Characterized with movability, intangibility and easy to perish, successful tourism is in need of accurate and timely information. As the Internet becomes more pervasive, the industry of tourism and traveling has been considering how to take advantage of the technology and adopting e-business strategies. Meanwhile, local governments are also interested in marketing local festivals using new forms of promotion. This thesis addresses how a local government in Taiwan and a festical conductoring organization tried to transform a traditional religious festival into a nationwide cultural activity and the role of mobile technology and application in it. Festival is an activity featured by short-term period, over-population, and program change, which makes information demanding for participants. Therefore, a soundful planning of information provision in terms of timingness, accessability and completeness can affect the effectiveness of conducting a festival. Hopefully the mobile technology and its applications can fultill that need. How potential can mobile devices and services fulfill the obligation of offering and updating festival information is the motivation that drives this research. Taking the ¡¥2005 Taichung County Dajia Matsu International Festival¡¦ as a case example for examination, I explores the role of mobile technology, a prominent form of the information and communication technologies (ICTs) increasingly affects one¡¦s living, in promoting a religious festival with nationwide or even worldwide believers, notably in terms of campaign marketing and information provision. Comments and suggestions follow an in-depth interview with relavant figures and secondary data. Exploration also goes to the role and means of telecommunication operators in promoting this particular festival. These findings are also achieved by participant observation. This study suggests that, with the consent of festival conductors and interest of mobile operators, mobile devices and applications plays an increasingly important role in festival marketing. Mobiel marketing lowers the cost for both festival conductors in information dissemination as well as tourists in information searching. Still, the mobile¡¦s function of information provision can be be improved and enhanced, notably in deepening cultural beliefs adding to information provision of the show. Hopefully, this study can contributes to the understanding of using mobile technologies in festival marketing so that a satisfactory tourism experience can be achieved.

This thesis is based on an action research of ¡§2006 Performing Arts Marketing Platform¡¨ in Taichung City. Combining theories with practical work to analyze the performing arts marketing channels of Taichung, the researcher tried to improve the administration skills and to exam the possibilities of accomplish the project. Within nearly 10 months of project execution, the researcher served as the project manager and helped 20 performing groups to promote their productions in Taichung City. The data were collected by using shorthand notes, self-examination, responses from performing groups, evaluation forms, interviews, working journals, proceedings of meetings, etc. The results showed that the Performing Arts Marketing Platform of Taichung City was truly practicable. It not only increased the box office of performing companies, but also received positive responses from National Culture and Art Foundation and the performing companies. The researcher comprehended how the platform operated, and what are the effective marketing channels to promote performing arts in Taichung through the work. Two suggestions were raised from this study: It is important to take care every detail and use creative mind to develop a marketing strategy. In order to maximize marketing effect, the executor should fix the strategy according to the environment changes, and adopt governmental resources efficiently. Furthermore, the government should support the project continually, extend the outcomes and minimize the ¡§gap¡¨ between two projects. We should all face the difficult positions of arts administrators and diminish the insufficient manpower. Frankly, the spirit of this project is to create a platform for people to share their resources.

Abstract Because of the trend of globalization and liberalization, every enterprise has actively developed the operation model for their global expansion in order to raise their competitive advantage. In the supply chains of international enterprises, there are a lot of serious competitions which are not just between company and company, but between country and country as well. Every country in the world has legislated the special law which is to give some special areas and eliminate the obstructers which would hold back activities of multinational from internal enterprises in order to satisfy with the demands from all multinationals in the world. Currently, there are about two thousands to five thousands free trade zones or the trade zones that are similar to free trade zones in the world, and they have turned into a very important circulation core and transaction core for international trade. On July 23, 2003 Taiwan was published the operation statute and the operation order of free trade zone by our president. After that, its related accessory schemes have established continually, and amply expanded their utilities. Because of that, this situation has helped free trade zone to have successfully performed its strength and to have assisted to break the predicament of industry development. Currently, In Taiwan, although it has five free trade zones that are Kaohsiung Port, Keelung Port, Taipei Port, Taichung Port and Taoyuan Airport Cargo Terminal, are stationed by eighteen manufacturers, the result of the operation has not reached our expectation. However, this research would be focused on the manufacturers¡¦ satisfaction with the recent standard of free trade zone. The result of this research which is gotten by information collection and data analysis shows the recent statutes and regulations of free trade zone should be revised the following issues: 1. Cancel the regulation of 5% aborigine employment limitation. 2. Simplify the transiting customs formalities and autonomous management methods. 3. Abolish employment regulation of the foreign labors` salary which must to conform to the basic salary regulation. 4. Loosen restrictions on business scope in free trade zone for mainlander. However, there is a suggestion which is our government would need to revise the related statutes and the regulations as quickly as possible in order to operate free trade zone successfully! . Key words: free trade zone, Kaohsiung Port, Keelung Port, Taipei Port, Taoyuan Airport Cargo Terminal and Taichung Port

不動產價格的影響因素可按影響範圍區分為三大類，分別為影響整體不動產市場的「總體環境因素」，對一定範圍內不動產產生價格影響的「區域環境因素」，及對於單一不動產價格有所影響的「房屋個體因素」。其中，區域環境因素為影響個別不動產價格之首要因素，不動產之價格會受到所屬區域之政治、經濟、自然、社會等因素影響，「公共建設因素」為重要之區域環境之一，包含公共設施水準及其配置狀態。影響個別不動產價格之次要因素為「房屋個體因素」，可再次細分為三大影響因素如下：房屋本身所具有的特徵因素，即建築物之內部結構；房屋的建築方式，住宅類型等與全棟房屋有關的因素；與房屋鄰近地區環境有關的因素。而集合式與獨立式住宅因分屬不同房屋類型，即上述房屋價格形成因素中「房屋之建築方式」。實際交易上，獨立式住宅多半以「整棟建物」作為交易計算單位，對於坐落之基地權利持分通常為全部，而集合式住宅係以「樓層」、「戶」作為交易之計算單位，所有之基地持分與其他住戶共同持有，基於上述差異，過去研究多將建築方式視為影響房屋價格的條件之一，並據此分類次市場，因此較少有研究同時探討二者在空間分布上所具有的區位差異，及購屋者對於環境的偏好是否有所不同。且過去文獻多半以使用傳統迴歸模型為主要分析方法。但傳統迴歸分析所使用最小平方法迴歸模型，經常會產生殘差項存在有空間自相關的問題，及空間本身所存在之空間異質性偏誤，即空間不穩定性。因此 本文以台中市都會區內之住家使用房屋為樣本，依特徵價格理論將獨立式住宅與集合式住宅視為差異化商品，其內外特徵納入變數，使用GeoDa軟體進行空間自相關分析，並使用ArcGIS軟體中的地理加權迴歸模組（GWR）進行迴歸分析，藉以探討不同類型房屋所偏好之外部特徵，瞭解不同空間環境對房屋價格之影響及台中市都會區空間發展型態，並驗證其於規劃建設產生的空間不穩定性。 研究結果顯示，台中市建立之重大市政建設及土地開發計畫會影響集合式住宅與獨立式住宅之地價熱點分布，其共同之房價熱點均座落於高地價市地重劃區及重大市政建設分布位置，而獨立式住宅之房價熱點，進一步分布於與高地價市重劃區鄰近之市地重劃區；在購屋者對周圍設施偏好方面，集合式住宅購屋者對於國中小學、大學、重大市政建設、市場、公園均有顯著偏好，惟獨立式住宅購屋者對於大學、重大市政建設、公園有顯著偏好，對於國中小學、市場有不偏好情形，顯示不同類型住宅對於公共設施之偏好不完全相同；集合式住宅與獨立式住宅之房屋特徵屬性呈現空間不穩定性，分析結果顯示，上述二種住宅類型，對於本研究所有公共設施距離特徵屬性均呈現空間不穩定、非均質性的結果，顯示不同類型住宅均會與彼此具有相依性，並形成各區域間的異質性。 / Locational characteristics are the determinants of house prices. While former research have examined the effects of proximity to resources and facilities have on residential property values, and the change of the importance as located regions or submarkets vary, the effects of different types of houses are rarely compared due to their dissimilarity in ways of building and ownership. Do house price effects of the same facility alter when properties are situated in different submarkets? Further, the issues of spatial non-stationarity are usually overlooked by previous studies. By using transaction data of two common types of residential houses in Taichung City, we found house price hot spots of both detached houses and condos in regions with major constructions and development plans. Apart from the mutual hot spots found in high land price redevelopment zones, we also discovery hot spots of detached houses in areas in proximity to these redevelopment zones. As for desirable facilities for home buyers, neighborhood schools, universities, major constructions, local markets and parks were found to have an notable price impact on condos, whereas only universities, major constructions and parks in vicinity of in detached houses can we found significant price effects, suggesting the differences in the preference of consumers in distinct regions. Also, spatial dependence and heterogeneity are verified in both types of houses, making the entire market area spatial non-stationary.

隨著IC卡的使用，它正深深地影響著我們的未來生活方式，其應用發展趨勢也是值得我們重視的課題。本研究主要從「IC智慧卡成為主流的資訊載具」、「我國內政部、衛生署、交通部及財政部等中央各部，對IC卡之應用發展各擁管轄範圍且各自發展」、「民間業者各自引進或發行電子現金儲值卡」等三方面，說明其可能造成的結果及相關重要課題，以作為本研究之動機。 本研究從我國IC卡應用發展相關文獻中，搜集和本研究主題較相關者，提出IC卡票證整合、IC卡安全整合機制及IC卡規模經濟等值得研究課題，以作為進行IC卡應用發展趨勢研究之參考。 對於IC卡目前應用發展現況，本研究主要說明政府推動國民卡的沿革、政府推動自然人憑證的沿革、政府推動健保IC卡沿革及交通IC票卡目前應用發展，以利了解我國IC卡目前應用發展現況。 針對交通IC票卡，本研究說明北、中、南各地區電子票證IC智慧卡應用發展，包括悠遊卡、台中ｅ卡通、Taiwan Money Card等，後續說明IC票卡規格發展及交通IC票卡系統架構發展，以更深入了解交通IC票卡目前應用發展現況。 本研究針對IC卡應用發展問題，進行更深入的分析，主要論述面向，包括技術面(IC卡規格、IC卡系統架構) 、法令面(IC卡法令規定)、經營管理面(含IC卡管理組織、發行、經營模式)等方面，以發掘問題，分析問題及提出解決策略。 本研究針對所提出之解決策略，予以聚焦，以提出更關鍵的解決策略，包括：(一)技術面：1.建立IC卡共同憑證。2.建立IC卡安全認證。3.建立IC卡整合架構。(二)法律面：1.修改銀行法及交通運輸相關法規中不合IC卡現有運作之規定。2.增訂電子票證法規。(三)經營管理面：1.建立規模經濟發卡量。2.建立IC卡發卡機構經營模式。 3.建立憑證認證機構公信力。4.建立IC卡資訊交換中心。 本研究針對三個構面，提出核心解決策略為「一卡通用」及其整體解決架構及實施步驟，且對整體解決策略之構想方案，提出IC卡卡片規格整合矩陣架構圖，以找出更為適當的IC卡規格方案，該矩陣架構圖，以「共同憑證一卡整合」及「多憑證一卡整合」二構面為縱軸，及「IC卡規格中不存放各類別資料」和「IC卡規格中存放各類別資料」二構面為橫軸，提出四種IC卡片規格整合架構，並列出其優缺點，經研析後，本研究建議初期以具有共同憑證及各類別憑證但不存放各類別資料之架構，作為一卡通用整合規格初期架構，稱為「IC卡共同多憑證不存放各類別資料一卡整合」，最後本研究提出長期一卡通用願景，以「IC卡共同憑證不存放各類別資料一卡整合」為目標。 本研究之結論為：1.我國各類別IC卡規格各行其道，未有整合前瞻性。2.各產業IC卡系統運作架構未整合，導致我們卡滿為患。3.IC卡應用發展於法律面應積極訂定「交通運輸業電子票證法」。4.「非銀行不得發行現金儲值卡」已超越母法規定應修法。5.IC票卡發行機構透過銀行發卡可享有發卡權利金等商機。6.建立IC票卡資訊中心作為全台IC票卡整合運作中心。7.IC票卡業者透過整合可增加發卡量，共創雙贏。8.IC卡於技術面應發展整合技術，以達成一卡通用目標。9.IC卡一卡通用宜建立IC卡資訊交換中心及憑證整合認證中心。10.IC卡一卡通用宜建立整體解決架構之實施步驟。11.IC卡一卡通用卡片規格整合可建立矩陣架構圖，以利分析。12.IC卡一卡通用共同憑證之運作於技術上為可行方案。 最後建議未來可持續探討之課題：1.IC卡一卡通用宜建立認證API(Application Programming Interface)程式介面及標準作業程序。2.IC卡一卡通用宜建立憑證整合認證中心及資訊中心之經營模式。3.IC卡一卡通用宜評估對IC卡產業及憑證認證產業之衝擊。 / A study of trends in the applications and developments of IC cards The IC card is being used widely and it will deeply affect our future living mode. Therefore, trends in its applications and developments have become important subjects of study. This research explores the possible outcome and related important subjects for the utilization of IC card, based on the following three propositions. 1. The IC card is one of the modern world’s primary information media. 2. Government units such as the Ministry of the Interior, the Ministry of Transportation and Communications, the Ministry of Finance ROC, the Department of Health and the Executive Yuan ROC all have jurisdiction over the development and control of development and potential applications of the IC card. 3. Private enterprises have introduced or developed electronic cash-stored cards. The information related to the research subject was collected from the relevant literatures in regard to the applications and developments of IC card in Taiwan, presenting the current safety and integration mechanism of IC ticket cards and the economical magnitude of IC card use, which are both topics that should be taken into consideration in the study of the applications and developments of IC cards. Based on the current situation of the applications and developments for IC cards, the main purpose of this research is to show the evolution of IC cards promoted by the our government, including National Card, Citizen Digital Certificate IC Card, National Health Insurance IC Card, as well as current applications and developments of the Transportation IC Card, in order to help understand the current situation for the applications and developments for existing IC cards in Taiwan. In the Transportation sector, this research shows the applications and developments of various IC smart cards in north, central and south Taiwan, i.e. Easy Card, Taichung e-Cartoon Ticket Card and Taiwan Money Card. It also shows the development of the specification for IC Ticket Cards as well as the development of Transportation IC Cards’ systematic infrastructure, in order to help understand the present situation for the applications and developments of a Transportation IC Card. This research is an analysis of IC card’s applications and developments, covering technical issues (specification and systematic framework of IC card), legislation issues (laws and regulations for IC Card), management issues (operation and administration, release and business model for IC cards), so as to discover and analyze the possible problems as well as propose solutions. Focusing on strategies for finding solutions, presenting more critical strategies for IC Cards, consisting of: 1. Technical: (1) To establish a common certificate (2) To establish safety authentication (3) To establish integration infrastructure 2. Legislation: (1) To revise the Banking Law as well as the laws and regulations relating to public transportation, which are not suitable for the existing operations (2) To revise and augment the laws and regulations for electronic tickets 3. Management: (1) To establish an economic circulation of scale (2) To establish the management pattern for card-issuing organization (3) To establish public credibility for a certificate authentication organization (4) To establish information interchange center To consolidate the above-mentioned three areas, this research proposes a core strategic solution – the concept of “one card for common use (All-in-One Card)” along with integrated solution scheme and operation steps. In addition, for an overall solution strategic plan, in this research it also presents a matrix composition for the integration of specifications to discover a more applicable specification scheme for the IC card. The matrix composition is proposed in four types of framework of specification integration with a file of advantages/disadvantages, based on the concept of X, Y coordinate system – X axis being “One Card integrated with Common Certificate” and “One Card integrated with Multi-Certificates”, Y axis being “No data deposited in the IC card specification” and “All sorts of data deposited in the IC the card specification”. Through detailed research and analysis, it is suggested that at the primary stage, to create the “One card for common use” with an integration of “Common Certificate and Multi-Certificates but no data depositing in the IC card specification”, which is called “One card with common and multi-certificates but no any data deposited in the specification.” The long-term goal will be to achieve “One card with common certificate only and no data deposited in the card specification” for long-term use. Conclusions: 1. In this country, various IC cards have their own specifications and there is still no prospect for integration. 2. The IC card system being used by different industries is still not being integrated, so the market is full of different IC cards. 3. The enactment of the “law on electronic tickets” should be pursued more vigorously for the IC card applications and developments. 4. The stipulation of “A non-bank may not issue a stored value card” might have overtaken the stipulation of “Banking Act”. It should be amended. 5. So long as the IC Ticket Card agency issues IC cards through a bank, the agency will possess the business opportunity of charging the bank a card-issuing fee. 6. To establish an IC Ticket Card information center to integrate the operation of the many IC ticket cards using in Taiwan area. 7. It will be a win-win situation, if IC ticket card operations can be integrated, and this will increase card-issuing quantity as well. 8. On the technical front, integration technology for IC cards should be developed in order to achieve the goal of an “All-in-One Card”. 9. An “IC Card Information Interchange Center” and an “Authentication Center of Certificate Integration” for the “All-in-One Card” should be established. 10. A standardized operational procedure should be established for an overall solution to the “All-in-One IC Card”. 11. The integration of the specifications of the “All-in-One IC Card” can be done through a matrix composition to assist analysis. 12. Technically, an “All-in-One IC Card” with “Common Certificate” is a feasible plan. In the end, this research also offers suggestion on valuable topics that can be the subject of continued discussion in the future: 1. “All-in-One IC Cards” should have an authentication with API (Application Programming Interface) program as well as a standard operational procedure. 2. A business model for “IC Card Information Center” and “Authentication Center of Certificate Integration” should be established. 3. An evaluation of the impact on the IC card industry and the certificate authentication industry should be made.