The development processes Taiwan¡¦s indigenous languages have gone through three hundred years of Foreign and Ethnic Chinese influence and assimilation. Languages belonging to Bu group of the western lowlands of Taiwan have mostly become extinct, there are only two or three languages belonging to this group that are worth listing. However even these few remaining languages are quickly dying out. From 1949 onwards beginning with the Republican (ROC) governments¡¦ promulgation and strict enforcement of National Language (Mandarin Chinese) education policies the number of speakers of Indigenous language groups sharply diminished, and with them a great amount of their language, cultural practices and cultural identity have also been lost. This is especially so in urban areas where members of indigenous group must compete in a multi-ethnic society where they are only exposed to the dominant language media outlets, the result being a worsening trend of these culture groups placed at a greater disadvantage and language development has become increasingly difficult. As a basis for Indigenous language groups continuing development in urban areas as well as saving and reinvigorating Indigenous languages and cultures on the brink of disappearing, it has now become an urgent topic if discussion to promote Indigenous cultural and linguistic development. This dissertation aims at promoting the languages and cultures of Indigenous people residing in urban areas from a strategic viewpoint in order to expand on the work of Indigenous language development. The content of this work will be roughly split between theory and practicum. In dealing with issues of theory we shall use sources from a wide body literature including historical data, government policies, and benefit factors taken from surveys and questionnaires that will be used to analyze variables. As for practicum, we shall proceed to use research methods of strategic promotion. We will also incorporate SWOT analysis to clarify the purposes of Indigenous groups in target municipalities and the most important problems therein. In the target municipalities of urban areas where Indigenous people reside we will seek to analyze our most important subject ---that being the problems faced by disadvantaged youth among Indigenous people in urban areas. As to the needs of entire groups and dealing with competitors we must implement mixed marketing strategies. There must also be a plan arranged from the standpoint of the public agencies that would imperatively promote the language development from urban areas to each tribal settlement.

台灣電腦週邊設備製造業的發展，一直以來與 PC 產業發展具有高度關聯性。本產業大約從1980 年代開始，國內廠商大多以代工模式興起。自1990 年起，產業進入快速成長階段，產能規模持續成長，台灣亦成為電腦週邊設備的製造重鎮。而近年來隨著科技產業的蓬勃發展，電腦週邊設備更是越來越複雜，產品種類不僅繁多、汰換率高且產品生命週期日趨縮短。再加上產業集中化與微利化的情形下，彼此之間的競爭更是激烈。 本論文研究是以台灣電腦週邊設備製造領導廠商G公司為個案，研究其將近三十年之行銷實務經驗，以提供未來台灣新創中小事業行銷組合策略之參考依據。在藉由本次行銷組合策略的分析過程中，讓我們更加了解電腦週邊設備製造業的現況及未來發展趨勢，以及如何面對產業的快速變化和不確定性。 文中是以訪談G公司經營高層，以及蒐集其他相關文件資料的方式，來探討國內電腦週邊設備製造商行銷組合策略，並將所獲得之成果進行衡量，其中研究之影響變數有市場區隔、目標市場、市場定位、產品定位、研發創新能力、行銷通路布建等等。透過本個案研究之結果，提供下列數點建議，以供台灣新創中小事業之借鏡： 1.透過明確的市場區隔，可穩定成長並避免與市場既有廠商競爭及攻擊。 2.要能掌握通路布局並與經銷商保持良好關係。 3.妥善運用區域彈性定價，以保持公司競爭強度及獲利。 4.發展品牌，以避免落入價格競爭。 5.技術領先與創新產品，保持公司競爭力。 6.積極參與國內、外產品展，藉以快速打開知名度。 關鍵字：新創事業，市場區隔，行銷組合策略。 / In Taiwan, computer peripheral equipment manufacturing industry has been highly associated with the PC industry. About the industry from the 1980s began, most domestic manufacturers rise to the OEM model. Since 1990, the industry entered a rapid growth stage, the capacity continued to grow; Taiwan has become the manufacturing center for computer peripherals. In recent years, the rapid development of the technology industry, computer peripheral equipment is more complex, not only the range of product categories, replacement rate and increasingly shorter product life cycles. Coupled with industry concentration and the case of shrinking profit margins, more competition between them is intense. This thesis is based on Taiwan's leading computer peripheral equipment G Co., as a case study of marketing practices for nearly three decades of experience, to provide for Taiwan's future small new ventures marketing mix strategy of reference. By this time in the marketing mix strategy analysis process, our understanding of computer peripheral equipment manufacturing industry development status and future trends, and how to deal with the rapid industry change and uncertainty. The article is based on interviews with the senior management of G co., and to collect other relevant documents, to explore the domestic manufacturer of computer peripherals marketing mix strategies, and measure the results obtained, which studies the impact of variables there is market segmentation, target market, market positioning, product positioning, R & D innovation, marketing channels, and so on. Through the case study results, the following points provide suggestions for the new ventures: 1.Through the market segmentation, we can stable growth and to avoid competition with existing companies and the victims of its attacks. 2.We should be able to master channel and maintain good relations with retailers. 3.Good use of flexible pricing strategy to maintain ours competitive and profitability. 4.To develop the brand in order to avoid falling into the price competition. 5.Technological leadership and innovative products, to keep the competitiveness of company. 6.Involved in domestic and international electronics show, in order to build brand awareness quickly. Keywords: New Ventures, market segmentation, marketing mix strategies.

農業相對於其他產業來說，其重要性確實是遞減，但農業的地位確是絕對的重要，類生最根本的生存需要則需靠農業才能被滿足。當農業生產價值逐漸降低、台滔加入WTO，農產品貿易開放自由化後，農業必須轉型利用，轉型成其具有特色、不容易被替代的產業。休閒農業與休閒農場則是基於這樣的情況而出現的，休閒農業以農為根本，除了發揮其原本的生產功能之餘，並開發其另外的兩項功能--「生態功能」與「生活功能」。這種基於台灣農業而開發出來的休閒與農業的綜合性產業，是國外農產品所不能替代的。 但休閒農場的發展過程中遭遇許多的困難，農場的經營管理也不再向傳統的農場那麼的單純，休閒農場必須面對的其他相關休閒產業的競爭；另一方面，遊客的要求也越來越多、遊客擁有完全的自主權與選擇權。因此供給者所創造出的產品與服務，必須要能夠滿足消費者的需求。不然，就算產品與服務品質再好、價格多低，也不能獲得消費者的青睞。行銷管理的主要目的則是為了要解決「企業外不特定對象」--消費者的問題，因此，本研究認為在眾多管理問題中，行銷管理策略是必須要被立即採用，其最佳的手段則為行銷組合策略。藉助行銷組合策略的擬定，產品、價格、通路與促銷四個策略的擬定，是有助於吸引遊客的到來、增加休閒農場的收入。 而本篇論文主要要探討的四個主題為： 1、瞭解台灣休閒農場經營管理的現況與困境。 2、瞭解行銷組合策略在休閒農場經營上的現況與使用困境。 3、探討遊客對休閒農場的需求、認知程度、決策行為、與其對休閒農場的期望。 4、研擬一套適合休閒農場應用的行銷組合策略，藉以吸引遊客，提高休閒農場的遊客量與收入。 行銷組合策略會依據各個休閒農場的特性、資源條件、企業目標或目標市場的不同，而有所差異，本研究是以頭城休閒農場作為個案研究對象，希望可以 針對個案擬定一套行銷組合策略，並由個案的經驗對其他相關同業給予策略擬定上的建議。