwan is always in the position of “technology transfer licensee”, to emphasize the goal of innovation, academic-industrial collaboration has becoming an important issue. Especially with regards to the features of bio-pharmaceutical value chain, such as compartmentalization, high risk, high return, highly knowledge-based, the investment input is thus transformed into the form of “intangible assets”before the product actually launched. Therefore, the protection and management of intellectual property is critical to bio-pharmaceutical companies. If IP is properly managed and utilized, it could become a source of competitive advantage. This thesis is based on the study of bio-pharmaceutical academic-industrial collaborations, from an industrial perspective, focusing on IP management and strategy. Four components of IP management－development, protection, management, and exploitation, is set as major constructs of this thesis. The primary goal of this study is to find important issues and key factors toward a successful collaboration. This thesis studied three bio-pharmaceutical companies, Taiwan Liposome Company, TTY Biopharm, and Pharmigene. According to results of interviews and analytical comparison, this thesis concludes some findings and suggestions as follow: 1. The IP strategy of a bio-pharmaceutical company is related to its business model. Different profitable models should apply different IP strategies. 2. The way which academia and industry allocate the IP right and interest is diversed, according to the risk and commercialization successful rate of the collaboration. Also, “patent goes first, publication goes after”is a common route. Therefore there is no collision between secrecy and openness. 3. The establishment and expansion of in-house IP department should go in accordance with the growing of company. It is necessary for an accountable one to be bio-tech educated and further received MBA training, in order to be competent to business competition and strategic planning. 4. The exploitation of collaboration is in relation to company’s core competence and complementary assets. For Taiwan bio-pharm companies, the“licensing out”model is necessary. With regards to litigation, the attitude toward litigation is related to its IP strategy and cost of litigation. 5. The industrial part in such collaboration should take an active attitude, because the academic part lacks commercialization experience. It would be helpful for industry to guide and help capturing valuable study in academia, therefore makes radical innovation an usful one.

沙氏法是美國在經歷一連串包括安隆、世界通訊等知名企業在內的財報不實醜聞後，為重建投資大眾對公開發行公司財報及美國證券市場的信心，迅速於2002年7月30日頒佈之一項企業革新法。綜觀其中66項條款，引發最多爭議、且對所有公司影響最大的首推404條款。該條款要求管理階層與簽證會計師評估公司與財務報導有關之內部控制制度其有效性，而爭議的重點主要在其實施方式和高遵循成本。 本研究透過個案研究，以深度訪談與問卷調查的方式，瞭解個案公司為遵循沙氏法404條款而推動之專案其組織架構與施行程序，同時蒐集公司主管及員工之意見，以分析實施效益並提出建議。 研究發現，33.34%的受訪者認同公司遵循沙氏法404條款所獲得的效益大於成本，17.34%反對，49.33%持中性看法。受訪者除認為實施沙氏法專案有助於強化同仁的風險意識、引導公司重新檢視與財務報導有關之內部控制制度，並將作業程序標準化、提升內控品質與財報可信度、遵循集團政策外，同時認為沙氏法專案有改善的空間，尤其在整合公司現有的風險控管機制、簡化測試流程及對測試文件的要求等方面。 誠如個案公司財務長所重視的“塑造企業文化”，沙氏法404條款強調的是“由上到下、以風險為基礎”，因此，樹立正確的在上位者之語調與表態極為重要，尤其是董事會、執行長和財務長，必須全力支持，建構具成本效益且符合沙氏法404條款的測試架構，以評估與財務報導有關之內部控制，進而確保財務報導之可靠性。 / After a whole series of financial scandals, such as Enron and WorldCom frauds, the US government swiftly declared the Corporate Reform Law on July 30, 2002, i.e. the Sarbanes-Oxley Act of 2002 (“SOX”), aiming to restore investors’ confidence in financial statements of the public companies and the US security market, as well. Among 66 sections in total in SOX, the most contentious aspect, which has also made significant impacts on companies, is Section 404 (“SOX 404”) requiring management and the external auditors to assess the effectiveness of Internal Control over Financial Reporting (“ICFR”). The key point of contention is its stringent implementation and high compliance cost. In-depth interview and questionnaire survey methods were adopted in this case study to explore how the researched company (“the Company”) implemented its project in response to SOX 404 and then to have a detailed analysis based upon the answers and comments obtained from the interviewees and the questionnaire respondents. Suggestions are made at the end of the study. The study finds that 33.34% of the respondents agreed with the view that compliance with SOX 404 generates greater benefit than cost to the Company, while 17.34% were against it, and 49.33% remained neutral. Despite the fact that abiding by SOX may enhance the employees’ risk awareness, guide the company to reexamine its ICFR, add more credibility of financial reports, and conform to Group policy etc., both the interviewees and the respondents consider that there is room for improvement as far as SOX 404 project is concerned. For example, a full integration of the existing risk management mechanisms and also a great simplification of testing procedures and documentation requirements. Just as the CFO of the Company highlights the importance of molding enterprise culture, SOX 404 is also top-down, risk-based oriented. As a result, it is essential to set the right tone at the top. The Board of Directors, CEO, and CFO must give their full support for building a testing framework, which is cost-effective and keeps to SOX 404. By doing so, ICFR can be accurately assessed, and the reliability of financial reports can be virtually assured.

人類的思考決策與行為結果，大多是依循一個明確的市場制度而為的，故市場經濟制度的重要性，就在於有利個人形成如何有效配置資源的合理預期，同時也富有約束及激勵個人行為的誘因，讓個人能在制度約束的條件下，追求自利動機的極大化。都市空地再利用及市地重劃的法令制度，就具有這樣的經濟效應，所以本研究主要在探討，在空地再利用及市地重劃制度的約束與激勵條件下，都市中的經濟人行為決策與個體互動所形成的空間外部性，其會如何反應在住宅土地價格的變動，以探討空地再利用及空地開發所產生的空間外部性對住宅土地價格之影響。本文主要包括（1）空地再利用對住宅土地價格之影響；（2）空地再利用及鄰里土地開發對新建住宅土地價格之影響；（3）空間外部性、交易成本與市地重劃對新建住宅土地價格之影響等。 首先，有關「空地再利用對住宅土地價格之影響」，本文以Geoghegan（2002）的理論模型為基礎，主要探討空地再利用所產生的開放空間效果，其對於住宅土地價格的影響分析。本文運用地理資訊系統及空間計量分析，並建立民國九十三年及九十四年住宅土地的特徵價格模型，研究對象以台南市為例。實證結果發現，公有空地再利用作為公園及臨時停車場使用，其對於住宅土地價格產生正的空間外溢效果，此表示空地再利用所產生的開放空間的外溢利益，其大於空地管理維護的外溢成本。私有空地再利用作為運動場使用，民國九十三年的外部成本大於外部利益，但於民國九十四年的外部利益大於外部成本，故就私有空地再利用的外溢效果而言，私有空地再利用作為運動場使用的外溢效果可由負向轉為正向。公有空地再利用的邊際價格較私有空地再利用的邊際價格為高，故政府應繼續推動公有空地再利用的政策，以彌補鄰里的開放空間不足。 其次，有關「空地再利用及鄰里土地開發對新建住宅土地價格之影響」，本文主要在探討空地再利用所產生的開放空間效果，及鄰里土地開發所產生的空間外溢效果，兩者對於新建住宅土地價格的影響分析，本研究範圍以台南市民國九十三年的新建住宅為對象。實證結果發現，公有空地再利用對於新建住宅土地價格具有正的空間外溢效果，此表示開放空間的外溢利益大於空地管理維護的外溢成本。鄰里土地開發作為住宅使用時，會對新建住宅土地價格形成正的空間外溢效果，但當鄰里土地開發作為工廠使用時，卻會對新建住宅土地價格形成負的空間外溢效果。最有價值的住宅土地為，開放空間數量最大化及土地開發數量的最小化，故當永久性的開放空間(如鄰里公園)、可開發性的開放空間(如公有空地再利用)數量增加，以及鄰里工廠土地開發數量減少等，其將有助提高新建住宅土地價格。 最後，有關「空間外部性、交易成本與市地重劃對新建住宅土地價格之影響」，本文主要從政府實施市地重劃有助於降低交易成本的觀點，探討政府實施市地重劃制度及建設商的土地開發行為所產生的空間外部性，其反應在新建住宅土地價格的影響。本文運用空間計量分析及地理資訊系統，並結合Box-Cox函數轉換，以建構具有空間外部性的特徵價格模型。本文研究範圍以台南市民國八十年、八十五年及九十年的新建住宅為對象。實證結果得知，空間誤差Box-Cox模型對於空間外部性提供良好的解釋力。政府實施市地重劃之後對住宅土地價格具有正向外部性，且有政府參與的重劃區所反應的住宅土地邊際價格為正向關係。而建設商個體互動關係則具有正向及負向外部性，並在長期下出現由正向轉為負向之情況，此證明空間外部性會呈現相互性的現象，進而反應在新建住宅土地價格上會有增減的作用。 / This study mainly assumes that development of vacant land give rise to spatial externalities from the reuse of vacant land and the institution of land readjustment. Finally, this effect will be reflected in the residential land prices. To test this hypothesis, this study applies spatial econometric and geographic information systems based on hedonic pricing model. This study mainly includes that (1) The Impact of Reusing Vacant Land on Residential Land Prices, ( 2) The Impact of Reusing Vacant Land and Neighboring Land Development on Newly-Built Residential Land Prices, ( 3) The Impact of Spatial Externalities, Transaction Costs and Land Readjustment on Newly-Built Residential Land Prices, and evidence from Tainan City in Taiwan. First of all, about’ The Impact of Reusing Vacant Land on Residential Land Prices’, This study is based on Geoghegan’s theoretical model (2002) and focuses on open space effect of reusing vacant land on residential land prices. The data are selected from residential land prices in 2004, 2005. Empirically, I find that the reuse of publicly-owned vacant land used for green and park has positive spatial spillover effects. This means that spillover benefit of open space is more than spillover cost of vacant land management. The reuse of privately-owned vacant land used for sport has negative spatial spillover effects in 2004. The marginal price of publicly-owned vacant land is over than privately-owned vacant land. It is concluded that, the government should continue promoting the reuse of publicly-owned vacant land and used for open space of the neighborhood. Secondly, about’ The Impact of Reusing Vacant Land and Neighboring Land Development on Newly-Built Residential Land Prices’, This study focuses on open space effect of reusing vacant land and spatial spillover effect of neighboring land development on newly-built residential land prices. The data are selected from newly-built residence in 2004. Empirically, I find that the reuse of publicly-owned vacant land has positive spatial spillover effects on newly-built residential land prices. This means that spillover benefit of open space is more than spillover cost of vacant land management. Land development used for residence has positive spatial spillover effects and used for factory has negative spatial spillover effects in a neighborhood. This means that more the reuse of publicly-owned vacant land will increase newly-built residential land prices, while more land development used for factory will decrease newly-built residential land prices in a neighborhood. Finally, about’ The Impact of Spatial Externalities, Transaction Costs and Land Readjustment on Newly-Built Residential Land Prices’, This Study mainly assumes that land readjustment can reduce transaction costs in terms of the spatial externalities from developers’ behavior and the institution of land readjustment. This effect will be reflected in the newly-built residential land prices. To test this hypothesis, I apply spatial econometric analysis and geographic information systems based on the Box-Cox hedonic pricing model. The data are selected from newly-built residence from between 1991, 1996 and 2001. Empirically, I find that the spatial error Box-Cox model is appropriate for engaging in spatial externalities analysis. This is because the results show that land readjustment gives rise to positive spatial externalities on newly-built residential land prices and the marginal price of residential land in areas where land readjustment takes place is also positive. The effects of developers’ interactions give rise to positive spatial externalities but these change to negative spatial externalities in relation to newly-built residential land prices in the long term. It is concluded that, land readjustment as implemented by the government really does contribute to reducing uncertainty in the land development process, and also reduces transaction costs between construction practitioners and landlords.

研發計畫的評估是一個複雜且重要的問題，特別是在新興的生技醫藥產業，生技醫藥產業雖然爆發力強，卻具有研發時程長、風險大的特性，再加上投資金額龐大，回收期長，如何在有限的資源及高度的不確定性下，進行正確的投資評估變成了關乎未來公司存亡的關鍵。 一般而言，質化的評估方式，容易受決策者主觀意見所影響，造成決策品質的不確定性。而量化的評估方式，並不易讓企業管理者瞭解與使用，加上模式的限制可能只適用於某些特定情形，造成決策的真實情境無法完全由數學模式中表達出來，而降低了決策的參考性。 以藥物開發為例，針對生醫產業的特性，從評估參與人員、質化評估、量化評估、評估要求、評估標準、評估程序等不同的構面去探討與分析可能合適的研發評估模式。本論文進一步以個案訪談的方式，收集實際運作的經驗與意見，瞭解目前業界目前實務上使用的評估方式，並與先前的生醫產業評估模式對照比較，瞭解理論與實務上的落差，探討其關鍵要素，以整體的效益評估觀點，對公司決策者或研發主管提出建議。 / The evaluation for R&D project is usually regarded as an important and complicated issue for enterprises, especially in the biomedical industry. Such a concern may be highly applied to the biomedical industry, which is involved with lengthy R&D process, high level of risk, and large cost. This project, therefore, will attempt to study the appropriate approaches to determine whether a proposed R&D project is worthwhile to be launched for a biomedical enterprise with limited resources. In general, qualitative research may be involved with the evaluator’s personal experience, negatively influencing the evaluation results. On the other hand, not each of the selected models employed by quantitative research is fully compatible to evaluation process. This study suggests that either qualitative or quantitative research may not be the most appropriate tool to conduct R&D project evaluation. This study aims to use drug development as a study target and further to discuss the most appropriate evaluation approach from the five aspects, including reviewer’s professional, evaluation items of qualitative research, evaluation items of quantitative research, requirement for evaluation process, and criteria for project approval. This study also assumes that a final review process is required to be proceeded in addition to taking the above five aspects into account. This study begins with related references and collecting the opinions provided by the professionals working in the biomedical industry about real cases. Through the case study method, the study may better understand the difference between the theoretical models and real practices and further to identify the key successful factors for the evaluation model. Finally the study suggests a comprehensive evaluation model to decision makers or research managers.

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隨著行銷方式由大眾行銷演進至區隔行銷，現今已進入1-1行銷的時代。由於媒體廣告的過多，其實際的廣告效果已漸受質疑。行銷的手法不再是拍一支好的廣告片就可以擄獲所有消費者的購買，加上社會結構、型態的改變，科技的突飛猛進，消費者可選擇的產品種類愈來愈多，因此行銷競爭壓力更甚以往，而如何「有效」吸引消費者的購買便成為今日企業的重要課題。「資料庫行銷」的導入，可以透過有系統的分析，更精確地鎖定目標客群，進而從節省行銷成本與提升銷售業績雙方面，替公司帶來良好的利潤貢獻，也解決了企業銷售上的困境。 本研究屬於探索性研究，全文共分為六個章節。從資料庫行銷的相關議題方面探究，經過文獻探討、融入實務經驗、產生研究架構，並做為個案研究的訪談依據，以了解現行金融業在資料蒐集、資料庫軟硬體上的選用考量與管理、資料分析方法的運用程度、行銷計劃的執行及售後顧客管理上的態度與手法。整體架構在透過四家銀行：陽信商業銀行、中國信託商銀、玉山銀行及匯豐銀行的實證後，發現架構的適用性極高，充分兼顧了學理與實用性。另一面，環顧過去許多文獻中有關資料庫行銷的整體規劃模式，在構面上均多少有所不足。因此本研究乃融合文獻中之許多說法及實務運作所發展出，以補坊間書籍之缺。而在行銷作法上乃將傳統行銷學理的精神轉化為實際可執行的行動，分別從「潛在顧客開發」與「現有顧客滲透」兩方面依序開列步驟，更利從業人員落實資料庫行銷的執行。 經由第四章的研究分析可發現，目前國內在資料庫行銷的導入上尚未臻成熟，以金融業為例，中國信託商銀挾龐大信用卡顧客資料，加上公司本身的積極投入與耕耘，目前在這方面的發展腳步居領先優勢。因此資料庫行銷帶來的績效使金融同業莫不領會到導入此作法的必要性。以目前行銷手法觀之，外國銀行原先的資料庫行銷優勢將漸被本國銀行趕上，而本國銀行在售後顧客管理上又不如外國銀行佳。 理論架構的發展雖極具實用性，惟發展之過程仍不免有抽樣及深度等客觀因素上的限制。在後續研究上，建議未來的研究學人可自架構中個別議題上深入研究、或分析不同銀行對相同金融商品採資料庫行銷後的成果差異、或選個別單一公司做導入前後的研究，真正驗證資料庫行銷模式引進後的實際差異。