高雄捷運為國內第二條捷運系統，承繼了台北捷運的經驗，在日新月異的交通需求中，也肩負開啟國內其他地區興建捷運學習的榜樣。2008年紅橘雙線通車，捷運開始逐步改變高雄民眾的交通習性。捷運的建造是政策也是挑戰，向其他政府進行學習也是必經的過程。因此研究者希望透過高雄捷運個案來分享其政策學習過程，藉由描述及資料的分析來做實際案例的呈現。 研究者利用次級資料分析法探究理論及相關研究，再透過滾雪球抽樣及深度訪談法，與曾經參與政策學習的捷運相關人員進行訪談，探討高雄捷運的政策學習過程。最後以三角交叉驗證法來比對文獻與訪談內容，提升理論與研究的對照性。研究發現，高雄捷運的地區條件、兩大組織高雄市政府捷運工程局及高雄捷運公司的定位與台北捷運有所差別，互相學習之外也發展出了各自特色。在政策學習上，台北及國外經驗皆具參考價值，在參訪、座談、考察、聘請顧問等方式向外學習之外，內部也透過小組會議、技術交流發表會來做資訊互通，同時也藉由外派或顧問的角色來與自身所學相輔相成。學習內容也由基礎內容、困境學習來深化人員掌握政策資訊的程度；另外，高雄捷運也將實用性與創意性結合，成為其他單位觀摩的範例。研究者於文末也提出建議：加強專業訓練提升人員學習動力、建立學習分享平台、培養多元視角並持續吸收國內外相關知識技術、設立獎勵及檢討機制等，希望對高雄捷運組織及人員的整體學習有所幫助。

近年政府推廣政策的過程中不斷借重創新思維，嘗試抓住民眾的注意力，政府必須將人民視為顧客，盡力提供服務使民眾滿意，換言之，企業型政府治理模式必然包含「治理」甚至是「政策推廣」相關概念，在公部門推廣政策的同時，我們時常看到政府向企業學習行銷手法推廣公共政策。本研究嘗試向企業行銷學習，藉由文獻回顧以及檢視公共政策行銷實例，從「移情作用、自我指涉、自我認同」三個面向，探討虛擬代言（avatar endorsement）如何應用在公共服務推廣，及促使民眾了解政府政策並使用公共服務的意願為何。 本研究以高雄都會大眾捷運系統目前執行的虛擬代言為討論主題，研究方法採用準實驗設計，由於過去研究指出高雄捷運旅運目的多半為觀光旅遊，因此受試者招募以年輕族群為調查對象，以了解當前虛擬代言能否提高年輕族群的喜好程度、使用捷運系統意願、購買相關商品意願、以及對捷運品牌的吸引程度，招募受試者後，採用配對分派方法進行實驗，以利進行實驗組與控制組態度變化比較。研究發現不同學歷的受試者對於虛擬代言的想法有顯著差異，而虛擬代言能有效提升外縣市的受試者對於該公共服務的吸引程度，只是對於既有的客群掌握則有待加強。 / In recent years, governments start to emphasize the importance of policy promotion and policy marketing. Under the belief of treating people as customers, the ultimate goal is to draw people’s attention and to increase their satisfaction on public services. Normally, the entrepreneurial-oriented governments would spend more time and efforts on “good governance” and “policy promotion”. As a result, when the governments want to promote certain policies, they often try to learn from the private sector on their marketing strategies. This study aims at applying the policy marketing strategies to promote public policies, particularly the effects of avatar endorsement strategy. Using the case of Kaohsiung metro system, this study focuses on three different aspects, the transference, self-reference, and self-identity, to explore how avatar endorsement worked with regard to public policy promotion, as well as to understand how it performed on increasing people’s willingness to receive more public services. This research adopts a quasi-experimental design to understand how the current avatar endorsement strategy affect younger generations on four different attitudes and behaviors, such as brand attitude, purchase intention, brand association, and attraction to the Kaohsiung metro. Results show that people with different educational levels have significantly different attitudes toward avatar endorsement strategy. In addition, the avatar endorsement strategy may effectively enhance the attractiveness of public transportation service toward the younger generation. Policy and managerial implications for the governments are discussed in the thesis.

一、研究目的 （一）闡述台灣開發地下街基本方針制定之必要性，以防日後治絲益棼。 （二）以台北新車站地區為例，期能提供台灣地下街之開發流程、開發主體及營運管 理等之可循方向。 二、相關文獻 本研究之文獻以地下街開發之先進國日本之書籍、雜誌為主；國內文獻以高雄地下街 案例、台北車站特定區計畫方案、有關之文章、報紙等為主。 三、研究方法 係屬「比較分析法」與「歸納分析法」之綜合應用，並輔以「問卷調查法」。 四、研究內容 （一）地下街之意義、發展緣起與目的，及所提供之效益。 （二）探討日本及台灣高雄地下街發展至今所產生之問題，以資台灣未來開發之借鏡 ，並說明台灣開發地下街基本方針策定之必要性。 （三）就日本與高雄開發地下街之經驗，取其長、去其弊，以台北車站及中華路為例 ，研擬台灣開發地下街合乎理想之程序、開發主體，及未來如何營運管理與維護。 五、研究結果 （一）地下街發展至今，利弊參半，如何揚其利、匡其弊，有賴法令之事先防範，故 台灣開發地下街基本方針之確立有其必要性。 （二）地下街開發之推動，宜以地方屬級之公私合營事業機構為主體最佳。 （三）良好之營運管理與維護，是防止地下街頹敗因子產生之利器，所以地下街之營 運主體、營業種類及安全設施之管理維護，宜予制度化。

本研究主要目的在釐清教師專業自主權於教育法令層面之權責界線、暸解高雄市立國民中學教師專業自主權運用的現況、探討高雄市立國民中學教師專業自主權發揮的程度、分析不同背景因素的高雄市立國民中學教師於各專業自主權層面指標發揮程度的差異，最後依據研究結果，對提升高雄市立國民中學教師專業自主權的策略提出具體建議，供有關單位參考。本研究以2004學年度高雄市立國民中學現職合格教師為研究對象，並以對該學年度高雄市立25所國民中學、776名有加入教師會之現職合格教師進行問卷資料分析；另輔以訪談（共計6人）的方式了教師對自身專業自主權行使的理念、意見與建議。在資料分析上，主要採用描述性統計分析、獨立樣本t考驗分析、單因子變異數分析等方法。經研究結果與分析發現： 一、我國教育法規以保障教師課堂教學專業自主權為核心。 二、整體言，高雄市立國民中學教師的專業自主權達中等發揮程度，其中以「教師課堂教學專業自主權」的發揮度最高、「教師專業組織自主權」與「教師學校行政自主權」分別次之 三、高雄市立國民中學教師就「課堂教學專業自主權」具高等與中等專業自主度；「學校行政專業自主權」、「教師專業組織自主權」皆屬中等專業自主度。 四、高雄市立國民中學教師專業自主權整體面平均得分為男性教師顯著高於女性教師、兼主任職教師顯著高於非主任職者、有參與法定學校層級組織教師顯著高於未參加者、服務於小型學校教師顯著高於服務中大型學校者、年資26年以上教師顯著高於年資5年、11-15年者。 五、促進教師專業自主權之基本策略為穩固教師課堂教學專業地位、提昇教師組織專業形象、打造校園參與式決策文化、完備教師專業培育制度。 研究者根據文獻探討與研究結果發現，提出下列幾點建議： 一、健全與落實尊重教師專業自主權之法令體制。 二、教師應認清「專業」與「自主權」兩者相輔相成，瞭解自主須以責任為基礎。 三、規劃教學、法制與行政專業知能研習以達高教師專業自主權目標。 四、營造學校優質溝通管道，提高教師參與權能感。 五、鼓勵女性教師投入學校行政工作。 六、教師專業組織以發揮組織專業正向功能為目標。 七、教育行政機關應於教育內部事務扮演「法律監督與協助」角色。 八、建立教師專業評鑑機制以落實教師專業權力與效能。 九、針對研究主題、研究對象、研究變項與研究方法提出建議，作為後續相關主題研究之參考。 / The purposes of this study mainly confirm the right and duty to teacher professional autonomy in educational laws, understand the actual condition and explore the level of Kaohsiung city public junior high school teacher professional autonomy, and analyze different dimensions’ levels of Kaohsiung city public junior high school teacher professional autonomy from the view of teacher s’ different backgrounds. Finally, according to the study result, the writer gives some concrete advice to promote the city’s teacher professional autonomy for the department of educational administration for reference. The survey subjects included teachers from 25 public junior high school in Kaohsiung city in 2004 year, namely 776 qualified teachers who joint teacher professional unions were sampled copies of the questionnaire to be the investigation. And interviewing with 6 junior high school teachers is used to understand teachers’ opinions about professional autonomy. About the data analysis, the study use Frequency Distribution, T-test , One-way ANOVA, and Scheffé Method . The results of the study are as follows： A. The dimension of teaching professional autonomy is the key idea that Taiwan educational laws empower teachers. B. As far as the whole Kaohsiung city public junior high School teachers’ professional autonomy is concerned , it is middle level. The dimension of “ right and power to teacher teaching” gets the most high scores; the dimensions of “ power to teacher professional union” and “the power to school administrative autonomy” get lower scores separately in order. C. As far as the dimension of Kaohsiung city public junior high School teachers teaching professional autonomy is concerned, it achieves high and middle level; the dimensions of “the power to school administrative autonomy” and “teacher professional union” achieve middle level. D. From the viewpoint of whole average, male teachers’ average scores are higher than females’；teachers who hold a administrative staff, participate school-level organizations, serve in small size schools and work more than 26 years get higher scores than others who don’t hold the job , participate the ones, serve in middle and big size schools and work less than 5 years and 11-15 years. E. The basic strategies to facilitate teacher professional autonomy are to stable teacher’s professional status in teaching, promote the professional image of teacher unions, cultivate the school culture of participant-determining and establish good institution of teacher professional nurture. According to the literature and study result, following suggestions are offered： A. Continue to improve the established education law about the right and power to teacher professional autonomy. B. Understand “profession” and “autonomy” are to complement each other. And autonomy should take responsibility for basis . C. Design a series of programs about facilitating teachers’ professional knowledge in teaching, law and school administrative affairs to achieve high level of teacher professional autonomy. D. Create excellent communicative ways at school to promote teacher empowerment. E.Encourage female teachers to devote themselves to school administrative affairs. F.Teacher professional unions should take the role of developing positive function. G.The department of educational administration should play the law- supervising and law-helping role. H.Build teachers professional evaluation system to help teacher promote professional power and effectiveness. I.Base upon the results mentioned above, several suggestions about the study trends are made to further reference.

This thesis, as a case study, focuses on the perspective of foreign news reports on Taiwan’s first time hosting an international multi-sport event, the World Games 2009 in its biggest port city Kaohsiung. The World Games 2009 Kaohsiung, the significant Olympic type mega-event as to Taiwan, is applied as the approach to public diplomacy and soft power for the purpose of expanding Taiwan’s international space. It is expected to raise publicity and mass media exposure to boost Taiwan’s international profile and spur its tourism industry. From Taiwan’s image-marketing strategy, practices to foreign news reports, it outweighs to study foreign media’s reflection on Taiwan and the World Games 2009 as the important evaluation on the mega-event as a whole. This thesis attempts to answer two research questions: How was the World Games 2009 Kaohsiung reported by the foreign media? Did hosting the World Games improve Taiwan’s image? It presents the results and perspectives of foreign news reports by qualitative methods: case study and discourse analysis of online-English news reports and some quantitative methods applied on data. It combines news reports study with theory, model of public diplomacy, mega-event and expected-model. Within 101 pieces of online-English news found related to the World Games 2009, it unveils fruitful results such as the failure of interpreting the core story (Taiwan’s images and values) by foreign media during the sporting extravaganza, and it echoes Rivenburgh (2004)’s three viewpoints toward the Olympic type event (intercultural challenges, less news about host country’s culture and dramatic news). By the amount of news and the absence of foreign media on the press conference indicates that foreign media did not pay much attention to the World Games and Taiwan. In spite of reporting the sports and games, other major topics of reports were Taiwan’s hosting the event, the greenest solar-powered stadium designed by Japanese, Toyo Ito, Chu Chen’s promotion itinerary to Beijing and China’s absence on the opening and closing ceremony which triggered foreign media’s great concern.

原住民族長期生活於山村地區，有著特殊民族文化維繫個人或團體間長期的互動，惟日本時期沿襲迄今的保留地制度，無論是空間區位的選擇或增劃編地點的決定，原住民族毫無參與的餘地，導致無法妥善勘選區位適當的土地作為原住民保留地使用，進而使文化傳承、經濟生活所依賴的母土逐漸流失；近年來受國外原住民保留地經營管理成功案例的激勵及民族意識的興起下，原住民發起三次還我土地運動，而政府部門在增劃編的回應中，也認真的思索保留地興革的建議，遂在學者專家及原住民族菁英的討論過程，凝聚回復傳統產權共有舊制的共識。 　　憲法增修條文第十條第十二項對原住民族基本權的規範，含有「制度保障」之意涵，因此原住民族土地管理法規，是有提昇為法律位階之必要性，爰由內政部研定「原住民族土地開發管理條例」草案，刻正依法定程序送請立法院審議中。按該條例草案異於前之管理辦法者，在於增加了「原住民族保留區」的制度設計，新制在原住民族社會已有共識，惟尚缺乏個案研究的實證分析，因此難以辨別制度可能引發的後遺症，爰有本研究就桃源鄉進行個案分析驗證。 　　本研究以國外學者Elinor Ostrom在制度經濟學對共用資源共管機制的制度設計原則，來檢驗分析個案在保留區新制實施過程中，可能衍生的問題，以實地問卷訪談的方式進行調查；嗣經得知劃設原住民族保留區可以解決桃源鄉現存的保留地問題，而劃設地點以該鄉梅山村及寶山村最適宜，惟應建立一套劃設指標據以實施且應有相關配套措施，最後根據當地原住民的意見反應，證明集體決策理論觀點，適合運用在劃設原住民族保留區的決策過程。 　　此外，在後續研究的部分，本研究亦建議：桃源鄉小規模群體自主治理的資源利用方式，可否全面運用到保留區新制，有待與其他個案比較分析及探討，而欲達此政策目的，必須選定實驗區域，進行試驗及檢討，方得確保制度設計成為法律後，能夠彌補現行保留地措施肇致政府失靈與市場失靈的缺失。 / Taiwan indigenous people have lived in mountainous area for centuries. The interactions between their individuals and groups are regulated by specific cultures. However, the Reserved Land Institution began with Japan Colonist Era does not allow indigenous people to chose the place they live in by themselves. It made improper zoning. urthermore, it led to the land, which had supported their cultural and economic life lapsed gradually. In past twenty years, encouraged by the international indigenous movements and domestic ideology wakening, Taiwan indigenous people had held the Return My Land Demonstrations for three times. Government began to deliberate the reform of Indigenous Reserved Land Institution, and acquired conclusions after long-term discussion between government, scholars and indigenous elites. One of the conclusions is to revert to the traditional land tenure co-owning institution. 　　According to the Added Article of the Constitution (article 10, item 12) , this country has obligation to protect the basic rights of indigenous people with formal institutions. It means the Indigenous Reserved Land Developing and Managing Regulation needs to be promoted to a formal law. At this moment, The Legislative Yuan is deliberating the Indigenous Reserved Land Developing and Managing Law drafted by the Exclusive Yuan. A new designing named Reserved Area was made in it. This new designing was agreed by most of indigenous people. However, there is no empirical analysis to it and its side effect so far. Therefore, this research examined the Reserved Area Institution by case study in Taoyuan Township of Kaohsiung County. 　　The theoretical basis of this research is the institution designing principles of common pool resources self-governance, which addressed by Elinor Ostrom. Meanwhile, the investigation was processed by questionnaires. After the analysis, this research pointed that Indigenous Reserved Area Institution can solve the problems of Reserved land in Taoyuan Township now. The most proper locations of Indigenous Reserved Area are May-Shan and Pao-Shan villages. In farther step, it needs relative supporting measures and concrete area setting index. Beside, base on the responses of local residences, the research proved that Collective Action Theory is proper to be applied in the decision making process of setting the Indigenous Reserved Area. 　　In the end, the research suggested: the way people in Taoyuan Township governing their resource is not definitely proper to other indigenous groups. The precondition of implementing the new designing is to make more case tudies, compares and analysis. It is necessary to have small-scale experiments in advance. In the way, it can just correct the market failure and government failure caused by on going regulation when the new designing becomes a formal new law.