With respect to the investment on cultural infrastructure, more attention has always been paid to the Northern than to the Southern area of Taiwan. The aim of this study is to examine the factors that led to the differences in development of the performing arts environments in Taipei and Kaohsiung by reviewing the historical background and analyze specific cultural statistics. The results show that there are indeed some disparities in the performing arts environments between Taipei and Kaohsiung. However, while the demands for upgrading the respective performing arts environments in Taipei and Kaohsiung both continue to exist, future sustainability of their operation is as important as the establishment of new hardware in order to create a better environment for cultivating a cultural creative industry in Taiwan.

全球化的競爭趨勢使得國家行銷發展跨越原有的疆界，轉而成為各國城市間的競爭，城市的經管理與行銷提升城市本身的競爭優勢，城市亦藉由積極參與國際性大型活動或展演拓展城市的知名度與形象，吸引實質的產業投資與引導消費等實質經濟利益，同時也能成為國外人士連結城市的管道。因此，整合城市的各個面向，例如城市品牌，城市形象、特色產業、基礎建設等，以策略性的包裝與行銷大幅提昇城市的競爭力。 臺北市經營城市行銷，首重市場定位與塑造品牌形象，統籌臺北市的政治、經濟、歷史、文化、環境等資源整合，成為城市品牌形象定位的基礎，因此積極透過城市行銷對外發展的臺北市而言，參與如奧林匹克運動會、世界博覽會等國際性大型活動的機會，藉由行銷策略組合建構城市品牌形象以利臺北市推展城市行銷是本研究的主要目的。 文獻回顧部分，探討包括城市行銷的定義與內涵，行銷策略擬定與建構城市品牌印象之相關理論，以及大型活動本質的探討與建構品牌形象之關聯。研究方法則而歸納文獻資料提示的建構城市品牌指標參考，整理歸納「構面組織」、「環境構面」、「目標市場構面」、「行銷構面」、以及「策略構面」等五個面向擬定59項評估指標製作修正式德菲法調查問卷，由10位公共行政、行銷、傳播及媒體領域之專業人士填寫調查問卷，由專家學者群體決策為基礎進行調查，最後經兩回合問卷調查後專家達成意見一致性共識作為本研究分析之基礎。 本研究透過修正式德菲法問卷的五個5個構面共59項以大型活動建構城市品牌形象之評估指標，專家小組認為利用參與大型活動建構城市品牌形象中，「組織構面」的領導者決策、策略規劃及策略執行能力為最主要關鍵，而包括城市的交通建設網絡以及城市風格等，都是影響形塑城市重要因素。而研究結果則建議建構城市品牌形象可採用地區性行銷策略，而在策略實際操作部分則延攬專業的行銷規劃團隊，以規劃主題式行銷活動，並透過新興媒體進行宣傳等方式為臺北市形塑優質的城市品牌形象。 / As a consequence of globalization, the marketing of region has grown in importance as countries, regions compete with one another to attract investment and visitors. To compete effectively, it is essential to identify the critical success factors of image branding and ensure those who are into the strategic planning. City's image branding is largely dependent on the construction, communication and management as well as the style of the city. A city's brand image provides, on one hand, the basis for developing city marketing to pursue economic development and, on the other hand, provides as a conduit for people outside the country. This study examines the effectiveness of the efforts on the image branding of Taipei based on an analysis of image branding strategies through the participation of mega events. The theoretical background from literary reviews of this study covering city marketing, city branding and image, mega events and event marketing topics, which are the conceptual but technical and structural viewpoints included. The primary city brand-driven mega events indicators would be developed by reorganizing these past researches and by dividing them into five aspects: organizational, environmental, target market, marketing, and strategies. All primary indicators are evaluated by 10 marketing, communication, media, and administrative experts to evaluate which have the most criteria toward the image branding of Taipei, and how these factors could be utilized to form the strategic framework. Based on the survey of the modified Delphi method, the result indicated that the most crucial success factor of the image branding of Taipei is organization leadership, which refer to the city governing philosophy of decision-making, strategic planning, and implementation represention the core building block of image branding. This survey points out that the convenient transportation network, unique city style and applied communication channel, such as social media, are also drawing a line determining the effect of the image branding of Taipei. Accordingly, some recommendations can be made for the use of the image branding of Taipei: diversified cultural driven assets can be attractive points; Fesvital and activities also can be applied; new style of promotiation channel such as social media can also be developed. Those are based on a combination and the components of the city's brand management.

由於我國政策與制度關係，直轄市比其他縣市可獲得較豐富的資源，是不爭的事實，以致各縣市紛紛爭取升格為直轄市，希望獲得更大的財政實力，但2010年升格之後的五都，財政收支差短依舊嚴重，皆須仰賴中央補助或舉債，以支應各項政務推動及地方建設。對新北市而言，在資源有限情況下，惟有提升財政自主能力，並落實財政紀律，才能解決其財政缺口。 新北市既已升格直轄市，就要有適時法律得以遵從，希望能儘早修正財政收支劃分法，給予相當的財政自主權，並落實財政自我負責機制。然而在自有財源比例偏低情形之下，支出結構僵化，人事費比重過高，能自行決定的支出相當有限，加上指定用途補助款等問題，都限縮其財政自主性。 本研究以新北市為主要研究對象，選取1982-2011年資料，以一般化最小平方法GLS（generalized least squares)進行迴歸分析，探究對於新北市財政收入或自主財源之影響因素。實證結果發現，家庭平均每戶全年經常性收入、土地增值稅減半徵收及調降稅率政策，對於歲入及自有財源具有正向影響效果；失業率則具有負向影響效果。以上三項影響因素中，失業率對於歲入及自有財源之影響程度不同，對於自有財源則更具顯著性負向響影。 / It is undoubted that the municipality can get more resources than counties and cities. Due to the fact, most of counties and cities try for upgrading to a municipality in Taiwan. After city-county consolidation in 2010, the Fiscal Deficit of five special municipalities is still seriously short, they rely on central government subsidies or loans to cope with the operation and construction funds. Because of the limitation of resources, it is the sole solution of solving the fiscal gap for New Taipei City is to enhance the ability of financial autonomy and implement fiscal discipline. It is necessary for New Taipei City to have the corresponding law to upgrade municipality. We hope that the Act Governing the Allocation of Government Revenues and Expenditures can be revised as soon as possible and the revised law can provide the appropriate financial autonomy and implement fiscal self-responsibility mechanism for New Taipei municipality. However, because of the low proportion of cases under its own financial resources, the fixed expenditure structure and the high proportion of staff costs, the self-decided expenditure is quite limited. In addition, earmarked grants and other issues also narrow its financial autonomy. New Taipei City is the main object of this study. The specific data (1982-2011) and the GLS(generalized Least Squares) are used in this study to find out the impact factors of New Taipei's revenue and its independent revenue sources. The empirical results indicate that Average Current Receipts Per Household, LAT Halved and Tax Reduction policyhave a positive effect on its revenue and independent revenue sources; Also, the unemployment rate has a negative impact on results. Among these three impact factors, the Unemployment Rate has the different influence degree between the revenue and independent revenue sources, especially; it has significant negative impact on the independent revenue sources.

市定古蹟紫藤廬是台北市文化局第一個古蹟委託私部門經營的館舍，也是嘗試將物理性的、實質的古蹟空間與紫藤廬長期的使用者與經營者所在意的，有茶文化與都市公共空間意涵的相互結合的，整合性保存案例。 在歷經一連串的保存運動而指定為古蹟之後，紫藤廬由一個私人經營的茶館，轉變為由台北市文化局委託社團法人中華紫藤文化協會(以下簡稱協會)，協會再將大部分空間以分包的方式承租給紫藤廬小吃店，以此構成市定古蹟紫藤廬的委託經營主體。 本研究以公共空間的理論角度切入，以四個層次的公共性，審視在台北市古蹟委託經營管理政策的執行下，市定古蹟紫藤廬的「公共」如何在這過程中挪移。市定古蹟紫藤廬的委託經營管理，原是摸索一個公共空間私營化，並將部分回饋於公共的創新方式，但在執行過程中，新的政府的公權力介入，原先私人經營的茶館轉而變成在契約下的商業行為，以及在公權力及私人經營主體之間扮演中介角色的協會，這三者之間交錯的關係，權力的拉扯，正是本研究的核心。 / Wisteria Tea House is the first case of the privatization of the management of historic site which also an integrated conservation case to attempt to integrate the physical historical space with the tea culture and the public space/sphere in the city. After the designation of historic building due to a series of conservation movements, the manager of Wisteria Tea House had transformed to Chinese Wisteria Cultural Association from private Wisteria Diner (an informal restaurant). Then the Association subcontracts the most of the space to Wisteria Diner to constitute the management subject. This research analyses the four dimensions of publics through a perspective of public space to review “the shift of public” in the implementation of the historic conservation policy of Taipei municipality. The management of Wisteria Tea House was an innovative way to search for the privatization of public space with the feedback fund. The core of the research is the tensions of power and the interwoven relationships through the commercial contracts among public power of municipal government, the mediator of the public organization of Association, and the real private manager, Wisteria Diner. / 第一章 導論 1 1.1研究緣起 1 1 .2文獻及理論回顧 4 1.2.1從公共的觀點談起：公共的多重性展現 4 1.2.2文化消費與古蹟保存 8 1.2.3作為一個個案：紫藤廬的既有研究 11 1.3研究發問與研究方法 13 1.3.1研究發問 13 1.3.2研究方法 14 1.3.3寫作架構 17 第二章 市定古蹟紫藤廬形構的歷史脈絡 19 2.1紫藤廬的歷史 20 2.2在什麼脈絡下保存策略提出 21 2.3從私人茶館到承租古蹟的私營關係 23 第三章 臺北市政府公權力的介入 27 3.1古蹟保存政策的轉變：從保存到管理維護到委託經營 28 3.2古蹟委託經營相關法規與其續約合約書的對照及現況分析 30 3.2.1委外經營雙方應簽訂書面契約 31 3.2.2委託經營管理項目 32 3.2.3再利用及委外經營管理 33 3.2.4經公告程序徵求民間機關參與 35 3.2.5委託時間（約期）的限制 36 3.2.6關於經費之編列 37 3.2.7定期監督 38 3.2.8市定古蹟紫藤廬租金及相關使用費 39 3.2.9各項稅捐 41 3.2.10各項收費 42 3.3契約書之比較分析 43 第四章 社團法人中華紫藤文化協會的角色與作用 45 4.1混沌之期：從無到有的過程 45 4.1.1紫藤廬指定古蹟之後的摸索階段 45 4.1.2成立紫藤文化協會：呼應市民連署之名，強調由下而上的組織 46 4.2古蹟委託經營管理時期：紫藤文化協會的更替及分析 47 4.2.1紫藤文化協會的更替 47 4.2.2協會更替所帶來的角色轉換 49 4.3紫藤文化協會及其協同團體的轉變及分析 50 4.3.1社區互動從有至無 50 4.3.2協會協同團體的轉變 51 4.3.3從相互合作到互相競奪 53 4.4分包合約的比較分析 56 4.4.1關係切割：從營業額回饋到租金概念 56 4.4.2免費活動場次消失 58 4.4.3資金流向 58 4.5在紫藤文化協會與公部門之間 59 4.5.1優勢？茶館為原有經營團隊 60 4.5.2古蹟營運督導委員會 61 4.6修繕計畫 65 第五章 紫藤廬的公共的多層次意義 69 5.1從私營變成公共空間私營？ 69 5.2從產權為公的官員宿舍到私人經營的茶館，公與私的不清 70 5.3成為古蹟必須延續的精神與公共性 71 5.4忽略差異，對公共性的實質傷害 72 5.5市定古蹟紫藤廬：私營化下的公共領域 73 5.6轉變：是公共還是私人 76 5.7假公共之名？ 77 第六章 結論 79 6.1古蹟委託經營管理：公權力與私經營的角力競奪 79 6.2市定古蹟紫藤廬作為一個公共空間的恢復 80 6.3古蹟委託經營是萬靈藥？ 81 參考文獻 83 書目及期刊 83 相關法規 88 其他資料 90 附錄 93

房價可反應家戶負擔能力，在家戶遷移決策上扮演重要角色，鑒於國內遷移相關研究多欠缺房價的考慮，本研究採用2009年「住宅需求動向調查」之已購屋者的資料，以二元羅吉特迴歸模型進行實證，分析臺北縣（市）家戶的遷移決策，了解原居住在臺北市（縣）之家戶選擇在臺北市（縣）內遷移或選擇向臺北縣（市）遷移的影響因素。住宅之單價及屋齡對臺北都會區的家戶均為影響遷移決策的關鍵因素。首購之家戶傾向遷往臺北縣，首次購屋者較非首購家戶會考慮住宅的負擔能力得到證實。教育程度及家戶年所得愈高，傾向遷往臺北市，另購屋決策者搜尋時間增加傾向遷往臺北市，顯示臺北市的住宅市場環境不確定性較臺北縣住宅市場高，亦可能是因為家戶進行遷移決策時帶著先前的參考價格偏誤進入市場，從高評價往低評價地區遷移，會減少搜尋行為而有較快的決策速度。本研究有助於了解臺北都會區之間人口流動的情形，作為政府住宅政策的參考依據。 / House price, which is an indicate to household's ability, plays an important role in the mobility decision. However, few research in Taiwan has touched this issue. Therefore, we use the home buyers' data in the greater Taipei area from 2009's "Housing Demand Survey" to convey our empirical study by employing a binary logistic regression model. Empirically, we find that the price and age of house are the key determinants of the household mobility in the greater Taipei area. First-time home buyers tend to move to the Taipei County. Our research confirms that the first-time home buyers consider the price much more than those who have previously acquired a house (or more) of their own. The households with a higher education level or greater pay tend to move to the Taipei City. Thoroughly-researched home buyers prefer to move to Taipei City. This indicates that the uncertainty of the Taipei City’s house market is greater than of the Taipei County. Or this is due to the fact that households tend to enter the market with biased previous prices, when households from higher evaluation location move to lower, they make mobility decision faster. The results are meaningful for the supply of housing market and public facility services.

巡邏勤務是警察最常見的勤務方式之一，長久以來被公認是警察的核心勤務，由於巡邏勤務兼具積極打擊犯罪的主動作為及消極防制的被動作為，更加突顯巡邏勤務的重要與特色。而警察巡邏勤務之規劃及執行方式受到許多因素的影響，如何有效發揮巡邏勤務預期效能的議題，也就值得深究。 本研究以立意抽樣，採質化半結構深入訪談方式，針對實際規劃與執行巡邏勤務之派出所所長與協助派出所所長規劃勤務並參與實際執行巡邏勤務基層員警10人進行訪談，旨在探討巡邏勤務之規劃與運作過程，藉此找出其中所存在的問題，並將結果提供相關單位作為警察巡邏勤務規劃與運作之參考，期能有效發揮預防犯罪及達到維護社會治安之功能。 本研究主要研究結果分述如下： 一、巡邏勤務，警察核心勤務：巡邏勤務24小時綿密規劃，勤務時數約佔每日總時數50%-70%，為警察勤務中核心勤務。 二、工作項目，符合主要目的：巡邏勤務工作置重點於犯罪預防、交通順暢及為民服務，符合巡邏的主要目的。 三、攻勢勤務，具有預防效果：巡邏勤務屬攻勢勤務，具迅速、快速、機動等特性，具有預防犯罪的效果。 四、符合原理，有效預防犯罪：巡邏勤務運作符合迅速、機動、彈性、顯見等4項原理，能有效預防犯罪。 五、巡邏勤務，以深夜勤為主：深夜時段為犯罪活動高峰期，應將巡邏勤務加重於該時段，以符合實際需求。 六、因時因地，使用交通工具：巡邏勤務交通工具應因時因地制宜，彈性運用，發揮巡邏勤務之機動性及顯見性。 七、事故處理，影響巡邏成效：巡邏勤務規劃編排常因事故處理導致巡邏勤務落空情事，影響巡邏預期成效。 八、強化措施，落實巡邏勤務：強化勤務指揮中心功能、落實實施勤前教育及採師徒制編組，以利經驗傳承，落實巡邏勤務作為。 九、巡邏裝備，適時因應添購：巡邏勤務配備裝備應適時因應添購，以維執勤安全，提升巡邏勤務效能。 十、落實盤檢，減少巡邏箱數：巡邏勤務應以加強盤查為主，巡簽巡邏簽章表為輔，以發揮巡邏勤務預期之效能。 十一、巡邏勤務，優點缺點並俱：巡邏勤務可有效產生嚇阻犯罪功能，惟因各項因素，常無法落實執行。 本研究並根據研究發現，提出研究建議： 警察機關應採問題導向巡邏勤務策略，實施因地制宜措施以規劃巡邏勤務，落實盤查作為為主，巡簽巡邏簽章表為輔，因應需求適時添購裝備，強化巡邏勤務精進作為；並落實金融超商業自我防護機制，精簡業務提升警力運用，同時面對問題落實檢討規劃。 / Patrol duty is one of the most common duties for the police officers, which has been generally accepted as their core duty for a long time. Moreover, the patrol duty’s importance and characteristics are more highlighted by its active actions like fighting against crime and its passive actions like prevention and control. However, the policy officers’ planning and executive methods of patrol duty are affected by various factors. Therefore, it deserves deeply exploration about how to achieve the expected effect of patrol duty. Taking the purposive sampling and qualitative semi-structured in-depth interview, this study interviewed 10 persons including a police station chief and some grassroots police officers assisting the chief to plan and carry out patrol duty, with the aim to explore the patrol planning and operation process. In this way, it can find out the existing problems and provide the study results to relevant units as reference of planning and operation for the police officers, expecting to effectively achieve the function of crime prevention and social order and security maintenance. The major study results are illustrated as below: 1.Patrol duty is the core duty for the police officers: the duty is 24-hour planned, and accounts for 50%-70% of the work hours every day, so it is the core duty for the police officers. 2.The work. details conform to the primary purpose: Patrol duty focuses on crime prevention, smooth traffic and public service, which conform to the primary purpose of patrol. 3.Offense duty has the preventive effect: Patrol service belongs to offense duty, which is quick and mobile, and has the effect of crime prevention. 4.It conforms to the basic principles and can prevent crime effectively: Patrol operation conforms to the four principles of quickness, mobility, flexibility and conspicuousness, and can prevent crime effectively. 5.Patrol duty is mainly served at late-night: The late-night is the peak period of crime activity, so the patrol duty should be strengthened during that period to meet the practical demands. 6.Use vehicles based on the specific time and place: The vehicles used for patrol service should be flexible based on the specific time and place, so as to achieve the mobility and conspicuousness of patrol service. 7.Accident handling affects the effect of patrol duty: Patrol planning and scheduling is often delayed or vacated due to accident handling, which further affects the expected effect. 8.Strengthen the measures to carry out the patrol duty: Strengthen the function of the command center, carry out the pre-duty education and adopt senior-junior grouping to facilitate teaching experience and achieving the purpose of patrol duty. 9.Procure the patrol equipments in time: Patrol equipments should be procured in time based on the specific demands, so as to ensure secure duty and improve the patrol efficiency. 10.Carry out question to reduce the number of patrol boxes: The patrol duty should strengthen question primarily, together with patrol duty form signing, so as to achieve the expected patrol effect. 11.Patrol service has both advantages and disadvantages: Patrol duty has the function of effective crime prevention. However, it can’t be carried out due to various factors. Based on the study findings, this study proposes the following suggestions: The police institutions should adopt the problem-oriented patrol strategies and make measures based on the specific conditions for patrol duty planning. It should carry out question primarily, together with patrol duty form signing. Moreover, it should procure equipments in time based on the demands to strengthen the patrol practice. Besides, it should also carry out the self-defense mechanism of finance-over-business and simplify the business to improve the manpower application. At the meanwhile, it should implement review and planning for the problems.

近年來，嬰幼兒閱讀的議題在國內逐漸受到重視。2006年2月，信誼基金會與臺中縣政府、臺北市政府共同合作，正式在臺灣推行「閱讀起步走」。為了推動親子共讀，新北市亦於2009年開始實施「閱讀起步走」，除了致贈圖書禮袋外，並搭配親子共讀講座、新生兒故事活動、新生兒借閱證辦理等活動。 本研究目的希望可以透過對於活動執行者與參與者的調查研究，來檢視新北市辦理「閱讀起步走」之具體成效、參與者的滿意情形，以及活動執行者在活動辦理過程中所遭遇的困境，據以歸納相關經驗，提出未來發展建議供其他縣市辦理「閱讀起步走」計畫之參考。 本研究主要以問卷調查法與訪談法進行資料的分析。首先針對參與過「閱讀起步走」的嬰幼兒家長採隨機抽樣的方式進行活動滿意度問卷調查，共計有效樣本為250份；另擇選6位活動承辦人員與3位參與家長進行深度訪談，以得知活動執行者與參與者對於活動本身的實際看法。 研究結果顯示： 一、參與民眾與承辦館員普遍肯定「閱讀起步走」的政策與理念，並認為此活動有助於落實親子共讀觀念。 二、參與民眾對於館員的服務態度、活動內容的滿意度較高，對於活動的時間與場地安排、館舍硬體設備、館藏內容數量等滿意度較低。 三、參與民眾認為目前圖書館所採用的行銷方式在日常生活中並無法明確感受到，因此對於現行的行銷方式滿意度最低。 四、承辦館員在推動「閱讀起步走」時所遭遇最大的問題在於人力與宣傳的不足。 五、承辦館員認為影響活動辦理的因素為人力與空間環境。 六、各館在推動「閱讀起步走」時所需之協助為增加人力及官方統一宣傳。 本研究對於「閱讀起步走」未來的發展建議有： 一、充實嬰幼兒書籍館藏，提升閱讀品質。 二、家長學習課程可以團體型態的工作坊或讀書會進行。 三、整合目前的宣傳策略，由官方力量統一推動。 四、提升圖書禮袋發放的普及率。 五、持續推動相關政策，銜接目前所欠缺之閱讀階段。 / Over the years, reading for infants and toddlers has gained attention from the society. In February 2006, Hsin-Yi Foundation, by means of recruiting cooperative efforts from Taichung County Government and Taipei City Government, initiated Bookstart, a reading activity for parents and kids, in Taiwan. Three year later, New Taipei City started to execute Bookstart, including a good number of funny, inspiring activities such as granting participants with a “Bookstart Pack”, holding parent-kid reading seminars, story-reading for newborns and applying for library cards for newborns. The study aims to conduct a survey among in-charge librarians and participants, and evaluate the actual effects of Bookstart executed in New Taipei City, including to what extent participants are satisfied with the activities, and the problems or predicament encountered by in-charge librarians in the process of implementation. By so doing, the study induces relevant experiences and offer suggestions for other counties or cities that intend to execute the program of Bookstart in the future. The study undertakes the analysis of the data with questionnaire investigation method and interviewing method. To start with, by means of random sampling, a questionnaire over satisfaction is conducted among the parents with young-aged kids who have participated in Bookstart; effective copies were 250. Meanwhile, 6 in-charge librarians and 3 parents were selected to take in-depth interviews, so as to better explore the thoughts and ideas of the aforementioned people. The research results have indicated that: 1.The participating citizens and librarians all give approval for the notions of Bookstart, thinking it beneficial to the promotion of parent-kid reading. 2.The participating citizens have a better satisfaction over the librarians’ attitude of service and the content of the activity, yet their satisfaction for the time and venue of the activity, the hardware facilities of the library and the quality and quantity of the stock is relatively low. 3.Participated citizens do not think the promotion adopted by the library has been well received in everyday life, and hence have the lowest satisfaction for current promotion. 4.The most serious problems facing up to in-charge librarians were short of manpower and insufficient promotion. 5.In-charge librarians regard the factors that affect the quality of activities as manpower and the environment of the library. 6.The assistance needed in promoting Bookstart includes “adding manpower” and “a packaged promotion by the government”. Hence, the study offers suggestions for the future development of Bookstart as follows: 1.Enrich the collection of books for infants and young children to enhance reading quality. 2.Parents learning courses can group types of workshops or study will be conducted. 3.The current promotion strategies shall be incorporated, and the activity should be promoted by the government as a package. 4.To enhance reading the penetration rate paid by the Bookstart packs. 5.Related policies should be publicized in the future, so the new program can be connected with the current one by adding a “reading phase”.

This investigation examined Chinese children's development of place-value numeration concepts from ages 3 through 9, compared the development of place-value understanding of these Chinese children with that of American and Genevan children whose performances had been described in the literature, and examined the influence of adult assistance during Chinese children's performances on some of the place-value tasks.

本研究以2014年台北市長選舉，連勝文陣營為個案，探討其電視競選廣告的產製策略。首先根據外在環境因素與內在組織因素，將選戰劃分為三個時期，再分別探討連勝文陣營在這三個時期的競選傳播策略，以及組織動力，如何影響電視競選廣告的產製。研究方法為深度訪談法與參與觀察法。 研究結果顯示，由於連勝文陣營缺乏競選傳播策略，無法產製有效文宣，在選戰早期就該形塑的候選人定位也始終不明。選戰中遭遇危機，無法適時調整策略，競選廣告沒有扣連明確功能，而成為創意的試驗場，甚至造成反效果。 若從組織動力的角度切入，連勝文陣營競選傳播策略不明的問題，與遲遲無法建立領導核心有關。競選陣營的決策機制，往往是多元與效率的拉鋸，但為了因應瞬息萬變的選戰情勢，必要時應以效率為先，只是在組織與內規建立時，也應設下內控機制。 / This research focuses on Sean Lien camp’s strategy on the production of televised campaign communication during the 2014 Taipei city Mayoral election. First, the campaign can be divided into three phrases in terms of external factor and internal factor. This research will further look into the campaign communication strategy, and how televised campaign communication of Lien camp’s organization during the three phrases. The research methods are in-depth interview and observation in person. The research results show that Lien camp lacks campaign communication strategy, so Lien camp cannot produce effective campaign ads during his campaign. Lien camp fails to identify what kind of the candidate will play if elected, and also cannot adjust its campaign strategy to cope with urgent situation. Lien camp’s campaign communication cannot effectively promote candidate, but just to become the experiment of imagination and leads to counter-effect to the campaign. Judging from Lien camp’s organization, Lien camp fails to establish a clear leadership which is related to ineffectiveness of campaign communication. Decision-making mechanism of campaign headquarters is the tug-of-war between diversity and effectiveness. Sometimes, campaign headquarters must set effective measures as top priority in order to deal with changing campaign situation. However, internal control mechanism must be built while the establishment of organization of campaign headquarters and internal rules.

由於工業化的結果，農村人口不斷湧進都市，都市向郊區膨脹發展，人口持續的成長 且愈來愈向都市集中，導致都會人口、產業活動密集、都市圈逐漸向外擴展的趨勢， 都市與鄉村互動，為適應社會結構分化與工業化的衝擊，台北市已迫切需要做整體的 規劃，以適應台北市都會區的均衡發展。 台北都會區，中心都市與鄰近的衛星市、鎮、鄉發生密切關係，都市問題跨越了不同 的行政區域，且分屬不同的行政層級，在行政組織管理，財政支出、公共設施建設、 公害垃圾環保教育文化發展方面隨之發生，而影響到市民之福祉。交通問題。河川汙 染整治更無法單方實施，教育設施、醫療保健等公共設施之服務水準，因地緣靠近， 公共需求程度相同，但分屬不同層級地方政府財政稅基不同差異鉅大，造成建設差距 擴大，台北縣、基隆市與台北市公共服務建設之差異擴大。 大台北市所轄其地方政府的層級與區域劃分調整，更應具有前瞻性規劃，透過政策分 析，做最適的選擇。未來行政區域調整歸併，關係都會區的成長與發展，其具體因應 措施宜未籌謀，儘早規劃循序漸進。 本文係以台北都會區行政區劃實況，地方自治的理念，探討台北縣基隆市併入台北市 ，台北都會區行政層級之設計，與都會區的組織架構，期能使台北都會區都市化的發 展，適應政治經濟的演變，均衡地方發展，縮短城鄉差距。