中国物理海洋学研究70年：发展历程、学术成就概览

本文概略评述新中国成立70年来物理海洋学各分支研究领域的发展历程和若干学术成就。中国物理海洋学研究起步于海浪、潮汐、近海环流与水团,以及以风暴潮为主的海洋气象灾害的研究。随着国力的增强,研究领域不断拓展,涌现了大量具有广泛影响力的研究成果,其中包括:提出了被国际广泛采用的"普遍风浪谱"和"涌浪谱",发展了第三代海浪数值模式;提出了"准调和分析方法"和"潮汐潮流永久预报"等潮汐潮流的分析和预报方法;发现并命名了"棉兰老潜流",揭示了东海黑潮的多核结构及其多尺度变异机理等,系统描述了太平洋西边界流系;提出了印度尼西亚贯穿流的南海分支(或称南海贯穿流);不断完善了中国近海陆架环流系统,在南海环流、黑潮及其分支、台湾暖流、闽浙沿岸流、黄海冷水团环流、黄海暖流、渤海环流,以及陆架波方面均取得了深刻的认识;从大气桥和海洋桥两个方面对太平洋–印度洋–大西洋洋际相互作用进行了系统的总结;发展了浅海水团的研究方法,基本摸清了中国近海水团的分布和消长特征与机制,在大洋和极地水团分布及运动研究方面也做出了重要贡献;阐明了南海中尺度涡的宏观特征和生成机制,揭示了中尺度涡的三维结构,定量评估了其全球物质与能量输运能力;基本摸清了中国近海海洋锋的空间分布和季节变化特征,提出了地形、正压不稳定和斜压不稳定等锋面动力学机制;构建了"南海内波潜标观测网",实现了对内波生成–演变–消亡全过程机理的系统认识;发展了湍流的剪切不稳定理论,提出了海流"边缘不稳定"的概念,开发了海洋湍流模式,提出了湍流混合参数化的新方法等;在海洋内部混合机制和能量来源方面取得了新的认识,并阐述了混合对海洋深层环流、营养物质输运等过程的影响;研发了全球浪–潮–流耦合模式,推出一系列海洋与气候模式;发展了可同化主要海洋观测数据的海洋数据同化系统和用于ENSO预报的耦合同化系统;建立了达到国际水准的非地转(水槽/水池)和地转(旋转平台)物理模型实验平台;发展了ENSO预报的误差分析方法,建立了海洋和气候系统年代际变化的理论体系,揭示了中深层海洋对全球气候变化的响应;初步建成了中国近海海洋观测网;持续开展南北极调查研究;建立了台风、风暴潮、巨浪和海啸的业务化预报系统,为中国气象减灾提供保障;突破了国外的海洋技术封锁,研发了万米水深的深水水听器和海洋光学特性系列测量仪器;建立了溢油、危险化学品漂移扩散等预测模型,为伴随海洋资源开发所带来的风险事故的应急处理和预警预报提供科学支撑。文中引用的大量学术成果文献(每位第一作者优选不超过3篇)显示,经过70年的发展,中国物理海洋学研究培养了一支实力雄厚的科研队伍,这是最宝贵的成果。这支队伍必将成为中国物理海洋学研究攀登新高峰的主力军

財經新聞華語閱讀教材規畫設計

[[abstract]]隨著大中華經濟圈在全球影響力日漸升高，財經新聞華語教材的需求也逐步加溫中，本論文即針對財經新聞教材的規畫設計進行探討。研究方法採「發展研究法」，同時運用「內容分析法」與「行動研究法」，採取功能語言觀的視野，以溝通式教學法為設計主軸。 在內容分析方面，於第二章探討新聞教學、商業教學、閱讀教學、網路輔助語言教學的授課方式與授課重點，以及相關教材編寫的特色。第三章進行現有相關教材分析，並陳述教材編寫與課程設計的理論，綜合相通之處，歸納出教材設計要素與程序。 財經新聞華語閱讀教材的發展，採取編前分析、選材設計、編輯製作等三個階段。在編前分析階段，以筆者所編寫的財經報紙標題共223則為語料，針對財經新財經新聞用語特色，進行語料分析。另外，也對財經新聞網路資源進行蒐集與分類。 在選材設計階段，依照教學與教材設計項目依次進行設計，再以編前分析結果為課文單元主軸與單元教學重點，架構起財經新聞教材的雛型。在編輯製作編段，先列出教材的大綱內容，再實際設計出一個課文範例，以呈現教材規畫設計的成果。

The research of consumer cultural positioning and cosmetics advertisment

本研究是探究 「品牌名稱所使用的語言」、「品牌名稱的發音」、「廣告標題 所使用的語言」、「廣告訴求」與「代言人的外型」以上的五項文化面向的相關 要素、符碼對廣告所呈現的「全球消費者文化定位」、「外國消費者文化定位」 與「本國消費者文化定位」之品牌的消費者文化定位造成的影響。 本研究以「內容分析法」分析台灣四本女性時尚雜誌—VOGUE 國際中文版、 VIVI 唯妳時尚國際中文版、MINA 時尚國際中文版及CHOC GIRLS 恰女生中 273 篇化妝品廣告。 本研究發現台灣女性時尚雜誌中化妝品廣告，多使用「全球消費者文化定 位與外國消費者文化定位」作為其品牌的定位策略。 並獲得以下結論： 一、相較於使用中文，若在廣告中使用外國語言作為廣告標題，對判定外國消 費者文化定位有負面的效果。 二、相較於硬性銷售訴求，若在廣告中使用軟性銷售訴求，對判定全球消費者 文化有負面的效果、外國消費者文化定位有正面的效果。 三、相較於與使用當地廣告代言人，若在廣告中使用外國（西方）代言人，對 判定當地消費者文化定位有負面的效果、對外國消費者文化定位有著正面的效 果。 四、相較於與使用當地廣告代言人，若在廣告中使用外國（西方）代言人，對 判定全球消費者文化定位與外國消費者文化定位有著正面的效果，更甚於當地 消費者文化定位。This thesis conducts a research of five cultural orientation related elements, or signs—the language used for brand name, the pronunciation of brand name, the language used for advertising title, advertising appeal of either hard-sell or soft-sell for brand positioning, and appearance of spokesperson(s) how to affect the Consumer Cultural Positioning (CCP) of ads. This thesis coducts a content analysis of 273 cosmetics advertisments from four Taiwan women's fashion magazines—VOGUE TAIWAN, VIVI, MINA, and CHOC GIRLS. The thesis finds "Global Consumer Cultural Positioning (GCCP) and Foreign Consumer Cultural Positioning (FCCP)" are used more frequently than Local Consumer Cultural Positioning (LCCP) as the brand positioning strategy in the cosmetics advertisements from Taiwan women's fashion magazines. And, the major conclusions are as following: 1. Compared to using Chinese language, using foreign language as advertising title in an ad has the negative effect to FCCP. 2. Compared to using the hard-sell appeal, using the soft-sell appeal for brand positioning in an ad has the negative effect to GCCP, and the positive effect to FCCP. 3. Compared to using local spokesperson, using western spokesperson for brand positioning in an ad has the negative effect to LCCP, and the positive effect to FCCP. 4. Compared to using local spokesperson, using western spokesperson for brand positioning in an ad has the positive effect to GCCP and FCCP than LCCP

The Strategies and Perspectives on the Continuance of Progressive Merchant Mitsui Family― In the Case of Its Comparison to Huizhou Merchant―

江戶時期知名的大商人三井高利（宗壽）創立了「三井越後屋（和服店，三越百貨的前身）」，奠定了三井家的事業基礎。三井高利注重家族的延續，為了避免家族的分裂，於其遺書「宗壽居士古遺言」中揭示了家產共有的方向。第二代的高平（宗竺）於元祿七年(一六九四)改寫父親三井高利的遺書，制定三井家族一家的家法「宗竺遺書」。當中規定由限定的血緣團體，也就是由九名「同苗」共同擁有「三井」的事業及資產；確立了家產共有制度。另外，「宗竺遺書」對於家族及事業之管理機構「大元方」，以及事業經營辦法都有詳細的規定，其中不依附政權為三井事業經營的最高指導原則。由特定的血縁集團所構成的三井家並沒有隨著德川幕府一起走入歷史，成功的將家族的命脈延續至明治時期。 而與江戶時代相當、明清時期的徽商靠著宗族的力量發展茁壯，成為中國十大商幫之首。徽商認識到宗族的擴大強化和家庭的延續息息相關，因此對宗族十分重視。此外，依附政權為徽商經營的一個顯著特徵。為了使事業和政權結合，徽商對於宗族子弟透過科舉任官十分熱心。透過和政治權力結合而叱吒商場上三四百年的徽商，和清朝政府如同命運共同體，一起走向衰亡的道路。 本稿想探討的是，為什麼徽商的家業(商)於清末凋零，而三井家的家業卻能成功地延續到明治時期。因此本稿從中日社會差異、考察三井和徽商的家族組織、家訓、教育、經營的特質，並藉由家族延續的志向及實際的行動，掌握家族延續的思維及戰略。結果發現徽商家族無法存續的原因在於，財產的分割繼承，削弱了家族的財力。此外，事業寄生於政權發展的徽商，欠缺商人的獨立品格，也是造成其衰亡的要因之一。 相較於徽商，三井利用封閉的血緣集團，來經營三井的家族事業。為避免因為分產造成家族力量的削弱，三井實施家產共有制度，由封閉的血緣集團成員共同擁有。自立自強，不圖附著於政權發展的三井，不僅具備商人的獨立品格，也說明了「自立」為使其存續到近代的基本條件。 透過和徽商的比較，觀察出徽商和三井家家族延續的思維與戰略再某些方面，恰恰相反，這也突顯了三井家成功延續到明治時期的原因。江戸時代において豪商として知られている三井高利は三井越後屋（三越デパートの前身）の創業祖である。高利は「家」の存続を念頭に、「宗寿居士古遺言」を残して家産の共有を指示している。二代目の高平（宗竺）は、元禄七年(一六九四)に書かれた宗寿の遺書を改め、三井家とその事業を規定する家法「宗竺遺書」を制定し、同苗の範囲を規定し限定的な血縁集団＝九家からなる「同苗」集団によって「三井」の事業を維持する方針を決め、家産の共有制度を明文化した。また、「宗竺遺書」は三井家の同苗と事業の管理機関である大元方について、細かく規定し、事業経営の方針を決めた。事業経営に際し、政治権力に依存しないのは三井的な経営の主な経営方針である。限定的な血縁集団で構成された三井家は幕末から明治まで生き残った。 それに対して、江戸時代に相当する明清朝期において、全国のトップの商人団体として知られている徽商は「宗族」の力によって発展したのである。「宗族」の拡大・強化は家の存続に繋がると認識している徽商は宗族を重視した。 そして、政治権力との結びつきを重視する点は徽商的経営の大きな特徴として注目される。富を築いた徽商は宗族子弟が科挙官僚になるための教育に熱心に力を注いだ。徽商は三四百年にわたって活躍したが、清末に清朝政府とともに衰微の道を辿った。すなわち、清朝の政権とともに運命をともにした。 本論では、日中社会の違いを考慮し、三井家と徽商のそれぞれの同族組織、家訓、教育、経営の特質を考察した。家存続のための志向性と実際の行動から、家存続の考え方を把握して、比較を行った。その結果、徽商が家存続を困難にした要因は財産の分割相続と権力との結びつきであると発見した。それに対して、三井家の家存続の考え方は、閉鎖的な血縁集団によって三井家を存続させる、また、財産の不分割相続によって家の弱体化を防ぐ、そして、三井家は権力から自立的であったことが、近代に生きのこる基本的な条件であったことを解明した。 徽商と家存続の考え方との比較を通して、三井家が明治時代まで存続した理由は一層明らかである。 【キーワード】：三井家、同苗三井越後屋、三井高利、三井高平、『宗竺遺書』、大元方、徽商、宗族、家存続The well-known businessman in the Edo era, Mitsui Takatoshi, founded the Mitsui Echigoya, a kimono-style shop which was regarded as the forerunner of Mitsukoshi department store and laid the foundations of Mitsui Family’s business industry at that time. Since Mitsui Takatoshi was much more concerned about the continuance of his family, he therefore formulated the direction of family possessions shared inheritance in his will宗壽居士古遺言for fear of the family disintegration. However, Mitsui Takatoshi’s eldest son, Takahira (Soujiku), laid down the Mitsui’s family rules, ‘The Family Code of Mitsui Drawn by the Soujiku’ in 1964 by reforming his father’s will, in which he regulated that the family business and properties are only held by some specific family members, that is, by nine Dobyous, and subsequently set up the system of family possessions shared inheritance. Furthermore, “The Family Code of Mitsui” was as well drawn up puissant rules on its family, business running, and the administration, Mitsui Omotokata, especially for the characteristic of independent politic inclination being the paramount principle. Afterwards, the newly-formed Mitsui Family didn’t fall into decay together with Edo government but had successfully maintained its prosperity from Edo till Meiji instead. Parallel to the Edo era, Huizhou Merchants in Ming and Qing Dynasties have become the top trading group in China under the backup of their lineage. To be more specific, the realization of Huizhou Merchants and the amplification and intensification of the lineage were contingent upon the continuance of family; therefore, more attention was paid on the development of lineage. Additionally, Huizhou Merchant‘s business is also characterized for its significant dependence on politic power. For the purpose of combining business and regime, Huizhou Merchants were extremely concerned about their offspring in the way of being qualified as the officials through the Imperial Examinations. Despite the combined political power which enables Huizhou Merchants to prosper for about three or four hundred years, they still could not escape from the fate that declined and fell with Qing dynasty in the long run. In general, the different application of the strategies on family continuance might roughly reflect on the contrast between the success of Mitsui Family and the failure of Huizhou Merchants. This study attempts to explore the perspectives between the Mitsui Family and Huizhou Merchant on family organization, family laws and education, and business based on the cultural difference between Chinese and Japan. Besides, the study also investigates how the family continued and which strategy they adopted through the direction and realization and by using comparative analysis to highlight the better use of strategies and perspectives on the continuance of the family. On the other hand, the reason of Huizhou Merchants’ failure in their family continuance could be attributed to the division of family possessions, which weakened the financial power of family as well. Moreover, one of primary factors that caused Huizhou Merchants’ family business to fall may result from the reliance on government, lacking its independent spirit and characteristic. Compared to Huizhou Merchants, the Mitsui Family made fully use of limited blood relationship to run their business. In order to avert the deprival of family possession from division, the family business and possessions were solely run and owned by these limited members. Most important of all, it is the independence of political inclination that finally leads to the Mitsui Family’s triumph in business industry, thereby creating its unique spirit in business and further shedding some light on how political autonomy leads to its golden age. Through the Comparison to Huizhou Merchant as aforementioned, the author found that the use of strategies and perspectives on the continuance of Huizhou Merchants are right opposite in some ways to those of Mitsui Family, which is also the reason that the Mitsui Family could prosper from Edo Era to Meiji Era

Relationship between self-identity and mental health among the middle-aged woman with chronic diseases

目的 研究中年女性慢性病患者自我认同感与心理健康状况的现状及其关系。方法 采用问卷调查法,以烟台市3所医院住院部与门诊部患有慢性疾病的40~60岁的210名中年女性为研究对象,统一发放SCL90量表与自我认同感量表。结果 中年女性慢性病患者自我认同感得分为（53.34&plusmn;5.05）分,低于常模均值;中年女性慢性病患者SCL90总分〉160分的有104人,占总人数的54.45%。SCL90总分与各因子得分显著高于全国常模（P〈0.01）;自我认同与SCL90除敌对外的其他9个因子均呈显著负相关（P〈0.05）。结论 中年女性慢性病患者自我认同感水平与心理健康水平普遍较低;自我认同对心理健康有显著影响,自我认同水平越高,心理健康水平也越好。</p

Studies on the Modulation of Blood Lipids and Promotion of Cardiovascular Health of Multi-ingredient Health Food Formula

『複合性』及『協同作用』的概念已是國際間保健食品開發的重點之ㄧ，藉由各種保健食材本身具有之生理活性，使用一種以上的材料並結合各成份不同的作用機制，可發揮更全面及顯著的保健功效。本研究選擇數種由天然植物取得之材料，以其萃取粉末混合搭配後製備成 A、B、C、I、K及J 等六種食品配方，並且以動物試驗探討這些配方對於調節血脂與心血管疾病相關之危險因子的功能性，以開發具有複合性特質的保健食品。 在高同半胱胺酸 (homocysteine, Hcy)的小鼠中，餵食配方A、B或C並無法顯著改善血中同半胱胺酸的濃度以及相關生化值。雖以各式天然蔬果為配方主要素材，維生素分析結果卻發現各配方中維生素E、B6、B12、葉酸及β-胡蘿蔔素等含量皆顯著偏低，可能流失於配方製程中，因此配方對於心血管疾病相關之危險因子-同半胱胺酸之影響有限。而在血脂調節的功能方面，低劑量的A配方與高劑量的B、I及J配方均會顯著降低高膽固醇倉鼠血清中三酸甘油酯和總膽固醇的含量，並且發現在這些配方劑量組別的肝臟脂質、三酸甘油酯或總膽固醇的含量也會同時減少，顯示血清脂質含量反應肝臟脂質狀況。此外，配方I、K與J皆會顯著增加糞便中脂質及膽固醇的排出，且與配方J呈現劑量效應 (dose-dependent)，因而可減少體內脂質堆積的機會。另外發現配方J的高劑量會明顯降低高膽固醇倉鼠體重的增加量，其食物利用率 (feeding efficiency) 與腎臟周邊及副睪的脂肪含量亦顯著減少並且與劑量呈現負相關。上述配方可以透過降低血清與肝臟脂肪或膽固醇、或增加脂質膽固醇的排出、減少食物利用率、減少體重的增加、減少腎周圍及睪丸周圍之脂肪堆積量，從而減少心血管疾病風險，因而提升血管健康，具有開發成為保健食品的潛力。The concepts of ‘synergy” and “multifunctional” have driven the development of complex formulas in the global market of functional foods. The evident efficacy of these formulas could be achieved by a combination of multi- ingredients from various food materials with health benefits. The objective of the present study was to design and investigate the efficacy of multi-ingredient and multifunctional health food formulas on improving vascular health. Six different multi-ingredient formulas containing bioactive compounds were designed and prepared from various food materials based on scientific evidence on vascular health promotion. Chemical analyses were performed on vitamins involved in vascular health. Hypercholesterolemia was induced by high cholesterol diet and in hamster model. Complex formulas were either supplemented in diet or fed by gastric gavage. Blood lipid profiles including cholesterol and triglyceride were examined. Liver lipid profiles and fecal lipid excretion were investigated. To investigate the in vivo homocysteine-lowering capacity of our multifunctional formulas, hyperhomocystemia was induced by diet in mice, followed by supplementation of the selected multi- ingredients formula. Biochemical indices of homocysteine metabolism were investigated. The contents of vitamin E, B6, B12, folic acid and β-carotene were in low levels in all formulas, possibly due to the processing procedure. Administration of formula A, B and C did not alter homocysteine concentrations or other related metabolites. On the other hand, low dosage formula A as well as high dosage formulas B, I and J all significantly lowered serum triglyceride and total cholesterol in hamsters. The contents of hepatic lipids, triglyceride and cholesterol were decreased by above formulas with correlations observed between blood and hepatic lipid profiles. Formulas I, K and J increased excretion of fecal lipid and cholesterol excretion. Furthermore, high dosage formula J reduced hepatic total lipids and cholesterol. In addition, formula J significantly and dose-dependently reduced feeding efficiency, perirenal and epididymal adipose tissues in hypercholesterolemic animals. We suggested that above formulas which promoted the excretion of fecal lipids could simultaneously reduce accumulation of hepatic lipids and cholesterol as well as reduce abdominal body fat hence having potential on vascular health promotion.中文摘要---------------------------------------------------------------------Ⅰ 英文摘要---------------------------------------------------------------------Ⅲ 目次---------------------------------------------------------------------------Ⅴ 圖目次------------------------------------------------------------------------Ⅶ 表目次------------------------------------------------------------------------Ⅷ 一、前言---------------------------------------------------------------------1 二、研究背景 2.1 健康食品之概述----------------------------------------------------2 2.2 心血管疾病之概述-------------------------------------------------3 2.2.1 常見的心血管疾病相關危險因子---------------------------4 2.2.2 血脂濃度與心血管疾病之關係------------------------------5 2.2.3 血中同半胱胺酸濃度的升高為心血管疾病的獨立危險因子-------7 2.3 心血管疾病相關之營養素----------------------------------------8 2.3.1 維生素------------------------------------------------------------8 2.3.2 多酚類化合物--------------------------------------------------11 2.3.3 膳食纖維--------------------------------------------------------12 2.4 調節血脂與心血管疾病相關因子之健康食品的發展------13 2.5 研究目的-------------------------------------------------------------15 三、材料與方法 3.1 材料製備------------------------------------------------------------16 3.2 配方中維生素之檢測---------------------------------------------16 3.2.1 葉酸含量測定--------------------------------------------------16 3.2.2 維生素C含量分析--------------------------------------------17 3.2.3 β-胡蘿蔔素含量分析----------------------------------------17 3.2.4 維生素E含量分析--------------------------------------------18 3.2.5 維生素B6 與 B12含量測定---------------------------------18 3.3 體內評估實驗-探討對於調節血脂之影響--------------------18 3.3.1 配方劑量設定--------------------------------------------------18 3.3.2 實驗動物模式--------------------------------------------------19 3.3.3 血清總膽固醇分析--------------------------------------------20 3.3.4 血清三酸甘油酯分析-----------------------------------------21 3.3.5 血清高密度與低密度脂蛋白膽固醇分析-----------------22 3.3.6 肝脂及肝膽固醇之萃取與測定-----------------------------22 3.3.7 糞便脂質萃取及糞便膽固醇排出量之測定--------------23 3.4 體內評估實驗-探討心血管疾病相關之危險因子-----------23 3.4.1 配方劑量設定--------------------------------------------------23 3.4.2 實驗動物模式--------------------------------------------------24 3.4.3 血漿及肝臟中葉酸含量的測定-----------------------------24 3.4.4 組織中硫-腺苷甲硫胺酸及硫-腺苷同半胱胺酸濃度 的測定-----------------------------------------------------------25 3.4.5 血漿中同半胱胺酸含量的測定------------------------------25 3.5 統計分析-------------------------------------------------------------26 四、結果 4.1 配方A、B、C之製備與分析-----------------------------------27 4.1.1 配方中維生素分析---------------------------------------------27 4.1.2 體內評估試驗--調節血脂部分-------------------------------28 4.1.3 體內評估試驗--心血管疾病之相關危險因子之探討----29 4.2 配方I及K之製備與體內評估試驗--------------------------31 4.2.1 配方 I及K對於體重、攝食量及臟器重量的影響-------31 4.2.2 配方 I及K對於血清脂質之影響--------------------------31 4.2.3 配方 I及K對於肝臟脂質之影響--------------------------32 4.2.4 配方I及K對於倉鼠糞便量及糞便脂質排出量之影響-------------------32 4.3 配方J之製備、分析與體內評估試驗------------------------32 4.3.1 配方J之維生素含量-------------------------------------------33 4.3.2 配方 J 對於體重、攝食量及臟器重量之影響-----------33 4.3.3 配方 J 對於倉鼠血清脂質之影響--------------------------34 4.3.4 配方 J 對於倉鼠肝臟脂質之影響--------------------------34 4.4.5 配方 J 對於糞便脂質排出量之影響-----------------------35 五、討論 5.1 配方中維生素功效性探討----------------------------------------36 5.2 配方中對於調節血脂之功效性探討----------------------------38 5.3 配方成分對於血脂與糞便脂質的探討-------------------------40 六、結論---------------------------------------------------------------------42 名詞縮寫對照表------------------------------------------------------------45 圖------------------------------------------------------------------------------46 表------------------------------------------------------------------------------47 參考文獻---------------------------------------------------------------------63 附錄一 民國96年度國人十大死因統計結果------------------------73 附錄二 成人血中總膽固醇及三酸甘油酯濃度之界定範圍------74 附錄三 目前通過調節血脂類別之健康食品成分------------------75 附錄四 統計41項通過認證之健康食品的功效訴求--------------7

Strategic Marketing Analysis of Hybrid Electric Vehicle: A Case Study of Hotai Motor

隨著全球氣候變遷與能源枯竭以及隨之而起的環保意識，各大車廠紛紛投入研發環保車的行列，期望藉由低油耗與低污染物排放來降低使用交通工具時對地球產生的危害。其中日本豐田汽車於1997年推出世界第一款量產之油電混合車─Prius，從此掀起了油電車的風潮；豐田汽車以其多年來所累積之油電混合科技技術與經驗，不僅取得先進者優勢，也在油電混合車市場中處於領先地位。 本研究選擇日本豐田汽車在台灣的總代理商─和泰汽車為研究對象；和泰汽車於2006年率先引進Prius-II，為台灣第一款房車型的油電混合車，至目前一共銷售Prius-III、Camry Hybrid以及Prius c三款油電混合車。本研究將透過訪談和泰汽車針對油電混合車款的行銷與銷售做法，並搭配邱志聖(2010)策略行銷4C架構進行分析，從外顯單位效益成本、資訊搜尋成本、道德危機成本以及專屬陷入成本各個構面深入探討豐田油電混合車在台灣的市場拓展方式。 針對高科技產品油電混合車而言，由於其混合動力系統的運作原理與傳統引擎車款大不相同，對於一般消費者來說是較為複雜且陌生的技術，因此和泰汽車強調以顧客角度出發，讓消費者了解，進而接受這項產品與技術是行銷策略最主要的目的。研究結果發現，和泰汽車在四項策略行銷構面皆採取了相應之做法，將於文中逐一檢視並分析其效益；其中在買者資訊搜尋成本以及道德危機成本方面，和泰汽車特別使用了許多方式來降低這兩項成本，以提升消費者對於油電混合車的認識與接受度，進而產生購買行為。而在專屬陷入成本方面則是較少有針對油電混合車款的做法，故建議可以提供老客戶購車優惠以及成立油電混合車主俱樂部，以此建立買者交換專屬資產，有助於維持長期穩定的交換關係

A Study of the Reading Comprehension Ability of Vocational High School Students with Disabilities in Taipei

[[abstract]]The main purpose of this study was to investigate the current reading comprehension ability of vocational high school students with disabilities. It further explored the relationship between reading comprehension ability and individual internal factors, and also the relationship between reading comprehension ability and environmental external factors. 148 disabled students(including 12 hearing disabilities, 85 learning disabilities, 17 emotional disabilities, 14 autism) studying in the field of industry were selected from 26 public and private vocational high school. The subjects mentioned above had to take the reading comprehension test and the student background questionnaire both designed by the author. When analyzing the reading abilities of a single disability and comparing among the four disabilities, all subjects collected were analyzed together. The major findings were as follows: 1. Current Reading Comprehension Ability In general, the percentage of vocational high school disabled students’ correct responses is 50%, lower than the public vocational high school normal students (80%). These disabled students’ literal reading ability is better than their reading ability of critical inference, and their reading ability of critical inference is better than their reading ability of text-based inference. These disabled students’ reading abilities of the three levels mentioned above are worse than normal students’ reading abilities of the same three levels, especially the reading ability of critical inference. Additionally, disabled students’ the development pattern of the critical inference ability and the text-based inference ability is different from that of normal students. These disabled students’ expository reading ability is better than their narrative reading ability. 2. Relationship with individual internal factors There is unobservable difference among the reading abilities of hearing-impaired, learning-disabled, emotional-disabled, and autism students. There is no significant difference among these students of different grades or different sex. Additionally, the overall reading abilities and other types of reading abilities of disabled students are not significantly related with their reading behavior, except for the critical inference which has low and positive relation with reading behavior. 3. Relationship with environmental external factors (1)Family resources: There is observable difference among the reading abilities of students of different families’ social-economic status. Students of high families’ social-economic status are superior to students of low families’ social-economic status. Most family resources are not significantly related with the reading abilities of these students. Students having reference books do perform better than those who don’t have reference books. (2)School resources: Students who knew the school library or had read the books recommended by their school do perform better than those who did not know or had never read. Students whose school had ever held reading activities or recommended books for students do perform better than those whose school had never held reading activities or recommended books. Students who had taken the resource classes in junior high school do perform better than those who did not take resource classes in junior high school. In conclusion, environmental factors are far more closely related with the reading comprehension ability of vocational high school students with disabilities than individual factors. Among these environmental factors, more items of school resources are significantly associated with the reading ability of these students with disabilities than family resources. According the aforementioned findings and the limitations of this study, the recommendations to educators and further researches were made.