馬來西亞至今已獨立58年，國內族群的問題一直備受矚。然而，回顧馬來西亞華人身份認同研究，主要從歷史脈絡結構下詮釋，缺乏經驗性研究。伴隨著世代的改變，馬來西亞華人身份認同亦可能隨之改變。本研究主要探究當今馬來西亞華人是否仍強調華人的概念以及在文化認同上是否認知為中華文化，以及影響該認同之因素。協商式認同是一種建構式認同，主要認為透過國家的主導以及社會環境可影響民眾的認同。有鑑於此，吾人認為不同世代華裔隨著國家政策與社會環境影響下，年長世代華裔與年輕世代華裔在身份與文化認同上有所差異。本文研究以馬六甲為例，在研究途徑上分成三種方式，分別是「非結構性訪談」、「內容分析法」、「參與觀察法」以探究該因果關係。吾人發現，在身份認同上，年長世代認為華人與中國人沒有差別，且他們較重視華人身份。反觀，年輕世代則認為兩者皆有差別，同時他們不太重視華人認同，傾向強調馬來西亞國家認同。至於在文化認同方面，年長世代認為中華文化等同於華人文化，且較重視華人文化，反之年輕世代則認為華人文化屬於馬來西亞文化一部分並不太重視華人文化。造成各世代認同的差異的因素主要是家庭教育、教育類別、接觸非華裔頻率、居住地區等。另一方面，倘若觀察年輕世代會館參與狀況，亦可顯現出年輕世代華裔缺乏華人文化認同，因而不投入會館，促使會館無法透過活動強化年輕世代對於華人文化的認同，並造成會館沒落的趨勢。最後，從馬來西亞報章脈絡變化，從早期偏中國化報章並於獨立時期轉向偏馬來西亞化，無論是編寫格式或內容版面差異，亦可了解年輕世代華裔缺乏華人身份與文化認同的原因。由於年長世代經歷中國模式報章，因此強化他們華人認同。反之，年輕世代則浸溺在馬來西亞模式的報章中，強化了他們的馬來西亞人認同。綜合而言，基於國家的政策主導與社會環境的影響，促使年輕世代的華裔產生新的認同，即：不太重視華人認同，反之被國族認同取代。反觀，年長世代則維繫著以往研究成果所指出，較強調華人認同。 / Malaysia had already independence for 58 years, but the ethnic problem is still the most important issue. When reviewing the research about the Malaysia Chinese identity, we can know that, most of the researches were from the historical structure annotation, therefore which lack of experience research. The main of this thesis is to explore the Malaysia Chinese will emphasize the Chinese identity or not based on the difference in generation and ideas. And what’s the reason affect the difference generation self-identity? Furthermore, in the idea of culture, what is the differences between Malaysia culture and Chinese culture thinking by Malaysia Chinese? And what’s the reason affect the difference generation thinking about the culture? Negotiating identity is an identity which constructs with civil society and political life, thus I think Malaysia Chinese in self-identity might be changed by the generation differences. This thesis use a case of Malacca city, in approaches, use the “nondirective interview”, “participant observation”, “content analysis”, to explore the relationship between Chinese identity and the affect reason. We found that, difference in generation who culture identity and Chinese identity are different, older generations think Malaysian Chinese & China people are the same and they will emphasize more on Chinese identity. On the contrary, younger generations think Malaysian Chinese & China people are different, and they won’t emphasize on Chinese identity conversely emphasize more on the national identity (Malaysia identity).The factor of affecting are family effects, educational effects, relationship with another ethnic, the region which stay, etc. Moreover, through observed the Chinese group also realized that, younger generations lack of participation in the Chinese group. This means younger generation scarcity the Chinese identity, thus Chinese group becomes wane. Finally, the analysis of Malaysian newspapers also ascertain that, older newspapers reported more on the news of China, thus strengthen older generations emphasize the Chinese identity. The other hand, newer newspapers reported more on the news of Malaysia, thenceforth created younger generations who are more emphasize on Malaysian identity.

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本研究的主旨是以內容分析法探討馬來西亞自獨立以來至今(1957-2009)的國民中學歷史教科書中的國族建構歷程，並輔以深度訪談法與參與式觀察法來進一步探究馬來西亞歷史教科書的演變。 本研究發現是從歷史教育中發現馬來西亞的國族建構是由掌握政權的馬來人之根本賦與的情感，轉化為對馬來西亞這個國家政體(state)的認同。而馬來西亞歷史教育中的對「國族想像」的建構中，是以具族群屬性的「馬來人和馬六甲王朝」、政治範疇中的執政黨即「國陣政府和巫統」、宗教範疇中的「伊斯蘭教」為主要內涵，其「國族」的邊界與「族群」的邊界的劃分實際上並無二異。在這樣的歷史教育的國族建構歷程中，被排除在「國族邊界」之外的，其實是那些馬來半島和東馬地區的原住民、在境內為少數民族的華人和印度人、在政治發展過程中「無聲」的在野黨以及更多非伊斯蘭的議題。 從馬來西亞的歷史教育研究中，發現馬來西亞政府對「國族國家」(Nation-state)的建構存有迷思，統治者仍然有著期待將多元民族的社會形成「一個民族一個文化一個國家」的觀念。

台灣在全球電子產業具舉足輕重之地位，全球化浪潮下，台灣品牌之筆記型電腦擴張至全球世界各地，全靠海外業務到海外市場、設立通路、銷售並提高品牌市場佔有率。本研究分享消費性電子產業個案A公司進入馬來西亞且成功建立銷售渠道之個案，並以邱志聖(2010)策略行銷分析4C架構分析實際做法，討論個案公司如何利用與上下游不同個體之交易關係，牽制其他交易對象並且提高自己的議價力，以提供業務人員在面對新興市場時之業務發展與通路管理之思考架構。 不同市佔率情況下所進行之資源分配有所不同。個案公司初入馬來西亞市場時，選擇三大代理商協助處理銷售之金流、物流、資訊流，以降低各交易成本。但為避免被代理商專屬陷入，業務發展至一定程度後開始向下管理至下游經銷商，利用挑選銷售額高的經銷商成為重點經銷商，進行重點式的通路管理，使經銷商反要求代理商進貨個案公司筆記型電腦，加強個案公司對代理商之議價力，向上游制衡代理商。當市佔率漸提高時，開始有預算更向下游之一般消費者溝通，並且建議利用過去累積之客戶關係管理工具，發展「積點制度」，提高品牌商對消費者之資產專屬性。 / Globalization has led Taiwanese manufacturers to expand their brands globally, especially in consumer electronic industry. This raises important topics including the role of overseas salesperson, establishing overseas sales channel and introducing products overseas. This research discusses how company A sells notebook in Malaysia using 4C strategic marketing theory, with the purpose to provide oversea salesperson an insight and overview of how to establish and sell when first enter a foreign market, as well as how to increase bargaining power using incentive mechanisms and how to allocate resources to different oversea entities with scenarios of different market share. When Company A first entered Malaysia, it chose to have its distributors to handle cash, and provide it with logistics and information system to lower costs. Later on, company A started to have KDP (Key Dealer Program) for better relationship management with its dealers. In this case, company A leveraged the relationship with dealers to increase its bargaining power toward distributors. When the company obtained sufficient market shares, it then start to do marketing campaigns to increase its bargaining power with its dealers and distributors.

戰後砂拉越華人改變戰前的政治態度，不再是對政治漠不關心，反而積極參與。砂拉越華人的國家認同由祖國轉而認同砂拉越這片土地，由於受反殖民主義的影響，於是興起反殖反帝國主義運動，以爭取砂拉越獨立建國。在追求獨立建國的過程中砂拉越華人領袖是左翼的中下階級為主導，以對抗英國殖民政府和反對東姑阿都拉曼的大馬來西亞計劃。砂拉越人民聯合黨號召群眾在柯波德調查團和聯合國調查團期間進行反大馬運動，企圖攔阻砂拉越併入馬來西亞。 大馬來西亞計劃提出後北婆羅洲土著和華人才意識到英國殖民政府將撤離，他們才起來組織政黨，以爭取各族的權益。北婆羅洲華人領袖是右翼上層階級為主導，他們經馬華公會的游說而從反對轉向支持馬來西亞，進而與土著聯合組成北婆羅洲聯盟黨，以實現北婆羅洲併入馬來西亞而獨立。 砂、婆兩邦併入馬來西亞過程中經過民意調查的階段。1962年2月19日至4月18日柯波德調查團到砂、婆兩邦徵詢人民對大馬計劃的意見。砂拉越華人社團與人聯黨的備忘錄堅決反對大馬計劃，而北婆羅洲華人社團、民主黨和聯合黨則主張自治，但是柯波德報告書結果卻操縱在英國政府和東姑阿都拉曼的手中。由此可見，柯波德報告書扭曲民意和違背砂、婆兩邦華人自治和獨立的目標。由於印度尼西亞和菲律賓的攔阻，所以由聯合國介入，派遣聯合國調查團到砂、婆兩邦鑑定民意。最終聯合國裁決砂、婆兩邦併入馬來西亞。砂、婆兩邦併入馬來西亞，在憲法上可獲得二十條保障條款和十年過渡期。國家地位而言，砂拉越和北婆羅洲是從殖民地降為受英國操控的馬來西亞之州政府。 / On May 27, 1961, the prime minister of Malaya, Tunku Abdul Rahman suggested the Greater Malaysia Proposals, which the Federation of Malaya close together with the territories of Singapore, Sarawak, North Borneo and Brunei in political and economic. However Chinese in Sarawak opposed to the British government and the Greater Malaysia Proposals. The left wing of the Sarawak United People's Party submitted the anti-Malaysia memorandum and signature campaign to the Cobbold Commission. While Chinese in North Borneo, mainly are the towkay, generally supported the proposals, because it meant the greater economic opportunities and strengthen of the politic. Cobbold Commission conducted a public opinion poll in Sarawak and North Borneo regarding to the merge of Malaysia. Cobbold Commission went to Sarawak and North Borneo to received the opinion of Malaysia during 1962 Feb 19 till 18 April. Memorandum of Sarawak Chinese community and Sarawak United People's Part rejected merged with Malaysia, but North Borneo Chinese community and Democratic Party, United Party, advocates autonomous. However the polls result manipulated by British government and Tunku Abdul Rahman. Report of Cobbold Commission distortion public opinion and disobey the target of autonomous and independence Sarawak and North Borneo Chinese. The Secretary-General of the United Nations came to appraise the polls in Sarawak and North Borneo due to the baffle of Indonesia and Philippine government for the formation of Malaysia. At last Secretary-General of the United Nations to rule Sarawak and North Borneo merged with Malaysia.When Sarawak and North Borneo finally merged with Malaysia, they got 20 points safeguards and ten-year transitional period under the constitution. However on the part of the nation status, Sarawak and North Borneo from colony reduced to the state government of Malaysia that controlled by British.

本研究一方面剖析馬來西亞僑生來台前的教育歷程以及他們選擇來台的原因，另一方面亦深入探討馬來西亞僑生群體內部之國籍異質性對其在台生活經驗及「僑生」身分認同上的影響。本研究採用質性研究方法進行研究，主要透過訪談法與參與觀察法，分別於台灣與馬來西亞地區蒐集田野資料。主要研究發現為： 一、國籍的差異建構了馬來西亞馬籍與台籍僑生個人與國家（馬來西亞、台灣）關係上的差異，以及來台前教育歷程上的歧異性。來台之馬來西亞僑生中，馬籍僑生多畢業於著重華文教學之獨立中學中體系，而台籍僑生主要來自海外台灣學校。在馬來西亞獨立中學與海外台灣學校就讀的學生面對的是迥異的學習環境與教材、隱藏性課程與參考團體，但在不同因素的考量及作用下，他們不約而同地選擇來台就讀大學，並成為「僑生」。不論是馬籍或台籍僑生，他們對於其所具有之「僑生」身份多是採接受但不認同的態度，不過原因不盡相同。 二、「僑生」身份在台灣社會特殊的歷史脈絡中已逐漸與原始意涵脫鉤，並累積了如學業程度不好、說中文有口音及升學制度中之既得利益者等負面標籤，讓「僑生」成為一個被污名之群體。馬來西亞籍僑生由於其成長及受教背景之故，較易具備外顯的僑生符號（如說中文有口音），容易被辨識為「僑生」，因而常需背負「僑生」所具有的污名。台灣籍僑生因為具有台灣國籍以及講中文沒有口音等，迥異於台灣民眾對於一般僑生之想像，而難以被辨識其「僑生」身分，或其僑生身分較難獲得他人認同而另給予「假僑生」的稱謂。 三、依據自身與情境的特質，馬籍與台籍僑生發展相關策略以避免因「僑生」身份而被污名化，包括諸多規避（passing）行為（如口音轉換、呈現在地之身分認同、避免參與僑生團體）以避免身分暴露、構成強凝聚力之僑生團體以獲取社會支持及建構群體認同等策略。另外，台籍僑生一方面由於不符合社會對「僑生」的刻版印象，另一方面也為避免承受「僑生」身份的污名，往往接受「假僑生」的稱謂，並視其為一「戲謔性」但不具污名的稱呼。 / This study alalyzes the the education processes of Malaysian overseas Chinese students and their reasonings for studying in Taiwan on the one hand, and explores how the difference in nationality (Malaysia vs. Taiwan) affect their life experiences in Taiwan and their attitudes toward the “overseas Chinese student” identity given by the Taiwanese society on the other. The study utilizes qualitative research methods and collects field data (mainly through participant observation and in-depth interviewing techniques) from Taiwan and Malaysia. The major findings are stated as follows: 1. Difference in nationality between Malaysian and Taiwanese Chinese students constructs the divergence in their relations with respective states (Taiwan and Malaysia) and eductation tracking processes prior to their study in Taiwan. Among ethnic Chinese students from Malaysia studying in Taiwan, Malaysian Chinese students mostly graduated from independent high schools while Taiwanese Chinese came from overseas Taiwanese schools. The distinctions in these two schooling systems in the academic melius, teaching materials, hidden curriculums, and reference groups shape the different reasonings to study in Taiwan. For various reasons, these students accept but not necessarily agree on the “overseas Chinese student” identity given by Taiwanese soceity upon their arrival in Taiwan. 2. Under the changing historical context, the identity of “overseas Chinese student” has gradually lost its originally denotation and even become a stigmatized label. Malaysian Chinese students tend to be more easily identified as “overseas Chinese students” due to their more salient outer attributes (such as accent) and thus more likely to be stigmatized. Taiwanese Chinese students (from Malaysia), due to their Taiwanese nationality and Taiwanese accent, are less likely to be seen as “overseas Chinese students.”Even if this identity is disclosed, such identity is often challenged by others because of the misfit with the stereotype of “overseas Chinese student” that exists in the Taiwanese society. As a result, Taiwanes Chinese students from Malaysia are often called “psudo overseas Chinese students.” 3. Both Malaysian and Taiwanese Chinese students from Malaysia develop various strategies to aviod or overcome the possible stigmatization brought by the identity of “overseas Chinese students,” including many “passing” techniques as well as forming proactive and powerful overseas student associations. For Taiwanese Chinese students from Malaysia specifically, they often playfully accept the seemly degrading and yet un-stigmatzied title of “psudo overseas Chinese students” as a way to avoid stigmatization embedded in the identity of “overseas Chinese students.”

台灣和馬來西亞的經濟文化關係可以追溯到1960年代。雖然在官方關係上曾經斷交，但是非官方的交易來往並不受影響。本研究即將探討兩個國家的企業在進入彼此的國家發展的進入策略以及在該國的行銷手法之差異。本研究探討四方對象，有馬來西亞的M公司，台灣統創代理商，台灣六角國際（日出茶太）和馬來西亞日出茶太代理商，但是本研究以針對母國，也就是M公司和六角國際（日出茶太）為主要採訪企業，從母國的角度探討企業經營環境、國際化動機、市場進入模式與母國和地主國的行銷組合。另外，其中一個小節也針對台灣和馬來西亞的國家經濟環境和發展、人口、氣候、人文因素進行比較以辨別出兩國的差異。其研究結果一方面可提供國內的業者參考未來的國際化佈局策略，另一方面也有助於對於馬來西亞和台灣市場的了解。 本研究主要研究對象，M公司，生產馬來西亞風味方便麵和六角國際（日出茶太），直營和授權台灣手搖茶飲，這兩家不同國家和不同產業的公司進行接近兩小時的採訪，和在地主國的代理商之次級資料進行交叉比對，研究結果發現：1、兩家的國際化動機沒有顯著差異。2、因為兩家的產品性質不一和不同的經營環境和經驗背景，兩家的國際市場進入模式有著顯著地不同。3、兩個國家的國家大小、氣候、文化背景、習俗、基本建設影響母國和地主國的行銷組合之設計。 / The economic and cultural relations between Taiwan and Malaysia can be traced back to 1960. Although Malaysia has formally ended diplomatic relations with Taiwan, informal relations between Malaysia and Taiwan is still ongoing and maintaining. This study discussed the market entry mode and marketing mix in both countries of two different companies. This study targets four companies, which are Malaysia M Company, Taiwan Tongjih, Taiwan Lakaffa (Chatime) and lastly Malaysia (Chatime) but mainly interview only two founded companies, the M Company from Malaysia and Lakaffa from Taiwan. This research studies from the view of the mother land. It discusses both companies’ operating environment, the motive of globalization, market entry mode and the differences of marketing mix between the home country and host country. Beside of that, one of the chapters extends in comparing country environment and development, population, weather and culture factor between Malaysia and Taiwan. This study result aims to provide a reference in globalization strategy and improve a great knowledge about Malaysia and Taiwan market to the audience. Supported by M company, a manufacturer of Malaysia flavor instant noodle (Penang White Curry Mee) and Lakaffa, franchiser of Taiwanese beverages (Bubble Tea),two hours interview session, the comparison is showed as below: 1. There are no differences between the motives of globalization between these two companies. 2. Differences in product type, different operating environment and experience background affect the choice of market entry mode. 3. The differences of county size, weather, culture, custom and infrastructure affect the design of marketing mix in Malaysia and Taiwan market.

雅絲敏•阿莫（Yasmin Ahmad），是馬來西亞已故的電影及廣告女導演。其電影最大特色是反映出馬來西亞族群與文化多元性，賦予了馬來西亞電影真正的意義，除了受國內各族群觀眾的喜愛，也在許多國際影展上獲得殊榮。 雅絲敏的電影中有許多的情節，是在指涉馬來西亞社會中特定的情境與文化現象，有其獨特意義，極具研究價值。因此，本論文將以作者論態度和文本分析法探究雅絲敏的六部作品，包括《愛到眼茫茫》、《我愛單眼皮》、《花開總有時》、《木星的初戀》、《愛從心開始》和《戀戀茉莉香》，主要在於了解雅絲敏在電影中對於馬來西亞族群關係的再現。文獻方面，將對作者論、文本分析法以及族群相關概念及理論進行梳理與探討。另外，也將整理出雅絲敏六部作品的共通性，以確認雅絲敏的電影風格以及她在馬來西亞電影發展脈絡中所作出的貢獻與代表意義。 / The late Yasmin Ahmad is one of the most outstanding film directors from Malaysia. Yasmin’ films always depict the multiethnic and multicultural society of Malaysia, which not only attracted audiences from different ethnic within the country but also won many awards in the international film festival. It is important to think and understand the messages Yasmin trying to convey through her films. Therefore by using the auteur theory and textual analysis, this research will study the representation of ethnic relationship in all her six films, Rabun(2003), Sepet(2004), Gubra(2006), Mukhsin(2007), Muallaf(2008) and Talentime(2009). In order to provide background knowledge regarding the circumstances of Malaysia multiethnic society, this research also involves the theory of pluralism, ethnic identity, ethnic boundary, and stereotypes as part of the literature review. And also, this research will analyses mise-en-scène that was used to appear in Yasmin’ films to prove that Yasmin is truly a film auteur. Lastly, this research will conclude the unique film style which solely belongs to Yasmin and her contribution towards Malaysia film industry.

「僑生回國升學」是中華民國建國至今一貫進行的政策，也是政府遷台後獲致成效的一項政策性工作。僑生政策之實施，使清寒的華人子女亦有機會獲得高等教育的機會，其意義尤值重視。臺灣與海外各國實質關係之中，馬來西亞華人社會與臺灣的關係最為密切。五十多年來，來台僑生數量以馬來西亞地區居全球之冠，渠等返回僑居地後多數成為馬來西亞社會各界之菁英，成為當地華人在政經文教上的有力資源；也是臺灣現今在當地最大的友我力量。因此，馬來西亞的華文教育殊為僑生政策中最為成功的一個例子。本研究聚焦於探討馬來西亞華文教育發展史中，臺灣在其中扮演的角色，以及所發揮的歷史影響。臺灣的華僑教育在相關研究中，多著重於政府政策的制定與形成，較少關注其影響或支援的對象──華僑華人所居國的華文教育；而馬來西亞國內的華文教育在研究上則面對主客觀環境限制之下，又多著重在華文教育在本土與當地政府之間的抗爭關係。這使得臺灣和馬來西亞華文教育之間在華僑或華文教育上的互動關係，鮮少被論述之。因此，本論文企圖補充臺灣在馬來西亞華文教育的關鍵聯繫（Vital Link）──僑生政策，期以填補雙方的歷史。 / “Overseas Chinese Students back to their homeland for studies” is the persistent policy carried out by the Taiwan authority, this is also a successful policy since the KMT government shifted to Taiwan. The implementation of this policy is to create opportunity for the underprivileged Chinese students pursuing their higher education, the significance is regarded. Among all the relationships with foreign nationalities, Malaysia Chinese society and Taiwan is intimately related. For the past fifty years, of all the numbers of overseas Chinese students, Malaysia ranked the first. After returning to their residing country, becoming the elites from all sectors and, also becoming the most powerful resources in the local Chinese community. Which implies that, they strengthen the friendship with Taiwan as well. Hence, the Malaysia Chinese education under this policy is the most successful example. This research mainly pinpoints on the role play and historical influence of Taiwan on the developing history of Malaysia Chinese education. The related study mainly emphasizes on the formulation of government policy and formation, sparsely concerns its impact or support of the residing local Chinese education. Under the subjective and objective environmental restrictions, the study focuses on the confrontation between the local Chinese education and local government. It is rarely been discussed the interaction in the overseas Chinese education between Malaysia and Taiwan. Therefore, this paper attempts to add the history of Taiwan‘s “overseas students policy” as a Vital Link for Malaysia Chinese education.

這份研究將探討蘇祿蘇丹國是如何成為大馬來世界的一份子，以及菲律賓索回沙巴的主張. 菲律賓是蘇祿蘇丹政治主權的繼任者。本研究主要探討菲律賓索回沙巴州的歷史和法律依據。 歷史紀錄指出，這塊有爭議的土地曾屬於蘇祿蘇丹租借給一間英國特許公司的創辦者。之後由英國王室所保護的這塊土地後來成為英國兼併馬來西亞和殖民的基礎。最終，沙巴被納入馬來西亞聯邦。 / The recent incident where followers of Sultan Jamalul Kiram III landed in Lahad Datu Village in Sabah, Malaysia to assert the pending Philippine territorial claim has sparked one of the biggest security threats in the region. The dispute has disrupted the diplomatic relations between Malaysia and the Philippines, both being members of the Association of Southeast Asian Nations (ASEAN). This study argues that the settlement to the dispute depends on whether the Philippines has a legal and valid claim according to the principles of international law. Similarly, the issue can also be resolved with recourse to a regional agency like ASEAN. Additionally, it is essential that an unbiased analysis of Malaysia’s argument be undertaken based on international law. Peaceful methods of settlement should be the goal for both states. Stability and security are a prerequisite for development; therefore, a peaceful environment will provide a proper setting for sustainable economic growth.