Abstract The gross value of service industry in Taiwan has reached 63.3% of the GDP in 1998, and the percentage of the employed population in the service industry also accounted for over 50% (Central Statistics Service, 2000). In the service industry, the gross value produced by chain stores reached a market size of NT$18,190million in year 2002, and the proportion of chain management in the industry as was high as 33.62% (Department of Commerce, MOEA, 2003). Chain-Bookstores should plan for a marketing mix suitable to the needs of the corporation, establishing a differentiated yet high level of quality service so that in the process of making purchases, the customers will deeply remember the consumption experience, thereby strengthens the image of the brand name and loyalty of the customers. These are key issues that chain bookstores need to carefully evaluate and consider in developing a marketing mix strategy to effectively meet the trends and changes in the market. In light of the above discussion, the objectives of this study are to discuss the following: I.The development history and contemporary status of chain bookstores in the country. II.The application of primary marketing mix strategies in the chain bookstores of the country. III.Case study of the content of corporate marketing mix strategy, and conduct a comparative analysis and make recommendations on the feasibility of developing a chain bookstore marketing mix strategy. In respect of the chain bookstore market in the country, Eslite and Kingstone bookstores are used as case studies. Through literature review and in-depth interview, the marketing mix of the case study bookstores were reviewed, the results of the study are as follows: I.Management methodology: Strengthen the ability of distribution channel and reposition the brand name; make use of the price negotiation advantage to promote book sale through the mailing system. II.STP strategy: Expand the market segment to the Asia and Chinese region; conduct differentiated marketing in different regions; design marketing activities and product mix appropriate to the needs of local customers in the different regions. III.Marketing mix strategy: 1.Product: In order to grasp the trends of consumer tastes, product mix should be diversified and cross-discipline business cooperation should be encouraged. 2.Pricing: Market related products by value rather than by price. 3.Distribution channel: Combine local culture, to create differentiation in store designs. 4.Promotion: Make use of theme exhibitions, extended readings and community activities, and connect with the community-based living functions. 5.Staff: Promote the internal values of staff, which is helpful to the creation of brand image. 6.Physical evidence: Create a service environment and marks of tangible goods, which is helpful in the creation of a consumer environment and identifying a clear distinguished corporate image. 7.Service process: Strengthen the virtual distribution channel service, and effectively integrate corporate resources in the direction of customized service. Based on the results of the study, the following recommendations were made: I.Emphasize the professional niche of the bookstore to distinguish the differences in the corporate brand name and the marketing ability. II.In positioning the brand and executing the marketing strategy, the virtual website management model should be an integral part of the overall corporate considerations. III.Promote the efficiency of the logistics system, and strengthen the electronic business transaction service, so as to effectively decrease the cost of marketing and distribution. IV.Develop the extended niche of the brand, so as to strengthen the virtual and personalized customer service. Keywords¡GChain-Bookstores¡BMarket Positioning¡BMarketing Mix

Free and Open Source Software has not only increased researchers’ interest about community-driven software development, but lately, interest from commercial actors increased as well. In addition, some scientists have claimed that Open Source Software has entered a new phase: OSS 2.0. Even so, a coherent way of analyzing commercial Open Source ventures is still missing. Commercial Open Source firms’ strategies are often described using the term “business models”. However, these models often lack stringent structures and have been used primarily to describe the firms’ offerings and methods to earn revenue. Through the adaptation of an existing, firmly theoretically-based analytical business model framework, this thesis suggests a new analysis model for studying for-profit Open Source companies. In addition, the framework is generically constructed, ensuring its usability for other industries as well. The model consists of three elements: market positions, operational platform and offering. This particular study concerned four software product vendors, all of which base their products on Open Source Software. When analyzing their business, insights were made about how these firms operated. The result show that there are certain key elements and factors that determine if a company has a sustainable business or not. From the analysis framework, three elements were refined. The main Open Source Software project connects the market positions and the operational platform; and from the offering, the product and service and the revenue model were very important. The study identified eight key factors which influenced the elements: brand for the product, the company and the Open Source Software project; community, that is the sum of the non-paying users and developers connected to Open Source Software projects; resources, which are community-based resources such as development and testing; legitimacy, the perceived legitimacy regarding licenses and the revenue models; control, i.e. the control the firm has of the software; ability to charge, or how the company can charge for its services; customers, the paying users; and finally volume, which is the number of paying customers. The findings also indicate that companies interested in working with the open-source community have to be able to balance the demands from both their customers and the community in order to benefit and gain competitive advantage. / Report code: LiU-TEK-LIC 2008:26.

<p>Free and Open Source Software has not only increased researchers’ interest about community-driven software development, but lately, interest from commercial actors increased as well. In addition, some scientists have claimed that Open Source Software has entered a new phase: OSS 2.0. Even so, a coherent way of analyzing commercial Open Source ventures is still missing.</p><p>Commercial Open Source firms’ strategies are often described using the term “business models”. However, these models often lack stringent structures and have been used primarily to describe the firms’ offerings and methods to earn revenue.</p><p>Through the adaptation of an existing, firmly theoretically-based analytical business model framework, this thesis suggests a new analysis model for studying for-profit Open Source companies. In addition, the framework is generically constructed, ensuring its usability for other industries as well. The model consists of three elements: <em>market positions, operational platform</em> and <em>offering</em>.</p><p>This particular study concerned four software product vendors, all of which base their products on Open Source Software. When analyzing their business, insights were made about how these firms operated. The result show that there are certain key elements and factors that determine if a company has a sustainable business or not. From the analysis framework, three elements were refined. The main <em>Open Source Software project</em> connects the market positions and the operational platform; and from the offering, the <em>product and service</em> and the<em> revenue model</em> were very important.</p><p>The study identified eight key factors which influenced the elements: <em>brand</em> for the product, the company and the Open Source Software project; <em>community</em>, that is the sum of the non-paying users and developers connected to Open Source Software projects; <em>resources</em>, which are community-based resources such as development and testing; <em>legitimacy,</em> the perceived legitimacy regarding licenses and the revenue models; <em>control,</em> i.e. the control the firm has of the software; <em>ability to charge</em>, or how the company can charge for its services; <em>customers</em>, the paying users; and finally <em>volume</em>, which is the number of paying customers.</p><p>The findings also indicate that companies interested in working with the open-source community have to be able to balance the demands from both their customers and the community in order to benefit and gain competitive advantage.</p> / Report code: LiU-TEK-LIC 2008:26.

The purpose of the study was to develop an optimum market-positioning model for the special interest tourism market to support arts festivals in South Africa (SA). Three subareas were deemed essential for the model, namely determining which attributes contribute to the success of three arts festival scenarios, comparing the different arts festival packages as a tourism attraction and then combining these subareas to develop a model enabling future researchers and marketers to present a successful arts festival in South Africa. The three main arts festivals in South Africa, at Potchefstroom, Grahamstown and Oudtshoorn, were studied. Screening questions followed by judgmental and quota sampling were used to select only like-minded respondents from festival attendees on a scenario basis. In personal interviews the data were collected and then analysed using conjoint analysis and game theory. Conjoint analysis was used in a linear regression model with individual ratings for each product. The average of the r-squares in this study was 0,83, indicating a good fit between data and model developed. Then these results were used in the game theory, comparing the three arts festival scenarios to identify the most successful tourism attraction. A different combination of attributes gave each of the three festival scenarios an optimum market position in its own niche market. The study contributes to the existing body of positioning knowledge, specifically in the festivals and events domain. It also adds value as this model can be applied to other festivals in South Africa and also to other business sectors. / Transport Economy, Logistics & Tourism / D. Com. (Tourism Management)

隨著消費市場在網際網路上的蓬勃發展，網路電子商業商機無窮，但國內網際網路消費市場業者仍處於摸索階段，往往知道有商機卻不知道如何確實掌握行銷目標。因此十分需要作市場區隔分析，並且瞭解本身的利基與定位。本研究主要以「利益追求變數」及「新觀念反應變數」作為基礎變數，將網際網路消費市場區隔化，再統計歸納各區隔在「人口統計變數」及「購買（使用）型態變數」的特徵描述。繼而探討消費者對於各個電子商店的利益條件認知與定位，繪製出電子商店市場定位知覺圖，據此提出行銷策略意涵。 本研究以調查方式進行，分為兩種問卷：市場區隔研究問卷、電子商店知覺問卷。由於網際網路消費者名單資料取得不易，不易進行有效抽樣調查，故本研究將問卷置於網際網路上，洽詢其他熱門網站設置超連結點及央請一些網站廣發電子郵件大力推廣，又在各大電子佈告欄張貼公告，讓網際網路使用者自由填答，作為研究對象。市場區隔研究問卷共收到1128份有效問卷，電子商店知覺問卷總共回收1077份有效問卷。 市場區隔分析結果：以「利益追求變數」做因素分析後萃取出三個重要因素，因素一「交易保障因素」、因素二「便宜快速因素」、因素三「美觀形象因素」。以此三個重要因素加上對新觀念反應變數為基礎，進行集群分析：第一群「著重形象群」、第二群「保守穩重群」、第三群「新速實簡群」、第四群「時機未到群」。 電子商店的認知與定位分析結果，「宏□Acer Mall」 居於領先的優勢，是十家電子商店中的理想點，「天下書店」居次。「華淵購物網」與「飛行音樂網」距離甚近，代表消費者評價十分相似，若所經營之項目類似，則是處於激烈競爭狀態。「廣通」與「台灣網路」為競爭對手。「酷!必得」、「管家婆資訊網」、「力普內特」、「Happy Mall」相對較為分散，目前無明顯競爭群。 目前各大電子商店多數仍處於虧損狀態，更應知曉目前網際網路使用者真正上網購物比例僅13%，業者必須鎖定目標市場，加強努力提昇目標市場內的購買率，才可能轉虧為盈。

The purpose of the study was to develop an optimum market-positioning model for the special interest tourism market to support arts festivals in South Africa (SA). Three subareas were deemed essential for the model, namely determining which attributes contribute to the success of three arts festival scenarios, comparing the different arts festival packages as a tourism attraction and then combining these subareas to develop a model enabling future researchers and marketers to present a successful arts festival in South Africa. The three main arts festivals in South Africa, at Potchefstroom, Grahamstown and Oudtshoorn, were studied. Screening questions followed by judgmental and quota sampling were used to select only like-minded respondents from festival attendees on a scenario basis. In personal interviews the data were collected and then analysed using conjoint analysis and game theory. Conjoint analysis was used in a linear regression model with individual ratings for each product. The average of the r-squares in this study was 0,83, indicating a good fit between data and model developed. Then these results were used in the game theory, comparing the three arts festival scenarios to identify the most successful tourism attraction. A different combination of attributes gave each of the three festival scenarios an optimum market position in its own niche market. The study contributes to the existing body of positioning knowledge, specifically in the festivals and events domain. It also adds value as this model can be applied to other festivals in South Africa and also to other business sectors. / Transport Economy, Logistics and Tourism / D. Com. (Tourism Management)

本文主要在探討與捷運共構商用不動產市場開發模式之研究，期能參考國外經驗及以市場調查與潛在業者訪談方式，建立商用不動產之市場分析模式，作為開發者投資開發時之產品規劃依據，並評估以開發者之企業文化及潛在業者之經營意願，建議全案之營運或銷售模式，及進行開發效益分析與比較。 經以機場捷運A8車站為例進行研究，獲致結論主要為：捷運共構之商用不動產乃政府衡量車站用地以徵收方式取得困難，遂以鼓勵民間(地主及投資開發者)投資、參與公共建設方式，由政府與民間共享開發效益，達到三贏局面之最佳開發模式，由財務及其他各方面分析效益得知，政府除可免去取得私有土地紛爭或時程延宕外，亦可透過共同開發，挹注重大交通建設經費，民間亦可經由參與公共建設共享獎勵及開發效益，獲取高於土地被徵收時之利益，為一值得效法與推廣之開發模式。 惟開發者應在投資開發前，審慎評估個案之市場定位及投資效益，以作為規劃設計及將來營運模式之參考，避免規劃錯誤造成將來營運或產銷之效益不彰，影響投資報酬，並可作為前期招商之依據，因此建立可靠的商用不動產市場分析方式甚為重要。本文主要重點在於以個案分析進行商用不動產市場開發模式之研究，以作為後續開發相關案例之參考。 / This article is to explore the MRT structure of the commercial real estate’s market model of development. With drawing on foreign experience, the market research and interviews with potential operators, we can establish the commercial real estate market analysis model, as developer’s product planning principles when develop. And according to the corporate culture and potential industry management, it will be recommended to the case of operations or sales model, and to develop effective analysis and comparison. Taking the co-structure building of A8 MRT station to the airport as a case study, to achieve the main conclusions are: To avoid the difficulities of acquiring private land, the government submits to encourage private investment (landlord and investment developers) to participate in public construction, share benefit to both the government and private. The MRT structure of commercial real estate is the best model of development to have a win-win situation. From financial and other aspects of effection, the government could dismiss the disputes of acquiring private land and avoiding the time-delay of engineering development. By co-structure of MRT and the commercial real estate building, the government could inject major transportation infrastructure funding, people can also enable the sharing through participation in public construction and development of effective incentive to get higher than the interest of the land acquired. Thus it is resumed a worthy example to follow and a promotion of the development model. However, developers should evaluate assessment of the case of market position and investment results carefully in investment before development, and be a reference business model for future planning and design, so as not to cause an affected or inefficient investment returns of future operation and marketing sales because of planning errors, and also can be used as a basis for merchants. So how to set up a commercial real estate market analysis methods is important. This article focuses on commercial real estate market to establish a development model, as a reference for follow-up development of related cases.