出版著作
PUBLICATION
商管科技季刊第二十一卷第一期

目  錄

一、

 中央銀行獨立性改革與金融穩定效果

高慈敏

二、

 應用TRIZ方法改善產品開發常見問題之研究-以手機設計代工業為例

林芊妮、李緒東

三、

 品牌形象、產品品質及口碑傳播對眼鏡購買意願之影響

林淑芳、張書菁

四、

 業師協同遊戲化教學應用於創意行銷課程的教學實踐歷程

黃玉玲、程云美、林官蓓

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中央銀行獨立性改革與金融穩定效果
CENTRAL BANK INDEPENDENCE REFORMS AND THEIR EFFECTS ON FINANCIAL STABILITY

高慈敏

私立銘傳大學財務金融系副教授

Tzu-Min Kao

Associate Professor, Department of Finance,
Ming Chuan University

 

摘要

央行獨立性之治理機制雖成功穩定物價,並帶領全球經濟經歷幾次重大金融事件。金融危機挑戰央行治理機制,使近年央行獨立性風險上升。因此除了物價穩定目標之外,央行金融穩定政策架構須重新整備,以符合社會期待並減少制度過度負擔。本研究以Heckman(1979)兩階段估計法,以內因性觀點探討央行獨立性決定因子,並驗證央行獨立性改革之金融穩定效果。研究結果發現,債務比率越低、政府支出比率越高、政府收入比率越低、政府誠信越低國家,越傾向提高央行獨立性。獨立性相對低國家,若提高央行獨立性,金融穩定性會提高。獨立性較高國家,若降低央行獨立性,增加行政介入,金融穩定性效果則不明確。

關鍵字:中央銀行獨立性、金融穩定、處理效果、樣本選擇性偏誤
 

ABSTRACT

The governance mechanism underlying central bank independence has successfully stabilized prices and overcome several major events in the global economy. However, the financial crisis has challenged the central bank governance mechanism, which has recently increased the risk of central bank independence. Therefore, in addition to meeting the goal of price stability, existing financial stability policy frameworks for central bank must be reorganized to meet social expectations and reduce overburden on the system. This study applies Heckman(1979)two-stage estimation method to explore the determinants of central bank independence from an endogeneity perspective and verify the effects of central bank independence reforms on financial stability. Our study reveals that countries with a low government debt ratio, a high government expenditure ratio, a low government revenue ratio, and low government integrity are more likely to increase central bank independence. If countries with a relatively low degree of central bank independence increase central bank independence, financial stability is likely to increase accordingly. By contrast, if countries with a high degree of central bank independence reduce central bank independence and increase administrative intervention, the effects of financial stability are less clear.

Keywords:  Central Bank Independence, Financial Stability, Treatment Effect, Sample Selection Bias

 

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應用TRIZ方法改善產品開發常見問題之研究以手機設計代工業為例
APPLYING TRIZ ON PROBLEM-SOLVING DURING PRODUCT DEVELOPMENT
- CASES OF SMART PHONE ODM INDUSTRY

林芊妮

台北大學企業管理系研究生

李緒東

台北大學企業管理系副教授

Chien-Ni Lin

Graduate Student, Department of Business Administrator,
National Taipei University

Hsu-Tung Lee

Associate Professor, Department of Business Administrator,
National Taipei University

摘要

在競爭日益激烈,產品生命週期縮短的情況下,委託設計代工ODM(Original Design Manufacturer)廠商如何快速排除由設計到量產的諸多問題,使委託如期完成是一大挑戰。本研究以智慧手機開發專案為例,首先訪談專家將開發過程中常遇到的問題,加以分類與歸納;接下來借鏡TRIZ中矛盾矩陣的概念,找出符合問題的工程參數;最後,參考TRIZ中的發明方法,發想解決此類問題的系統方法。研究結果證實,預先建立人力、材料資料庫,改變生產流程與作業等方式,最為適用於開發時程日趨緊湊的智慧型手機產業;研究亦提供業者解決問題之道,類似的ODM產業也可以援引此結論,減少開發流程中的問題,提升產品開發的效率。

關鍵字:TRIZ、新產品開發、衝突矩陣

ABSTRACT

It is crucial for ODM (Original Design Manufacturer) manufacturers to deliver final products in time. The competition is fiercer in the smart phone industry; with short product life cycle, the time is limited for ODM manufacturers to fix problems from all development stages including design, validation, prototyping, and mass production. This study takes a smart phone ODM as an example. Firstly, we classify and summarize the problems often encountered during the development process by interviewing experts. Next, we match suitable engineering parameters from the concept of the contradiction matrix in TRIZ. Finally, we find possible solutions referring to the principles of TRIZ invention. The results of research confirm that the establishment of manpower plans, material database, changing production process and operation, etc. are appropriate ways for the smart phone industry with tight development time. This research also provides suggestions for ODM industries who facing similar problems during new product development.

Keywords:  TRIZ, New Product Development, Contradiction Matrix

 

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品牌形象、產品品質及口碑傳播對眼鏡購買意願之影響

THE INFLUENCES OF BRAND IMAGE, PRODUCT QUALITY AND WORD OF
MOUTH COMMUNICATION ON CONSUMER BEHAVIOR OF THE SELECTION OF EYE GLASSES

林淑芳

元培醫事科技大學企管系副教授

張書菁

元培醫事科技大學視光系講師

Shu-Fang Lin

Associate Professor, Department of Business Administration,
Yuanpei University of Medical Technology

ShuJi Chang

Lecturer, Department of Optometry,
Yuanpei University of Medical Technology

摘要

面對競爭者不斷增加的趨勢,眼鏡業者須要了解消費者的眼鏡選擇行為,以創造出符合消費者需求的經營模式,以利企業永續經營。眼鏡相關商品與一般性的商品對消費者在選擇上是否有差異是值得探討的。因此,本研究以品牌形象、產品品質及口碑傳播為研究架構,來探討對消費者在選擇眼鏡時的消費行為。本研究將針對年滿20歲以上且近六個月內曾經至眼鏡行之消費者為研究對象,本研究共回收297份有效問卷,回收的問卷以描述性統計、迴歸分析進行假設驗正。本研究結果顯示,眼鏡業的消費行為與一般性的消費行為不同。眼鏡業的品牌形象對購買意願有正向影響、品牌形象對口碑傳播有正向影響、口碑傳播對購買意願有正向影響、產品品質對購買意願有正向影響以及產品品質對口碑傳播有正向影響,本研究亦發現口碑傳播中介品牌形象與購買意願之間的關係。本研究之結果,可作為眼鏡相關產業的經營及未來發展的依據,最後本研究也提出管理意涵及研究限制。

關鍵字:消費者行為、購買意願、品牌形象、口碑傳播

ABSTRACT

To achieve sustainable operations under ever-intensifying competition in the optical industry, business owners shall develop an in-depth understanding on consumer's behaviors in choosing glasses, thereby creating a business model that meets the needs of consumers. Whether glasses-related products are different from general goods in terms of consumers’ choice? How are they different? These are issues worth exploring. This study examines consumers’ behavior in choosing glasses through the lens of brand image, product quality, and word-of-mouth communication. Consumers who are aged of 20 years and above and have visited glasses shops in past six months have been surveyed with regard to their consumption behaviors choosing glasses. A total of 297 valid questionnaire responses were collected in this study. Analytical results show that there are indeed differences in consumers’ behaviors in the optical industry compared to general consumption industries. The results indicate that brand image has a positive impact on purchase intention and word-of-mouth communication, word-of-mouth communication has a positive impact on purchase intention, and product quality has a positive impact on purchase intention and word-of-mouth communication. The findings of this study may be used as a guideline for current and future business operations in the optical industry. Finally, this study provides insights on management implications.

Keywords:  Consumer Behavior, Purchase Intention, Brand Image, Word of Mouth Communication

回目錄


 

業師協同遊戲化教學應用於創意行銷課程的教學實踐歷程

THE TEACHING PRACTICE OF ACADEMIA - INDUSTRY COLLABORATIVE OF
GAMIFICATION TEACHING APPLIED TO A CREATIVE MARKETING COURSE

黃玉玲

美和科技大學企業管理系講師

程云美

喬立國際創育有限公司執行長

林官蓓

國立屏東大學教育行政研究所副教授

Yu-Ling Huang

Lecturer, Department of Business Administration,
Meiho University

Yun-Mei Cheng

CEO, Joli International Innovation Education CO., LTD.

Kuan-Pei Lin

Associate Professor, Graduate Institute of Educational Administration,
National Pingtung University

摘要

本研究為某科技大學管理學院「創意行銷」課程與業師協同遊戲化教學之紀實。此課程將行銷概念結合年輕人流行的桌上遊戲,透過各組學生之間的溝通、合作、創意與批判思考(4C’s能力),最後各組設計出獨一無二的桌上遊戲並製作出成品的過程,本教學活動之評量方式,刻意跳脫量化紙筆測驗,依據課程目標採質性評量,由授課教師及業師共同以觀察及專業給予實作成績,並且辦理一場「創意行銷桌遊博覽會」,分別選出最佳設計獎、最佳創意獎、最佳海報獎及最佳桌遊獎,體驗在大學生活中,特別且不同以往的學習經驗。本研究期望未來教育部及技專校院能持續有更多經費支持業師協同教學,並將遊戲化教學之教學創新經驗提供技專校院教師未來課程規劃及教學實踐之參考。

關鍵字:業師協同教學、遊戲化、教學實踐

ABSTRACT

This study was a documentary of academia-industry collaborative teaching of the “Creative Marketing” course in an University of Technology. The course tried to combine the concept of marketing into board games that young people liked. By using the abilities of communication, collaboration, creativity, and critical thinking (the 4Cs abilities), each student group designed the unique board game and the related products at the end. The instructors did not use traditional paper-pencil evaluation. They used qualitative evaluations according to the goals of this course. The grades were given by both the academic and industrial instructors. And the instructors also held “the Fair of Creative Marketing Board Games.” Several prizes were given during the Fair, such as the best design, the best innovation, the best poster, and the best board game. The students then had special learning experiences, which were very different from what they had experienced during their college life. The study hoped that the Ministry of Education and the universities of technology would support more on the academia-industry collaborative teaching in the future. It also proposed some suggestions for future references.

Keywords:  Academia-Industry Collaborative Teaching, Gamification of Learning, Teaching Practice

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