This paper discusses how a profit-pursuing economic man turning to a social man with the sense of ¡¥place¡¦. Using the case study of Taiwanese businessmen investing land in Vietnam, this thesis argues that such an imagined ¡¥mobile capital¡¦ might be turning to the capital embedded in the local place. Based on grounded theory, the author interviewed 20 persons in Vietnam to understand their life trajectories, and their current situations in Vietnam. The result shows that Taiwanese businesspeople in different industries, which locate their production in different locations, have different senses of place attachment. Language ability and the intimate life with local people will affect their attachment to the local place.

Abstract In April 2004, China was concerned that speedy development of Investment might lead to an uncontrollable economy. Therefore Prime Minister Chia-Pao Wen announced to apply Macro Adjustment Policy starting from the fields of industries and economy, by using both strategies of administrating and marketing through polices of currency, crediting, foreign exchange management, land management, and industry policy management in the hope of reaching the goal as a stable development. These adjustments have caused great impacts on China¡¦s entire economic development and on Taiwanese businessmen in China. According to the statistics from Taiwan Stock Exchange Corporation and Gretai Securities Market, till the 3rd quarter of 2010, there are 960 listed companies at stock exchange market and over-the-counter market investing in China with accumulated investment amount of NT$10,886 hundred billion. Such a huge investment scale has done quite a great contribution toward economic development in China. Meanwhile, local banking industry in China is facing an increasing demand on financing. Owing to the tightened crediting and foreign exchange management carried out in China on the grounds of Macro Adjustment Policy, most Taiwanese businessmen in China have been deeply influenced regarding the cash flow during operating business. Seeing the difficulty that Taiwanese businessmen in China are confronting, Taiwanese government timely revised Act Governing Relations Between The People Of The Taiwan Area And The Mainland Area and Regulations Governing the Banking Activity and the Establishment by Financial Institution Between the Taiwan Area and the Mainland Area and literally opened the door toward OBU crediting for Taiwanese businessmen in China. It is significant break through for Taiwan¡¦s economy policy towards China since the government moved to Taiwan in 1949. S Bank was the first bank authorized to process OBU crediting for Taiwanese businessmen in China. After evaluating the changes of the environment, S Bank applied Greater China Shanghai Bank Strategic Union Platform in the market of China with OBU crediting targeting Taiwanese businessmen in China. Together with Taiwan¡¦s opening policy and competitive corporation with China banking industry which was restricted by Macro Adjustment Policy, S Bank hold a operating philosophy as a value provider instead of a competitor to expend its strategy of crediting for Taiwanese businessmen in China. Until now, S Bank has become one of the best banks in Taiwan banking industry regarding operating the business with Taiwanese businessmen in Greater China. The object of this research is focused on an individual bank. With research method of collecting information and interviewing with experts, this research was probe into the strategy S Bank used to promote crediting for Taiwanese businessmen in China. In the viewpoints of industry competitive advantage, industry SWOT analysis, and strategy union to discuss the competitive advantage that S Bank has for promoting crediting of Taiwanese businessmen in Greater China. The key points to the success of S Bank can be concluded as follows: (1) Possessing a leading core condensing centripetal force and a team of management (2) Successfully exercising the competitive advantage of Greater China Shanghai Bank Strategic Union Furthermore, in this research all the information collected, interview of the experts, and all the opinions given by professionals from the industry, government, and academic fields have been analyzed, compared, and concluded in the hope of finding the future prospect for S Bank to promote crediting affairs of Taiwanese businessmen in China. During the research, the interviewed experts include senior managers in financing industry and financial supervisors from industries which have invested and established factories in China. With the combined thoughts and opinions from experts and industry financial supervisors, the completeness of this research will be upgraded and hence generally referable achievements can be expected to be organized as a reference for S Bank to use as a strategy for promoting crediting for Taiwanese businessmen in China. Keywords: Crediting for Taiwanese Businessmen in China, Strategic Union¡C

Abstract A Study about the culture of gods and ghosts in Taiwanese Proverbs Taiwanese proverbs are the essence of ancestors¡¦ wisdom and experiences. Because of speaking and listening these proverbs, we can preserve them. As we know, the proverb is part of folk literature, mass literature, and it is one of the ways people show their emotions and knowledge. So, undoubtedly, the proverbs demonstrate all kinds of experiences and thoughts. The belief in gods and ghosts plays a very important role in folk religion in Taiwan. We can say that the belief in gods and ghosts is the root of folk religion. All concepts and ceremonies of Taiwanese folk religion are based on the belief in gods and ghosts. This study discusses the religious culture of Taiwanese proverbs, and it is based on the belief in gods and ghosts. So this study is entitled ¡§A Study about the culture of gods and ghosts in Taiwanese Proverbs¡¨. The first chapter is the introduction, and the second chapter talks about the belief in ghosts of Taiwanese proverbs. The third chapter discusses the belief in gods of Taiwanese proverbs. The fourth chapter is the conclusion. In the end of this study, there are about 450 Taiwanese religious proverbs as the index, including Buddhism, Taoism, Christianity, ghosts, gods, and the decree of fate and so on. I hope these proverbs present the contribution for the searchers having interest in this topic.

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The purposes of this research were¡G¡]1¡^to understand the aims of learning content of different textbooks.¡]2¡^to uncover learning content of different textbooks.¡]3¡^to offer feasible suggestions according to the results. This research adopted content analysis approach and interview to analyze the volume 5-8 learning content of different textbooks ¡]Kaohsiung Chien-Kou textbooks , Nani textbooks , and Kingan textbooks¡^censored from Ministry of Education in 2006. The conclusions of this research were as follows¡G 1. Education aims¡G¡]1¡^Chien-Kou textbooks¡GThey put emphases on communication,ethnicism,multi-culture,localism,and culture learning.They should add ability targets in the teacher guidebook.¡]2¡^Nani textbooks¡GThey put emphases on communication,language cognition, and tender regards.They should add multi-culture, localism,and ethnicism.¡]3¡^Kingan textbooks¡G They put emphases on communication and decompressing learning.They should add multi-culture,localism,ethnicism ,and edit language with academic attitude. 2. Education content¡G¡]1¡^Chien-Kou textbooks¡G They put emphases on literature and objectivity.They should enhance teaching aids, and decrease quantity and difficulty.¡]2¡^Nani textbooks¡GThey put emphases on literature,proverbs,songs,pictures,and sentence patterns.They should enhance conversation,nativism, multi-culture,vocabulary,and life practicality.¡]3¡^Kingan textbooks¡GThey put emphases on life practicality,timeliness, pictures,songs, and variety.They should strengthen sentence patterns,multi-culture,and proverbs edited in lessons. 3. Education organization¡G¡]1¡^ Chien-Kou textbooks¡GThey put emphases on mentality,concentric circles rule, and ranking.They should enhance to discriminate difficulty among Grade 3-4,and variety.¡]2¡^Nani textbooks¡GThey put emphases on mentality ,ranking,timeliness,and integration.They should enhance continuation,large unit integration,and variety.¡]3¡^Kingan textbooks¡GThey put emphases on ranking,continuation,horizontal integration,and mentality.They should enhance variety, difficulty link among Grade,and large unit integration. 4. Education methods¡G¡]1¡^Chien-Kou textbooks¡GThey put emphases on steady language teaching.They should enhance multi-alacrity, connection with home and school,and teaching aids.¡]2¡^Nani textbooks¡GThe best character is written by on-the-job teachers. They put emphases on connection with home and school,adaptive learning, and systematic language learning.They should enhance teaching aids and words.¡]3¡^Kingan textbooks¡GThey put emphases on multi-alacrity.The best parts are decompressing and natural learning.They should enhance connection with home and school, and dynamic teaching games. 5. Education assessing¡G¡]1¡^Chien-Kou textbooks¡GThe best character is to combine teaching with assessing.They put emphases on cognition.They should enhance mentality,diagnosis,alternative assessing,the teacher guidebook edition,and add some easy assessing.¡]2¡^Nani textbooks¡GThe best characters are multi-adaption,cooperation between teachers and parents, and formative assessing.They put emphases on mentality.They should enhance diagnosis,alternative assessing,and design techniques to complete assessing easily.¡]3¡^Kingan textbooks¡G Having no pressure and learning easily are the greatest characteristics. They put emphases on technical ability.They should enhance mentality,diversification,diagnosis,alternative assessing, and improve the degree of difficulty. In accordance with the results of this research, suggestions concerning aspects of the textbook publishers,authorties,schools and teachers were put forward. Follow-up studies were also proposed.

The Taiwanese opera is the most representative opera in Taiwan. It was the main policy for the development of Kaohsiung in the period of governance by Japan. The city developed quickly and citizens needed more entertainments so that the local theaters increased vigorously. The Taiwanese opera developed from the outdoor to the indoor platform and absorbed the elements and structure from classical dramas to present the complete operation and performance. It adapted itself to every period of development. This research surveyed the operational situation of the Taiwanese opera in Kaohsiung by fieldwork and discussed the ecology and management This study is as following: Firstly, it finds out the process of development from the history of the Taiwanese opera. Secondly, it discusses the ecology of theaters from the variations in amount and time. Thirdly, it bases on the theories of modern management to analyze the patterns of management in Kaohsiung recently. Furthermore, it focuses on the case to discuss from the organization, human resource, marketing. The conclusion discover that the diversity of the outdoor platform result in the theaters of outdoor platform to suffer from difficulties. Also, the localization effect the cultural policy and the cultural shows become the new opportunity. The Taiwanese opera keep the operational pattern of simple structure to face the change of audiences. The manager is playing three roles: Leader, Liaison and Resource Allocator with higher gracious and lower regulation to reduce the mobile members. The salary of actors comes from the original and reward from audiences. It depends on the technology, jobs and the time of performance. The strategies of marketing build the well relationship without difference. The researcher provides three suggestions: (¤@) to set and manage the policy (¤G) to promote the well inviting show (¤T) to change the conception from government, private organization and theaters improving the environment to enrich the development forever.

India-the ancient civilized nation of BRICs is rising gradually with its unlimited amazing potential and explosive force. According to the GDP computation from the World Bank 2005 report, Indian¡¦s economical scale amounts to 692 billion US dollars. This has ranked India the 10th biggest economy in the world. Toward the international enterprises, India is filled with the infinite business opportunities and has already become the spotlight in the global economy. In the past, Taiwan enterprises often put their focus on mainland China, and directly neglected this emerging market, India. On the contrary, the enterprises from Europe, America, Japan, Korea, and even China have entered India and also planned their layout positively one after another. However, Taiwan enterprise¡¦s footsteps are relatively slower. Although the economic interaction between Taiwan and India is not as much as other countries, India government has recognized that Taiwanese enterprises had played a great catalytic and accelerated role in the economic development process of mainland China. Moreover, the technical advantages and the market experiences from Taiwanese economy development are corresponding to the necessity of the economic development of India nowadays. Therefore, the cooperation between Taiwanese enterprises and India could achieve the complementary effect and the mutual benefit in India economy development. Also, Taiwan government has already established a Taiwan-India Cooperation Council in 2006.This platform would be an integrator for the bilateral interactions between India and Taiwan. Right now, under Taiwan government and NGO assistances, Taiwanese enterprises could fully elaborate the core competitions, the technical advantage and market experiences, and contend for the international stage. This research is based on exploring the study of international trade theories, international investment theories and international market entry strategies, then matching with the observation and the business visit of current India market. The following points of view are the conclusion from this research: 1. Further understanding of the economic development of India market. 2. Further understanding of the development of India states and industries. 3. Finding out the business opportunities for Taiwanese enterprises during India¡¦s economy development. 4. Finding out the available entry strategies for Taiwanese enterprises in India markets. Key words: Taiwanese enterprises, India market, entry strategies.

Although modern Taiwanese literature is emphasized in recent years, there are few dissertations about classic Taiwanese literature. In this dissertation, the author tries to explore into the national consciousness presented in Wang Song¡¦s poetry. Wang Song is a classic poet in Taiwan when the Japanese were ruling Taiwan. Therefore, he has to present his national consciousness implicitly in his poetry. The author tries to explain his national consciousness through the three stages of Wang Song¡¦s life. This is because his poetry is deeply related with his life experience. The readers can observe Wang Song¡¦s paradoxical emotion in his poetry. This paradoxical emotion results from his national consciousness. Wang Song grew up in a traditional chinese family and he believes he is a Chinese. This is why he can¡¦t accept the Japanese government. Through the discussion of Wang Song¡¦s national consciousness, we can understand his motive of creation and the real meaning of his poetry. The second chapter introduces Wang Song¡¦s life and his work. The third chapter brings in the creative style of the classic Taiwanese society which Wang Song lived in. The forth chapter talks about Wang Song¡¦s creative style and his theory of creation. The fifth and sixth chapter are the analysis of the national consciousness in Wang Song¡¦s poetry. Although Wang Song¡¦s poetry are not as good as the other poets in the classic Chinese literature, his work shows the national consciousness when he survives in a colonialized society. Through the reading of his poetry, the author offers a way to understand the Taiwanese literary work during the Japanese colonializaiton.

The article is about the factors that influence the Taiwanese businesses¡¦ decision to go abroad for listing. Our data are mainly about the Taiwanese businesses¡¦ in Hong Kong, Singapore, Thailand, Vietnam, Shanghai, and Shenzhen. The requirements of main board listing in Hong Kong and Singapore are strict and those in Thailand and Vietnam are loose. There are higher average economic growth rate and better market return in foreign listing market. Although the new listing number is higher than Taiwan, the stock liquidity is lower than Taiwan except Shanghai and Shenzhen market. As the P/E ratio , foreign market is similar to Taiwan except Shanghai¡B Shenzhen and Thailand markets. Overall, the advantages of Taiwan IPO market are not too many except the liquidity. As overseas Listing of Taiwanese businesses, we find that shoes companies and growth enterprise will get together in Hong Kong, and the average market values and money- raising ability are higher. In Singapore, the industries of Taiwanese business are widely distributed. Moreover, the industry in Thailand, Vietnam and China are mainly construction and living- related. The founding years before listing of foreign Taiwanese business are longer than those listing in Taiwan. Therefore, Taiwanese businesses display different styles in different listing market. We divided the influencing factors into macro factors, market factors, industry factors, listing requirement factors and unique factors. We used binary logistic regression as our model and found that the macro factors, the market factors, and listing requirement are related to the Taiwanese businesses¡¦ decisions. When there was higher economic growth rate, higher stock return rate or there were more new listed companies in overseas security markets, more Taiwanese business went abroad for listing. But opposite to our intuition, Taiwanese business did not list in a market with higher P/E ratio. The strict listing requirement did not stop Taiwanese business to list there. Therefore, we think only by lowering the listing requirement will not attract Taiwanese business to come back to Taiwan for listing. Finally, we command that by setting three different ways of Taiwanese businesses¡¦ listing, reducing the money limit and strengthening the collecting industries in Taiwan, we can attract more overseas business coming back to Taiwan for listing.

Abstract Due to relaxed regulations and the active attitudes of Taiwan government¡¦s applying international organizations; Taiwanese firms are facing steeper competitions from international brands and transformation challenges. Although Taiwanese firms possess top-tier techniques in several aspects, brands managing are ignored for a long period. With international brands¡¦ experience in marketing, consumers are more likely to purchase foreigner brands instead of Taiwanese brands. For Taiwanese brands, consumers¡¦ attitude will be the prime supporter for branding. Thus, Taiwanese brands should consider on how to boost loyalty of high-brand-identity consumers and to induce low-brand-identity consumers to purchase. The utmost task for Taiwanese brand breeders is to understand the brand identity of Taiwanese consumers. Different alternatives should be planned to focus different consumer types. Consumers¡¦ feedbacks should also be considered for the sustainability of the brands. Due to branding efforts paid by firms and Taiwanese governments, this research served a psychological concept ¡V identity ¡V as a tool in explaining the concept of ¡§overall Taiwanese brands¡¨ and identity of Taiwanese consumers. This research serves ¡§firm side¡¨, ¡§government side¡¨, ¡§consumer side¡¨ and ¡§the latest satisfaction¡¨ as the dimensions in discussing their relation with ¡§Taiwanese brand identity¡¨. Researchers studied several aspects via serving a specific brand as an example. In ¬x¶¶¼y¡¦s research on Taiwanese brand competitiveness, he serves the study as a direction of Taiwanese firms which are intending to develop brands. Yet no previous papers have studied on the topic of brand identity, thus this research is an innovation. The outcomes indicate that consumers possess more positive attitudes toward 3C products than before. Three out of the four independent variables ¡V ¡§brand marketing¡¨, ¡§personal characteristics¡¨ and ¡§the latest satisfaction¡¨ ¡V have significant positive relation with Taiwanese brand identity. On the other hand, the results indicate that modifying effects exist only in (1) ¡§Gender¡¨ and ¡§the marketing popularity of enterprises which owns Taiwan brand¡¨ and ¡§Taiwanese brand identity¡¨, and (2) ¡§Average monthly income¡¨ and ¡§the marketing popularity of enterprises which owns Taiwan brand¡¨ and ¡§Taiwanese brand identity¡¨. The analysis of ¡§demographics¡¨ and ¡§Taiwanese brand identity¡¨ shows that the interviewees¡¦ Taiwanese brand identities possess insignificant differences on five demographic variables.