符艷菁. / "2001年6月" / 論文 (哲學碩士)--香港中文大學, 2001. / 參考文獻 (leaves 172-179) / 附中英文摘要. / "2001 nian 6 yue" / Fu Yanjing. / Lun wen (zhe xue shuo shi)--Xianggang Zhong wen da xue, 2001. / Can kao wen xian (leaves 172-179) / Fu Zhong Ying wen zhai yao. / 論文摘要 --- p.i-iii / Chapter 第一章 --- 緒論 --- p.1 / Chapter 第一節 --- 自由主義在中國 --- p.1 / Chapter 第二節 --- 自由主義知識份子的類別 --- p.8 / Chapter 第三節 --- 文章內容簡介 --- p.11 / Chapter 第四節 --- 儲安平硏究回顧 --- p.14 / Chapter 第五節 --- 小結 --- p.25 / Chapter 第二章 --- 儲安平的自由主義思想 --- p.27 / Chapter 第一節 --- 儲安平生平簡介 --- p.27 / Chapter 第二節 --- 儲安平的自由主義思想根源 --- p.29 / Chapter 第三節 --- 小結 --- p.40 / Chapter 第三章 --- 國民黨統治大陸時期-儲安平與《觀察》 --- p.43 / Chapter 第一節 --- 《觀察》始末 --- p.43 / Chapter 第二節 --- 儲安平的《觀察》政論 --- p.57 / Chapter 第三節 --- 小結 --- p.78 / Chapter 第四章 --- 共產黨統治大陸時期一儲安平與「黨天下」 --- p.83 / Chapter 第一節 --- 1948年至1949年的儲安平 --- p.83 / Chapter 第二節 --- 1949年至1957年的儲安平 --- p.86 / Chapter 第三節 --- 儲安平與「黨天下」 --- p.98 / Chapter 第四節 --- 中共與自由主義知識份子 --- p.132 / Chapter 第五節 --- 小結 --- p.146 / Chapter 第五章 --- 結論 --- p.149 / 附錄 --- p.155 / 附錄一儲安平年譜 --- p.155 / 附錄二《觀察》撰稿人簡況 --- p.166 / 附錄三《觀察》封面 --- p.170 / 附錄四復刊後的《觀察》封面 --- p.171 / 參考資料 --- p.172

Abstract Culture Creative Products have created economical value for cultural industries; they are the vehicle to pass on the cultural connotations, moreover, the integrated marketing communication are the best way to push culture creative products to achieve synergy. The marketer not only must develop good products, offer best service, set reasonable price, choose appropriate channels, but also must make all kinds of effective communication with the customers, wholesalers, and general public through all kinds of communication tools. There are various communication tools with different advantages and disadvantages and characteristics, one of the main purposes of this research is how marketers apply different communication tools under different circumstances to get the most effective integration so as to give the customers precise and consistent information and to achieve the maximum marketing communication effects. This research has taken Anping Sword-Lion Square as object to investigate the application of the marketing communication tools on culture creative products; also, through the in-depth interview with professionals and the first-hand data collected from marketing communication tools on the past with the theory and steps of integrated marketing communication: IMC to find out that there had no overall marketing plan and marketing steps, neither the target audiences. After many years of operation, they not only did not strengthen up the existed relationships with the customers on execution of marketing, but also ignored the unlimited effects of Internet on marketing promotion as well as the impact of developing the potential customers, nor did they set up the budget and the assessment of communication effects afterwards. Therefore, this study has aimed at the various finding on above to offer the following suggestions to Anping Sword-Lion Square: 1. To integrate all kinds of communication tools to strengthen up information integration and consistency. 2. To make sure the target audience and the market. 3. To establish a financial budget. 4. The marketing personnel must get involved in IMC. 5. To build up the customer awareness value and to create product differentiation and brand image. As for the future research direction, it is hoped to promote the Anping Sword-Lion as a symbol of guardian of Taiwan to cover a wider and diversified range of study. To achieve the goal, it not only must increase the visibility on international market, but also to coordinate between the tourism and culture creative industries, and to integrate them with all kinds of marketing communication tools to get the consistency and clear synergy.