¡@¡@According to statistics relesed by Ministry of Economic Affairs (MOEA), non-store retailing market in Taiwan, including TV shopping, online shopping, catalog sales (mail order) and door-to-door selling, grew from NT$112.3 billion in 2005 to NT$152.2 billion in 2009, and the production value has grown more than 30%. The ratio of it to the total retail sales had risen from 3.6% to 4.6%. The performance is incredible. ¡@¡@Among non-store retailing, TV shopping is the fastest growing new method over the past few years. In Taiwan's TV shopping industry, the market size turned from a TV shopping company with NT$0.5 billion of production value in 2000 to three TV shopping companies with NT$51 billion in 2009. In early 2010, the entering of new shopping company, U-Life, caused a new competition among the TV shopping companies. In the meanwhile, sales of TV shopping industry in Mainland China had reached CNY$ 20 billion by 2008. In the next decade, the the growth of total retailing sales, market size of TV shopping in China will account for around 3% of the total, up to 500 CNY$ billion. ¡@¡@TV shopping presents the goods to the audience through the high penetration of television media, just like opening a department store directly in TV, in order to let the audience become the consumers. Comparing to store-based retailing which has been developed, the sales mathod of TV shopping industry created an innovative access to the general consumers. Therefore, this thesis explores among the service processes what infuences the consumer satisfaction while the consumers are undergoing TV shopping based on TV shopping industry in Taiwan and Mainland China, and analyzes the differences of consumer satisfaction toward TV shopping between Taiwan and Mainland China. ¡@¡@According to the reasons above, this research will first discuss the TV shopping industry development and take the consumers who have purchased any goods by TV shopping as the research targets and conduct telephone interviewing with the questionnaire and analyze the result. ¡@¡@The research shows that with the improvement of the service quality, not full-scale, but to reach the customer requirement, the sales performance will be improved with limited resources. Whether in Taiwan and Mainland China, service quality, product quality and delivery quality are the important factors affecting customer satisfaction. In Taiwan, consumer's repeat purchase intention is more influenced by the back-end process services¡Fin Mainland China, consumer's repeat purchase intention is more influenced by the front-end process of service.

Ever since the appearance of internet bubbling in 2000, the development of e-commerce entered a substantial commercialization age. No matter in provision of information service or e-shopping of products, they all take profit-making as the sole objective. In Taiwan the supply chain of 3C products is complete, and the industry itself is a highly competitive industry. Therefore, the e-commercial e-shopping market has been developing prosperously again in recent years, and the market overlapping is even getting greater. When a 3C chain retailer is going to establish an e-shopping website, what are the things it has to pay attention to? Do its customers overlap with the original group of customers? How is the product marketing way of its e-shopping website different from that of its physical stores? These are something that the 3C chain retailer should clarify beforehand. Using qualitative analytic interview method, the study takes an enterprise of 3C retail business as a case platform, and refers to the viewpoints and comments of the experts in other related fellow industries and supply chain firms in order to know the keys and factors for the success in adding e-commercial e-shopping platform to the enterprise, and furthermore, understand the actual effects and changes brought to the enterprise after e-shopping is added to the enterprise. The study finds that after the 3C chain retailer has established its e-commercial e-shopping platform, there is no conflict between the two groups of customers with different shopping behaviors. Besides, the fame of brand in the physical stores and the virtual shopping website can be mutually increased. Actually, the keys and factors for the success in adding e-commercial e-shopping to an enterprise include the mutual cooperation between the decision maker and the person implementing the decision. In fact, the marketing of e-shopping platform and the management mechanism of backstage customer service are of the same importance. The healthy financial structure of the enterprise has stabilizing function in operation of shopping website in the early stage. The brands of chain channels enjoy certain advantages, which can be used to promote e-shopping and achieve good sale; and in turn, the brands can achieve higher popularity. Above all, the most important key to the success is that consumers not only find that the prices of products are cheap, but also value the excellent service offered. The marketing practice of 3C chain e-business is not different from that of general enterprises. It still has to regress to the practice of the core 4P of marketing and STP (segmentation, targeting, positioning) target customers. According to the needs of consumers on different platforms, convenience in operation interface should be provided. The main characteristic of 3C products is the fast change in product specifications, inventory, price and delivery timing. Therefore, integration of the e-systems of an enterprise is extremely important to the establishment of its e-shopping platform. Of them, the core systems are B2B system, ¡§product information exchange of supply chain¡¨ and B2C system, ¡§consumers interface platform.¡¨ Therefore, fast adjustment to the change of market price and improvement of service quality are the main keys to enhancement of the competitiveness of an enterprise¡¦s e-shopping website. With the advantages of chain store brand combined with the growth of virtual e-shopping platform, the enterprise can subsequently use the platform to expand the marketing of other products and cross over different domains. To the 3C retailer, it can at the same time run the business of its stores and its e-shopping website. Furthermore, it can expand its product line, make the full use of the double-platform mechanism, and increase the operation performance of the enterprise.

¡§Brand¡¨ is not only the most valuable asset, but also a powerful marketing tool for the enterprises. As progressing of marketing management, co-branding strategy which combines two brand partners can bring profits and sustainable competitive advantages to the corporate enterprises. Between-partner congruity (BPC) has been identified as an influential factor in the success of a co-branding strategy, and there are two mainstreams of research in co-branding strategy exist: (1) linear relationship between BPC and co-brand evaluation or (2) reverse-U curve relationship between BPC and co-brand evaluation. Based on such inconsistent findings, this study explores how hedonic shopping motivation and ad focus affect consumers¡¦ evaluation toward the co-branded product through different levels of BPC. The present study employs an experimental design to investigate the effects of BPC (high vs. moderate vs. low), ad focus(product vs. brand), and hedonic shopping motivation (high vs. low) on consumers¡¦ evaluation of co-branded product. A 3x2x2 factorial design is conducted. Six different scenarios are established through virtual co-branded cell phone advertisement. Median split is used to distinguish consumers into high and low hedonic shopping motivation. Consumers¡¦ evaluation is measured by purchase intention, attitude toward the co-branded product, and perceived quality. The results indicated that when the ad focus is product, there is a linear relationship between BPC and consumers¡¦ evaluation. However, when the ad focus is brand, the aforementioned relationship becomes weaker. The linear relationship is robust for those consumers with low hedonic shopping motivation. On the other hand, when the ad focus is brand, moderate BPC would lead to higher purchase intention and quality perception for consumers with high hedonic shopping motivation. Based on the above findings, influences of ad focus should be considered when different levels of BPC are determined. Marketers should choose the right focus for higher evaluation toward co-branded products.

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.

Abstract Banking industry which contributes significant annual economic growth rate is one of the most important industries in Taiwan. Since the trend that many countries give up the cash-based monetary system, the financial environment grows toward liberalization and globalization. Banking industry has shown more and more influence on the stability of economy. The financial Commissioner of MOU which signed on November 16, 2009 and effected on January 16, 2010 has taken the financial cooperation between Taiwan and China to a new stage. Under the framework of the Economic Cooperation Framework Agreement (ECFA), Mainland China will become an important part of Taiwan banking industry¡¦s future global distribution. With the impact of global financial tsunami and European sovereign debt crisis, the overall economic environment of Taiwan banking industry has been more difficult. On the other side, the number of competitor of the same nature increases since 16 new banks are approved to be set up from 1991 to 1992. According to the statistic of Financial Supervisory Commission, Executive Yuan, there is a total of 38 domestic banks with 3,398 branches and a total of 28 foreign banks with 53 branches over Taiwan. The business volume and profitability of traditional banks has been reduced, and wallet share ratio has been declined too. Thus, it is a must that bank adjust their traditional role from borrowing funds to a assist of asset management as quickly as possible to support customers a omni-bearing service provider. After the implement of Financial Holding Company Act in July 2001, the financial legislation has been lifted. It allow not only the establishment of financial holding companies but also the cross-industry operation of banking, insurance, securities, venture capital, investment trust business that providing customers on stop shopping service. Moreover, based on the principle of equity, the financial authority allow non-financial holding companies including banking, insurance, securities could development cross-industry service. Thus, non-financial holding companies should review their future development strategies and opportunities. The study is based on the simplified financial and insurance market structure which includes a bank and three insurance companies. When a individual bank cooperates with certain insurance company, there are two cooperation models¡Xthe establishment of financial holding company and cross-industry strategic alliance. The establishment of financial holding company adopts ¡§joint marketing¡¨ mode which vertical and horizontal integrates the flow of business, cash, logistic, information and talent to create a synergy of business profit. However, if there are differences of business culture and philosophy, the benefit may not be shown and may even adversely affect the alliance. The strength of ¡§strategic alliance¡¨ lies in the flexibility of operation of business and organization. With the cross-industry operation mode, managers could develop business strategy according to the difference structure and property thus not only retains original business idea and thinking but also capture unique niche of cross-industry then achieve the goal progressively. Through literature review and analysis of banking and insurance strategies, the study develops the research framework, questionnaire and dimensions in the background and motivation of cross-industry alliance, the condition and term of alliance partner selection strategy and interactive communication in the process of strategic alliance and cooperation to discuss the factors that influence the channel strategies of bank-insurance companies and the critical factors that make successful business expansion. The study hope to provide a reference for future development of bank ¡Vinsurance business to enhance the competitiveness of bank insurance industry in Taiwan.

SARS(Severe Acute Respiratory Syndrome)which caused a serious epidemic situation in Taiwan was a never known virus last year. People were fear of going out, and avoided entering to the public place, like theater, department store, bus¡Ketc. in case to be infected with SARS. Under the completed network infrastructure and the changing environment, people seemed to intend shopping on line more than ever To know the effect of SARS on electronic commerce of Taiwan, we tried to investigate the online behavior of users, such as the spending time on surfing, the products by online shopping, and the intention of online shopping. We found that SARS had a positive effect on electronic commerce. Besides, this research uses Maslow¡¦s need theory for the research framework, including the physiological needs, the safety needs, the belongingness and love needs, the esteem needs, the self actualization needs, the desires to know and to understand, the aesthetic needs and the entertainments needs which were derived form the need theory. Basing on the above needs, we investigated what kind of needs would be increasing and what kind of needs would be not during SARS. Moreover we also investigated the degree that products could satisfy the eight needs. Combined with the result of survey, we develop a fitting model to forecast the intention of online shopping and also fit with the result of MIC survey.

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Pine and Gilmorey (1998) declared a welcome message for all to the age of experience economy. Economic value has evolved from primary products, manufactured products and services into the fourth kind of economic products: experience. Service oriented economy cannot satisfy consumers anymore, along with the commercialization of services, experience has became the core of economics, thus the era of experience economy arrives. Taiwan has the highest density of department stores and shopping malls. Shopping malls combines retailing, services and entertainment, yet no significant differences in images perceived by the market are found in comparison with department stores in Taiwan. Consumers cannot distinguish between shopping malls and department stores, thus poses a great challenge for shopping malls. They would have to reconsider positioning and marketing strategies of their own. Thus this research aims at understands could experience marketing be effective in the realm of shopping malls in the age of experience economy. This thesis serves Dream-Mall as the study case and experience value as the intervening variable in order to understand would customer experiences formed in the malls via experience marketing efforts be sufficient in affecting customers¡¦ behavior intentions. Conclusions are as follows: dimensions of experience marketing are significantly positively related with experience values, as well as with intentions of customers¡¦ behaviors.

Most of Shopping malls in Taiwan locate in downtown. In city Taipei, city Taichung, and city Kaohsiung, homogeneous competitiveness between rapidly growing department stores blooms. The majority of survivalists are with great enterprise groups as capital back-up. Chain shopping mall becomes a trend. The growth of shopping mall steps into a high density and intense competitiveness age. When facing such highly homogeneous competitive shopping malls, how to find the way out from the price competition of the red ocean, and to create the successful market share, is the main point of this paper. In this study, we adopted the Satty¡¦s Analytic Hierarchy Process (AHP) to establish individual multi-estimate criteria models of the key decision-making factors, and then by AHP qualitative and quantitative questionnaires, undertook research and analysis of various key decision-making factors. Finally, the Analytic Hierarchy Process was applied to calculate the ¡§weighting¡¨ and to sequence the priority of these factors so that the weighting of key success factors can be discussed and proved. Through SWOT analysis and five forces as well as a comparison with Treasure Island, the key success factors for the Dream Mall were identified. The result of the research is to help to offer a develop-oriented location of shopping malls and to invent the management strategies which differ from competitors. According to the result of survey that we can define the sequence are transportation, parking, multifunction and customer stratify. Meanwhile, in the factor of transportation which the public transportation system is first priority; in the factor of parking which the parking space is the first priority; in the factor of multifunction which the department store and movie town is the first priority; in the Customer stratify which the safety is most concern by customer. It is helpful and meaningful which provide to President Shopping mall owner define the strategy according to the key success factor.

With the emergence of urban shopping mall in Taiwan, the general commodity marketers created a new retailing business model. Several stores of the same product category convene together in the mall to take advantage of the congregation of a consumer crowd. The current study conducted a questionnaires survey at Dream Mall of Kaohsiung, Taiwan, studying consumer behavior regarding the same-product category store: purchase readiness, information search, and store choice. The three testing same-category-stores in the mall are Daiso, Nitori and the Working House, which all are selling household wares. Another two major topics of the current research are shopper types and evaluation of shopping mall. The 468 valid consumer subjects for the study were randomly solicited to participate the questionnaires survey at the door fronts of each above stores.The result of indicates there exist different types of shopper in the mall., There are significant differences in terms of purchase readiness and in information search. Moreover, purchase readiness and attribute consideration on products significantly affect their store choice.