In order to sustain their competitiveness, the enterprises usually conduct industrial reformation. For dispersing the risk of the enterprise, expanding their business scope and growth, or solving the perplexities in operation, the enterprises usually adopt diversified strategy. While operating, many aspects should be considered. Although diversification may make the enterprises grow, apply internal resources efficiently, reduce risks and increase more economic profits, however it could not guarantee the success after diversification as anticipated. When most enterprises proceed with diversification, the values they lose are much more than the ones they have created. This study mainly includes three aspects: enterprises¡¦ resources, diversified strategies and managerial strategies. By researches and surveys of literature domestic and foreign information, feasible proposal is recommended for reference of industries. This study also shows that the enterprises¡¦ diversification strategies must be combined with their core resources, so as to expand to relevant fields of their core businesses, and then even more they can expand to the neighborhood. Furthermore, the operating strategies can be adjusted to meet the industrial structure so that the enterprises can develop inexhaustibly. Hence, the easier way to succeed by relevant diversified method, and the following is vertically integration diversification. Although non-relevant diversification can help companies increase their profits, it also leads to the highest risks among the three diversified methods. Therefore, the enterprises should cautiously choose their development directions of new businesses. The research attempts to construct the dimensions of diversified management strategies built up is as below¡G I. Positioning of explicit diversification strategies. 1. When enterprises pursue growth by diversified measures, they have to have deployment of globalization. 2. The enterprises have to select suitable timing for diversification in order to reduce learning curves. II. Integration of enterprises¡¦ resources. 1. Integration of value chains. 2. The enterprises should cultivate innovative environment via integrated management of their internal resources. 3. Developing new core competence. III. Both techniques dispersions and markets expansion are necessary for operation strategies.

Summary ¡§International Children Toy Festival ¡§was so successful conduct by the Ye Lian County Government which brought peoples went to there and fame along. Ping Tung county government leads the ¡§Blue Fin Tuna Festival¡¨ which takes the production culture to the high peak. Through the different festival¡¦s long term programs conducts by the government, various trades and professions are rising expand and development. These do help the civil life and local economic. ¡§Creative Culture Business¡¨ becomes the main strategy of global tourism, include the England, Australia, Denmark, Japan, China, Singapore, Finland and more countries even to legislate, the result is great. ¡§Culture Business¡¨¡Xthis term used by Taiwan since 1994, and that was the time when the Council for Culture Affair highly promoting the societies mass construction, and brought the idea to combine the culture and products in one, which connect with local character to excavate the development of products and helping solve the jobless problem. This attracts the focus of many.National plan for year 2008, ¡§Creative Culture Business¡¨ is the second plan on the list. Local culture business needs creative design, creative selling and creative managing. The government department drives the plan and regional people as the main body to take the responsibility, to initiate, to manage and get the benefit. Use local characteristic of literature and history, technic, natual resource as the base to build up the ¡§Creative Culture Business¡¨ The Art festival of England is the most famous and successful culture festival around the world. It has a long history tradition, human art, and injecting the new creative idea to keep the activity so long. Which last 57 years. So we take it as a case study to find out the ways of successful. Pingtung county government promotes the Kenting Wind Chimes Festival as the culture activity, the feed back from the tourism business: ¡§What amazing! The tourism business culture activity starts from purely fictitious.¡¨ Before from October to March is the low season of Heng Chung area because the strong wind blow from the mountain, but now, through the culture activity, this area become very popular and brought out the business of making wind chimes. We took last tow years Kenting Wind Chimes Festival experience as a case study and do some detail analyzing through the survey in order to find out how the activity satisfy the local development and provide some references to help future activity. Further more, helping Taiwan economic transition into the creative economic, create another economic miracle of Taiwan. Key phrase: Creative Culture Business, Local Development Strategy

­^¤åºK­n(Abstract) Fashion of any product will undoubtedly bring about a potentially huge market and profitability. Thus, how to create a trend and popularize a product for consumers will be the focus and motivation for this thesis. Currently, one case study is Nike¡¦s extraordinarily successful marketing strategies to popularize many of its products. Therefore, this research intends to thoroughly study Nike¡¦s marketing strategies to popularize products and to investigate the possibility of successfully applying Nike¡¦s marketing methodologies to the sales of other products in the future. This case study research will be divided into four parts: The Growth and Development of Nike Corporation. Nike¡¦s successful marketing strategic models. The key factors contributing to Nike¡¦s marketing success. How to effectively utilize Nike¡¦s successful methodologies to develop other trendy products. This research has the following conclusions: Trendy products can utilize advertising and understanding of consumer perception models to create vertical integration and profitability. In Nike¡¦s case study, we find that Nike instills unambiguous product recognition, and then overtly uses product adoration, celebrity advocates, descriptive rationality, audience interaction, experience economy, and experience marketing strategies. Calculating and precise advertising arrangements can create real product and customer interaction, enabling each product to become the leader of the trend or popularity. This is the cornerstone strategy of Nike¡¦s marketing success. Understanding Nike Corporation¡¦s successful product marketing methodology, we observe similar strategies being used in the promotion of the Guess brand products and the Brother¡¦s baseball team. This proves that Nike¡¦s successful marketing strategies can emulated broadly for the promotion of many products. ÃöÁä¦r(Keyword) NIKE(­@¦N)¡Apopularize(¬y¦æ)¡Afashion (¬y¦æ)¡Aproduct(²£«~)¡Astrategy(µ¦²¤)¡Asuccessful(¦¨¥\)¡A

This study is to recognize the aspects that need the most reinforcement regarding the tourism development in Kaohsiung city from the angle of tourism suppliers and to develop a complete tourism strategy for the city. Although Kaohsiung is the second largest city in Taiwan with convenient transportation and outstanding natural resources such as the mountains, rivers, ocean, and the port, it lacks various attractions, and it is less modernized compared to Taipei. Therefore, it is difficult to have tourists visit or stay in Kaohsiung. The research first reviewed references including the strategic plans used in other countries and then proposed the important factors of tourism development. Next, it based on the proposal and used Delphi Method to achieve the common consensus of tourism strategy among the government, tourism industries, and the experts in order to develop the complete tourism strategy suitable for Kaohsiung City. The results reveal that the improvement in highest demand for the tourism in Kaohsiung is to create its unique city image and key characteristics. It is necessary to integrate the service facilities, transportation services, and marketing individually and to establish cooperative relationship among them. In addition, the related tourism service systems should be well-qualified, enriched, and internationalized. It is also a crucial issue for Kaohsiung city to increase the amounts of visitors for overnight stay. Kaohsiung city government should cooperate with other nearby cities to develop local tour packages for attracting international tourists effectively.

The growth of the mobile communication subscription is the main driver of the operators¡¦ revenues, before the appearance of 3G mobile communication service. As the penetration rate of mobile phones jumped over 100% in Taiwan, it¡¦s obvious that the life cycle of the GSM system has shifted to the mature stage, which all of the operators are under the pressure of low growth rate of voice service and declining ARPU rate due to the fierce price war in the market, and started to introduce 3G service. The 3G mobile communication technology offers users higher speed data communication, mobile commerce solutions, and multimedia services on the current 2G mobile communication basis. This has brought hope to mobile communication industry. In order to enhance the value-added services, operators must evolve its current role, which simply provide equipment and infrastructure service, to become a total solution provider that can integrate the whole industry value chain vertically. Therefore, this study mainly focuses on the 3G industry value chain and the competitive strategies. Moreover, this study will discuss global mobile communication development circumstances and the operation strategies of the worldwide leading players, in order to come up with appropriate managing tactics. Hopefully, the successful experience from successful companies can help Taiwan operators to understand more about the trend of global communication market strategies

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The CAGR (Compound Annual Growth Rate) of FLASH has been just like DRAMs in the past year. This product has become a typical product in the semiconductor industry. There have already been a lot of theses to study DRAM. Based on FLASH development in recent years, this thesis will determine what the successful key factors are and how Taiwan¡¦s companies have entered into this industry. Collecting data from second hand information, this thesis will discuss Moore¡¦s law to study the impact and innovation of semiconductor in the past 40 years. According to Porter¡¦s Five Forces Model (1980), in practice this research will probe the technological evolution, industry structure, market demand, and competition relative to three success key factors- Intellectual Property, Technology Node and Economies of Scale. Following Porter's Diamond(1990), we reveal that Taiwan¡¦s FLASH industry should cooperate with a DRAM partner and develop critical intelligent property in order to exchange licenses with a leading company.

The speech act of disagreement has been one of the speech acts that receive the least attention in the field of interlanguage pragmatics, in terms of both linguistic and non-linguistic realization of disagreement strategies. The present study was aimed to investigate how Chinese EFL learners perform the speech act of disagreement in English by comparing SRQ and DCT data from four groups of speakers, including 60 native speakers of Chinese, 60 native speakers of English, 30 EFL-low proficiency speakers, and 30 EFL-high proficiency speakers. The speakers¡¦ language performance in variation with several contextual factors, such as formality of context, social distance, social status, speaker gender, interlocutor gender and topic, was also examined. The data on linguistic strategies showed that the Chinese speakers avoided disagreement more often while the English speakers frequently used direct disagreement characterized by various and original positive remarks as softening devices. It was also found that the perception data, from the SRQ and the opt-out reasons, suggests rich ¡¥sociopragmatic judgments and motivating factors that have explanatory power in describing products of pragmalinguistic decisions¡¦ (Bonikowska, 1988: 173). Therefore, as evidenced by the perception data and supported by sociological theories, the individualistic culture¡¦s emphasis on ¡¥I¡¦ consciousness might have promoted the English speakers¡¦ bald verbal expressions while the collectivistic culture¡¦s priority of ¡¥we¡¦ concept and face concern have explained the Chinese speakers¡¦ harmony orientation in disagreement. Moreover, cultural difference in distinction between in-group and out-group signified differences in language performance when the speakers were disagreeing with the interlocutor at the longest distance, that is, the stranger or the clerk. As for the interlanguage, the EFL-low speakers behaved closer to the Chinese native speakers in using such strategies as ¡¥avoidance¡¦ and ¡¥contradiction¡¦. The EFL-high speakers overperformed ¡¥challenge to the interlocutor¡¦ when disagreeing with the close friend in order to demonstrate their English proficiency. In addition, both the EFL groups performed non target-like linguistic features partly due to pragmatic transfer from Chinese. In the future, more interlanguage research could elicit the speakers¡¦ perception of the speech act under study, which would supply abundant evidence of cross-cultural differences in social values and other motivating factors that could help interpret the EFL learners¡¦ realization of speech acts.

Abstract Taiwan¡¦s auto part manufacturer has achieved substantial technology levels due to long- term cooperation with domestic automakers and under the rule of vehicle local content rate requirement. Above all, some of auto part makers have the capability to export parts with their R&D over the recent years. Because Taiwan¡¦s vehicle market volume ranges from 340,000 to 510,000 , it virtually couldn¡¦t allow thousands of local automakers to achieve production economy-scale, leading to limited room for further development. As a result, local automakers seek to develop overseas markets. From 1992-2002, Ministry of Economic affairs aggressively seek Taiwan¡¦s accession to WTO to upgrade Taiwan¡¦s role as an major international trade player while helping Taiwan¡¦s auto part industry to gain access to international labor-division system. Finally, Taiwan became a member of WTO on 1st,Jan. 2002. However, the impact on Taiwan¡¦s accession to WTO would enable the market to project a ¡§¡¨winner take it all¡¨ situation. Because Taiwan¡¦s auto industry will face the impact of tariff reduction¡Bquota cancellation following Taiwan¡¦s admission to WTO and local content rate cancellation in Taiwan¡¦s auto part industry ,Taiwan¡¦s auto industry would face global competition ,which is not only a threat ,but an opportunity as well. On the other hand, Taiwan¡¦s admission to WTO would expand Taiwan¡¦s domain of international trade. The global market will open to us based on the principle of reciprocal benefit¡Bequality. It would be an advantage for us in the long term .Furthermore, the emerging auto markets ,such as China¡BASEAN, would also provide a big business opportunity for investment ,which would be beneficial to Taiwan¡¦s auto industry labor-division system and competitive advantage .However, the success of Taiwan auto part industry¡¦s transition depends on how auto parts suppliers seize opportunity , using and exploiting human resources¡B upgrading product design and development capability ¡B producing parts with quality that meets global standards¡Benhancing manufacturing technology ¡Bdeveloping marketing channels etc. Only by effectively integrating internal resources could we confront the impact and opportunities brought by our accession to WTO and grasp the opportunity to transition by utilizing successful management strategy. Key word: Auto part , policy, management strategy.

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