As economies are increasingly driven by services, the introduction of new services to satisfy customers and improve firm value is becoming a critical issue for managers. In my dissertation, I take a step in improving the understanding of service innovations. In the first essay, I look at the determinants of the number of service innovations introduced by a firm and their interrelationship with customer satisfaction and firm value. Furthermore, I look how these interrelationships vary between Internet-Enabled Service Innovations (IESIs) and Non-Internet-Enabled Service Innovations (NIESIs). I develop a system of equations that link service innovation, customer satisfaction and firm value. I model the determinants of service innovations, using a zero-inflated Poisson model. I estimate the model on a panel data set that I assembled across multiple industries from multiple data sources such as the American Customer Satisfaction Index, Compustat, SDC Platinum, and LexisNexis. My results reveal that IESIs are more strongly influenced by financial resources of the firm and by market growth than are NIESIs. Surprisingly, neither IESIs nor NIESIs have a significant direct effect on customer satisfaction. However, IESIs have a positive and significant effect on firm value. Given the differences between consumer markets and business markets, it is important to understand better the determinants and outcomes of business-to-business service innovations (B2B-SIs). In my second essay, I empirically address this issue. I develop a modeling system that relates service innovation to firm value. I estimate my model on unique panel data of service innovations. Results indicate that B2B-SIs have positive effects on firm value. Furthermore, I find that the number of B2B-SIs introduced by a firm is primarily determined by firm-level factors rather than marketlevel factors Overall, I find that regardless of firm type or market type, the number of service innovations introduced by a firm has a substantial impact on firm value. In particular, IESIs and B2B-SIs increase firm value. In addition, the two essays also show that liquid financial resources are important determinants of service innovations. This is especially true for IESIs and B2B-SIs.

In this dissertation, I develop frameworks and models capturing the effects of marketing capital and R and D capital on firm growth and sustained membership in the Fortune 500 cohort. Drawing on the resource-based view (RBV) of the firm and industrial organization theories, in the first essay, I develop hypotheses on the relationships among a firm's marketing capital, R and D capital, key firm-specific and industry-specific factors and survival as a Fortune 500 firm. I test these hypotheses using a proportional hazard model on a uniquely compiled large panel data set of manufacturing Fortune 500 firms over a 25-year period. The results show that while both marketing and R and D capitals have significant and direct positive associations with survival as a Fortune 500 firm, the moderating effects of industry growth on the relationships between marketing capital and survival as a Fortune 500 firm and between R and D capital and survival as a Fortune 500 firm is asymmetric. It is positive for marketing capital but negative for R and D capital. Thus, to retain firms‘ position on the Fortune 500 list, managers may want to consider investing more in marketing (R and D) when industry growth is high (low). In the second essay, I examine the effect of advertising capital and R and D capital, their complementarities, and their interactions with the environmental contingency factors of dynamism, munificence, and complexity on sales growth, profit growth, and market value growth. Using dynamic panel data analysis of 185 firms over an eight year period (2000-2007), I uncover a nuanced understanding of how advertising and R and D capital affect these performance measures. My results show that both R and D capital and advertising capital directly affect sales growth, but neither has a direct impact on profit growth. Furthermore, R and D capital has a direct impact on market value growth. I also find that while the interaction of advertising capital and R and D capital does not directly affect sales growth or market value growth, it has a positive direct impact on profit growth. Finally, I find that environmental contingencies matter. For instance, environmental dynamism negatively (positively) moderates the relationship between R and D (advertising) capital and sales growth.

Abstract From 1992, the economy of Mainland China grew up faster, and the supply of stainless steel fell serious short of demand, the sample company will plan to produce at 2005 in China. Our research focuses on their marketing strategy in China, and bases on the research result. We conclude as below: 1. The advantage of culture different ¡@¡@The interaction between Taiwan and Mainland China is very frequently, no matter in commerce activities, political and so on. Related to other foreign companies, the Taiwanese companies get more advantage in culture parts, like same language, living situation and also avoid the culture shake, so, the Taiwanese companies could get more information than the foreign companies. But the companies still pay attention to deal with the localization. 2. The better managerial abilities Related to local companies, the Taiwanese companies have a complete managerial system, for a new comer, it will help company to gain more performance, but the Taiwanese companies still need to keep the organization flexible to hold the competitive advantage. 3. Quality control Related to local company, the Taiwanese companies have perfect manufacture procedure, for a new comer, it will help company to gain best quality, but the Taiwanese companies still need to develop new products continually, to hold the competitive advantage. 4. Product price setting flexible When company sets price in China market, the price setting system should let the customers feel they had been treated fairly and reasonably, when the companies use quantity discount, allowance, payment term system, flexible price will make the customers feel more valuable. 5. Effective in promotion activities When companies hold promotion activities, the salesman should notice the customer¡¦s feeling, they play an important role in face to face presentation, and they have to pass the knowledge and information to customers, the technical personnel and agent also can co-operate the promotion, in charge of new market development and enhance the interaction between the customers and companies. Keyword: Mainland China, SWOT, Marketing Strategy, Stainless Steel Industry

Telecom market was opened due to the demand of Taiwan¡¦s joint WTO and Mobile operator became a ¡§new star¡¨ business then. The first private-owned telecom operator launched service in 1997, then, mobile phone penetration rate grew up rapidly from 6% of 1997 to more than 100% of 2003. Taiwan¡¦s mobile phone penetration rate has ranked No.1 in the world; meanwhile, mobile operators in Taiwan also faced the challenge of the coming new telecom era-mobile value added service. Mobile value added service was introduced to Taiwan market 5 years ago and it became the theme of competition within these two years. Most of the papers were focused on the entire telecom competing strategy, very few of them were involved the study of value added service. The study, therefore, tries to adopt case study to analyze the difference of key players in the market and hope to provide recommendation to those players in mobile telecom market. Following are the major discoveries: A. The marketing strategy and key elements of value added service of those key players are too similar to cause the competitive advantage B. Players are eager to win in launch timing and therefore, lack of solid marketing survey and study. C. Players need to enhance the conception and operation for service marketing because most of the marketing operation were still based on traditional 4P D. When there is no difference in either products or strategy, successful and complete execution will lead to the final succeed.

As on-line technology advances, many colleges and educational institutes start offering e-learning courses to attract students taking classes online. E-learning is getting popular and this is an irreversible trend. The more e-learning courses offered by schools, the more competitive it becomes on student recruitment. Therefore, from marketing standpoint, how to distinguish it from others, how to offer better quality e-learning courses, and how to attract more students by recruitment marketing, have been crucial to these schools. The study was conducted by Action Research approach. The main purpose is to find out types of marketing strategies available to a school using marketing mix on offering e-learning courses. The problems and difficulties, an e-learning school will face when executing these marketing strategies, are also investigated. The study tries to address these issues and several solutions are recommended. The result will be an important guideline for any school offering e-learning courses on recruiting students.

The green house effect caused by the emission of carbon dioxide has adverse impact on the ecosystem of the earth. The traditional fossil power plants generate this green house effect by their tremendous amount of carbon dioxide during operation. On the other hand, for the traditional long distance power transmission that needs not only large amount land and capital investments but also is easy to be interrupted due to severe climate, which causes the minimize the reliability of the power supply. Moreover, it would affect national economic development and the quality of life. In this respect, the demand for the power produced from small clean power systems has significantly increased. In those clean power systems, fuel cells power industry becomes a burgeoning and promising industry. A fuel cell is an electrochemical energy conversion device that converts hydrogen and oxygen into water, producing electricity and heat in the process. It stands out of many alternative power sources for its high efficiency, low pollution, and capability of reducing green house effect and becomes a focus of global energy market. However, its higher cost leads to less competitive than the traditional power sources. According to the experience of advanced countries, at this starting stage, it has to rely on the policy support and financial subsidy of the governments to attract the early adoption. In addition, the long-term support to the technological development can help the cost reduction and the achievement of full commercialization level. The main purpose of this study is to discuss the feasibility of Taiwan¡¦s developing fuel cells power system. According to Taiwan¡¦s status, Taiwan Power Company (Taipower) plays an important role to develop the fuel cells power, so a 4P marketing strategy under the standpoint of Taipower including Product, Price, Promotion, and Path strategy has been presented. Finally, recommendations of developing fuel cells to Taiwan government are also included in this study.

The purpose of this research is to understand the current operations and marketing strategies of Chiu Chen Nan Orient Bakery through literature review and case studies, as well as to gain a consistent suggestion on marketing strategy through the professionals¡¦ opinions. The result reveals that the trends in the development of bakery market are as follows: 1. The amount of order is decreasing Because of the change of social structure, families and personal relationships were not as close as before, which led to the trend that the single order of bride cake was decreasing in bakery industry. Moreover, most of the foreign brides do not have the custom of using bride cakes. The increasing percentage of those foreign brides through the years contributes to the drop of the order amount. 2. The new products are available faster than before. Nowadays, there were more new products available in the market at a much faster speed. After analyzing the factors of old cost, competition in the industry, and ability of invention, these new products emphasized on innovation, variation, service, and the research ability in producing new products and packages. 3. Multi-sales channels, cross-industrial alliance and multi-angled business The new products were packaged in a different way to enter the convenient stores and wholesales stores. Also, they allied with related industries, including wedding gifts, wedding photography, jewelry, hotels, and tourism in order to develop new customers beyond the way of selling in the past. 4. Discount and market segment In one hand, many companies started to make discount in order to compete with each other and occupy the market. This discount war has made the profit of the industry decreasing tremendously. On the other hand, some companies began to develop high-priced, well-packaged, and multi-styled and multi-combinational products to segment and differentiate themselves from other competitors. 5. The number of retail stores of wedding bakery chains is decreasing. Because of the bad economy, some wedding bakery chain stores started to experience deficits. Plus, the change of business districts in many areas deteriorated the loss of business. Therefore, some wedding bakeries started to close the retail stores suffering from bad profits. 6. Various combinations of bride cake gift box are available to satisfy the different customers. In the traditional Taiwanese customs, there should be 6 or 12 gifts for wedding. The ¡§Six Gifts¡¨ is the traditional wedding custom and ¡§the Twelve Gifts¡¨ is the more daintier one, which include the big cake, also named the Han-styled bride cake. Because many customers still followed the old customs, many western bakeries started to enter the Chinese bride cake market. The main results from the professionals¡¦ interviews are listed as below. Regarding the development of marketing strategy for Chiu Chen Nan Orient Bakery, their viewpoints are very consistent: 1. Product strategy Use the current best-selling products to rebuild the store reputation and penetrate the market. Develop new markets with exclusive products or new products. This can be further incorporated with modern and cultural design elements to stimulate the five senses as a direction for new product development in the future. Moreover, related products, such as tea, can be developed to promote the sales of bakery. The company should run the business in a more multi-dimensional way by initiating new product lines and sales channel to increase its competitiveness in the market. 2. Price strategy The severe price war of bakery industry will result in damaging the market price in the end. The middle high pricing can remain the profits and image of high-quality and delicacy. The consuming cultural differences will make the consumers question about the price recognition. The price difference can not solve the problem because it will make the consumers question about the quality of the product. Therefore, a higher pricing is a better strategy in segmenting the market. 3. Channel strategy Although wholesales and convenient supermarkets have a lot of retail stores, the traditional bakery shop is not able to produce the amount which is demanded. In addition, these channels will lower the profits or even the price after the products being bought, which will further confuse the consumers by the different prices between retail stores and wholesales channels. On the other hand, the stable department stores and retailing stores are still the main resources of income. However, different contributes of consumers with varioius product lines should be considered. The channel of internet shopping will be a major trend in the future. To hire designated staffs, pay attention to the web safety, as well as to provide home deliver service and maintain the stability of the website are some important subjects needed to be taken care of. 4. Promotion Strategy To make promotion activity more refined is more important than to have more promotions. The first step of a good promotion is to streamline the strategy and to set the promotional goal. Then, the effective promotion tactics should be selected. From the past experience of Chiu Chen Nan Orient Bakery, the most effective promotions included making discount and buy-one-get-one-free in anniversaries. Public relations activities had better outcome if they were cooperated with more well-known groups. About strategy of making alliance, the communication problems in cooperation should be solved in order to exchange the resources between each other and achieve the effect of cooperation.

The development of the information and communications technology has enabled digital contents to be aggregated for better customer services. The purpose of this thesis is to investigate whether different types of content aggregators have different marketing strategies. In this research, content aggregators in Taiwan are divided into two categories. Their market positioning and market-mix strategies are compared. Six companies with different market positions were investigated and the result indicates that they are different in many of their marketing strategies, including the breadth and depth of product lines, pricing strategies, content delivery channels, and promotion. Suggestions for their future improvement are discussed.

The whole environment - The climate of the earth. Because of the technology innovation causes the problem on ecological environmental protection. The implementation of the agreement of Kyoto, Already alert environmental protection of people on the global village. The organic industry is to safeguard the ecology, environmental protection and industry good for health. This thesis does the discussion to the development overview of the industry, carrying on consumers will do the market survey to the cognition of the organic products, purchase motive and buying the consideration, etc., probe into the organic marketing strategy in the supermarket of food. This thesis is consumed by two group (buyer and unbuyer) is investigated and analysed, in accordance with the demographic parameter, motive of buying, buy the parameter of considering, carry on comparative analysis, and the characteristic that the supermarket thorough fare is bought does analysis, to probe into the organic food on the thorough fare in the supermarket, feasible marketing strategy, this research from the product category to the organic industry, maker, supplyer the production and marketing system arriving and is worthy of selling to investigate , understand the marketing overview of organic industry's supplier , distributor in depth. Two consuming groups investigated by this research, the difference had in accordance with the demographic parameter is compared, in the characteristic to the organic consuming groups, the education degree is relatively high, there is more age by 41~50 and 51~60, the sex is mostly women, the professional housewife is in the majority, secondly government employees and teachers, income medium-sized income, buy the motive and rely mainly on the fact that there is no agriculture chemical, pollution-free and will not be endangered oneself and family's body, two colony that buy all with authentication most important government, to of fine qualities to afford to buy. As to the thing that production ground, the seller's trust will facilitate the trade, not the buyer will relatively consider whether the cost-effective and price are rational. The system of producing and selling of the organic industry, different from the general industry, the persons who engage in at present rely mainly on popularizing the idea more, For example ecological environmental protection to make the clever equilibrium of people's body and mind, healthy, also some are that Buddhism group make for good fortune, joining and popularizing in will engineering way, it is an invisible maturity sense to pursue, the persons who engage in at present have a good prospect to the future development of the industry generally because people can contact the organic products , go to experience one's own impression actually, nonpoisonous and light all over, and then promote the quality of life.

There are hundreds of millions of world citizens - tourists traveling in earth to do business or Sightseeing in today of E-generation. Tourist industry is now in widespread value by all the nations of the world as a no-smokestack industry, the service industry of fourth dimension, superstar enterprises of 21 century with technology enterprise and also could be a good way to earn money in international diplomacy. So, all nations of the world regard tourism as an important enterprise during depression situation in global. Tourism developing is a representation to show the entire development in a modern nation 20th-century Taiwan is an island of economic, trade and industry. 21st- century Taiwan will transfer to be a green silicon island of tourism and technology. But the development of tourist industry in past Taiwan could be described as ¡§birth defects and postnatal disorder.¡¨ No matter to develop international or domestic tourism in Taiwan was involved a lot of departments. Foreigners had many environmental limitations if they want to sightseeing in Taiwan, such as getting visa and air line are still have many problems existed. Besides, appreciation of the NT dollar also made prices of commodities in Taiwan higher than other countries and consequently, international price competitiveness was insufficient comparatively. Moreover, the level of Taiwan related construction in how to service tourists and internationalization of software design are also still insufficient. Therefore, when considering about the main shaft of future development in tourism should be set from the perspective of internationalization, diversification of tourist productions and head towards high quality. Then, it will reach the effect to pursue sightseeing attraction activities both at home and abroad. It will also bring the effect of both tangible and intangible into full play to let countrymen happy to have internal traveling and attract foreigners to Taiwan sightseeing. Kaohsiung has the potential and character to be an international transshipment center of Taiwan and even to be an international city of entertainment and tourism of whole Taiwan. However, if Taiwan wants to like a butterfly emerging from its chrysalis to out from international market with cutthroat competition and attract international tourists come to Taiwan, it is necessary that to improve the strategy and difference of tourist internationalization thoroughly. This article will discuss and find out the direction about the theory and bibliography of tourism internationalization. This research could undertake from 3 ways, discusses from the theory of tourism marketing, development analysis of Kaohsiung city tourist industry and research into evidential area to test and verify. It also hope to understand the issue and policy of Kaohsiung city tourist marketing from concept of tourist marketing, special regional industries of Kaohsiung city, character of nature landscape, Festival activities, artistic cultural atmosphere and city whole image¡K and also from the order and analysis those in-depth interview with representatives of the industrial, governmental, and academic sectors. Then, the next step is drafting the marketing strategy of Kaohsiung city tourism internationalization. The final step is specifying how to carry out, control strategy and action plan of Kaohsiung city tourism marketing internationalization.