Abstract Due to relaxed regulations and the active attitudes of Taiwan government¡¦s applying international organizations; Taiwanese firms are facing steeper competitions from international brands and transformation challenges. Although Taiwanese firms possess top-tier techniques in several aspects, brands managing are ignored for a long period. With international brands¡¦ experience in marketing, consumers are more likely to purchase foreigner brands instead of Taiwanese brands. For Taiwanese brands, consumers¡¦ attitude will be the prime supporter for branding. Thus, Taiwanese brands should consider on how to boost loyalty of high-brand-identity consumers and to induce low-brand-identity consumers to purchase. The utmost task for Taiwanese brand breeders is to understand the brand identity of Taiwanese consumers. Different alternatives should be planned to focus different consumer types. Consumers¡¦ feedbacks should also be considered for the sustainability of the brands. Due to branding efforts paid by firms and Taiwanese governments, this research served a psychological concept ¡V identity ¡V as a tool in explaining the concept of ¡§overall Taiwanese brands¡¨ and identity of Taiwanese consumers. This research serves ¡§firm side¡¨, ¡§government side¡¨, ¡§consumer side¡¨ and ¡§the latest satisfaction¡¨ as the dimensions in discussing their relation with ¡§Taiwanese brand identity¡¨. Researchers studied several aspects via serving a specific brand as an example. In ¬x¶¶¼y¡¦s research on Taiwanese brand competitiveness, he serves the study as a direction of Taiwanese firms which are intending to develop brands. Yet no previous papers have studied on the topic of brand identity, thus this research is an innovation. The outcomes indicate that consumers possess more positive attitudes toward 3C products than before. Three out of the four independent variables ¡V ¡§brand marketing¡¨, ¡§personal characteristics¡¨ and ¡§the latest satisfaction¡¨ ¡V have significant positive relation with Taiwanese brand identity. On the other hand, the results indicate that modifying effects exist only in (1) ¡§Gender¡¨ and ¡§the marketing popularity of enterprises which owns Taiwan brand¡¨ and ¡§Taiwanese brand identity¡¨, and (2) ¡§Average monthly income¡¨ and ¡§the marketing popularity of enterprises which owns Taiwan brand¡¨ and ¡§Taiwanese brand identity¡¨. The analysis of ¡§demographics¡¨ and ¡§Taiwanese brand identity¡¨ shows that the interviewees¡¦ Taiwanese brand identities possess insignificant differences on five demographic variables.

his study aims to estimate whether the international linkage exists positive spillovers from international linkages or not and how to influence the output growth by international technology spillovers. According to the previous literatures, there are few focuses on firm¡¦s cost and the source of output growth. In here, 2000-2005 years panel data are analyzed to illustrate how the manufacturing sectors of Taiwan and China are influenced by their multinational corporation through via international trade activities. I suggest that technology destination countries are not possible to absorb all international technology at once from technology source country. This is mainly because absorption capacity depends on the binary structural similarity index and the absorption capacity index. The empirical results show that international technology spillovers has a significant positive effect in output growth, technology and human capital of China¡¦s manufacturing sectors via international trade activities with Taiwan. On the other side, the empirical results show that Taiwan manufacturing sectors have no significant positive effect in output growth, technology and human capital from international technology spillovers via international trade activities with China nevertheless.

Microphyll morphology of 16 Taiwanese species of Selagienlla was observed under light microscopy and scanning electron microscopy. Features studied include microphyll arrangement, epidermal cell morphology, stomal distribution, shape arrangement and distribution silica body on microphyll surface. Microphyll are dimorphic and 4-ranked arrangement, with ventral microphylls larger than the dorsal microphylls. The epidermal cells at dorsal side of dorsal microphylls and at ventral side of ventral microphylls are similar, which are tetragonal or oblong in shape and sinuolate or sinuate in anticlinal cell walls. The epidermis at ventral side of dorsal microphylls and dorsal side of ventral microphylls are similar, which are sub-square or rectangular in shape and straight or sinuolate in anticlinal walls. Stomata are mainly distributed on dorsal side of dorsal microphylls and ventral side of ventral microphylls. Four distribution patterns of are found on microphyll silica body, which are microphyll margin, midrib, homogeneity and nil patterns. Four types of arrangement of silica body on epidermal cells were recognized, namely single row, multi-row, mixed and globulate types. In Taiwan, the characters appeared in epidermal cell morphology and stomal distribution of microphyll are useful for species identification in Selaginella, while those of distribution at patterns and arrangement types of silica bodies on epidermal cells are valuable for the species identification under subgenus.

The taxonmic study of Spirobolida in Taiwan can be traced to the works done by Takakuwa and Wang from the 1940s, with most specimens collected from the plain. After their works, no other studies were done for the Taiwan millipede ever since. According to Korsós (2004) and unpublished information, there are 10 species in 7 genera and 6 families of spirobolids from Taiwan. However descriptions and illustrations of these species are insufficient and specimens are lacking for comparison. This study of Spirobolida is based on specimens collected from Taiwan recently and adjacent islands recorded color photos, and allocated in museums. Diagnostic Morphological characters include collum, coxae of legs, position of ozopore and gonopod. Four new species and 1 new subspecies of Spirobolus were designated in this study, S. panmaus sp. nov., S. taimalius sp. nov., S. redpodus sp. nov., S. lienhuachihus sp. nov. and S. formosae semiflavus subsp. nov.; a species revived and reassigned to other genus: Leptogoniulus takahasii (Takakuwa, 1940) stat. rev., comb. nov.; and 3 species reported earlier were not found, Salpidobolus oceanicus, Spirobolus walkeri and Spirobolus bungii. So far, there are 12 species, 5 genera, 4 family of Spirobolida in Taiwan.

In past decades, the location of resources was placed on building and guiding how to improve manufacturing in both cross-strait, and Taiwan and Mainland China were benefited from this. The characteristic of industry in cross-strait has no differentiation, and, because of raising cost for labor and rent, reduce the comparative advantages. Furthermore, Know-How is becoming main bargaining chip for this age, so the problems are how to solve crises caused by lacking of comparative advantages, how to transformation of industry, and how to ensure vitality of innovation to the primary industry or traditional industry. ¡§Cultural Industries¡¨ catches attentions from about 1994. This year, Council for Cultural Affairs of R.O.C. addressed an advocate for community building, and this idea attracted attentions from all circles, because it gathered culture and industry, industrial and local development together, to solve unemployment. In governmental project ¡§Challenge 2008 ¡V National Development Plan¡¨, ¡§Cultural and Creative Industry Development Plan¡¨ is one of ten key individual plans. And Office for Cultural and Creative Industries defines the industry as ¡§An industry accumulates of cultural and creative, knows where it originates and how it uses, has potential to create fortune and job opportunities, and promotes whole life.¡¨ The main purpose of Cultural and Creative Industries is trying to combine Creative, Science and Technology, and Humanity into industry and daily life, in order to fitful energy for creative and produce, to have a either rational and perceptual taste in a daily life, then to initiate a new civilization. Therefore, it is a best way to solve problems caused by transformation process in cross-strait. This essay hopes to find out some fields in Cultural and Creative Industries for cross-strait by studying this industry. Driven by Cultural and Creative Industries, there is a way to break the old manufacturing-first model into a high value-add model, and to provide more chances for the industry.

Abstract The main purpose of this research is to explore the development characteristics, types, functions and operating mechanisms of incubation center in Taiwan and to analyze their relationships. The research processes mainly through case study.And Incubation Center of Taiwan University is selected for data collection and interview because of its outstanding performance. We analyze the operating mechanisms and the current state of our research target.To obtain more objective conclusions, we also interview and collect data from some tenants as comparation. The results and suggestions are as followed: 1.The float rate of the prjoect manager will influence the Incubation Center. 2.Government's relevant policies will influence the operating mechanisms and goals of Incubation Center. 3.The extent the school supports their own Incubation Center will influence the elasticity. 4.The completeness of incubation system will promote the efficiency of Incubation Center. 5.The operating model that Incubation Center, together with Incubation Company, channels into flexible and efficient corporatization management can plurally extend their targets and methods of service. 6.Because of the slow progress of the government¡¦s efforts in revising relevant law, the realistic operation can not be integrated. 7.The operations of the incubation center need to be set up on the basis of cooperartion in the manufacturer, school and incubation center to reach sustainablity.

Abstract Festivals in local tourist activities are short-term and intensive, high frequency change, those characteristics also make the sponsors and tourists communicated more urgent. Taiwanese leisure time significantly increase since the two-day weekend policy, the tourism demand had up to 80%. Therefore, the trend of Taiwan's tourism and leisure industry has getting into a new style of integrated local economic need and resource to satisfied people requirements. A new trend is integrated local resource, increased the visibility and attraction of city. Taiwan International Orchid Show is the successful campaign which has bring a lot of benefits to the local government (Tainan County),it is a great successful marketing case study of local tourist festival. The two main topics of this study are howto use proper communication channel and placement marketing in this festival. The study based on Taiwan International Orchid Show as a case study, took Participant Observation for three years, Semi-structured Interviews with programmer of this projects and assisted with Secondary Data Analysis. Aiming to make suggestionsabout Integrated Marketing Communication and placementmarketing in local tourist festivals. The study found the team of Taiwan International Orchid Show used marketing methods include: (a) effectively usingintegration of communication methods to make the greatest achievement. (b) Creating the brand loyalty and high standing ofthis festival. (c) Integrating both national and local communication channels. (d) The strategy of marketing plan has been practiced completely to reach highly exposure. (e) PR strategy practicing is properly and suitable controlled by high-level team leader. In the content of marketing communication includes (a) the relevance of personal, (b) thetransference of role, (c) the information transmission (d) the implementation of immersive. In marketing strategy and tools include: (a) a correct market positioning, and well and properly used the communication tools and messages delivery (b) Expanding industry alliance, and creating a new marketing model,(c) integration promote with operating. The suggestion for local tourist festival¡¦s marketing strategy towards to: (a) Effectively using operations team which come from media to achieve marketing goal and make a higher mediaexposure, (b) media placement is a good tool for festivalcampaign, but should consider the public benefits. (c) Properlyusing un-limited creation to make campaign success.(d) Festival marketing plan should be developed a long term strategy. Key word: 2005 Taiwan International Orchid Show¡BTourist Festival activities¡BIntegrated Marketing Communication¡BPlacement Marketing

none

¡§Tea¡¨ in Chinese life occupies a very important position, and tea culture is also part of Chinese culture. Tea drinking habits as the Mainland immigration crossed over to Taiwan, but Taiwan tea really when already, its sprout from the Qing dynasty interim (about 1860s). Because Taiwan¡¦s special geographical environment, so planting out tea a unique flavor to semi-fermented Oolong tea producers to become one of the Government¡¦s emphasis on agricultural products, but also to earn a large number of foreign exchange for Taiwan. After 1982, the Government to repeal the ¡§the management of the Taiwan Province of tea,¡¨ of the rules, While been canceled has begun to import, self-made, sold, the whole of Taiwan tea industry from this point onwards have been great changes. At the international recession, Taiwan tea mores gradually, so Taiwan tea from export sales period to convert into the domestic market period. Later, there are Taiwanese Opera tea technology and products to mainland China and Southeast Asia production in recent years the enlargement, unworthy dealers import mainland inferior Vietnamese tea or Taiwan tea filled tea blended to trafficking in and profiting. In addition, the Government still cannot pesticide inspection standards with international conventions, resulting in substantially reduced. Now, the domestic market is disrupted and fasting the export-throat competition serious plight. Industrial structural change is inherently a dynamic, and for the strategy adopted by the phenomenon may be if fictive only in the short-term, long-term invalid status. This study and utilization of system thinking style of the Taiwan tea industry in the structure of dynamic change, through the causality of repaying the diagram to understand the current Government policy and more tea, tea merchants in the face of the predicament of the impact of action, and deduce the entirety of the tea industry in Taiwan policies rows to a conclusion.

Analysis of Regional Economic Cooperation Strategies between Penghu and Mainland Special Economic Zones on the West Coast of Taiwan Straits Abstract After the establishment of air and sea transportation links between Taiwan and China, Penghu, which is geographically situated in the center of the cross-strait links shall make good use of its transfer function, by taking advantage of its tax incentives (duty-free) stipulated in "Offshore Island Development Act" and "Cross-strait Mini Three Link Policy" to develop new industries that can satisfy the requirements of "import consumption" and "export promotion." Penghu may foster closer economic and trade ties between Taiwan and Fujian Province, promote cross-strait tourism, expand cultural exchange, and develop sustainable industries that are necessary for continuing the economic prosperity. This study was conducted by a team of three students using the interactive management approach to tackle the main theme of regional cooperative strategies between Penghu and the Mainland special economic zones on the west coast of Taiwan Straits. The researchers looked into the sub-title issues from the economical, social, and governmental aspects respectively. The theoretical framework of this study was based on the public affairs management and research method -- Interactive Management (IM). To make the research results more comprehensive, the interactive management approach was combined with two methods often used in framework analysis: nominal group technology (NGT) and interpretative structure model (ISM). Together with literature review, expert interviews and data collection methods, the researchers gathered all relevant information about Penghu so as to provide a more objective basis for exploring the strategic economic cooperation between Penghu and the Mainland special economic zone on the west coast of Taiwan Straits. To ensure good progress in the panel discussion and anticipate fruitful results from discussions of various sub-titles to turn into specific strategies, the interactive discussion seminar invited local representatives in order to incorporate the views of the people in Penghu. This information can provide reliable reference for the central government planning units in their policy formulation process. Using this approach can solve the problem of suspending issues whenever the interactive management (IM) is used. The seminar was joined by 27 representatives from all walks of life. The NGT process started from exposing the issues, clarifying the issues, voting for the issues, to making paired comparisons, supplemented by ISM software, and finally resulted in enhanced structural clearness and visually understandable connectivity. After panel discussions over the structural charts, appropriate revisions, and confirmation of a final version, 12 economic strategies were produced from discussions of regional cooperation between Penghu and the Mainland special economic zone on the west coast of the Taiwan Straits.These recommendations are given below: (1) requesting the Ministry of Communications to instruct the maritime and aviation companies to open scheduled transport lines within the shortest time for Makung-Kinmen, Penghu-Xiamen, and Penghu¡VShantou lines, and to extend the links gradually to other cities on the west coast of the straits; (2) directing Penghu to work with officials of mainland special economic zones on the west coast of the Straits for development of free trade zones ; it should be consulted through the Straits Exchange Foundation (SEF) and the Association for Relations Across the Taiwan Straits (ARATS) to establish a fair and transparent cooperative mechanism in order to protect the legitimate rights and interests of people on both VI sides of the Straits; (3) transforming Penghu into an international duty free zone; (4) requesting Penghu County Government units or related non-governmental organizations to communicate with relevant parties on the other side of the Straits to open forums for discussion of co-operative strategies between Penghu and mainland special economic zones on the west coast of the straits; (5) suggesting the Penghu County Government to ask for more funding for establishing marine life and culture zones, in order to promote green tourism and economic development; (6) requesting Penghu County Government to promote tourism and gaming industries, and also to give more thinking on other possibilities (for example ocean biotech industry); (7) requesting the central government to release the remote island transportation lines to outside operators using market competition to reduce the cost of air fares and enhance tourism competitiveness; (8) suggesting Penghu to proactively develop indoor and outdoor theme parks, on land and at sea, as well as opening of other shopping malls; (9) requesting the central government to lift the bans on the islands development so as to allow foreign and mainland investments to participate in Penghu's preferential land and housing projects, in turn to boost the prosperity of the Penghu area; (10) recommending the Penghu County Government to ask the Taiwan Power Company to strengthen the capacity of wind power, and asking the Taiwan water company to enhance the production of desalination water; (11) suggesting the government agencies to map out the development plans for Penghu and to find suitable areas that can draw the interests of outside contractors in order to strengthen the development and enhancement of their own standards, and to attract more mainland tourists to the island; and (12) suggesting the two sides of the Straits to sign reciprocal tax agreements to reduce the time and labor costs so as to enhance the marketing and promotion of special products with Penghu characteristics. The relationship between individual strategies needs to be further clarified for strengthening and production of enhanced structural connections, in order to determine the priority of strategies and their objective goals. The participants also felt that the most urgent task is to integrate the communication platform between the central and local government units in order to establish effective communication that will help the planning and implementation of cross-strait policies, and in turn conducive to smooth working with other strategies. More public forums shall be set up for open dialogue with various government units. This issue is to be delayed no further, and all strategies shall be given the best implementation, and shall ask local people to take part in public discussions that can facilitate the building of a citizen society. Keywords: Penghu County, Economic Zone on the West Coast of Taiwan Straits,Public Affairs Management¡]PAM¡^, interactive management, regional cooperation