今日企業及產業經營管理最重要的任務就是了解本身所處的環境變化，掌握是什麼因素導致這些改變，並不斷的審核組織的目標與內部核心能力，且需較對手早一步做出正確的判斷與因應。然因資訊科技變化速度太快，導致環境無窮變化，所以經營策略制定極為困難。為此，考量環境的快速變化，競爭對手與顧客的互動過程，從行銷管理理論及外部市場交易成本與內部代理成本的觀點來探討策略管理創新活動與競爭優勢的建立及維持，同時輔以我國相關產業個案為探討對象進行探討，作為管理者制定組織經營模式之參考依據，為本課程主要內容。

The most important task of today's enterprise and industry management is to understand the environmental changes in itself, to master what factors are causing these changes, and to constantly review the organization's goals and internal core capabilities, and to make correct judgments and reasons earlier than the opponent. However, because the speed of information technology changes too quickly, the environment is unchanged, so it is extremely difficult to formulate business strategies. To this end, considering the rapid changes in the environment, competing with the interaction between players and customers, we explore the establishment and maintenance of strategic management innovation activities and competition advantages from the perspective of marketing management theory and the perspectives of external market transaction costs and internal agency costs. At the same time, we conduct discussions on relevant industry cases in my country as the object of exploration, and as a reference for managers to formulate organizational operation models, it is the main content of this course.

介紹行銷管理之概念，分析行銷機會;並指導同學如何擬定行銷計畫及策略，主要內容介紹行銷與行銷管理之基本概念、分析行銷機會、市場區隔技術與如何選擇目標市場、行銷策略的設計、行銷方案規劃、行銷組織、執行、控制。

Introduce the concept of marketing management and analyze marketing opportunities; and guide students how to determine marketing plans and strategies. The main content introduces the basic concepts of marketing and marketing management, analyzes marketing opportunities, market partition technology and how to choose target markets, marketing strategy design, marketing plan planning, marketing organization, execution, and control.

參考書籍
行銷學原理﹐方世榮譯﹐東華書局﹐2009﹐12版
黃松共，醫療策略管理，台灣醫務管理學會。
朱博湧，台灣籃海策略
綠金企業：從IT到ET，開創新藍海. 作者： 朱博湧; 出版社： 天下文化
精實醫療：以精實方法改善醫療品質、病患安全與員工滿意 ，出版社：中衛

資料
Porter, Michael E., COMPETITIVE ADVANTAGE : Creating and Sustaining Superior Performance, 1985,
Free Press, New York.
Robert A. Pitts and David Lei, South-Western, Strategic Management: Building and Sustaining Competitive Advantage.
哈佛企管評論文獻閱讀與討論
台灣新聞報系發展策略個案
策略是什麼？ Michael E. Porter
價值創新 W. Chan Kim
進退有據：老企業創新之道 Geoffery A. Moore
向「錢」卡位 Clayton M. Christensen
全球致勝絕招 Ian C. MacMillan
聯盟或購併 Jeffery H. Dyer

Reference books
Marketing Principles, Fang Shirong's Translation, Donghua Book Bureau, 2009, 12th edition
Huang Songgong, Medical Strategy Management, Taiwan Medical Management Association.
Zhu Boyong, Taiwan’s Basin Strategy
Green Enterprise: From IT to ET, to innovate Blue Sea. Author: Zhu Boyong; Publisher: World Culture
Fine medicine: Use precise methods to improve medical quality, patient safety and employee satisfaction, Publisher: China Life

Information
Porter, Michael E., COMPETITIVE ADVANTAGE : Creating and Sustaining Superior Performance, 1985,
Free Press, New York.
Robert A. Pitts and David Lei, South-Western, Strategic Management: Building and Sustaining Competitive Advantage.
Harvard Corporate Management Review Paper Reading and Discussion
A case for the development strategy of Taiwan News System
What is the strategy? Michael E. Porter
Value Innovation W. Chan Kim
There are difficulties in retreating: the way to innovate old enterprises Geoffery A. Moore
Clayton M. Christensen
Global End of the Winning Ian C. MacMillan
Alliance or purchase Jeffery H. Dyer