摘要 分類是研究的第一步，服務業理必須基於有意義的分類，才 可能提出規範性的結論。此外，服務業的無形產出，必須透過細緻的 服務傳送系統設計來傳遞給顧客。因此服務業的研究首要工作，在從 抽象的層次中提出對服務業無形特性的有效分類。經由文獻檢討及實 務觀察，本文提出三項服務業的產出分類構面:經濟性、社會性及心 理性利益，稱之為服務核心。以此三構面將台北市的服飾零售業分為 四種類型:經濟心理性、心理性、混雜性及經濟性零售店。各類型零 售店中較績優者，相互之間服務傳送系統的差異非常明顯，顯示績效 的殊途同歸性是明顯的。用一類型零售店組內的比較分析中，以類神 經網路求得影響績效最重要的服務傳送系統項目:經濟心理性最重要 的活動與商品無直接的關連;心理性零售店最重要的是人員專業性與 商品風格與品味;經濟性零售店的服務傳送系統則是愈簡單愈好。文 末並提出相關的討論是建議。 / ABSTRACT keywords: service industry, service core, service delivery system, retail industry， neural network Classification is the first step for research. Normative suggestions cannot be provided unless meaningful classification is available in service management. Meanwhile, intangible output in service organizations usually is transferred to customers through delicate service delivery system. Therefore the primary task in service management research is to devise efficacious, theoretical classifications to govern inherent intangibility in service management. Through literature review and field study, this paper proposed three classifying dimensions for fashion retailing, which were termed service cores consisting of economic , social , and psychological benefits. Based on these three dimensions, four types of retailing firms were derived with clustering analysis: eco-psychological, psychological, and economic types. Between groups, better performers were extracted to compare with each other， which demonstrated the significances of equifinality towards performance and differences between these four retailing types. Within groups, neural network analysis was employed to determine important factors in service delivery system. In eco-psychological type, important factors were irrelevant to merchandises. Professional salespersons and special merchandise were critical to psychological stores. Better economic stores were all rated low in most delivery activities. Relevant suggestions and discussions were given to conclude the findings.

產品服務系統的概念是在八十年代被提出,當時基於國際化導致各國產業日趨競爭,企業因而積極尋求更多的途徑來創造成長,而當時許多企業,如: IBM、Xerox 等,由原本的產品銷售事業逐漸 跨足服務的提供,這帶給這些企業許多市場競爭優勢,進而促使更 多不同產業的企業開始應用類似的策略實施。 有鑑於國內產業目前積極地推廣產品服務系統,以創造各個領域的產業升級,因此本研究以產品服務系統的供應鏈管理做為討論的核心,希望了解企業在產品服務系統的落實中,應如何應對這商 業模式的變化。對此,本研究採用個案研究法,首先透過文獻探討 以整理出研究的分析模型,再配合產品服務系統實施成功的國內傢 俱零售廠商做為研究個案,以進行調查。其中,分析模型主要由三個面向所構成,分別為下游供應網絡、焦點企業與上游供應網絡 , 並且在下游供應網絡的環節重點討論企業與顧客的互動模式,在焦 點企業的部分探討企業內部的管理措施,而在上游供應網絡探究企業與供應商的合作模式。 本研究發現產品服務系統的採行會直接地改變企業與顧客之間的互動關係,這促使企業必須與顧客進行密切的溝通,同時還需要積極獲取顧客的資訊。而由企業內部角度來看,則需要創造服務能力,調整績效管理模式,以及培養服務導向的組織文化。最後,企 業應與供應商應建立作業連結、資訊共享管道與誘因同盟,使彼此促成長期的合作關係,並讓整合方案能夠更效率地傳遞給顧客。 本研究透過實際案例的深入探討,了解到企業在執行產品服務系統的過程中,對於供應鏈採行了何種管理因應,其結果不但擴充 了“產品服務系統供應鏈”的理論探討,同時能夠也提供給未來相關領域的研究者與其他相關企業發展的參考。 / The concept of Product Service System (PPS) has been expanded since 1980s, when the globalization boosted the competition of various industries. Therefore, companies were longed to explore new business model to facilitate their performance within the market and at that period several companies (including IBM, Xerox) successfully obtained outstanding competitive advantages through providing service, which is derived from their product business, and formed the idea of PPS and Servitization. And so, more and more companies involve in PPS, hence PPS have already applied in numerous industries nowadays. Previously, Taiwan’s local market put a lot of emphasis on PPS, in order to promote upgrade in various industries. Therefore, this paper is aim to discover implementational insight of PSS in the perspective of supply chain management (SCM) and realize how should company responds, when facing the change of business model. In this case, this paper utilize case study methodology with analysis model, which is contrived by desk research on PPS supply chain related paper, and execute in-depth analysis on case study of local furniture retailer, which possess successfully experience in PPS. In this research, the analysis model is consisted with three major dimensions, that is upstream supply network, focal company and downstream supply network. In the aspect of upstream supply network will focus on the discussion of customer interaction, but when it comes to the aspect of focal company will put emphasis on inner management and last would be the dimension of downstream supply network with understanding of supplier relationship management in the background of PPS. The research results indicate that the application of PPS would bring direct change on the interrelationship of customer and focal company, this would cause the company to have frequent communication with customer and shall obtain customer information during interaction. And in the viewpoint of focal company, it should alter the performance evaluation model and acquire new ability of service and service-oriented culture. Last but the least, focal company should establish comprehensive operational linkages, information sharing methods and incentive alignment with supplier to deliver integrated solution to the customer efficiently. With in-depth case study, this paper unveils the SCM detail information of Servitization and the result is not only contributive toward the academic research of PPS, but also provides valuable insight for industry with further expansion on PPS.

分類是研究的第一步，服務業的管理必須基於有意義的分類，才可能提出規範性的結論。此外，服務業的無形產出，必須透過細緻的服務傳送系統設計來傳遞給顧客。因此服務業的研究首要工作，在從抽象的層次中提出對服務業無形特性的有效分類。經由文獻檢討及實務觀察，本文提出三項服務業的產出分類構面：經濟性、社會性及心理性利益，稱之為服務核心。以此三構面將台北市的服飾零售業分為四種類型：經濟心理性、心理性、混雜性及經濟性零售店。各類型零售店中較績優者，相互之間服務傳送系統的差異非常明顯，顯示績效的殊途同歸性是明顯的。同一類型零售店組內的比較分析中，以類神經網路求得影響績效最重要的服務傳送系統項目；經濟心理性最重要的活動與商品無直接的關連；心理性零售店最重要的是人員專業性與商品風格與品味；經濟性零售店的服務傳送系統則是愈簡單愈好。文末並提出相關的討論及建議。

「自動」已是舊名詞，取而代之的是「無人」。 零售業也一樣吹起了「無人」風，引燃此波競逐的非為2017年1月正式推出「Amazon Go」所屬，而回想零售業才自於2013年宣稱將邁入4.0時代，啟動全通路經營模式（Omni-Channel）運動，3年後立即進入了無人時代，反觀傳統通路商以不變應萬變之姿繼續立於零售商與品牌製造商中間，事實上其價值已明顯地逐步限縮，甚或僅餘傳統的物流、庫存調節及應收融資價值。隨著金融也來到4.0的無實體之虛擬貨幣時代，其可能徹底改變信用風險的問題，而工業4.0更已開始重塑生產價值鏈，在這一巨浪變化中，可能因根本結構的改變，通路商能真的被去中心化。通路商必須即早尋求在此新產業結構下的新價值及經營模型，與時俱進以永續發展。 　　本論文研究將專注在資訊通路商於新零售之全通路經營模式(Omni-Channel)下，如何以服務設計的思維，引入結合終端消費者，擴增通路商價值，創造消費者、零售商、通路商、製造商多贏的創新商業模型。

本論文主要在研究來台的大陸觀光客，在旅遊零售商店所表現的消費行為及衝動性購買行為。有別於以往以顧客的觀點來探討衝動性購買行為，本研究想要從服務陸客之銷售人員的角度，在與陸客互動的過程中，探討大陸消費者的行為；採用由銷售人員填答問卷的方式，收集他們的看法與觀察，作為實證研究的基礎，以進一步了解影響來台大陸觀光客的消費與衝動性購買行為。 本研究透過完整的架構，先介紹一般的消費行為及影響衝動性購買的相關理論與成因，再藉由問卷調查的方式，以銷售服務人員的觀察，來探討哪些變數，明顯影響大陸觀光客在旅遊零售通路的消費表現與衝動性購買行為。主要的探討與研究範圍包括：零售銷售服務、旅遊零售業特性、精品零售業、台灣旅遊零售業概況、來台大陸觀光客現況等，並進行質性訪談與問卷調查，以所蒐集的資料做統計分析與驗證比較，希望藉由量化的探索式研究，來解析目前以團體為主的大陸來台觀光客之消費行為與衝動性購買行為的形成原因。 總體來說，根據統計分析的結果發現，陸客的購買決策受到價格、折扣的影響力超乎預期，而且受到同行團體的影響也相當大，就是陸客個人會接受群體的意見，有順從團體規範的傾向，即所謂的從眾行為。反而是服務人員的銷售服務，對陸客的購買決策並無太明顯的影響力。所以，根據本研究的實證結果發現：除了消費者的個人因素，社會文化背景的因素可能是造成陸客產生從眾行為，進而影響他們衝動性購買行為的主要原因。 雖然台灣與大陸都屬大中華民族，在地域上屬於同一個文化區，然而，台灣受到日本百貨零售業的影響，零售銷售市場已經非常成熟，消費者比較早建立消費意識，銷售服務水準也比較進步；而大陸則到1979年才改革開放，仍屬於開發中國家，在消費習慣與銷售服務上與台灣的消費市場有一段差距，因此，中國顧客可能需要一段時間的改變，才能趕上已開發國家的消費模式與購物水準。 由於政府對於大陸觀光客的自由行可能會在近期開放，這個因觀光產業延伸出的商機與產值是非常可觀的；加上陸客普遍的衝動性購買行為，可能為台灣的旅遊零售業者帶來可觀的銷售金額。所以，本研究希望利用此次的研究調查結果，能幫助本地的旅遊零售業，更確實瞭解大陸顧客的消費特性與掌握他們的衝動性購買行為，並提供給旅遊零售業者，在訓練銷售團隊上的相關建議及策劃行銷活動時的參考，以期對於其營運管理與獲利有所助益。 / This study is mainly to explore the Chinese tourists’ consumer behavior and impulsive buying behavior at travel retailing stores while traveling in Taiwan. Different from other researches taking customer’ perspective, this study adopts sales associates’ point of view by conducting the questionnaire survey filled out by those who have experience in serving Chinese customers at travel retail stores. The questionnaires are targeting to collect the sales associates’ feedbacks and observations as an empirical research to find out the real causes of Chinese’ consumer behavior and impulse buying behavior in general. This research provides a comprehensive structure by starting an overall introduction of different theories about consumer behavior and impulse buying behavior, following by the elaboration of several topics, i.e. retail sales service, travel retail stores, luxury retails, the current status and development of both Taiwan travel retail industry and the Chinese tourists as consumers while traveling in Taiwan. Then, the quantitative and correlation analyses are made based upon the survey result of 143 questionnaires conducted in about two months and answered by about 150 sales associates from different travel retail stores. Therefore, the causes and the factors affecting the Chinese tourists’ consumer behavior and impulse purchase behavior while staying in Taiwan are thoroughly explored and overall understood. Basically, the findings from the questionnaire result are not quite the same as my initial hypotheses. First of all, Chinese customers are highly discount oriented as their purchase decisions are largely induced by discount offer and good pricing. Secondly, they are obviously affected by their tour companions (i.e. friends, family & members of group) and thus demonstrating so called the “herding” behavior, i.e. seeking the opinions from the group and usually conforming to the social norm. Moreover, Chinese customers do not really pay much attention to the performance of sales service provided by the sales associates. Therefore, the empirical results imply the social influence and culture background relatively cause Chinese customers’ herding behavior and thus bring out their impulse buying behavior. Regardless of the same nation, consumer shopping behavior in Taiwan and China may not be the same, given the different economic progress and retail development conditions. The retail industry, consumer awareness and sales services in Taiwan have reached a mature stage whereas that in China just taking off after 1979. Thus, it might take some time for Chinese to catch up with the customers of developed countries both in their consumption patterns and shopping behavior. With prospect of the opening of Chinese FIT (frequent individual traveler) market in the near future, Taiwan travel retail stores look forward to great expansion and substantial opportunities resulting from the impending growth of tourism business. Furthermore, the impulsive buying behavior will give the impetus to substantial sales revenue for those travel retail stores. Hence, the findings and evaluation from this research are expected to give some insights to their management team as well as to provide valuable information to their sales team for better understanding the Chinese consumers. Ultimately, it can practically assist travel retailers to effectively design their marketing activities and appropriately educate their sales team to provide Chinese tourists with the most satisfactory selling service

本論文研究目的有三: (1) 釐清一般在忠誠度計劃定義上常見的錯誤觀念，進而探索CRM與忠誠度計劃之間的關係，並且發展一套實務上可用的忠誠度計劃分類方法; (2) 研究零售業CRM計劃中現行的戰術手法，並提供策略性建議給業者該如何校準戰術手法的重心並且相應地配置資源; (3) 發展一套可供現代零售業者自我診斷其CRM計劃在分析成熟性以及策略行銷重心的實務架構。 為達到研究目的，本研究首先探討在零售業，顧客關係管理(CRM)，忠誠度計劃以及分類方法上的相關文獻以釐清忠誠度計劃定義上常見的錯誤觀念，進而說明CRM與忠誠度計劃之間的關係，最後發展一套實務上可用的忠誠度計劃分類方法。 其次，本研究先應用邱志聖博士(2010)的策略4C模型，分析現行零售CRM計劃的戰術手法，並且提供策略性建議給業者該如何校準戰術手法的重心並且相應地配置資源。 再次，本研究應用邱志聖博士(2010)的策略4C模型以及戴文波特博士與哈里斯女士(2007)的分析成熟模型於建構零售CRM計劃的兩階段診斷性架構。 後續深入的分析主要根據此架構而進行，同時根據零售業所處不同的分析成熟階段提出策略性建議。 對於零售業的高階主管，本研究的貢獻在於提出一套實務可行的診斷性架構，供主管重新檢視其CRM計劃在策略上的重心，並且能隨著公司規模成長，進而調整重心的優先順序。 對於CRM以及忠誠度計劃的從事者，本研究貢獻則在於零售CRM計劃，忠誠度計劃以及相關概念上的定義的建立正確觀念。 最後，本論文的研究發現亦可當作對CRM以及忠誠度行銷人員的策略性建議，尤其當在設計戰術手法之時，能針對公司所處不同的分析成熟階段，對焦CRM策略以及相應資源配置。 / The purpose of this thesis has three objectives: (1) clarify some common misunderstandings about definitions of loyalty scheme, explore the relationship between CRM and loyalty scheme, and develop a typology of loyalty scheme for practical use; (2) study on current tactics used within retail CRM programs and provide strategic advices on how to fine-tune the tactics focus and align resource accordingly; and (3) develop a practical framework that allows modern trade retailers for self-diagnosing their CRM programs in terms of analytical maturity and strategic marketing focus. To achieve the research goals, this research has firstly reviewed previous research on retail, CRM, loyalty schemes and its typology, and thus misunderstandings about definition of loyalty scheme, CRM, the relationship between CRM and loyalty scheme have explained and consequently a new typology of loyalty scheme has been developed. Second, strategic 4C model (Chiou 2010) is used in this research to analyze current tactics used within retail CRM programs and the strategic advices are generated on how to fine-tune the tactics focus and align resource accordingly. Third, this research adopted literature of strategic 4C model (Chiou 2010) and analytical maturity model (Davenport and Harris 2007) to form a two-stage diagnostic framework for retail CRM program. The further analysis is conducted based on this framework while strategic advices are provided to retailers of different analytical stage. The benefits for business executives in retail include a diagnostic framework allowing for strategically reviewing their CRM program focus and priority as retailers grows their business. The benefits for CRM and loyalty practitioners include building correct understandings about retail CRM program, loyalty scheme and related conceptual definitions. The findings in this study may serve as strategic advices to CRM or loyalty marketers to better align resources, when they design tactics, to companies’ CRM strategy at different analytical stage.

摘要 自2008年金融風暴後，長期的經濟動盪造成顧客喪失對於傳統投資產業之信心。在這樣的環境下，從自動化投資管理、社群交易平台到零售演算法交易的興起，提供低成本與先進的替代方案取代傳統的投資管理產業。這種方式獲得廣大消費者的信賴，並使得顧客擁有更多投資管理之控制權。 本研究欲探討賦權投資者於金融科技的浪潮下，競爭者加入後所面臨之挑戰進行情境分析，了解投資者如何以自動化管理及報告、社群交易平台和零售演算法交易改變投資管理業之發展，並使得傳統以顧問諮詢為主的投資管理興起全自動化或財務顧問協助之新商業模式；再者，透過個案分析，分別探討自動化管理及報告為代表之機器人理財公司以及零售演算法交易平台Quantopian，並建議投資產業應善用金融科技結合兩者，因此，未來顧問所扮演的角色將轉型為從旁協助財務規劃之服務，不僅能夠降低成本，亦可大幅提升理專的效率，為更廣大的客群提供高價值之金融服務。 / Abstract The 2008 financial crisis was the worst economic disaster since it has caused public losing confidence in traditional investement management industry. As a result, the three key innovation clusters are booming─automated management and advice, retail algorithmic trading and social trading platform─that offer lower-cost and advanced alternatives to replace the traditional investement management industry. Additionally, those innovation clusters gain more trust to the masses and allow customers to control in their own investment portfolio. This study analyzes three scenarios how the empowered investors face the challenges under the new waves of Fintech. In particular, we consider the investment management industry transfer the traditional model to the new business models of fully automation or advisor-assistant. In the case studies, we compare six typical robo-advisor firms and retail algorithmic trading platform like Quantopian. Furthermore, we suggest that the investment industry should make good use of Fintech that combines both advantage of automated management and retail algorithmic trading;therefore, it can not only reduce costs but also improve the efficiency of financial services.

中國經濟最近二、三十年一直保持高速增長的趨勢，尤其是2006至今中國股市的井噴式發展，為中國資本投資市場帶來巨大發展機遇的同時，也帶動了相關產業的發展，如家居零售業就存在著顯著的連動效應。一方面，持續的牛市給股民帶來了高收益，提高了潛在消費者的購買力；另一方面，投資市場的發展也為家居業融資提供了便利。但是，中國家居業市場現有的行銷通路策略，存在嚴重的趨同性，眾多廠家依靠幾乎雷同的通路策略進行著殘酷的零和博弈競爭。家俱工廠，都必須依靠幾家大規模的大型家具賣場通路為載體在裡面開店，方能順利行銷自己產品到客戶手上，家具工廠產品通常交由經銷商在各城市代理販售，或開自營店，若有家俱工廠和家具大賣場因為經銷商的資訊不對接，家俱工廠可能就會失去黃金店面，壓縮到自己生產的傢具品牌空間通路。近年中國火熱的零售通路家樂福、大潤發、沃爾馬，馬不停蹄的在中國展店分食上千億人民幣的量販銷售額，家居業能否藉由前述迥異的通路模式，並充分發揮工廠本身有的資源基礎與核心技術，進而探索出一種創新的行銷通路模式，為顧客創造更高的讓渡價值的同時，擺脫殘酷的紅海競爭，成為家居業競爭參與者面臨的一大挑戰。本文以傢俱工廠T公司為例，通過對其行銷通路策略的綜合系統分析，從傳統家居商場到零售通路的量販店中展店，探索出一套適合中國市場的行銷通路創新模式。 本文分六章，第一章是本文的緒論部分，介紹研究背景及意義，並對相關概念進行界定，提出本文的研究思路和方法，以及文章的結構安排和創新之處。在第二章中主要對資源基礎理論、藍海策略及創新理論等文獻進行了綜述，作為整篇文章的理論支柱。第三章介紹了中國零售業市場的發展概況，著重分析了中國市場量販店發展的情況，為後面提出行銷通路創新提供背景與動機。第四章分析了中國家居業市場現行的幾種主要的行銷通路模式，並綜合分析其特點。第五章以T公司為例提出為何開創新通路及其在中國市場行銷通路模式創新實務。第六章結論與建議。 / In last decade, China's economy kept growing at top speed. The booming stock market, while bringing the enormous opportunity for the Chinese capital market development, has driven the development of relevant industries too. The effect on furniture business is absolutely apparent. On one hand, the bullish stock market has brought high returns to stock holders, while raising the purchasing power of potential consumers. On the other hand, the development of capital market has offered the convenience to financing in furniture business too. However, the homogeneity and zero-sum game of marketing strategy in furniture business is serious enough to be a catastrophe to everyone concerned. In order to approach potential customers, the furniture factories must all rely on several sales channels of high market share to run their own shops inside. Furniture factories usually have their own distributors to promote their sales, or run their own shops. If there is information asymmetry between the furniture factories and sales channels, the furniture factories will encounter the possibility of the loss of shop presence and brand damage. In recent years, Carrefour, RT-Mart, and Wal-Mart develop their own sales channels in China at high speed in order to share the millions of dollars market. How to take advantage of the above-mentioned sales channels and leverage their own resources and core competence to create innovative sales channels, while offering higher value for the customers and getting rid of the cruel Red Sea competition is a challenge to the furniture factories and every participant concerned nowadays. This text takes furniture factory T Company as an example, through comprehensive and systematic marketing strategy analysis, and researches on T Company’s traditional sales channels and new sales channels within retailing chains, to explore a set of sales channels innovation model which is suitable for the Chinese market. This research consists of six chapters. Chapter one which is an introduction part mainly focuses on the basis of the selected title and related definition, introduces relevant concepts, ways of thinking and method studied, and last but not least recommends the thesis structure and its possible innovation. Chapter two is literature review and comment. Representative figures, relevant fields of the thesis and their research results are reviewed on a chronological basis, including several following respects: Resource-Base Theory, Blue Ocean Strategy, and Innovation Theory. Chapter three is the development overview of Chinese retailing business and also analyzes the development of hypermarkets in China emphatically in order to illustrate the background and motive for sales channels innovation. In Chapter four, this research analyzes existing models of sales channels and its characteristics of Chinese furniture business comprehensively. Chapter five takes T Company as an example and further elaborates its strategy and operation on the innovation of sales channels construction. Chapter six is the conclusion and follow-up study suggestion.

我國公權力對消費定型化契約條款之行政管制，有愈趨嚴密之勢，觀諸國內目前的研究文獻，卻多為個別消費定型化契約類型的研究，針對其整體性的研究文獻卻相當稀少。本篇論文嘗試以較宏觀之角度，從定型化契約條款規制緣由之發展、德國相關契約管制理論之討論，以及契約之法律經濟分析等面向，以現行消費者保護法的規範架構為基礎，以演繹具體之消費定型化契約條款內容控制標準。嗣以此等內容控制標準檢視我國目前有關消費定型化契約條款的行政規制模式，尤其針對定型化契約應記載及不得記載事項的性質，及其相關內容加以分析討論。除此之外，由於我國目前中央主管機關所公告之各類定型化契約應記載及不得記載事項甚多，本文亦嘗試著將這些應記載及不得記載事項予以類型化，並逐一地提出比較評析。 第壹章「緒論」：各國對消費定型化契約條款多有採取立法、行政及司法等相關規制措施加以導正，我國法制（即立法及司法規則）因此亦深受影響，尤其是繼受德國法。惟我國有關消費定型化契約條款行政規制法制的發展則與德國法制完全脫勾，目前係廣泛透過行政立法之方式，發展頗具臺灣特色的管制模式。針對此種運用公權力以積極介入私人間法律關係的發展，從憲法及行政法角度而言，是否違反法治國原則？從民法的契約自由及契約正義而言，是否妥適？公私法彼此間的競合交錯是否造成過度管制的情形？期藉由初步討論能拋磚引玉。 第貳章「消費定型化契約條款管制之發展」：從定型化契約條款規制緣由之發展、德國相關契約管制理論之討論，以及契約之法律經濟分析等面向，探討消費定型化契約條款管為何要加以管制，以及管制所須注意的面向。 第參章「消費定型化契約條款行政規制之發展」：由於立法、司法規制的功能不足，國家遂被進一步地授權以行政手段介入管制。國家藉由行政規制填充、創造私法自治的外圍框架，理論上並非完全無著力空間，也因此造就我國消費定型化契約條款行政規制的發展。而根據我國目前實務，立法者為避免人民權利保障的疏漏，多有授權行政機關針對消費定型化契約條款進行管制的情形，因此傳統論者基於國家應保持中立或公權力不能妨害契約自由等觀點反對行政規制的立場，似未能切中問題重點，本文以為應就「何時適宜動用行政介入手段」、「動用何種行政手段」、「法治國」、「效用」等面向深入討論，並注意所採用的手段是否逸脫消費定型化契約條款的管制緣由。 第肆章「消費定型化契約條款行政規制之種類」：從行政指導、法規命令及行政處分等行政作用面向分述消費定型化契約條款行政規制之種類。 第伍章「違反行政規制之法律效果」：從行政罰及消費者保護官的不作為訴訟分述違反行政規制的法律效果。 第陸章「各類型行政規制之檢討」：針對前兩章消費定型化契約條款行政規制之種類及違反行政規制之法律效果進行檢討，該章是本篇論文的重心。 第柒章「法制上之建議-代結論」：延續第陸章的檢討，對我國現行消費定型化契約條款行政規制法制提出建言。 / With the ongoing changes of official role in the arbitration between the civil contracts, the debate of whether it should be stepping into or reducing is still up in the air. Although both sides have based on profound theories, the administrative authority of ROC still has tighter and tighter control on consumption of standard contract terms. In light of domestic study on such subject, more paper emphasize on individual type of study instead of the comprehensive one. Therefore this paper claims that the administrative authority should aggressively play a role to create the sound framework to provide necessary substances and service to assure the function of the market mechanism. However, its intervention of the contract content freedom should be taken by more conservative approach. Under this circumstance, this study is trying to illustrate the origin and the development of moderation on standard contract terms, also with the related discussion over contract moderation in German, and the analysis in law and economics over civil contracts. Moreover this study elaborates the concrete consumption of standard contract terms under the consumers’ protection regulation architecture. Hopefully we can reexamine the current administrative control over the consumption of standard contract terms, especially for those the standard contract terms should be posted and those should not. We can evaluate the pros and cons about that later. Besides, due to lots of regulation over those should be or not to provisions, this study is also trying to classify all to make comparison and analysis one by one for your own view.