Small and Medium Enterprises (SMEs) are playing a key role in the economic development of every country in the world. The fast development and significant contributions of SMEs is one of the most important factors to the outstanding industrial and economic growth in Taiwan for the past fifty years. However, the SMEs in our country are gradually moving abroad and invest in Mainland China or other developing countries due to the drastic changes in the investment environment. Since the economic reform in 1978, due to the changes in the international investment environment, Mainland China has gradually recognized the importance of SMEs to the economic growth and is aggressively encouraging the development of SMEs. Such trend is indeed one of our major concerns. This study uses Historical Comparison Method and SWOT Analysis in an attempt to analyze the situation of cross-straight SMEs under macroscopic and regional investment environment since the late 1990¡¦s till now and the opportunities and threats of SMEs after joining the World Trade Organization (WTO). Meanwhile, the strength, weakness, opportunity, and threat for Taiwanese SMEs to invest in Mainland China is also explored for the authority of Taiwanese SMEs in setting related policy and for the Taiwanese businessmen as a reference. Firstly, in terms of macroscopic investment environment, the performances of both sides across the straight under general environment (including indices of political, legal, investment tariffs, and basic environmental evaluation) and overall economic environment (including indicators such as economic development, import and export trading, and luring of foreign capital, etc.) are better than before. Next, in terms of regional investment environment, the similarity between the places where cross-straight SMEs often gather ¡V Industrial Parks in Taiwan (including Export Zones and Industrial and Science Parks) and Special Economic Zones in Mainland China (including Shenzhen, Zuhai, Xiamen, Shanghai, and Beijin) are in the superiority of the locations and with development potential, similarity in industrial structure, emphasis in investment right protection, and complete basic infrastructure. The differences are in that the Industrial and Science Parks in Taiwan adopt single operating window and efficient in approval, whereas the applications for investment in Special Economics Zones in Mainland China are still approved based on the amount of investment, technology cooperation, or joint-venture between Chinese and foreign companies, foreign proprietary enterprises that require longer period of approval operation. In addition, the tax incentive in Taiwanese Industrial and Science Parks is of functional attribute with very high rewarding threshold and significantly higher cost than the Special Economic Zones in Mainland China. The tax break and grace period for Special Economic Zone in Mainland China is of industry attribute. It¡¦s tax break and grace period is obviously higher than Taiwanese Industrial park. Lastly, summarizing the SWOT Analysis of this study, it is found that the investment environments of the cross-straight SMEs are all facing the difficulty of lacking of talents and shortage of capital as well as facing potential stiff competition after joining WTO. To this end, it is recommended that the government should strengthen the innovation incubator for SMEs, expand the channel of financing for SMEs, and provide accurate investment information. On the manufacturers side, the government should adjust the industrial structure of manufacturers, strengthen the R&D capability, training professional talents, adopt strategic alliances and value employee¡¦s educational training in order to upgrade the international competitiveness of SMEs in our country.

Traditionally, it is commonly believe that the marine fish stock is renewable and inexhaustible. However, following a dramatic progress of fishing technology, it is proved that the unregulated fishing activity would cause the resource stock deteriorated. It is a necessary evil to design a management procedure, which implements an annual fishing quota system in order to maintain the sustainability of the fish resource. In the most recent years, sudden implementation quota restrictions in many international commissions for management and conservation of marine mammal and fish had posted a challenge to the fishing company of the Far Sea Fishery in Taiwan, which was not used to the quota regulation before. In the short run, the fishing company would react to get more quotas in any necessary ways to ensure their profitability, even though the quota is not obtained in a regular way. Five conservation commissions in the three oceans for the conservation of Tuna and Tuna-like Species have been established. International Commission for the Conversation of Atlantic Tuna (ICCAT) is the organization of Atlantic. Western and Central Pacific Fisheries Commission¡]WCPFC¡^and Inter-American Tropical Tuna Commission¡]IATTC¡^is the organization of Pacific. The organization of Indian Ocean is Indian Ocean Tuna Commission¡]IOTC¡^which is a sub-organization of FAO(Food and Agriculture Organization of the United Nations). Commission for the Conservation of Southern Bluefin Tuna¡]CCSBT¡^is a organization covering three oceans. Three commissions have implemented annual quota among the five. In recent year, the quantity of our fishing vessels have overtaken Japan and become the top rank of the Deep Sea Longline Fishing country in the world. Though there are still 2 commissions do not implement quota restriction, it is believed to be implemented soon. When the quota restriction is implemented by all the commissions, the fishing company can not get additional quota any more, then it will be very difficult to operate by a normal way. In order to avoid the serious influence of insufficient quota, the operating strategy must be made as soon as possibly. First of all, the basic concept of the Ultra Low Temperature Longline Fishery is introduced. Then the background and quota condition of the five tuna fish conservation commissions will be mentioned, especially the Indian Ocean will be discussed with more details. The case of fishing company will be taken as an example for the research. Except the detailed analysis of the case, some related good management will be considered also. A suggestion how to adjust the operation to facing the insufficiency of quota will be proposed as a reference. Keyword¡GTuna, Tuna Conservation, Tuna Long Line Fishing, Tuna Quota, SWOT Analysis, Fishery Management Strategy

In the past time, I had opportunity to serve as Rear Admiral Executive Officer, Office of Deputy Chief of General Staff for Personnel, Ministry of National Defense ROC. To establish "The National Armed Forces Recruitment Center" was my duty during that time. Under my command and control,the Recruitment Center, Ministry of National Defense, was founded on Jan 1, 1999. Now this center has operated for 7 years. After attending the EMBA Class, marketing and business management are our core courses, I want to use this knowledge to analysis the recruiting situation, market segmentation, target market, marketing strategy and management of this center. I hope to get some useful conclusion to enhance the marketing strategy and management, and make youths obtain the military information of joining the ROC military academies in time, and therefore the National Armed Forces can enhance quality of cadres. The major research findings of this study are summarized as follows: 1. The achievement of Recruitment Center has been excellent for seven years. Especially, in 2000 and 2001, the center got the Excellent Award Of Executive Yuan for two times. 2. In Taiwan, there are 77.7% people to know the activity of Recruitment Center according the issue of Executive Yuan in 2001. 3. The number of female joining the National Armed Forces is adding. The major target market is in the South of Taiwan, the second one is in the North of Taiwan, the third is in the Central Taiwan. 4. Most of student, their family outcome is 20000 to 50000 New Taiwan Dollars and most of them are the middle-low outcome family. 5. Speaking the occupation of student parents, most of them are workers and merchants, and most of them graduated from the high school. 6. Most of student, their motivation of joining the National Armed Forces is to emphasize the requirement of high level, such as Love and Belongingness Needs; Esteem Needs;Self Actualization Needs. 7. People Communication plays a very important role and network marketing also plays a key role according the Metcalfe Law. 8. In 2003, over 25000 young people took part in the entrance examination.But only 5.4% examinee can be elected to go to military academies, this is the lowest record in the history. Their examination score is up to the level of national university. 9. In the near future, the master degree will be the major market requirement. The voluntary officer should get the master degree before promoting to major or lieutenant commander. All of these achievement will enhance the image of National Armed Forces and competitive strength. 10. This study provides marketing strategy and action items in the Chapter 6, Article 2.

Steel industry has a great connection with the strategic superiority of a nation, and is so called ¡§the foundation of industry¡¨. Generally speaking, the development of steel industry makes progress with economy and society of a country at the same time. Both developed and developing country, positively constructed their own steel industry to meet their demand. From 2001, there was a insufficient gap of steel supply existed in the world due to strong demand of Mainland China and consequently made world steel price rise sharply and hit historical high time after time. But the capacity of steel production also followed fast in Mainland China, and finally the central bureau of P.R.C. execute macro-adjustment plan in order to cooling down overheated economy. In 2005 first quarter the steel products oversupply eventually, and the price reverse V-TYPE down. Focus on the enormous chance, the leader steel company of Japan and South Korea entered Mainland China steel industry by strategic alliance with Mainland¡¦s steel companies. Formosa Plastics in Taiwan also schemed to establish an integrated steel mill. The steel market varied so fast and was hard to prospect, Taiwan¡¦s largest steel company -China Steel Corp. operated in such complicated environment, should find a new position to keep its advantageous competition status and do some contribution to its country.

Educational polices have been changing ever since 1993. With low birth rate and more and more cram schools, the competition in the field of cram school business has become even more intense. Hence, how to elevate the management and efficiency of operating a cram school so as to maintain its competitiveness and sustainability is the top priority for cram school runners. In this study, I adopted case study method, by studying the Ping-tong branch of Tung-hsin educational enterprise alliance. I observed and probed into the current status of its operation, analyzed the conditions of its location with SWOT, examined its marketing strategies tactically, and assayed each of the four divisions in AHP while adopting the case into balance scorecard. The result was as follows: through the analysis of SWOT, the studied case is in an advantageous position for having operated for years; however, now it is also threatened by ever-changing educational policies and low birth rate. After interviewing and discussing with the management as well as the staff, I set a goal for each division in the balance scorecard --- financial affairs, customers, interior procedures, and growth. Afterwards, the ¡§Strategy Map¡¨ of the studied case was drawn by connecting the strategy goals with potential causes and efficiency. Eventually, through the introduction of questionnaires that involve Analytic Hierarchy Process (AHP), five conclusions were made: I.Under the consideration of the balance scorecard and working capital, the financial division of using valid estate and monitoring cost strictly is the top priority to attend to. II.Under the consideration of financial affairs, the first priority to attend to is capital. While increasing market share and elevating profits, operators pay a lot more attention to controlling the capital. III.Under the consideration of customers, the first priority to attend to is outstanding counseling efficiency. Distinguished counseling efficiency can help cram schools obtain trust from parents and public praises. IV.Under the consideration of interior procedures, the first priority to attend to is great teaching materials. Teaching material is not only a tool but also the image of a cram school. Great teaching material can help boost competitiveness. V.Finally, under the consideration of growth, the first priority to attend to is enthusiastic staff. The most significant things are allowing lecturers and staff to learn and interact with one another, encouraging the staff to participate in the operation, and giving them sufficient space to express their ideas.

According to China Credit Information Service Ltd.¡¦s classification, Taiwan¡¦s women underwear industry is under the ¡§Apparel¡¨ category. The women underwear industry has developed from 1950¡¦s, and now is in a mature period with high entry barrier. Under the ¡§Oligopoly¡¨ market structure and well-developed domestic distribution system, there are seven leading firms--competing in product¡¦s design, fashion and shop ladies¡¦ service based on good on-job education and training with each other. Foreign rivals¡¦ emulating in the industry also prompted domestic firms developing international competence. Because of mounting up in production cost in Taiwan and low-end products dumping from China and South Asia after signing up for WTO, many firms sought to build ¡§International Division of Labor System¡¨ and engage in overseas production to make cost cut down and improve the industry competitive position effectively. This research adopts the qualitative exploratory study method. The first, author collected an amount of domestic and foreign relative references, including industry yearbooks, books, professional reports, journals, magazines and newspapers as the secondary data. Then, author interviewed three firms and formulated these materials by which author can understand the business operation situation and the industry¡¦s competition model. In order to explore the competitive advantage of Taiwan's women underwear industry, author implemented consumer behavior analysis, analysis of Porter¡¦s ¡§structure of five competitive forces¡¨, ¡§value chain¡¨, and Porter's ¡§concept of crystal model of national competitive advantage¡¨. Finally, we drew up the competitive strategies to the industry and the government for further improvement by SWOT analysis. Those competitive strategies will be include ¡§Production Innovation Strategy¡¨, ¡§Market Development Strategy¡¨, ¡§International Strategy¡¨, ¡§Cost Minimize Strategy¡¨, and ¡§Relative Advantage Strategy¡¨.

Electronic Passive Component ¡]E.P.C.¡^industry has been developed for over 40 years in local industries. Which created the raise of the early Taiwan¡¦s Electronic Component Industry. In the recent few years, Taiwan¡¦s E.P.C. industry has rapidly grown as well as 3C Industries generation by turns from worldwide. Although the market share of Taiwan¡¦s E.P.C. industry seems growing as well, but the serious weakness of the low entry barrier of the low end products, the competition of cost price reduction, lacking of the capability of core materials and Research ¡®Development and the consolidated role in Mainland China will deeply threaten the exists of Taiwan E.P.C.. Based on case studies from E.P.C. industries and domestic firms. The thesis explored the success experience of competitive advantage from the case research of utilizing The Six Force Factor Analysis model and The SWOT Analysis model and also adopted several competitive strategies to recommend. The consequence were concluded as follows¡G 1.To the Government¡Gto promote and cooperate the local E.P.C. industry to obtain the advantage of global resource of high technical staff and abroad market. 2.To Taiwan E.P.C. industry¡Gto make a advantaged alliance to enhance the marketing strategies of one time shop and solve the weakness of R¡®D. 3.To the research firm¡Gto fulfill the value chain advantage in forging an alliance with the core materials resource and target market oriented, and flexible adjusting the strategy of production lines cooperation between Mainland China and Taiwan.

Insurance is an essential concept that has long been recognized by human beings. The insurance market in Taiwan has also been developing since the revolution. Even though the economy is under recession at the turn of the twenty-first century, insurance industry in Taiwan keeps growing steadily. It indicates that more and more people are concerned about the insurance issues. Since the insurance industry is in the service sector, it is realized that insurance companies cannot gain lifetime value of customers and operate continuously without taking care of good customer relations. In addition, under the varying information technology environment, customer relationship management (CRM) has to be adjusted accordingly in order to enhance customer relations by faster and more complete services. This research studies how insurance companies should react to the emerging web technology environments by adapting their CRM to e-CRM and M-CRM. It is also desired to analyze the resulting competitive advantages of insurance companies by using five forces model and SWOT analysis. A leading case in the insurance industry is investigated as a preliminary study. The results show that the leading company is able and willing to invest in information technology to support CRM entirely. It, therefore, provides a good chance for this company to keep the edge over others under electronic and mobile environments. The advantages of implementing e-CRM and M-CRM include the enhancement of service quality, facilitation of operation efficiency, and all-inclusive provision of customer services. Although the company still suffers from some weakness and threats, its positive attitude to cope with those challenges keeps the damage minimal. We conclude this study by proposing that for insurance companies, employing appropriate e-CRM and M-CRM can improve competitive advantages and thus gain customer profitability. Keyword: e-Business, M-Business, Customer Relationship Management, Competitive advantages, Five Forces Model, SWOT Analysis

The engineering industry has set up the foundation for Taiwanese economical and industrial development. During all phases of the developments, the engineering enterprises play the heavy role respectively in various engineering stages, such as feasibility study, environment impact evaluation, planning, design, construction, test, management, trainning, operation and maintenance etc. of engineering projects. Following the expansion in scale and versatility in content of the engineering project, the turn-key contract type instead of the traditional design and then construction splitted contract type will become more and more popular in engineering industry. Especially, the BOT and BOO of the turn-key contract in Taiwan public engineering projects are set with higher priority considering both the engineering benefit to the public and the finacial effectiveness of the government. Taiwan became the #144 member entity of WTO in early of year 2002 just soon after the #143 member of China in the late 2001. The mutual market oppening induces not only more competition but also more opportunity to the industries of the WTO member entities. The top management of individual enterprises shall consider thoroughly and work out an approach of theirwon leading to concord with the world trend, strengthen the competitive advantages, and survive forever in the industry. The research is started with the analysis of Taiwanese engineering industry. The resource-based view points and strategic management activities outline the core competence capabilities and advantages in various work stages of the indussstry. The key successful factors in the industry are recommended as : (1) financing capability; (2) business reputation and customer relationship; (3) capabilities of planning, design and cost estimate; (4) economical scale and negotiation capability; (5) engineering management and integration capabilities; and (6) operation and maintenance capability. The CTCI Corporation is also taken as an example introducing his operation methods and strategies which are worthwhile for reference. BOT or BOO stated in this research is on the prime contract with the real owner, usually the government. The prime contractor who is then called as the ¡§second owner¡¨ shall use every available resource in the industry to complete the project on schedule, in good quality, and earn the appropriate profit for his enterprise. Sub-contracting, therefore is still the same as what people did in the traditional engineering projects. Either big scale complex engineering enterprises or small size expert firms can still find theirown way for future operation. Talking about the tendering competition, the final game is almost staied on the financial issues. The learning curve, scale economic and expertization of the low cost strategy chain up the concentration and differenciation strategies. All of these will promote enterprises¡¦ capabilities through the improvement in technical aspects, project management, enterprise processing and resource integration, resource leverage etc.. The engineering enterprises, after evaluating their core competitive advantages, may choose and consolidate the market zone most suitable for them and extend therefrom the market through the alliance.

In the book of Lau Tzu, there is a chapter saying that ¡§The highest goodness is like water¡¨. It¡¦s known that the earth is the only blue planet because of water. Water breeds infinite life and vitality and now it is experiencing a fatal moment due to human abuse in last fifty years while the human history moves into a new era. In the current days, the most important natural living elements including water need be further purified before daily usage. Water itself is now becoming an evaporating and scarce resource in the earth which affects the life of hundred million people. China economy has been growing dramatically in past decades accompanied with remarkably improvement of the living standard of people¡¦s life and income level. The beauty treatment and spa business has been developing its market in almost every province in China. Water is playing a crucial role in the treatment effectiveness and an elementary ingredient to ensure the final result of beauty treatment. The research purposes are to fist analyze the market status of the beauty treatment and functional water; secondly, is to investigate the feasibility and sales synergy in combining these two product and service lines (beauty treatment and functional water); Thirdly, is to conduct an in-depth case study for company T¡¦s marketing strategy in entering this new mixed product market. The whole research structure is divided into three sections. Section one is to collate the available academic research report and theory including market segmentation, goal setting, 4P in marketing, SWOT and competitive analysis in forming a framework of marketing strategy applied in the China beauty and functional water market. Last section is trying to leverage, verify and refine the theory framework against a series of in-depth interview and secondary data in the market. It¡¦s still in an infant stage of China beauty treatment business with an estimated size of three hundred billion RMB dollars market in year 2010. The demand of purified and functional water is soaring up with limited supply due to increasing contamination of water resources. It¡¦s foreseen a gold mine business of functional water as a means in pursuit of healthy, youth-looking and eco-compliance life. This research result also unveils the differentiation created in the beauty treatment market by introducing the functional water. It not only brings in a new profitable product lines, advances the revenues but also improve the bottom line by increasing the economical scale. The finding, last but not least, is the integration of functional water product and beauty treatment is meeting the macro trend of consumers¡¦ perception of living in a healthy, youth looking and sustaining life. On the other hand, the beauty treatment agencies will be able to increase their competitiveness, grow the business, concrete the sales channel and win the customer loyalty in a traditional fierce competition market. The objective of this research is to provide a marketing strategy in merging two product and service markets in achieving a long term business goal. Ultimately, purified and functional water are not only for the beauty treatment sales business but also targeting the consumers¡¦ daily life in preventing illness by accessing the purified water and treasuring the invaluable water resources in sustaining the earth and lives.