Abstract On June 23, 2009, the Ministry of the Interior approved the proposal of Kaohsiung County and City to merge. The merger of Greater Kaohsiung Municipality which will take place on December 25, 2010 has finally been actualized after 20 years of waiting for Kaohsiung residents. The merger of Kaohsiung County and City will have a positive influence on regional development and competitive strength. The population will reach 2,770,000 with an area of 2,946 square kilometers after the merger. This merger will endow Greater Kaohsiung with substantial strength to compete with other cities in the world. At present, Kaohsiung City is unable to further develop its transportation systems due to insufficient land, although it already possesses a convenient traffic network consisting of an international harbor and airport, the high-speed rail, Kaohsiung Rapid Transit System and Taiwan Railways. Fortunately, Kaohsiung County possesses extensive land, industrial foundations and abundant natural resources. The integration of Kaohsiung City and County will empower the development of Greater Kaohsiung. As the merger of Kaohsiung County and City has been approved, the aim of this study is to examine how real estate developers and people who are fond of purchasing leisure cottages with the rural landscape make good use a new setting and conditions after the merger, to develop and/or select ideal leisure cottages with the rural landscape in terms of a convenient traffic network, the picturesque landscape, and a superior geographical environment based up a reasonable price, extensive leisure facilities and other criteria. The study provides real estate developers with an understanding of selection criteria in leisure cottages with the rural landscape through the ranking of seven factors (quality control, price, convenient transportation network, geographical environment, leisure facilities, landscape and cottage characteristics) by discussing three selected construction projects of leisure cottages with the rural landscape located in Greater Kaohsiung (He Fong Ting, Meinung-Moonlight Villa and Da Kuai Shan Hu). The respondents include: 1) three government officials: Mr. Jhong-Yuan Su, Deputy Director-general of Tourism & Traffic Department of Kaohsiung County; Mr. Siao-Jhih Yang, Chief of Agriculture Section of Meinung Township Office; and Mr. Wun-Hao Wu, Board Director of Landscape Engineering Association of Kaohsiung City; 2) three industrial representatives: Mr. Jin-Tong Lin, President of Moonlight Villa; Mr. Cing-Rong Chen, President of Ever Top Construction of Developing Enterprise; and Mr. Jin-Chih Wang, Project Manager of Meinung Cing Jing Villa; 3) three academic representatives: Mr. Sin-Jing Huang, Chairperson of Department of Horticulture, National Chiatung Agricultural Vocational Senior School; Mr. Lian-Bao Chen, Instructor of Department of Sport, Health & Leisure, Cheng Shiu University; and Architect Mr. Wei-Jhe Chen; 4) three consumer representatives for each of three selected construction projects in Greater Kaohsiung. A total of 18 respondents from four categories receive an in-depth interview to collect qualitative and quantitative data to analyze and to further understand the selection criteria on developing leisure cottages with the rural landscape in Greater Kaohsiung. Keywords: rural landscape, leisure cottage, Greater Kaohsiung, key factor.

Under the globalization, competition between the cities have been stronger, so how to establish its own advantage of the city brand is necessary, in order to increase it¡¦s competitiveness. Especially, in accordance to city and county consolidation, we create the city identity for the residents by city brand. Therefore, this research wants to know perceptiveness from the residents who live in different regions, in order to rebuild a new city brand which residents can accept. It¡¦s a important mission to promote the city identity for Kaohsiung. In this study, the study subjects consisted of 200 former Kaohsiung citizens, 200 former county residents and residents who not live in Kaohsiung. Because people live in different inhabited areas, which not only affects people¡¦s perceiptions on city brand and city identity, but also interferes the relationship between city brand and city identity. Furthermore, we want to know whether brand equity is a mediator on this relationship. This research passes the concept structure of Anholt City Brand Index, including ¡§The Presence¡¨, ¡§The Place¡¨, ¡§The Prerequisits¡¨, ¡§The people¡¨, ¡§The pulse¡¨, ¡§The Potential¡¨. The research analysis shows that people who live in different inhabited areas appeal significantly different in ¡§The Presence¡¨and ¡§The rerequisits¡¨. In this case, the result means that Kaohsiung should hold more international activities proactively, and strengthene to promote to others who not live in live in Kaohsiung. Most importantly, government needs to enhance the conditions of¡§The rerequisits¡¨ in the whole Kaohsiung city. Further on, the research analysis shows that no matter where the residents live, the people and the pulse can contribute the positive effect significantly for city identity. Therefore, in order to promote management of city marketing, we will start from the two factors. In addition, the brand equity can affect the relationship between city brand and city identity. It can not only improve the perception of city brand, but also help to find a Kaohsiung irreplaceable identity.

In recent years, population inflow and population in Kaohsiung has constantly increased. Besides, every shopping mall and department store has discovered that the consumption in Kaohsiung has improved as well. As a result, density of shopping mall and department store in Kaohsiung appears to be high and competitive. This study indicates that it is important to analyze the consumers in order to find and understand consumer insight. Includes where are the consumers are located, how the consumers¡¦ demographic variables distributed , consumers¡¦ needs ,buying behavior of consumers and what factors influence the way they choose shopping mall and department store.This study aims at the consumers of shopping mall and department store. By using questionnaire to describe different living style and using living style variables to segment the market. Then to further depict demographic variables and consumer behavior features in every living style segment in order to further understanding the shopping mall and department store consumers. This questionnaire survey has analyzed 338 copies. It shows that the majority of the shopping mall and department store consumers in Kaohsiung are age around 20-29, single female, occupations as students or in service industry. And by using cluster analysis, living style as a fundamental factors, to divide the consumers of shopping mall and department store into four group, home-valued type, information-gathering, price-calculated type and impulse shopping. Finally, the study discussed the similarity and difference between these groups.

Playing an active supporting role in the development of film and TV industry is becoming an innovative city marketing strategy adopted by local governments in Taiwan recent years. The performance of a film and the outcome of city marketing policy involve a myriad of factors, and there lacks systemic indicators for local governments to evaluate the effect of city marketing through films and TV grams. This study, by exploring the cases of Kaohsiung City Government¡¦s efforts in supporting the development of film and TV industry, attempts to shed light on the strategic thinking in city marketing where ¡§public sector¡¨ is the main body, ¡§local¡¨ is the focus of marketing, and ¡§developing film and TV industry¡¨ is the methodology. This study employs the case study methodology, using the audiovisual policy of Kaohsiung City Government for case study. Through literature review and examination of theories on city marketing, this study sums up indicators and success factors mentioned in the literature to develop operational definitions for the film and TV industry and establish preliminary evaluation indicators. Furthermore, the study seeks out a representative panel of experts and uses the ¡§modified Delphi methodology¡¨ to obtain judgments and feedbacks for the indicators to render the construction of indicators more emblematic. Through questionnaire survey of 20 experts from the film and TV industry, academia, media, interested parties and public sector, this study constructs 38 evaluation indicators in five aspects, which are ¡§long-term goal oriented and using local resources¡¨, ¡§strengthening executive team and building local consensus¡¨, ¡§enhancing policy consensus and consolidating local resources¡¨, ¡§strengthening the contents of film or TV works with award-winning potential and stepping up international marketing¡¨ and ¡§establishing city brand and bringing in tourists¡¨, for city marketing through film and TV industry.

This paper was applied on the methods of ¡§Interactive Management¡]IM¡^ and Nominal Group Technique¡]NGT¡^¡¨. According to the NGT twice meetings, there are 10 strategies that can improve the development of Kaohsiung City. The APROC plan was authorized by the Executive Yuan on June, 1995. Kaohsiung city government was assigned to renew urban land at Kaohsiung Multi-functional Commerce & Trade Park first on June, 1996. From the study, the researcher realizes the advantages of importance, background and exploitation problem. Landlords, investors and Kaohsiung city government accorded in this exploitation plan or not that are based on understanding, negotiation and communication. Meanwhile, it was hard to break out in Three Links which have made investors lack of confidence. It makes many obstacles in improving the development of Kaohsiung city after Cross-strait in accession to the WTO. Therefore, it is necessary to explore moreover. This paper has utilized literary reviews about Kaohsiung Multi-functional Commerce & Trade Park and interviews to collect data.¡@According to the report about ¡§Cross-strait in WTO¡¨, it is also helpful to understand the pro. Eventually, these suggestions from our study, sincerely hope, could be useful in formulating the strategies and regulations of Kaohsiung city government.

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Under global competition, some Taiwan corporations started to implement international strategy. Most of the corporations go foreign investment in South-East Asia and Mainland China. But some of the corporations do not afford the expected profit from the international strategy because they are not familiar with international business. In the international business area, multinational corporation (MNC) subsidiary knowledge flow is an important factor to influence the role of the subsidiary and the success of international strategy. The procedures of this study are mainly through the review on the relevant reference documents and the interview of PHILIPS Semiconductor Kaohsiung managers. The main purposes of this study are to establish an appropriate MNC subsidiary knowledge flow model to find out what factors will influence subsidiary knowledge flow, and to make a recommendation both for headquarter and subsidiary managers as their reference when they plan to implement knowledge transfer strategy.

It¡¦s recently with increasing frequency of ¡§divided government¡¨ caused by ¡§split-ticket voting¡¨, the straight- and split-ticket voting acts of electors are set great stores by the studies of voting attitude. The major and councilor elections in the end of 2002 was just right the model of straight- and split-ticket voting study that elector could vote major and councilor, which are with or without the same party. Both the aggregate- and individual-level data were analyzed in this study. The aggregate data announced by Central Election Commission was assay by King EI model to evaluate the ratio of the four voting categories. The individual-level data made after elections was based on the ¡§2002 Taiwan¡¦s Election and Democratization Study¡¨ (TEDS 2002), which was by visiting electors, and the Survey Center of National Sun Yat-sen University (NSYU), which was by phone call. The survey data of Kaohsiung elections was analyzed to find the main factors that influence the straight- and split-ticket voting, and this may help to find the true manner of voting behavior. Based on the unusually political environment, this study defined the particular ¡§general sense¡¨ straight- and split-ticket voting, including ¡§blue¡¨ and ¡§green¡¨ camps. By cross-table and logit model analysis, the properties of split-ticket voters and the recessive voters which were exclude in ¡§narrow sense¡¨ were identified. Finally, the major cause of split-ticket voting is the satisfaction of political affairs, and the principal cause of straight-ticket voting is the identification of political parties.

Abstract The fishery labor force is one of the essential productivity also it is the most influence on the whole development in fishery. Because the foreign fishermen join the production line in Taiwan, and it generates two effects on here. The positive effect is to balance the human resource of labor force market here in Taiwan, on the other hand, the negative effect will cause some public security problems for our society and industrial structure on this field of fishery. To manage effectively and to make use of it are two incentives for the this author to do this research, and to achieve the following purposes in this study: 1. Analyzing the causes of fishermen employed abroad currently by doing this research, we will know more the supply and demand of fishermen and may arise some related problems. 2. In this study, we can realize the status of employing mainland Chinese and foreign fishermen in the Port of Kaohsiung Area, and also discuss the extended problems and influences. 3. Discussing the laws of immigration about fishermen employed abroad, and then offering the appropriate strategies for each question. The study is to discuss fishermen employed abroad in the Port of Kaohsiung Area through connecting¡uResearch method of literature analysis¡vand ¡uResearch method of interview¡v. The questions related are found as follows: I. Based on the changeover of fishery, the willing of our citizens is not high to engage I fishery, therefore we employ foreign fishermen to supply the lack of labor force. Owing to rely on it overly, the complement labor force and it results in the influence of developing fishery itself. II. Due to the characters of fishery and cross-strait relation between Taiwan and mainland, the employment of foreign fishermen is belong to Council of Labor Affairs and Council of Agriculture, therefore, it is not easy to postpone the working time by each own norm. III. Since there are not clear regulations for the placement and management when foreign and mainland fishermen arrives in the Port of Kaohsiung, then it causes the manageable problems. According to the result of ¡uThe Efficiency Study of Fishermen Abroad Employment in the Port of Kaohsiung Area¡v, the government has been trying to amend the laws related timely and there is still no answerable ways to deal with the problems appropriately. The following suggestions as follows: 1. Making an initial draft to alternative domestic labors and hopefully to solve the questions on the demands and developments of labors. 2. Avoiding overly relies on the complement labor force that it is necessary to make the entire norms and regulations of employment. 3. Lately we should focus on the controlling and placement of foreign labors that it prevents causing public security problems. Keywords: Kaohsiung Area, foreign fishermen, fishermen from Mainland, Fishermen-Abroad-Employment

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