本研究之目的主要在探討公共關係效果，建立公共關係效果類目，以確定公共關係在組織間的角色與功能。同時，在研究對象部分亦不同於以往公共關係研究。相較於過去，公共關係研究多以消費性產業為研究對象，本研究則關注製造業之公共關係運作，希望能透過此初探型研究，瞭解製造業公共關係現況。 公共關係效果經常被簡化為媒體效果，在此觀點之下，若媒體曝光量低，公關往往便被視為未發揮其應有之功能。但就基本定義來看，公共關係主管組織與各利益關係人之間的關係管理與溝通，因此若僅以媒體效果作為公共關係效果的評估標準，似乎並不恰當。因此本研究試圖由其他層次，對公共關係效果進行探討，除依循過去媒體效果之相關研究外，本研究尚加入「關係」之角度，探討公共關係的關係管理效果，並援引管理學領域中，組織績效評估理論：「平衡計分卡」，作為公關組織績效之研究基礎架構，透過不同的角度，希望建立完整的公共關係效果類目。研究結果發現，公共關係不僅於媒體效果上具有顯著功能，在關係效果及組織績效方面亦有其特殊貢獻。 本研究共採用兩種研究方法：深度訪談及問卷調查。在深度訪談部分，透過企業公關人員及科技線記者兩種不同的角度，驗證雙方的說法，以更瞭解雙方平日的互動情形；問卷調查的對象，則針對企業公關人員，以瞭解公共關係的組織績效。並藉由整合兩種不同來源之資料，針對研究問題做出適當之推論與結論。 由於本研究屬於初探型、描述性研究，因此在最後亦提出許多相關建議及研究方向以供未來研究參考。

摘要 皮爾森相關係數通常作為描述區間尺度變數間相關性的參考指標，然而在社會科學領域中，由於資料多數以順序尺度的形式呈現，因此藉由傳統的皮爾森相關係數來描述順序尺度資料間的相關性通常會導致某種程度的誤差。儘管如此，以往的文獻多數傾向支持以等距離分數來取代順序尺度資料，並直接計算皮爾森相關係數。藉由模擬實驗的結果，我們發現這樣的作法並非在所有情況下都合理。 此外本研究中也對多序類相關係數進行探討。就表示順序變數間相關性的準確程度而言，多序類相關係數明顯優於利用等距離分數來計算皮爾森相關係數的方法；但若以操作上的便利程度而言，後者仍具有其優勢。 關鍵字：順序尺度、皮爾森相關係數、多序類相關係數。 / Abstract Pearson correlation coefficient is typically used to describe the correlation between two interval-scaled variables. In social science, however, most of the data are represented in ordinal-scale, and hence describing the correlation between two ordinal-scaled variables in terms of Pearson correlation coefficient would inevitably result in certain errors. Though the practice is deemed acceptable and generally supported in literatures, we found, through intensive simulations, that it should be executed with care. Polychoric correlation coefficient was also investigated. In order to describe the correlation between two ordinal-scaled variables, we found, in terms of the degree of accuracy, that Polychoric correlation coefficient is definitely better than Pearson correlation coefficient with equal-distance scores. Pearson correlation coefficient, on the other hands, is much easier to calculate, and should not be totally ignored. Key words：Ordinal-scale、Pearson correlation coefficient、Polychoric correlation coefficient。

「中國和平崛起」這個名詞於2003年的博鰲論壇上第一次被公開提出，引起全球熱烈討論。姑且不論中國的和平崛起本質上是否真為「和平」，本文中心意旨在討論中國崛起後，它最大也是最親密的鄰國－俄羅斯將如何看待這個亦敵亦友的大國在經濟、軍事等各方面的巨大轉變。而本文作者認為，看來正朝向親密戰略合作夥伴關係前進的中俄兩國間，其中仍存有許多可能阻礙其發展的重要因素。 / The term "China's peaceful rise" was first introduced at the 2003 annual session of the Boao Forum for Asia (BFA) and has become a hot topic drawing international attention. This thesis focuses on the changing relationship between Russia and China, especially in the period after the collapse of USSR. The new Russia and China have built their strategic partnership on diplomatic, military, and economic aspects during the period of China’s rise. During this period both countries also faced a transforming climate in their societies, with a different ideological environment, different forms of inner-party life and a different “style of work” being formed and changed rapidly at every decision-making moment. In the history of Sino-Soviet relations we can easily see that Mao Zedong won control of the Chinese Communist Party (CCP) and lead it to victory by repeatedly defying Stalin’s advice, which also contributed to the formation of a Chinese Communist leadership that is highly conscious of those differences. Since the beginning of the new Russia, the so-called “peaceful rise of China” theory as a matter of course has been highly doubted. This thesis shows that many of the factors currently improving Sino-Russian relations are unlikely to sustain the current positive relationship and instead are likely to cause a divergence in their relationship, which is understood by looking at hidden factors from apparent clues that might cause a divergence between the two countries in the near future. Keywords: China, Russia, International Relations, Sino-Soviet Relations, “China’s peaceful Rise”

日本與朝鮮半島的關係發展，在二次大戰之後始終受到歷史因素的影響，儘管日本與南韓在1965年建交，兩國關係仍稱不上友好。不過日本與南韓在1998年發表聯合宣言，宣示將建立面向未來的伙伴關係之後，兩國關係進入自1965年建交以來的高峰期，兩國交流一時間為之大盛。然而兩國的友好關係在小泉於2001年上任之後面臨危機。2001年小泉純一郎以其超高人氣獲選自民黨總裁進而成為首相，政治風格與過去首相大異其趣，其新保守主義傾向及欲使日本成為正常國家的願望都刺激南韓對過去歷史的慘痛回憶，使得歷史爭議在小泉任內成為阻礙兩國關係發展的主要因素。此外北韓飛彈試射與核武計畫也對日韓關係產生影響。小泉為後冷戰時期在任最久的一位首相，因此研究其任內日韓關係的發展及影響變數，應可協助瞭解日韓關係的本質及預測未來的變化。 本文將於第一章首先簡單介紹過去歷史中日本與朝鮮半島關係發展的糾葛，而到了小泉上任之前兩國已漸能朝向伙伴關係的建立為發展目標，其次將說明本論文的研究動機與目的、研究範圍與限制、研究方法與途徑以及論文架構安排等。第二章則討論小泉政府的外交政策與對外特徵。首先探討日本傳統對外政策的特徵，其次再由小泉所發表的就職演說、國會施政演說，與小泉任內所任用之外務省大臣、外交青書、防衛白書等來分析小泉首相個人特質及其對國際情勢之看法，以及對外政策的主要重點，第三在朝鮮半島政策方面，則希望藉由小泉個人所發表談話與國際環境的變化來分析小泉政府的朝鮮半島政策，且與過去日本的朝鮮半島政策有何異同。第三章將分析小泉時期的日韓安全關係發展，首先在1998年日韓雙方的友好宣言中曾經協議日韓雙方將定期舉行海上搜救演習，與軍事方面的合作會議，因此將討論雙方在小泉時期是否繼續進行友好宣言中所承諾的軍事安全合作行動，而這些又會否受到其他因素影響而延後、暫停或是提高層級，其次將討論北韓屢次的挑釁行為，以及北韓與日本、南韓之間的互動，將對日韓安全合作帶來何種影響，另外本章也將研究美國與中國對日韓發展安全關係有何影響。第四章為介紹小泉時期之日韓政治關係發展，小泉時期主要引發日韓政治關係惡化的因素有歷史爭議、參拜靖國神社事件、北韓問題等，將逐一介紹這些因素以及產生何種影響。第五章分析小泉時期的日韓經濟關係發展。本章將首先探討日韓雙方的貿易往來與相互投資，藉由日本經濟產業省、外務省及南韓外交通商部等公布的官方統計數據來分析雙方的經濟互賴程度，對雙方關係有何影響，其次討論經濟專屬區（EEZ）的劃界爭議，最後分析日韓建立自由貿易區的可能性，且對日韓的經濟關係有何影響。最後第六章為結論，綜合歸納出小泉時期的日韓關係發展大致走向與特徵，並嘗試推論出日韓關係發展的正負面因素各為何，對往後的日韓關係發展可能又會產生何種程度的影響，與未來的日韓關係可能會呈現何種態勢。 / The relation between Japan and Korean Peninsula was affected by historical factor after the World War II. Though Japan and South Korea have built the official relationship since 1965, their relation was not quite very well. Japan and South Korea signed the joint declaration and vowed to creat the future-oriented relationship. Thus the relationship between Japan and South Korea reached the peek. The exchange of these two countries became vigorous at that time. However, the friendship between the two countries faced the crisis when Koizumi assumes office in 2001. Koizumi’s personal style has totally different from the prime minister in the past. His neo-conservative prospect and efforts to make Japan a “normal state” reminded South Korea people those painful memories about the invaded past. In addition, North Korea’s nuclear weapon plan and missile test also influenced the relation between the two countries. Koizumi’s tenure was the longest one in the post-cold war era, hence it may helpful to understand the essence of the Japan-South Korea relations and predict the future by studying the development and variables in Koizumi’s tenure. The thesis mainly focuses on the development of Japan-South Korea relations during the Koizumi period and being divided into six chapters. Chapter one is consisted of research motive, purpose, scopes methods, limits and the background of the Japan-South Korea relations in the past. Chapter two is going to conclude the speeches, diplomacy white papers and other official papers delivered by Koizumi or his government in order to analyze Koizumi’s personality and his international prospective. Chapter three discuss the development of their security relation, including their actual military exchanges, and North Korea threat, U.S. factor and China factor would also be discussed in this chapter. Chapter four included the most controversial issue in the political dimension, including historical disputes, territorial conflict and North Korea factor. Chapter five is about the economic corporations, like deepening trade and investment interdependence, Japan-South Korea free trade agreement. But it is worthy to notice that if the unsettled Economic Exclusive Zone boundary dispute is going to be the obstacle in the bilateral partnership. In Chapter six, conclusion is made and figures out which factor is beneficial for Japan-South Korea relations and which is detrimental for the bilateral relations. Further, I would try to predict how those factors work in the future and the development of the Japan-South Korea relations in the post-Koizumi era.

本研究鑒於行銷對非營利組織之重要性、文教類基金會為台灣基金會的主要類型、關係行銷的研究方興未艾、關係行銷對於非營利組織所能發揮之利益，以文教基金會或教育事務基金會為研究對象，探討其所採用的關係行銷策略、所知覺的關係行銷品質、關係行銷策略與品質之間的關係。研究者採用問卷調查法，以自編之「非營利組織關係行銷策略與關係品質調查問卷」為研究工具，以符合本研究目的之300家文教基金會或教育事務基金會為研究對象，共發出600份問卷，扣除無效問卷後，共回收453份，回收率為75.5%。。預試階段共回收123份預試問卷，正式施測共回收453份正式問卷。 本研究獲致結論如下： 一、 我國非營利組織整體關係行銷策略之運用現況仍有待改進，就各層面而言，以「建立策略」與「維繫策略」運用現況較佳，而「提升策略」運用現況較差。 二、 我國非營利組織整體關係品質介於「普通」及「經常如此」之間，就各層面而言，以「關係承諾」程度最高，「關係滿意」與「關係信賴」現況較差。 三、 「宗教背景」及「治理與領導方式」是影響基金會關係行銷策略之重要環境因素。 四、 「成立年限」與「服務項目」是影響基金會關係行銷策略與關係品質之重要環境因素。 五、 基金會成員之「年齡」及「教育程度」是影響基金會關係行銷策略之重要人口因素。 六、 基金會成員之「宗教信仰」、「職務性質」及「工作報酬」是影響基金會關係行銷策略與關係品質之重要人口因素。 七、 非營利組織關係行銷策略能正向影響關係品質。 本研究對文教類基金會提出如下建議： 一、 基金會領導者宜瞭解非營利行銷與營利導向行銷之根本性差異，並重視關係行銷對非營利組織之重要性。 二、 基金會應主動提高服務或財貨的附加價值，使「正規服務」提升至「感動服務」。 三、 基金會應重視並維護捐助者的權益，並使產品或服務符合捐助者期待，以增進捐助者對基金會的關係信賴及滿意。 四、 無論何種特性的基金會，均應重視關係行銷策略及關係品質對非營利組織之重要性，以追求組織永續競爭力。 五、 基金會宜體認到關係行銷策略的運用程度愈高，其關係品質也愈高。 六、 教育行政機關可扮演文教基金會的交流平台，提供不同性質基金會之間對話與合作的機會，進而提高基金會之關係品質。 最後，本研究分別對後續研究就研究對象、研究變項與研究方法提出建議。 / In this study, in view of the importance of marketing to non-profit organizations, cultural and educational foundations as the main types of Taiwan's foundations, relationship marketing research in the ascendant, the interests developed by relationship marketing in regard to non-profit organizations, the researcher took cultural and educational foundations or educational matters foundations as the research objects to explore the relationship marketing strategies they use, the quality of relationship marketing they perceive, and the relationship between relationship marketing strategies and quality. The researcher used questionnaire survey methods, used self-designed "the questionnaire of relationship marketing strategies and relationship quality of non-profit organizations" as a research tool, used 300 cultural and educational foundations or educational matters foundations that meet the purpose of this study as the research objects. And the researcher issued a total of 600 copies of questionnaires, excluding invalid questionnaires, and 453 copies were recovered and the recovery rate is 75.5%. A total of 123 pre-test questionnaires were Recovered at the pre-trial stage, and a total of 453 formal questionnaires were recovered at the formally measuring stage. The researchers got the following conclusions in this study: 1. The current use situations of the overall relationship marketing strategies of non-profit organizations in Taiwan are still to be improved. For each level, the current use situations of "building strategy" and "maintaining strategy" are better, but "upgrading strategy" is worse. 2. The overall relationship quality of non-profit organizations in Taiwan is between "common" and "often so". For each level, the level of "relationship commitment" is the highest, but the current statuses of "relationship satisfaction" and "relationship trust" are worse. 3. "Religious background" and "ways of management and leadership" are the important environmental factors that impact relationship marketing strategies of foundations. 4. "The fixed number of years of establishment" and "service items" are the important environmental factors that affect relationship marketing strategies and quality of relationship of foundations. 5. The "age" and "educational level" of the members of foundations are the important demographic factors that affect relationship marketing strategies of foundations. 6. The "religion," "nature of the duties," and "work remuneration" of the members of foundations are the important demographic factors that affect relationship marketing strategies and quality of relationship of foundations. 7. Relationship marketing strategies for non-profit organizations can positively affect relationship quality. This study brings up the following suggestion for cultural and educational foundations: 1. Foundation leaders should understand the fundamental differences of non-profit marketing and profit-oriented marketing and value the importance of relationship marketing for non-profit organizations. 2. Foundations should actively improve the added values of the services or currency and finances to make "regular services" upgrade to "moving services." 3. Foundations should value and maintain the interests of donors and make products or services meet the expectations of donors to enhance donors’ relationship trust and satisfaction to the foundations. 4. No matter what kind of characteristics foundations belong to, they should value the importance of relationship marketing strategies and relationship quality for non-profit organizations to pursue the sustainable competitive power of organizations. 5. Foundations should realize that if the use level of relationship marketing strategies is higher, the relationship quality will be also higher. 6. Educational administrative authorities may play the roles of exchange platforms of cultural and educational foundations to provide opportunities of conversations and cooperation between different natures of foundations and thereby increase the quality of relationship between foundations. Finally, this study respectively brings up some recommendations for research objects, research variables, and research methods of the follow-up studies.

University of Macau / Faculty of Social Sciences. / Department of History

本論文分析在不同產權制度下的政府與企業關係，以蘇南鄉鎮集體企業為例，試圖回答下列問題：蘇南地區鄉鎮政府對於企業的干預一向不遺餘力，而且堅守集體所有制的精神，當它們放棄所有權時，它們要如何從私有的企業汲取充分的財政收入？而鄉鎮政府願意放棄所有權的原因又是什麼？讓出所有權的鄉鎮政府又如何維繫和私有化企業、新興私有制企業的關係？改革後的政府與企業關係和過去有何差異？ 鄉鎮幹部基於經濟表現、財政收入、意識型態的考量選擇了集體所有制。在短缺經濟、勞動力過剩的條件下，鄉鎮集體企業創造一番榮景。集體所有制下政府與企業是「依賴的侍從關係」（dependent clientelism），政府壟斷創辦集體企業所需的資源，壓制私營企業發展，維持集體企業的獨大局面。集體企業經營者必須依賴政府提供的土地、資金、勞力以及其他的行政優惠或保護。政府雖然扶植企業，但是並非建立客觀中立的投資環境，政府作為所有者，政治考量通常大於經濟理性，因此盲目負債擴大產值、企業規模。因為缺少競爭性、監督成本與訊息成本太高，政府無法有效監督、激勵企業，無法抑制企業經營者的機會主義行為。經濟效益低落並未讓鄉鎮政府進行改革，直到意識型態桎梏解除，鄉鎮政府才逐漸摸索改革之道，其主要的考量原因為財政收入，因為缺少現代化的稅收體系，鄉鎮政府首先改革的是小型或是虧損企業，這些企業對財政的影響不大，直到替代財政方案確定，能夠從私營企業汲取收入後，鄉鎮政府才逐漸退出企業經營活動、大幅改革所有權。因為有能力購買集體企業者有限，缺少競爭性與公開、透明的改革程序，主要是原經營者購買，在改革過程中幹部和原經營者有很大的議價空間，導致集體資產流失，而且未能切斷政府與企業間密切的關係。所有權改革後，因為稅收體系不健全，所以政府還是提供特殊利益給予個別企業，以拉攏彼此關係，所有權改革後，政府與企業關係轉換為「共生的侍從關係」（symbiotic clientelism），企業的自主性提高，政府對企業的依賴增加，但是，兩者還是建立非正式的關係，政府並非客觀中立地創立投資環境。因此所有權改革只是改變侍從關係的性質，政府並未轉型為客觀中立的發展型國家。

由於近年來店頭市場的發展迅速，規模不斷擴大，資金大量流入，重要性大為增加，加上資訊科技的進步，使資金在各市場間甚至是國際間的流動非常迅速，因此本研究試圖在高頻(high-frequency)的資料型態下，將價量因果關係的概念應用在探討集中市場與店頭市場之間的關係。首先是利用一般的Granger檢定討探其線性因果關係，接著利用Baek and Brock(1992)的非線性檢定模型檢定其是否存在著非線性因果關係。 研究結果顯示，在高頻的資料型態下，台灣股票市場的集中市場與店頭市場其各別市場的價量之間存在有雙向的線性因果關係，而集中市場與店頭市場之間亦存在有雙向的線性因果關係。當然最重要的在非線性因果關係方面，集中市場與店頭市場其各別市場的價量之間，以及集中市場與店頭市場兩市場之間亦存在有雙向的非線性因果關係。

一九五九年革命後成為西半球第一個社會主義國家，革命以前的經濟幾乎全部受到美國企業的控制，是典型資本主義依賴形式。古巴革命後大多依賴理論學者認為古巴依賴結構應已打破，於是將古巴排除於依賴理論的適用解釋之外，但是歷經三十六年的社會主義的洗禮，從歷史縱向發展脈絡來看，古巴依然處於依賴情境之下。 　　不同點在於社會主義依賴的剝削機制少了跨國公司與外國私人資本，不過蘇聯透過跨國的共黨組織關係作為掌握社會主義衛星國的政經發展。因此有學者認為革命後的古巴用一種（社會主義）形式的依賴交換另一種（資本主義）形式的依賴。筆者認為依賴理論不應拘泥於抽象的解釋而應能用於具體形式的詮釋，故對依賴理論能否適用解釋社會主義體系加以探討。 　　此外，依賴理論所探討的問題核心大多偏向國內發展的各項問題，事實上依賴對外交政策的影響就如同對國內的影響多少會產生扭曲的作用。筆者試圖從古巴發展的歷史軌跡去探討在西班牙殖民時期、「唯美主義」下的古巴政治經濟發展並進而探討「蘇聯社會主義體系」下的古巴依賴結構與外交政策的演變。

據內政部統計資料顯示2006年臺灣有六萬四千五百四十對夫妻離婚，平均每天有一百七十七對夫妻「一拍兩散」，大約每兩對佳偶中就有一對離婚，離婚率高居亞洲第一。「婚姻問題」是目前臺灣社會中相當重要的議題，也導致因男女離婚而衍生的家庭社會問題正在不斷發生。 然身為長期提供陷入婚姻困境的婦女們，一個求助和傾訴管道的臺北市晚晴婦女協會，從2004到2007年，這四年裡每年入會新增人數卻每下愈況。 針對此狀況，本研究以消費者需求調查面向著手，了解晚晴協會內會員與非會員的服務需求、滿意度以及入會參考依據等。本研究同時認為關係行銷的概念，有助於非營利組織與包括會員與非會員的諮詢個案，保持良好且長期性關係。藉由本研究發現的結論，確立該組織與會員之間關係，提升會員對於組織的參與度以及促使非會員積極加入晚晴協會之可行性探討。 / According to the statistic released in 2006 by The Ministry of Interior, about 170 couples in Taiwan confronted marriage issue every day. In other words, one of two couples will divorce after getting married. It is also the highest rate among Asia countries. “Marriage” and “Family” relationship in Taiwan have become serious social issues nowadays. Warm Life Organization thus is set up to provide a communication and support platform to help women who are dealing with different marriage and family issues. However, this strong and well-known social functions did not drive more new membership into the organization, moreover, the total membership number between 2004 to 2007 has significantly drop down every year. The purpose of this thesis aims to discover customer needs, customer satisfaction and customer participation between organization with members and non-members. Meanwhile, this research adopts the concept of relationship marketing as a major channel to build up a long-term reliability and relationship between organization as well as members or non-members. This research further suggests possible membership maintenance methods, more membership participation opportunities and driving force to encourage new blood according to the survey result.