一、

日本服飾零售業「UNIQLO」、「MUJI」、「SHIMAMURA」創新經營模式

謝凱雯、榊原一也

二、

企業導入雲端服務專案之風險評估

王　平、柯文長、蕭雅文

三、

青少年網路成癮－現實與虛擬環境間的拉鋸戰

陳瑛琪

四、

國營新聞事業走向民營化之歷程－以台灣新生報業股份有限公司為例

黃冠傑、洪德俊

五、

供應商調適之多構面模式－創造客戶價值之基礎

施由宜

日本服飾零售業「UNIQLO」、「MUJI」、「SHIMAMURA」創新經營模式

An Empirical Analysis of Japanese Innovation Business Model in Retail Apparel Industry, “Uniqulo”, “Muji”, and “Shimamura”

謝凱雯

國立高雄海洋科技大學運籌管理系副教授

榊原一也

日本中央大學商學研究所博士生

Kai-Wen Hsieh

Associate Professor, Department of Logistics Management,
National Kaohsiung Marine University, Taiwan

Kazuya Sakakibara

Ph. D Student, Faculty of Commerce,
Chuo University, Japan

摘要

　　在全球競爭環境下，服飾零售業的利潤日趨衰退，特別是面對消費者需求的多元化，以及時裝流行之變化迅速，促使商品的生命週期變短，使得服飾零售業面對前所未有的課題。

　　在日本景氣低迷的時候，百貨公司、超市的營業額也都陷於低迷。但是「UNIQLO」、「MUJI」、「SHIMAMURA」在日本不景氣期間每年的營業額、營業淨利都是2位數的成長，是少數成長企業之代表。

　　有鑑於此，本研究採用個案研究方式，對日本的「UNIQLO」、「MUJI」、「SHIMAMURA」做個案的質化分析，了解日本服飾零售業的市場策略，如何做出市場區隔，並對整個供應鏈體系做生產預測，以及物流管理的能力。另一方面，不斷的進行服務創新（Servers Capability）與實驗性學習（Experimental Learning）也對企業績效也有顯著的影響。

　　本研究的三個案都能夠持續發現自擁優勢並不斷的創新，與競爭者做出區隔方法，產生持續性的競爭優勢，在企業組織逐漸膨脹的過程中，不被新的一波企業取代，就要不斷地推陳出新，才能保留在市場的地位。本研究希望透過剖析日本服飾零售的成功個案，做為國內廠商之借鏡。

關鍵字：服務創新、實驗性學習、服飾零售業、UNIQLO、MUJI、SHIMAMURA

ABSTRACT

　　The products of retail industries which are mainly livelihood necessaries are classified to low profits and high turnover rates. In the global competitive environment, the profits are decreasing day by day. For the consumers’ diverse demands and the rapid changes of fashion industries, the retail apparel industry has faced the biggest challenge than ever so that it has shortened the periodicity of products.

　　The economy in Japan busted in the bubble economy from 1991 to 2002 and followed the long-term depression. The decade was called “heiseihukyou” or “ a lost decade”. In the period of depression, the sales amount of department stores and supermarkets is also at the low level. However, “Uniqlo”, “Muji”, and “Shimamura” have a double-digit growth in benefits every year during the period. They are a few representatives of growing enterprises.

　　In this research method, the case study of “Uniqlo”, “Muji”, and “Shimamura” by using was adopted empirical analysis to identify business strategy. Through interviews with shop managers, we have realized that the retail apparel industry had to predict the whole supply chain and the ability of logistic management to play an important role for the success of the enterprises. Furthermore, Servers Capability and Experimental Learning have great influences on performance of the firms. We hope this research will be a guideline to the enterprises in Taiwan by analyzing the successful cases in Japanese retail apparel industries.

Keywords: Services of Innovation, Experimental Learning, Retail Apparel Firms UNIQLO, MUJI, SHIMAMURA

回目錄

企業導入雲端服務專案之風險評估

Risk Assessment of Cloud Services Project for Enterprises

王平

崑山科技大學資訊管理系副教授

柯文長

崑山科技大學資訊管理系助理教授

蕭雅文

崑山科技大學資訊管理系研究生

Ping Wang

Associate Professor, Department of Information Management,
Kun Shan University

Wen-Chang Ko

Assistant Professor, Department of Information Management,
Kun Shan University

Ya-Wen Shiau

Graduate school student, Department of Information Management,
Kun Shan University

摘要

　　雲端運算給資訊科技產業帶來商機，但亦帶來重大的挑戰。客戶願意採用雲端服務的前題是須確保客戶資訊安全。近期發生的網路進階持續性滲透攻擊（advanced persistent threat，APT）已導致客戶對導入雲端服務產生心理障礙。針對導入雲端服務所面臨的潛在風險問題，本研究提出一套風險評估方法，參考雲端安全聯盟（cloud security alliance，CSA）與歐洲網路與資訊安全局（European network and information security agency，ENISA）所提出的雲端服務之資訊安全架構，已決定導入雲端服務之風險項目，利用模糊層級分析法（fuzzy analytic hierarchy process，FAHP）合理評估與分析雲端服務之風險項目優先順序。所研提的方法與案例分析，有助於企業了解轉移應用程式至雲端服務的風險項目及控管優先順序，以利決定資安資源分配及降低系統導入後之潛在衝擊。

關鍵字：風險評估、雲端運算、模糊集合、模糊層級分析法

ABSTRACT

　　Cloud computing presents the IT industry not only with exciting opportunities, but also with significant challenges since consumers are reluctant to adopt cloud computing solutions in the absence of firm guarantees regarding the security of their information. Network attacks such as APT attacks present a serious obstacle to consumer acceptance of cloud service project nowadays. Accordingly, the present study proposes a project risk assessment scheme and constructs a risk evaluation matrix based on the security framework followed by both Cloud Security Alliance (CSA) and European Network and Information Security Agency (ENISA). In addition, the risk priorities of attributes are rationally evaluated by fuzzy analytic hierarchy process (FAHP) method in the risk assessment process. Overall, the results confirm that the proposed method provides an effective means of recognizing the risk attributes and their risk priorities, deciding the allocation of risk budget, and reducing the impact of potential risk for enterprises.

Keywords: Risk Assessment, Cloud Computing, Fuzzy Sets, Fuzzy Analytic Hierarchy Process (FAHP)

回目錄

青少年網路成癮－現實與虛擬環境間的拉鋸戰

YOUTH INTERNET ADDICTION – A SEESAW BATTLE
BETWEEN THE REALITY AND THE VIRTUAL ENVIRONMENTS

陳瑛琪

致理技術學院資訊管理系副教授

Ying-Chi Chen

Associate Professor, Department of Information and Management,
Chihlee Institute of Technology

摘要

　　近年來台灣網路成癮?化的程度，已與網路成癮情況嚴重的南韓不相上下，而深受網路成癮之害的是上網人口比例最高的青少年，網路成癮折損個人向上提升的能量及動力。為了深入了解造成青少年網路成癮的原因，本計畫以2011年3月間在台北及花蓮兩地所搜集2083高中職學生網上行為研究資料，進行網路成癮分析，透過客觀條件（上網時間、居住地點、性別）及主觀條件（偏好變數、依附變數），來探討什麼樣背景的青少年較容易流連忘返於網路？什麼樣類型的網站比較容易讓人廢寢忘食？什麼樣的管教方式較能遏止青少年沈迷於網路？什麼樣的人際關係讓網路具有致命的吸引力？青少年是發展人際關係，培養社交技巧的關鍵時期，網際網路匿名特質，讓人際互動增添神秘感，挑起探險的刺激感，也延伸實體社交的場域，但若過分沈溺於虛擬人際關係而難以自拔，所造的影響難以評估。網路同儕與實體同儕較勁之下，對網路成癮所能發揮的影響力？青少年若在現實生活中找不到紓解壓力的出口，網路是否成為最佳的避難所？本計畫除了使用?述、平均數、交叉、卡方等方法來分析網路成癮相關指標變數，並利用HLM多層次線性模型來檢驗14所學校樣本資料，是否具有群聚效果或交互作用？檢驗結果顯示同一所學校的學生間相關性極低，大部分的變異來自學生本身，故採用個體層次多元線性迴歸來進行分析，結果顯示常利用網路來紓解壓力，結交網路朋友數量多於現實生活朋友的都會（台北）地區的青少年,可能成為網路成癮的機率較大。

關鍵字：網路成癮、網路偏好、網路同儕、依附關係

ABSTRACT

　　In recent years, the level of Internet addiction in Taiwan has reached a similar level that is in South Korea, which has a serious Internet addiction situation. Teenager is the single highest population of the total Internet population; it is also the target victims of Internet addiction. Internet addiction affects the motivation and energy of personal growth in youth. In order to extensively understand the relationship between the inter-personal human interaction and Internet addiction, this research collected data of the online behaviors of 2,083 high school students’ in Taipei City and Hualien County. The main goals include: To explore what kind of personalities are more drawn to the Internet? The types of online activities that are more likely to become addictive? What kind of parenting style can curb the addiction? Moreover, the types of Internet interaction with peers can that create addiction? Adolescence is critical period for developing inter-personal relationships and social skills. The anonymous nature of the Internet increases the mystery of inter-personal interaction, provokes the excitement of adventure, and also extends the scope of ordinary social life. It is difficult to extricate oneself after becoming addicted to virtual relationships. The impact of the Internet addiction is difficult to assess. This research applies descriptive, average, cross-tabulation and chi-square analysis to analyze basic patterns of the relationships between the indicator variables and Internet addiction. HLM (Hierarchical Linear Modeling) is also adopted to assess whether aggregations or interactions exist in the sample data of students from 14 high schools. The results indicate that the correlation within the students of the same school is relative low. Most of the variation comes from the students themselves. Therefore, the multiple linear regression analysis is applied instead. Those results show that independent variables such as region, Internet peers, and emotional stress are critical predictors on Internet addiction.

Keywords：Internet Addiction, Internet Preferences, Internet Peers, Attachment

回目錄

國營新聞事業走向民營化之歷程－以台灣新生報業股份有限公司為例

THE STATE-OWNED JOURNALISM TOWARD THE COURSE OF PRIVATIZATION: THE CASE OF TAIWAN SHIN SHENG DAILY NEWS

黃冠傑

國立中央大學企業管理學系博士候選人

洪德俊

國立中央大學企業管理學系副教授

Kuan-Chieh Huang

Ph. D. Candidate, Department of Business Administration,
National Central University

Der-Juinn Horng

Associate Professor, Department of Business Administration,
National Central University

摘要

　　由於時代環境的變遷，使國營事業無法與私人企業競爭，虧損連連。政府於民國85年「國家發展會議」上，就整體公營事業達成五年內完成民營化之議案，民國90年起，公營事業即陸續走向民營化。本研究以第一家民營化的台灣新生報業股份有限公司作為研究對象，專訪報業前董事長黃金文先生，分享其任內經歷個案公司經營上面臨的瓶頸、民營化與清算階段的處理方式，和其心路歷程。盼本研究結果能提供將要民營化之國營企業作為參考。

關鍵字：台灣新生報業公司、民營化、新聞業、資產清算

ABSTRACT

　　Due to change of the time and environment, the state-owned enterprises with a continuous loss have become difficult to compete with private enterprises. In 1996 on “National Development Conference”, government passed a motion that planed the next five years to privatize state-owned enterprises. Since 2001, the state-owned enterprises started gradually toward privatization. In this research, we will study the first privatization, Taiwan Shin Sheng Daily News, and interview the former president Huang Ching-Wen to talk about the bottlenecks by faced of company, the process of privatization, and his experiences. We hope our research can be used as an important reference for the state-owned enterprises which are planning to privatization in the future.

Keywords: Taiwan Shin Sheng Daily News, Privatization, Journalism, Liquidation of Assets

回目錄

供應商調適之多構面模式－創造客戶價值之基礎

A MULTIDIMENSIONAL MODEL OF SUPPLIER ADAPTATION – THE FOUNDATION OF CREATING VALUE FOR CLIENTS

施由宜

正修科技大學國際企業系助理教授

Yio-Eih Shih

Assistant Professor, International Business Department,
Cheng-Shiu University

摘要

　　供應調適通常先由行銷人員了解客戶需求後，協調各部門以配合之；故若從過程面來考慮，供應商的調適現象並非單一面向。然而，過去的研究主要以結構面來區分供應商調適的內容，未以理論描述調適的過程。本研究引用價值鏈模式與開放系統理論之觀念，提出供應商調適之構面區分與構面間關係之假設，以說明供應商透過調適為客戶創造價值的過程。本研究以問卷蒐集台灣高科技供應商提供資料，探索性因素分析分析問卷預試之資料呈現四個構面之因素結構，驗證性因素分析法分析176個有效資料也大致配適四構面之架構，而迴歸分析亦支持本研究提出之構面相關之假設。研究發現：一、供應商調適可區分為產銷調適、物流調適、支援活動調適與投入資源等四個構面。二、產銷調適影響物流調適，透過物流調適又影響支援活動調適及投入資源。

關鍵詞：供應鏈管理、價值創造、供應商調適、顧客關係管理

ABSTRACT

　　Suppling adaptation starts at marketing staff investigating clients’ needs, then the marketing staff coordinates the related departments. Considering the process, the supplier adaptation is not a unidimensional phenomenon. Prior research categorized supplier adaptation by structure and did not theoretically explain the adapting process.  Based on the concepts of value-chain model and open system theory, this research proposes hypotheses of dimensional differentiation of supplier adaptation and of relationships between those dimensions to explain the process of creating value for clients through adapting. The researcher collected data from suppliers in Taiwan High-Tech Sectors. Accordingly, Exploratory Factor Analysis (EFA) on the pilot test displayed four dimensions of factor structures. The researcher then employed the Confirmatory Factor Analysis (CFA) on 176 samples supported the four-dimensional structure. In addition, Regression Analysis of these samples supported the proposed relationship between the four dimensions as well. This research had two major findings: First, supplier adaptation can be divided into (1)the production-marketing adaptation, (2)the logistical adaptation, (3)the activity-supporting adaptation, and (4)the invested resources. Second, the production-marketing adaptation influenced the logistical adaptation that also influenced the activity-supporting adaptation and the invested resources.

Keywords: Supply Chain Management, Value Creation, Supplier Adaptation, Customer Relationship Management

回目錄