本研究主要探討國內文創產業中文創商品業者產品與通路策略實際操作情形，並建構其產業運作關聯網絡圖。針對文創商品行銷策略操作，本研究篩選出六家符合文創商品設計條件的業者為研究對象，利用深度訪談法、紮根理論的分析方法和相關理論分析，探討出這些文創商品業者產品策略之操作動機、執行過程與通路策略之通路類型、設計過程到執行結果等特性。並依訪談與業者提供之內容，探討其運作與有關係者關聯程度、類型、特質、關聯形成因素及其他影響等。
經研究結果主要發現如：(1)目前文創商品發展趨勢因競爭關係而趨向平價，符合大眾需求；(2)業者操作策略不以營利為唯一目的，且願與他人分享合作創造雙贏；(3)文創商品業者之產品或通路二方面之操作策略大致上與一般企業並無太大差異，但創意元素是逐漸成為競爭差異關鍵；(4)產業關係網絡具階層性，且呈現同業結合與異業聯盟等。
最後根據研究結果，本研究亦對於業者提供一些建議，例如：(1)現今消費者容易對商品只有短暫熱忱，如何持續自我商品的高度創意巧思是永續經營的重要關鍵；(2)由於文創商品與一般商品的差異，一些細微因素(例如商品材質、客製化服務等)都可能成為消費者是否接受的關鍵，業者有必要多做一些變化或多元組合的策略以滿足消費者之多元需求；(3)透過如加強同業或異業合作或結盟，除了可降低營運成本、增加策略靈活度外，其合作之業者亦可能成為自我商品銷售的新通路。

This thesis studies the operations and strategies of products and place of cultural and creative merchandise, and constructed the networks of industrial operations. We selected six companies as our research samples. The strategies of operational motivation, processes, place types, design process and results were analyzed by using in-depth interview and grounded theory. The information provided by companies and interviews were studied regarding their connections, types, features, and form factor etc.
The major discoveries of this thesis includes: (1) The parity becomes reasonable due to competition, Conform consumer’s need. (2) Profit is not the only company’s objective and companies are willing to share experience for mutual benefits. (3) Cultural and creative industry does not have considerable difference from most industries. But creative element becomes the key competition. (4) Networks of industrial connection are hierarchical, and showing combine of the same industry or different industry ally etc.
According to the results of this research, we provide some advices to the related industries. (1) The period for product enthusiasm is short. How keeping for product high creativity becomes the key point for sustained operation. (2) The cultural and creative merchandise is different from other products. Some simple factors such as materials, customized service, may significantly affect consumer’s acceptance. The merchandise requires variability in design or strategies in order to satisfy various needs of the costumers. (3) Pass through the cooperation of various industries could reduce the cost of operation and increase strategic flexibility. The partners could also become the sales new place.

中文摘要
英文摘要
誌謝
目錄
表目錄
圖目錄
第壹章 緒論
第一節 研究動機與目的1
第二節 研究內容與研究對象
第三節 研究方法與流程
第貳章 文獻回顧與評析
第一節 文化創意產業
第二節 產品及通路策略
第三節 文化創意商品
第參章 研究方法與研究架構建立
第一節 研究操作設計與架構
第二節 研究特色與設計
第三節 資料分析方法
第肆章 研究結果與分析
第一節 產品策略與通路策略相關因素分析
第二節 產品策略分析
第三節 通路策略分析
第四節 創意商品行銷之關聯性廠商網絡分析
第伍章 結論與建議
第一節 研究結論
第二節 研究限制與未來建議
參考文獻
附錄 訪談大綱

一、中文文獻
林勤敏、陳純恩、董又慈(2011)。墾丁社頂部落文化之符號意象探討與創意產品設計研究。人文暨社會科學期刊，7(1)，25-40。
林勤敏(2011)。日月潭邵族文化商品創意設計研究一以貓頭鷹傳說故事為例。建國科大社會人文期刊，30(2)，67-86。
張輔玲、管倖生(2011)。創意商品設計品質量表建立。紡織綜合研究期刊，21(4)，63-73。
王蔘、林妍均、陳湘婷(2011)。藝術家與設計師的對話－文化創意商品的設計溝通策略。藝術學報，89，90-110。
陳冠政(2011)。台商客製化策略與價值鏈佈局之研究。中華管理評論國際學報，14(4)，1-19。
劉興榮(2011)。有機農產品產業結構及消費者通路分析-以有機米產業通路及消費者行為為例。健康農業，28，15-21。
張國雄(2011)。行銷管理 理論與個案分析 第三版。台北：雙葉書廊。
陳意文、吳思華、項維欣(2010)。資源基礎觀點下之資源拼湊與價值創造：以台灣翅帆開發創新產品為例。科技管理學刊，15(2)，1-20。
郭迺鋒、彭素玲、劉名寰、謝雨豆、詹智盛(2010)。仿冒威脅對全球創意經濟商品貿易流量之影響－配對國家追蹤資料引力模型的驗證。經建專論，8(10)，61-89。
吳靖國(2010)。質性研究：從理解「人」開始。銘傳教育電子期刊，2，20-34。
行政院文化建設委員會(2010)。臺灣文化創意產業。1-215。
陳棟樑、賴文平(2010)。臺中縣國民小學教師對學校行銷策略認知與滿意度之研究。網路社會學通訊期刊，88。取自http://www.nhu.edu.tw/~society/e-j/88/88-42.htm。
林榮泰(2009)。文化創意產品設計：從感性科技、人性設計與文化創意談起。人文與社會科學簡訊，11(1)，32-42。
林榮泰、林伯賢 (2009)。融合文化與美學促成文化創意設計新興產業之探討。藝術學報，85，81-105。
味丹人(2009)。降低成本 提高競爭力。專題報導，55，4-17。
行政院文化建設委員會(2009)。創意台灣—文化創意產業發展方案行動計畫。1-84。
鄧靖江(2009)。中小型IC通路商轉型策略研究－以個案公司為例(未出版之碩士論文)。台灣大學，台北。
行政院經濟建設委員會(2008)。挑戰2008國家發展重點計畫總結報告-文化創意產業。1-73。
江義平、李怡璇、江亦瑄(2008)。文化主題商品體驗行銷效果之研究。東吳經濟商學學報，60，67-104。
謝尚樺(2008)。二階層通路垂直控制：經銷商投機行為在品牌間競爭之分析(未出版之碩士論文)。台灣大學，台北。
黃世輝、鄭君平(2007)。節慶活動發展文化商品問題初探。2007文化商品設計國際研討會，39-49。
龍紀萱 (2007)。質的研究法。中國醫藥大學醫務管理學系。1-49。
陳啟昕(2007)。台灣表演藝術產業通路策略研究-以音樂類表演藝術為例(未出版之碩士論文)。國立成功大學，台南。
葉文婷(2007)。國中生自我概念與創造力關係之研究(未出版之碩士論文)。國立台灣科技大學，台北。
林清河(2006)。策略管理。科學發展，399，12-19。
林榮泰、王銘顯、洪德仁、孫銘賢、孫俊彥(2006)。社區文化之創意產品設計模式-以北投溫泉精品計畫為例。藝術學報，79，93-108。
蔡祈賢(2006)。行銷管理及其在公務機關的應用。研習論壇月刊，70，16-26。
林隆儀(譯)(2006)。行銷策略管理 第五版(Marketing strategy：a decision focused appraoach, 5th ed.)( 原作者：Orville C. Walker, Jr, & John W. Mullins &Harper W. Boyd, Jr. & Kean-Claude Larréché)。台北市：五南圖書出版股份有限公司。
吳炳銅(2006)。教育行銷學。台北：冠學文化。
王廷興(2005)。創新工程系列講座-創新思維。中華民國工程技術管理協會。
林金定、嚴嘉楓、陳美花(2005)。質性研究方法：訪談模式與實施步驟分析。身心障礙研究，3(2)，122-136。
吳齊殷、莊庭瑞(2005)。超連結網絡分析：一項分析網路社會結構的新方法。資訊社會研究，6，127-148。
林本炫(2005)。紮根理論研究法評述。(收入齊力、林本炫編)質性研究方法與資料分析，171-200。嘉義：南華教社所。
劉維公(2005)。創意生活產業：台灣經濟啟蒙運動。創意生活產業魔法書，台北：典藏藝術家庭股份有限公司。
吳齊殷、莊庭瑞(2004)。超連結網絡分析：一項分析網路社會結構的新方法。資訊社會研究，6，127-148。
吳宗瓊、朱育瑩、蔡秀玲(2004)。地方觀光行銷策略之探討－墾丁地區節慶活動與非活動期間之不同。觀光研究學報，10(4)，87-100。
吳宗瓊、鄭智鴻(2004)。北台灣主要休閒農場之市場區隔與定位分析。觀光研究學報，10(1)，97-113。
鄭明松、王世澤 (2004)。體驗行銷創造消費價值。貿易雜誌，236，22-26。
葉日武(譯)(2004)。消費者行為：建立行銷策略( Consumer Behavior – Building Marketing Strategy) (原作者：Hawkins, Del I., Best, Roger J., & Coney, Kenneth A., 2001)。前程企管，557。
曾真真、何雍慶、黃淑琴(2003)。產品核心利益與認知價值、 滿意度及忠誠度之整合分析 －以台中市壽險保戶為例。輔仁管理評論，10(3)，89-104。
周麗芳(2002)。華人組織中的關係與社會網絡。本土心理學研究，18，175-227。
魏聖忠(2002)。當代觀念行銷新思維：市場導向理論的回顧與評價。管理評論，21(4)，129-153。
行政院經濟建設委員會(2002)。文化創意產業概況分析調查。1-285。
翁景民、胡同來(譯)(2002)。行銷通路(Marketing Channels 5/e) (原作者：Louis W. Stern Adel I. El-Ansary Anne T. Coughlan)。台北：華泰文化事業股份有限公司。
陳向明(2002)。社會科學質的研究。台北：五南。
王世澤(2002)。體驗行銷：模型發展與實務驗證(未出版之碩士論文)。 國立中央大學，桃園。
陳昺麟(2001)。 社會科學質化研究之紮根理論實施程序及實例之介紹。勤益學報，19，327-342。
黃麗月、徐憲宏(2001)。宋元「說話」、「話本小說」的「商品經濟」特色。遠東學報，19，557-567。
許仲川(2001)。從地方產業網絡觀點檢視高雄多功能經貿園區規劃與推動(未出版之碩士論文)。國立中山大學，高雄。
彭曉瑩(2000)。師範校院教育行銷困境及發展策略之研究(未出版之碩士論文)。國立台南師範學院。台南。
別蓮蒂(2000)。生活型態百皮書─2000年台灣消費習慣調查報告。台北：商周。
周文賢(1999)。行銷管理—市場分析與策略規劃。台北：智勝文化。
黃政傑(1998)。質的教育研究：方法與實例。台北：漢文。
王惠君(1997)。城鄉景觀風貌的變遷與展望。看守臺灣季刊，24-27。
徐宗國(1997)。質性研究概論。台北：巨流。
高敬文(1996)。質化研究方法論。台北：師大書苑。
胡幼慧(1996)。質性研究：理論、方法及本土女性研究實例。台北：巨流。
陳昭儀、陳琦、張素華(譯)(1995)。瞭解創意人(原作者：Jane Piirto)。台北：心理出版社公司。
蔡勇美、郭文雄(1987)。都市社會學。台北：巨流圖書公司。
蔡敦浩(1985)。策略決策過程之研究(未出版之碩士論文)。國立政治大學，台北。
二、英文文獻
Ardichvili, A., Cardozo, R., & Ray, S. (2003). A Theory of Entrepreneurial Opportunity Identification and Development. Journal of Business Venturing, 18(1), 105-123.
Arieti, S. (1976). Creativity--The magic synthesis. New York: Basic Books.
Babin, B. J., Darden,W. R., & Mitch, G. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20, 644 – 656.
Bennett, P. D. (1995). Dictionary of marketing. terms.(2ed.). Chicago：American Marketing Association.
Bichard, A., Dury, S., Schönfeldt, H. C., & Moroka, T., Motau, F., & Bricas, N. (2005). Access to urban markets for small-scale producers of indigenous cereals: a qualitative study of consumption practices and potential demand among urban consumers in Polokwane. Development Southern Africa, 22(1), 125-141.
Boote, A. S. (1981). Markets segmentation by personal value and salient product attributes. Journal of Advertising Research, 21(1), 29-35.
Booz, A., & Hamilton (1982). New Product Management for the 1980s, New York.
Borchert, I. (2009). Trade diversion under selective preferential market access. Canadian Journal of Economics, 42(4), 1390-1410.
Boyle, B., Robert, F., Robicheaux, R. A., & Simpson, J. T. (1992). Influence Strategies in Marketing Channels: Measures and Use in Different.
Chain, S. A. (1996). Seven Pillars to Future Success, 9A–15A.
Dass, M. P. (2000). Preparing coaches for the changing game of science: Teaching in multiple domains. The Clearing House, 74, 39-41.
Deighton, J., & Grayson, K. (1995). Marketing and Seduction: Building Exchange Relationships By Managing Social Consensus. Journal of Consumer Research, 21, 93-109.
Dennard, R. H. (2000). Creativity in the 2000s and Beyond. Research Technology Management,12(3), 23-25.
Dibb, S., & Simkin, L. (1996). The Market Segmentation Workbook. London: Routledge.
Dickson, P. R., & Ginter, J. L. (1987). Market Segmentation, Product Differentiation, and Marketing Strategies. Journal of Marketing, 51, 1-10.
Driefus, C. (1997). Talking Shop：A Conversation with the Men Who Brought You Neiman Marcus, Ikea and Virgin. The New York Times Magazine, 6, 82-86.
Drucker, P. (1994). Managing the non-profit organization：principles and practices. New York：Harper Perennial.
Easingwood, C. J. (1988). Product Lifecycle Patterns for New Industrial. Roduct. R&D Management, 18, 23-32.
Eisenhardt, K., & Martin, J. (2000). Dynamic capabilities: what are they? Strategic Management Journal, 21, 1105-1121.
Elbadawi, I., Mengistae, T., & Zeufack, A. (2006). Market access, supplier access, and Africa's manufactured exports: A firm level analysis. Journal of International Trade & Economic Development, 15(4), 493-523.
Ellison, J. (1991). Celestial Mechanics and the Location Theory of William H. Dean, Jr., 1930-52. American Economic Review, 81(2), 315-317.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior. 8th, Forth Worth, Dryden Press, Texas.
Engelen, A., & Brettel, M. (2011). A cross-cultural perspective of marketing departments' influence tactics. Journal of International Marketing, 19(2), 73-94.
Etzel, M. J., Walker, B. J., & Stanton, W. J. (2001). Marketing Management, (9 th ed.), New York: McGraw-Hill.
Francois, J., & Wooton, I. (2010). Market Structure and Market Access. World Economy, 33(7), 873-893.
Frazier, G. L., & Raymond, C. R. (1991). The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels. Journal of Marketing, 55(1), 52-69.
Frazier, G. L., & Summers, J. O. (1984). Interfirm Influence Strategies and Their Application in Distribution Channels. Journal of Marketing, 48(3), 43-55.
Frazier, G. L., & Summers, J. O. (1986). Perceptions of Interfirm Power and Its Use Within a Franchise Channel of Distribution. Journal of Marketing Research, 23(2), 169-176.
Hammersley, M. (1989). The dilemma of qualitative method: Herber Blumer and the Chicago tradition. London and New York: Routledge.
Hawkin, D. I., Best, R. J., & Coney, K. A. (2001). Consumer Behavior (8 th ed.), South Western College, New York：McGraw-Hill.
Hoekman, B., & Nicita, A. (2010). Assessing the Doha Round: Market Access, Transactions Costs and Aid for Trade Facilitation. Journal of International Trade and Economic Development, 19(1), 65-80.
Holbrook, M. B. (1994). The nature of customer value: An axiology of services in the consumption experience. Service Quality: New Directions in Theory and Practice. London, U.K. SAGE Publications.
Hsu, L.-H., & Chen, S.-Y. (2006). A case-based shape conceptualization system for supporting creative product design. Journal of Engineering Design, 17(1), 17-33.
Huizinga, J. (1955). Homo Ludens：A study of the Play Element in Culture. Boston, MA: The Beacon Press.
Jaarsveld, S., & van Leeuwen, C. (2005). Sketches from a Design Process: Creative Cognition Inferred From Intermediate Products. Cognitive Science, 29(1), 79-101.
Kemmis, S., & McTaggart, R. (eds.)(1988). The action researchplanner. Victoria: Deakin University.
Kotler, P. (1999). Marketing Management. (10 th ed.), New jersey, Prentice Hall.
Kotler, P. (2002). Marketing Management. (9 th ed.), New Jersey: Prentice-Hall.
Kotler, P. (2003). Marketing management: analysis, planning, implementing, control. (11 th ed.), New York: Prentice-Hall.
Kotler, P., & Andreasen, A. R. (1996). Strategic Marketing for Nonprofit Organizations. N. J. :prentice-Hall.
Kotler, P., & Armstrong, G. (2005). Marketing: An Introduction. (7 th ed.), Prentice Hall.
Kotler, P., Bowen J., & Makens, J. (1999). Marketing for Hospitality and Tourism. (2 nd ed.), UK:Prentice-Hall.
Krajewski, L. J., & Ritzman, L. P. (1999). Operations Management: Strategy and Analysis. New York: Best Wise Publishing Co., Ltd.
Kumar, V., & Shah, D. (2009). Expanding the Role of Marketing: From Customer Equity to Market Capitalization. Journal of Marketing, 73(6), 119-136.
Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing? Journal of Marketing, 75(1), 16 – 30.
Landry, C. (2000). The creative city-A toolkit for urban innovators. London: Earthscan.
Laudon, K., & Traver, C. (2003). E-Commerce：business, technology, society. (2 nd ed.), New Jersey: Pearson Prentice Hall, Inc.
Lazer, W. (1963). Life Style Concepts and Marketing. Toward Scientific Marketing, Chicago: American Marketing Assn, 140-151.
Le Meunier-FitzHugh, K., & Piercy, N. F. (2011). Exploring the relationship between market orientation and sales and marketing collaboration. Journal of Personal Selling & Sales Management, 31(3), 287-296.
Lee, G., & O'Kelly, M. E. (2009). Exploring locational equilibria in a competitive broadband access market: Theoretical modeling approach. Journal of Regional Science, 49(5), 953-975.
Leenders, R. Th. A. J., van Engelen, J. M. L., & Kratzer, J. (2007). Systematic Design Methods and the Creative Performance of New Product Teams: Do They Contradict or Complement Each Other? Journal of Product Innovation Management, 24(2), 166-179.
Levitt, T. (1965). Exploit the Product Life Cycle. Harvard Business Review, 43, 81-94.
Liu. Y., & Yang, R. (2009). Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability. Journal of Marketing, 73(1), 93-108.
Magingxa, L. L., Alemu, Z. G., & Van Schalkwyk, H. D. (2009). Factors influencing access to produce markets for smallholder irrigators in South Africa. Development Southern Africa, 26(1), 47-58.
Maslow, A. (1967). The creative attitude. In: Mooney, R. L., Rasik, T. A.(Eds.), Explorations in Creativity. New York：Harper & Row, 43-57.
Mathwick C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization. Measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77, 39-56.
Mayer, R. E. (1996). Learners as information processors: Legacies and limitations of educational psychology’s second metaphor. Edu cational psychologist, 3-4, 151-162.
McCarthy, E. J. (1981). Basic marketing：A managerial approach (9 th ed.). Homewood IL：Irwin.
McCorriston, S., & MacLaren, D. (2008). State Trading Enterprises as an Impediment to Improved Market Access: The Case of the Korean Rice Market. Review of International Economics, 16(3), 431-443.
Minichiello V., Aroni R., Timewell E. & Alexander L. (1995). In-depth Interviewing, Second Edition. South Melbourne: Longman.
Mishler, E. G. (1986). Research interviewing. Cambridge, MA:Harvard University Press.
Mitchell, J. C. (1969). The Concept and Use of Social Network. 20-40 in J.Dlyde Mitchell(ed). Social Network in Urban Situations Mancheter, England: Mancheter University Press.
Myers, J. (1996). Segmentation and positioning for strategic marketing decisions. Chicago: American Marketing Association.
O’Quin, K., & Besemer, S. P. (2006). Using the creative product semantic scale as a metric for results-oriented business. Creativity and Innovation Management, 15(1), 31-41.
Pesanello, P. F., Thomas, G. D., & Mason, S. (2010). Market access, are you really ready? Journal of Medical Marketing, 10(1), 25-35.
Plummer, J. T. (1974). The Concept and Application of LifeStyles Segmentation. Journal of Marketing, 38(1), 34-37.
Porter, M. E. (1980). Competitive Strategy-Techniques for Analysis Industries And Competitors. NewYork: FreePress.
Rados, D. L. (1981). Marketing for Nonprofit organizations. Boston : Auburn House. 145.
Rogers, E. M. (1962). The diffusion of Innovations. New York：The Free Press.
Sala, D., Schröder, P. J. H., & Yalcin, E. (2010). Market access through bound tariffs. Scottish Journal of Political Economy, 57(3), 272-289.
Schiffman, L. G., & Kanuk, L. L. (1991). Consumer behavior (2 nd ed.). Upper Saddle River, New Jersey: Prentice-Hall, Inc.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(1), 159-170.
Smith, B. D., & Dorfman, S. (2010). Pricing, market access and the return of reality. Journal of Medical Marketing, 10(1), 1-4.
Smith, R. W. (1956). Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, 21(3), 3-8.
Squalli, J., Wilson, K., & Hugo, S. (2010). An analysis of market access. Applied Economics, 42(14), 1833-1844.
Stern, L., & El-Ansary, A. E. (1992). Marketing channels. Englewood Cliffs, (4 th ed.), New Jersey: Prentice-Hall.
Sternberg, R. J., & Dess, N. K. (2001). Creativity for the new Millennium. American Psychologist, 56(4), 332.
Strauss, A & Corbin, J. (1998). The Basics of Qualitative Analysis: Grounded Theory Procedures and Techniques (2st ed.). Thousand Oaks, CA: Sage. 101-143.
Strauss, A., & Corbin, J. (1990). Basic of Qualitation Research: Grounded theory procedures & techniques. Newbury Park, CA: Sage.
Taghian, M. (2010). Marketing Planning: Operationalising the Market Orientation Strategy. Journal of Marketing Management, 26(9), 825–841.
Takatsuka, H., & Zeng, D.-Z. (2009): Dispersion forms: an interaction of market access, competition, and urban costs. Journal of Regional Science, 49(1), 177-204.
Tayor, S. J., & Bogdan, R. (1984). Introduction to Qualitative Research Methods. Second Edition. London, Wilsy.
Tesch, R. (1990). Qualitative Research：Analysis types & software tools. New York: Falmer.
Thaler, R. (1985). Mental Accounting and Consumer Choice. Marketing Science, 4, 199-214.
Unger, L. S., & Kernan, J. B. (1983). On the Meaning of Leisure: An Investigation of Some Determinants of Subjective Experience. Journal of Consumer Research, 9, 296-304.
Venkatesh, R., Kohli, A. K., & Zaltman, G. (1995). Influence Strategies in Buying Centers. Journal of Marketing, 59(4), 71-82.
Vernon, R. (1966). International investment and international trade in the product cycle. Quarterly Journal of Economics, 80(2), 190-207.
Waterson, M. (1984). Economic Theoryofthe Industry. NewYork : Cambridge University Press.
Well, W. D., & Tigert, D. J. (1968). A Consumer Attitude Inventory. unpublished paper presented at conference of American Marketing Assn.
White, A., & Smith, B. L. (2001). Assessing Advertising Creativity Using the Creative Product Semantic Scale. Journal of Advertising Research, 41(6), 27-34.
Williamson, O. E. (1975). Markets and Hierarchies: Analysis and Antitrust Implications. New York: The Free Press.
Wolcott, H. F. (1992). Posturing in qualitative inquiry. In M. D. Le Compte, Millroy, W. L., & Preissle, J. (Eds.). The Handbook of Qualitative Research in Education. 3-52. New York: Academic Press.
Yadav, M. S., & Monroe, K. B. (1993). How buyers perceive savings in a bundle price: an examination of a bundle's transaction value. Journal of Marketing Research, 30, 350-358.
Yin, X. (2005). A Comparison of Centralized and Fragmented Markets with Costly Search. The Journal of Finance, Lx(3), 1567-1590.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.
網站
文化建設委員會 (2012)。 http://www.cca.gov.tw/business.do?method=list&id=13