題目一:
 目前網際網路已由Web1.0發展到Web 2.0。Web 2.0 是由 O'Reilly Media 公司執行長 Tim O'Reilly提出,代表經歷2001年網路泡沫化後,所產生的網站新模式。請說明Web2.0網站經營模式之特色並舉一個實例說明之。

【已刪除】第一題： 語譯（請詳細閱讀下文，並將劃線的文字，翻譯成流暢的白話文，不必抄題）：【10 分】 至於負者歌於途，行者休於樹，前者呼，後者應，傴僂提攜，往來而不絕者，滁人遊也。臨溪而漁， 溪深而魚肥，釀泉爲酒，泉香而酒冽，山肴野蔌，雜然而前陳者，太守宴也。宴酣之樂，非絲非竹，射者中， 弈者勝，觥籌交錯，起坐而喧嘩者，衆賓歡也。蒼顔白髮，頹然乎其間者，太守醉也。

一、中翻英【25 分】   谷歌公司在今年五月底表示將製造 100 輛無人駕駛原型車，沒有踏板，沒有方向盤，也 沒有其他各類控制面板，只留下一個開關鍵。谷歌希望無人車在未來科技發展下能夠做到與 現在電腦及網路一樣無所不在。事實上，這並非突如其來的構想。至少從上世紀 30 年代起， 人們就已經開始夢想無人駕駛汽車，但直到近幾年才有（像賓士、富豪汽車等）一些汽車製 造商，嘗試把這一想法付諸實踐，推出裝備著感測器和複雜軟體的測試車以便在繁忙的道路 上權衡最佳行車方式。谷歌公司從頭開始設計無人駕駛汽車，現在已經遠遠領先。但是事實 證明，這一切都比預想的要難。谷歌公司曾承諾到 2017 年就能推出無人駕駛汽車，而今預 計產品模型在 2020 年前尚未能製造出來。

二、英翻中【25 分】     Honeybees are sensitive creatures. From time to time a hive simply vanishes. What has been brought into scientists’ attention is that colony collapse disorder, as this phenomenon is known, has been getting worse since 2006. Some beekeepers worry that what has been happening with the disappearance of beehives may make their trade impossible, and could even have an effect on agriculture—since many crops rely on bees to pollinate them. Climate change, habitat destruction, pesticides and disease have all been suggested as possible causes. Nothing, though, has been proved. But the latest research, reported in Naturwissenschaften by Dr. Jeff Pettis of the Bee Research Laboratory in Maryland, suggests that this may be because more than one factor is involved.   Dr. Pettis and his colleagues knew from previous reports that exposure to a pesticide called imidacloprid has a bad effect on honeybees' ability to learn things and wondered whether it might be causing other, less noticeable, damage. Since one thing common to colonies that go on to collapse seems to be a greater variety and higher load of parasites and pathogens than other colonies, they wondered in particular whether it might be weakening the insects' immune systems, and thus allowing infections to spread through a hive.

三、英文寫作【50 分】   In recent years, the food industry in Taiwan and many other countries across the world is no stranger to food fraud. Many cases of food fraud have resulted in actual and potential threats to public health. The repercussions could spiral from consumers’ loss of confidence in food manufacturing into the catastrophic damage in the country’s economy. According to the FDA, the US Food and Drug Administration, food fraud is usually economically motivated adulteration, defined as “fraudulent, intentional substitution or addition of a substance in a product for the purpose of increasing the apparent value of the product or reducing the cost of its production.” Consider the several recent food fraud scandals in Taiwan:   Discuss the accountabilities of different parties in the chain of food industry, including manufacturers, distributors, consumers and probably most importantly the government authorizes. Provide tenable solutions and safeguard measures to deter food fraud.

題目ニ: 市場成長潛力分析主要探討:特定的產品與市場仍有多少成長的空間。以往用產品生 命週期(product life cycle, PLC)進行分析成長機會(或衰退),有過度簡化的問題。現今學 者提出以更基本的市場成長驅動力看市場成長潛力。當有些驅動力很強時,可以認定市場 仍有很大的成長空間,當沒有驅動力時,則可以判斷其有停滞衰退的超勢。因此,請提出八項市場驅動成長潛力之因素並簡要分析之。

題目三: 現今為知識經濟時代,要在知識型產業中競爭,企業必須成為以學習型組織(learning organization)為基礎的「知識型企業」。1990年 Peter M. Seng 以系統動力學(system dynamics)的觀念為基礎,提出五項修練來幫助組織發展成為學習型組織。請說明此五項修練之內容與影響為何?

題目四: 請依據學者Christensen & Raynor於2003年提出「以維持性創新(sustaining innovation)鞏固既有市場」「以破壞性創新(disruptive innovation)包圍低階市場」,及「以 破壞性創新(disruptive innovation)包圍新市場」之三種創新事業策略,分析產品性能、目標顧客、與流程/成本結構三層面之內涵。

題目一: 瞭解消費者在購買產品前,獲悉購買產品相關資訊(如產品特性、售價等)的來源, 將有助於業者擬訂有效的行銷策略。請說明消費者在購買產品前,通常會從哪些來源,瞭 解產品的相關資訊?

(一)「顧客認知價值」是如何決定的?

(二)哪些可能因素影響「顧客認知價值」的決定?