The cyber university has become a new trend in personal learning systems. At present, many universities in Taiwan have set up cyber universities that provide lots of online courses for more students or working people. What are the main goals when the cyber university promotes it¡¦s products¡H What kinds of the marketing mix strategy it uses to achieve the goals¡H And how does the cyber university make use of IMC tools to promote it¡¦s products¡H The case study method has been utilized in this research. The objectives including National Sun Yat-Sen Cyber University of National Sun Yat-sen University (NSYU)¡BNational Taiwan University¡BE-college of National Chengchi University¡BNational Tsing Hua University and Go2school of Chinese Culture University are studied to realize the product position¡Btarget audience¡Bthe relation between marketing mix and marketing goals, and the successful or obstructive factors etc. This research has the following findings¡G 1. The every part of the application of IMC in the cyber university forms a cycle. Although the products of the cyber university have no local limitation, they also have the differences in marketing strategy in different areas. 2. Because the cyber university is still on the stage of development, the business model is not completely established. At present, making profit is not the only goal in marketing, and building brand visibility is the most important for all cyber universities. 3. In the initial stage, the cyber university applies many marketing tools¡]advertising¡Bpublic relations etc.¡^to promote it¡¦s products, and then keeps on regulating to a perfect marketing mix strategy. Besides, internet marketing¡]through e-mail sending¡^is the most effective way and can be used with the database to interact with customers or convey personalized information. 4. No matter in the beginning or for the final achievement, the application of IMC tools in the cyber university must take customers into the main consideration. That means IMC not only makes profits for business corporation but also accumulates invisible brand image in customer¡¦s mind as well as establishes a long relationship with every customer. At last, my research has the following contributions¡G 1. Setting up an IMC model of the cyber university. 2. With the study of cases, we know how cyber universities make use of IMC to promote it¡¦s products and provide a reference for new investors to market their products.

With the increasing popularization and progress of the Internet in recent years, people have become more and more accustomed to obtain knowledge through e-leaning. By using e-learning, lecturers and students can have classes not only in a physical classroom but also in a virtual classroom on the Internet. Moreover, due to the Internet is virtual and unlimited by region, making use of the two characteristics can make both sides of teachers and students have more channels and conveniences for their interaction. Among them, the formation of the Cyber University is the model for the mutual application of learning in a physical classroom and on the Internet. Based on the most part of the recent studies have been focused on the measures of the service quality of the whole e-learning system, and a considerable number of literatures have offered measuring methods; however, the specialized measures of the service quality of the Cyber University have been in shortage. Therefore, the study was in the hope of finding out what factors had an influence on the service quality of the Cyber university, and what characteristics of the Cyber University students cared about when they were using it. The study aimed to develop specialized indicators for measuring the service quality of the Cyber university by applying the past structure of e-learning.The study adopted the questionnaire survey method, and the main participants were those students at National Sun Yat-Sen University (NSYSU) who had ever used National Sun Yat -Sen Cyber University. Furthermore, the study used the measuring research of the e-learning system satisfaction which designed by Sun et al. (2008) as the main structure. And to probe the measuring indicators of the service quality of the Cyber Universi t y, the study was divided into six different aspects from areas such as learner, lecturer, curriculum, science and technology,design, and environment.The results showed that the Learner¡¦s perceptive satisfaction with the service quality of the Cyber University was affected by those following factors: the learner¡¦s attitude toward the Cyber University; the learner¡¦s anxiety; the curriculum flexibility of the Cyber University; the usability of the Cyber University; and the level of the learner¡¦s interaction with the lecturer or other students at Cyber University.Thus, the results of this study can be used as the thinking directions for the designers of a Cyber University platform, and also can be used as a reference to enhance the teaching quality and tudents¡¦ satisfaction for the Cyber University lecturers.

The World Wide Web provides a new communicated environment for learning. In this research, we developed the ¡§online tutoring agents¡¨ to improve students¡¦ learning with the functionality of user profiles¡¦ tracking, recording, analysis and feedback. To solve students¡¦ problems in system adaptability and learning progress control, we provided necessary messages for user and real-time feedback according to their profiles. We have developed a novel learning environment for different students according to their demands. To assist student and teacher for completing their works, our research implemented ¡§online tutoring agents¡¨ in e-learning system. For students, ¡§online tutoring agents¡¨ supports group corporations, learning guideline and learning activities. Our ¡§online tutoring agents¡¨ provided the effective learning environment to save time for students. For teachers, ¡§online tutoring agents¡¨ can assist teacher to control schedule and students¡¦ learning activities as well as term project progress. The ¡§online tutoring agents¡¨ we proposed can provide good and customized environment for both teachers and students.

Apply Internet technology to online live videoconferencing activities will overcome the restriction in face-to-face meeting. By using this way not only can help us to meet with one another in any time, but also saves us large amount of cost on communication and transportation. However, this is not easy for many users of virtual community to use it as an innate instinct, it still have many perplexitys for users to use of online live videoconferencing activities through Internet. The study of this thesis will pick five discrete organizations from the NSYSU Cyber University, and use questionnaire, focusing group interviewing and studying audio-video files as combined data. Then, researcher will use Qualitative Research method to analyse those data to extract all the situations including the phenomena, processes, and events which our subjects have experienced during the internet online live videoconferencing activities. We wanted to discover the sequences and relations among them and to reconstruct the online activity processes and find out the possible solutions. Finally, we proposed the Concrete processes, and feasible recommendations about guidelines and management of online live videoconferencing activities in this thesis. We hope these outcomes will be helpful to those people that will participate in online live videoconferencing activities.

In the recent era, the popularity of Internet and multimedia has displayed technical progress, which has enabled E-learning environment to be even more perfect than before. E-learning has two-way interaction and the characteristic of unlimited time and space, which has become an important tool for initiating learning for life in the modern society. Among which Cyber University has become an example of E-learning applications. Because our national law has not allowed setting up a purely virtual university, therefore, the Cyber University of our research is pointing to the virtual school designed by a real university on the Internet. Cyber University is not purely a single organization, instead, it combined different educational provider on the Internet to actualize the objective of teaching and learning, as well as letting a learner to depend on the differences in his personal time, place, and learning condition to choose appropriate learning resource. Nevertheless, How to go about setting up a Cyber University based on the possession of administration resource, faculty, and the college of the student? What are the critical success factors that can be applied to evaluate the important items prior to establishment? How does Cyber University operation mode operate? These are all the important factors that must be considered to establish a Cyber University. The objective of research is to provide a soluble proposal as reference for the above stated questions. Our research utilized case study. The objective is National Sun Yat-Sen Cyber University (NSYCU) of National Sun Yat-sen University (NSYU). Jung-Chun Su (2002) had once used NSYCU as case study to simulate cash flow and risk analysis. The result has shown that NSYCU case is worthy to invest in, which possess ability to make a profit. Chia-Ming Liang had used operation model and financial planning model to research, which showed that ¡§Population of students¡¨ is a critical factor that affects the operation of E-learning Company. Currently, NSYCU has already been set up for more than five years and the enrollment has shown increased. Despite the effective of literature review or enrollment, it can be shown that NSYU is definitely one of representative of our domestic Cyber Universities. Our research will interview with key figures of five different aspects from areas such as marketing, administration, system, faculty, and student of NSYU. Then, to use professional questionnaire to further confirm the viewpoint of the interview. Finally, to combine the related literature review with NSYCU history data analysis, to categorize the critical success factor that set up Cyber University and to provide some suggestions for other schools domestically that have proposed to set up a Cyber University as reference.