As more and more crimes about credit card appears, and every country¡¦s government pursues the improvement of efficiency, the smart card system has greater and greater market potential. The international credit card organizations forecasts 5 million million dollar-market of smart card relative systems. The IC Card System has been introduced to Taiwan since 20 years ago, but the government has never tried hard to make it popular. Facing the great potential market now, how do Taiwan¡¦s firms of IC Card Industry enter international markets and get competitive advantage? This is just the topic of this thesis. In recent years, the economy of main countries in world is in recession, and the United States is threatened seriously the terrorism. All the small countries whose economy depends on these dominant ones, such as the Asian four-dragons, are affected. Fortunately, Mainland China who has cheap human resource and enormously large market, takes an innovating open-door policy in recent years, bringing a new hope to the world¡¦s economy. With the trend of globalization and internationalization, and the change of the condition between the Taiwan Strait, what kind of competitive strategies should the firms of Taiwan¡¦s IC Card Industry take to get competitive advantage in national market for survival in future, is just our issue. First of all, we analyze the world¡¦s economy, the IT industry in Taiwan, and the IC Card Industry in Taiwan; then we use Porter¡¦s Diamond Model to find out Taiwan¡¦s national competitive advantage as below: 1. Taiwan has high quality human resource capable of design and complex process work. 2. Taiwan¡¦s enterprises have the advantage of flexibility and mobility. 3. Taiwan has the advantage of expanding business toward Mainland China. Secondly, we develop several strategies for Taiwan¡¦s IC Card Industry by Ansoff¡¦s and Porter¡¦s theories as follow: 1.Moving manufacturing center to the Mainland China; 2.Targeting the Mainland China as Main Market; 3.Taking good use of the advantage of second generation IC Card System. Finally, we do case study of Vstar Electronics Inc., the No.1 firm of Taiwan¡¦s IC Card Industry, to know the practical strategy and compare with theoretical ones. As one member of Taiwan¡¦s IC Card Industry, we hope to do something for the industry, by this study and some suggestion for the government.

政府推動IC金融卡業務已近八年，然其成效仍十分有限。國內金融機構為區隔消費市場，以IC金融卡延伸之應用功能，結合校園識別證件、圖書證、學生證、停車證…等功能，與各大學院校共同發行校園智慧卡，並以IC金融卡之電子錢、預付電話等功能作為校園內各項支付之工具。民國86年政大智慧卡率先發行，迄今已有二、三十家大學院校發行校園智慧卡，累積發卡量達近百萬張，惟其刷卡消費之實績一直未如預期，且發卡量亦呈趨緩之趨勢，這與金融機構積極推展校園卡，由年輕族群帶動消費市場、改變國人消費習性之理想有所違背。本研究即針對國內IC金融卡之推廣瓶頸、及金融機構推廣校園智慧卡所遭遇之問題進行探討與分析，自財金資訊公司蒐集國內金融機構IC金融卡發卡量與營運量統計資料，以探索性研究方法，進行次級資料分析，以期發現校園智慧卡在推動過程中所遭遇的問題，並提出改善之建議，使校園智慧卡達到多卡合一之功效，同時對未來政府推動各類多功能智慧卡提出建議方案。 / The government implements the IC Card business for almost eight years, but the effects are very limited. To segment consumer market, financial institutions and some universities in Taiwan co-issue Campus Smart Cards. This card has extensible functions of IC Card and can be used as campus identification card, including library ID, student ID, parking ID, etc. Furthermore, Campus Smart Card provides some functions of IC Card that can be used as payment tools on campus, such as electronic money and prepaid phone. In 1997, National Chengchi University took the lead to issue smart cards. To date, about 30 universities have issued Campus Smart Cards for almost million people. However, the total expenditure of Campus Smart Cards is not so good as expected earlier, and the volume of card issue declines. At the beginning, financial institutions issued Campus Smart Cards aggressively to let young people stimulate consumer market and to change consumers' behavior. But the situation doesn't achieve the goal. This paper discusses and analyzes the bottleneck of IC Card issue and the problems that financial institutions face when they push Campus Smart Cards. The research data are collected from FISC (Financial Information Service Co., Ltd.), including volume of card issue and card operation for IC Card. A discovery research method is used to do secondary data analysis. The purposes of this research are listed below: To find out problems during the implementation of Campus Smart Card and provide suggestions. Secondly, try to let Campus Smart Card be a popular multi-function card. Also, provide workable suggestions for the government to implement multi-function Smart Cards in the future.

本文從社會脈絡的角度來思考網際網路之傳播研究，認為單一網路傳播現象或傳播事件有助於簡化研究問題。因此本文試圖從網際網路中的一個重要傳播形態－全球資訊網－出發，目的在了解其特殊文本結構與傳播特質，如何影響其在某一社會議題傳播過程（或傳播內容的生產與消費）中的論述表現？以及此論述表現對社會議題的影響力和意義？作者挑選了一個曾是重要社會議題，也與全球資訊網傳播形態發生關連之國民卡事件作為討論對象，原因是「反國民卡網站」的成立讓反國民卡行動成為一個與網路傳播相關的社會事件。在研究方法上，作者嘗試應用論述分析方法於全球資訊網網站的分析中，並希望發展出全球資訊網的系統性分析方法。研究發現，論述活動接合了網際空間與社會空間，因此論述可以作為研究網路傳播之出發點。其次，全球資訊網超文本之開放性，提供社會成員更多操縱傳播媒體的機會以及一個多元論述的環境，讓社會成員依自身利益主動結合取得對事物的詮釋權力，而全球資訊網論述表現對社會議題所具有的意義，也就在它可以作為一個「團體的媒體」，讓社會成員可以結合起來對抗社會中的主流論述。最後，全球資訊網網站之論述分析可以從網站「文本」形態出發，進而討論文本背後所牽涉到的相關社會脈絡，以豐富對個案的詮釋。

政治代表著一種權威性的價值分配，政府的工作便是在制訂與執行這些價值分配的政策，其間必然牽涉到權力的形成、分配與運用，而菁英往往比一般人更有權力，因此菁英如何影響政策制訂是一個值得關注的問題。 而「國民身分健保合一智慧卡（簡稱國民卡）計畫」，從相關的報導中，筆者發現國民卡一案的決策過程乃是以菁英決策的方式出現，主要涉及行政菁英、立法菁英、知識菁英與企業菁英間的互動，因而希望藉由國民卡個案的探討，進一步對菁英理論如何應用於政策制訂過程有較為深入的了解。 本文係採文獻探討法與深度訪談法，首先對政策制訂過程與菁英理論進行探討，並將菁英分為行政菁英、立法菁英、知識菁英與企業菁英四類，進而就其角色、影響政策的策略進行說明，在獲得菁英理論如何應用於政策制訂過程的大致輪廓後，接著對國民卡政策制訂過程進行說明，並對國民卡方案中各類菁英運用策略進行分析，最後作出結論。 本文研究發現如下：一、國民卡方案的制訂，深受菁英理念之影響；二、社會大眾對國民卡方案制訂之影響有限；三、少數菁英對於政策有重大影響；四、權力由一元轉為多元。 在研究建議方面，本文除對菁英理論作出建議外，對於實務上亦提供相關政策建議，包括：一、政策綠皮書的公布；二、建立完善諮詢制度，善用吸納策略；三、採取漸進策略；四、強化政黨協商，適度滿足各方需求；五、健全資訊政策相關立法。

我國施行健保IC卡建置計畫至今已近十年，這段時間中，IC智慧卡之各種技術與應用蓬勃發展，在醫療、金融、交通等應用領域都已有長足進步。除健保卡外，舉凡悠遊卡、金融卡、門禁卡、學生證等，IC智慧卡的應用比比皆是，客觀環境有利於健保IC卡之功能再作提升。 　　本研究以文獻探討及專家訪談的方式，研究整合過程中可能面臨的各種技術、整合方式、未來運作模式與可能遭遇之困難，以及相關的因應措施，作為未來產業界之合作基礎。 　　研究期間共訪談學界與業界人士八次、訪談行政單位五次，並舉辦專家業者焦點座談會一場。從醫療、金融、交通及其他服務等角度，分析目前健保卡尚需改善或新增之功能；也探討發展健保IC卡多功能用途，在晶片卡之規格、介面及儲位規劃等關鍵成功因素。 　　而在可能營運方案上，健保IC卡多功能用途的實施將對社會帶來極大影響，本研究以現行法令之鬆綁與否區分為短期建議及長期建議，短期內可能之營運方案有：(1)健保局獨立運作發卡(2)健保局與相關單位成立聯合發卡小組以及(3)由健保局訂定卡片標準格式與儲位空間，由各發卡公司預留空間提供使用者至健保局寫入健保相關資料；倘在未來修法後，健保卡可在健保局核可情況下委由他人發行，那麼(4)訂定需求規範以標案方式委託外包廠商營運及(5)訂定標準後由各發卡單位申請核准後營運，此兩種方案亦可納入考量。 　　預期效益除多卡合一、方便攜帶外，IC智慧卡結合憑證帶來的高安全性與保密性也能降低卡片盜刷、資料外洩等情事發生。若有更多的公民營企業願意將現有各自獨立發放的卡片整合進來，對後台系統的整合將有革命性的進步，電子憑證的功能也將對系統安全的提升帶來極大幫助，多功能卡的高發行量也將為合作對象帶來商機，達成政府、產業界與民眾多贏的局面。

隨著IC卡的使用，它正深深地影響著我們的未來生活方式，其應用發展趨勢也是值得我們重視的課題。本研究主要從「IC智慧卡成為主流的資訊載具」、「我國內政部、衛生署、交通部及財政部等中央各部，對IC卡之應用發展各擁管轄範圍且各自發展」、「民間業者各自引進或發行電子現金儲值卡」等三方面，說明其可能造成的結果及相關重要課題，以作為本研究之動機。 本研究從我國IC卡應用發展相關文獻中，搜集和本研究主題較相關者，提出IC卡票證整合、IC卡安全整合機制及IC卡規模經濟等值得研究課題，以作為進行IC卡應用發展趨勢研究之參考。 對於IC卡目前應用發展現況，本研究主要說明政府推動國民卡的沿革、政府推動自然人憑證的沿革、政府推動健保IC卡沿革及交通IC票卡目前應用發展，以利了解我國IC卡目前應用發展現況。 針對交通IC票卡，本研究說明北、中、南各地區電子票證IC智慧卡應用發展，包括悠遊卡、台中ｅ卡通、Taiwan Money Card等，後續說明IC票卡規格發展及交通IC票卡系統架構發展，以更深入了解交通IC票卡目前應用發展現況。 本研究針對IC卡應用發展問題，進行更深入的分析，主要論述面向，包括技術面(IC卡規格、IC卡系統架構) 、法令面(IC卡法令規定)、經營管理面(含IC卡管理組織、發行、經營模式)等方面，以發掘問題，分析問題及提出解決策略。 本研究針對所提出之解決策略，予以聚焦，以提出更關鍵的解決策略，包括：(一)技術面：1.建立IC卡共同憑證。2.建立IC卡安全認證。3.建立IC卡整合架構。(二)法律面：1.修改銀行法及交通運輸相關法規中不合IC卡現有運作之規定。2.增訂電子票證法規。(三)經營管理面：1.建立規模經濟發卡量。2.建立IC卡發卡機構經營模式。 3.建立憑證認證機構公信力。4.建立IC卡資訊交換中心。 本研究針對三個構面，提出核心解決策略為「一卡通用」及其整體解決架構及實施步驟，且對整體解決策略之構想方案，提出IC卡卡片規格整合矩陣架構圖，以找出更為適當的IC卡規格方案，該矩陣架構圖，以「共同憑證一卡整合」及「多憑證一卡整合」二構面為縱軸，及「IC卡規格中不存放各類別資料」和「IC卡規格中存放各類別資料」二構面為橫軸，提出四種IC卡片規格整合架構，並列出其優缺點，經研析後，本研究建議初期以具有共同憑證及各類別憑證但不存放各類別資料之架構，作為一卡通用整合規格初期架構，稱為「IC卡共同多憑證不存放各類別資料一卡整合」，最後本研究提出長期一卡通用願景，以「IC卡共同憑證不存放各類別資料一卡整合」為目標。 本研究之結論為：1.我國各類別IC卡規格各行其道，未有整合前瞻性。2.各產業IC卡系統運作架構未整合，導致我們卡滿為患。3.IC卡應用發展於法律面應積極訂定「交通運輸業電子票證法」。4.「非銀行不得發行現金儲值卡」已超越母法規定應修法。5.IC票卡發行機構透過銀行發卡可享有發卡權利金等商機。6.建立IC票卡資訊中心作為全台IC票卡整合運作中心。7.IC票卡業者透過整合可增加發卡量，共創雙贏。8.IC卡於技術面應發展整合技術，以達成一卡通用目標。9.IC卡一卡通用宜建立IC卡資訊交換中心及憑證整合認證中心。10.IC卡一卡通用宜建立整體解決架構之實施步驟。11.IC卡一卡通用卡片規格整合可建立矩陣架構圖，以利分析。12.IC卡一卡通用共同憑證之運作於技術上為可行方案。 最後建議未來可持續探討之課題：1.IC卡一卡通用宜建立認證API(Application Programming Interface)程式介面及標準作業程序。2.IC卡一卡通用宜建立憑證整合認證中心及資訊中心之經營模式。3.IC卡一卡通用宜評估對IC卡產業及憑證認證產業之衝擊。 / A study of trends in the applications and developments of IC cards The IC card is being used widely and it will deeply affect our future living mode. Therefore, trends in its applications and developments have become important subjects of study. This research explores the possible outcome and related important subjects for the utilization of IC card, based on the following three propositions. 1. The IC card is one of the modern world’s primary information media. 2. Government units such as the Ministry of the Interior, the Ministry of Transportation and Communications, the Ministry of Finance ROC, the Department of Health and the Executive Yuan ROC all have jurisdiction over the development and control of development and potential applications of the IC card. 3. Private enterprises have introduced or developed electronic cash-stored cards. The information related to the research subject was collected from the relevant literatures in regard to the applications and developments of IC card in Taiwan, presenting the current safety and integration mechanism of IC ticket cards and the economical magnitude of IC card use, which are both topics that should be taken into consideration in the study of the applications and developments of IC cards. Based on the current situation of the applications and developments for IC cards, the main purpose of this research is to show the evolution of IC cards promoted by the our government, including National Card, Citizen Digital Certificate IC Card, National Health Insurance IC Card, as well as current applications and developments of the Transportation IC Card, in order to help understand the current situation for the applications and developments for existing IC cards in Taiwan. In the Transportation sector, this research shows the applications and developments of various IC smart cards in north, central and south Taiwan, i.e. Easy Card, Taichung e-Cartoon Ticket Card and Taiwan Money Card. It also shows the development of the specification for IC Ticket Cards as well as the development of Transportation IC Cards’ systematic infrastructure, in order to help understand the present situation for the applications and developments of a Transportation IC Card. This research is an analysis of IC card’s applications and developments, covering technical issues (specification and systematic framework of IC card), legislation issues (laws and regulations for IC Card), management issues (operation and administration, release and business model for IC cards), so as to discover and analyze the possible problems as well as propose solutions. Focusing on strategies for finding solutions, presenting more critical strategies for IC Cards, consisting of: 1. Technical: (1) To establish a common certificate (2) To establish safety authentication (3) To establish integration infrastructure 2. Legislation: (1) To revise the Banking Law as well as the laws and regulations relating to public transportation, which are not suitable for the existing operations (2) To revise and augment the laws and regulations for electronic tickets 3. Management: (1) To establish an economic circulation of scale (2) To establish the management pattern for card-issuing organization (3) To establish public credibility for a certificate authentication organization (4) To establish information interchange center To consolidate the above-mentioned three areas, this research proposes a core strategic solution – the concept of “one card for common use (All-in-One Card)” along with integrated solution scheme and operation steps. In addition, for an overall solution strategic plan, in this research it also presents a matrix composition for the integration of specifications to discover a more applicable specification scheme for the IC card. The matrix composition is proposed in four types of framework of specification integration with a file of advantages/disadvantages, based on the concept of X, Y coordinate system – X axis being “One Card integrated with Common Certificate” and “One Card integrated with Multi-Certificates”, Y axis being “No data deposited in the IC card specification” and “All sorts of data deposited in the IC the card specification”. Through detailed research and analysis, it is suggested that at the primary stage, to create the “One card for common use” with an integration of “Common Certificate and Multi-Certificates but no data depositing in the IC card specification”, which is called “One card with common and multi-certificates but no any data deposited in the specification.” The long-term goal will be to achieve “One card with common certificate only and no data deposited in the card specification” for long-term use. Conclusions: 1. In this country, various IC cards have their own specifications and there is still no prospect for integration. 2. The IC card system being used by different industries is still not being integrated, so the market is full of different IC cards. 3. The enactment of the “law on electronic tickets” should be pursued more vigorously for the IC card applications and developments. 4. The stipulation of “A non-bank may not issue a stored value card” might have overtaken the stipulation of “Banking Act”. It should be amended. 5. So long as the IC Ticket Card agency issues IC cards through a bank, the agency will possess the business opportunity of charging the bank a card-issuing fee. 6. To establish an IC Ticket Card information center to integrate the operation of the many IC ticket cards using in Taiwan area. 7. It will be a win-win situation, if IC ticket card operations can be integrated, and this will increase card-issuing quantity as well. 8. On the technical front, integration technology for IC cards should be developed in order to achieve the goal of an “All-in-One Card”. 9. An “IC Card Information Interchange Center” and an “Authentication Center of Certificate Integration” for the “All-in-One Card” should be established. 10. A standardized operational procedure should be established for an overall solution to the “All-in-One IC Card”. 11. The integration of the specifications of the “All-in-One IC Card” can be done through a matrix composition to assist analysis. 12. Technically, an “All-in-One IC Card” with “Common Certificate” is a feasible plan. In the end, this research also offers suggestion on valuable topics that can be the subject of continued discussion in the future: 1. “All-in-One IC Cards” should have an authentication with API (Application Programming Interface) program as well as a standard operational procedure. 2. A business model for “IC Card Information Center” and “Authentication Center of Certificate Integration” should be established. 3. An evaluation of the impact on the IC card industry and the certificate authentication industry should be made.