Vit Ting Anh Hc Thut

T chc lp vit bo khoa hc thng mi ng

trn tp ch quc t (1)
(Healthcare Management, Finance)
Kha Thi c
i hc Y Dc TP H Ch Minh Gim c trung tm vit bo khoa hc bng
ting Anh

http://www.chineseowl.idv.tw

Tiu s c nhn
Kha Thi c (Ted Knoy) dy vit ting Anh k
thut trong cc trng i hc i Loan hn hai
mi nm. ng l tc gi ca mi bn cun sch
v vit ting Anh k thut v chuyn nghip. ng
thnh lp mt trung tm vit ting Anh ti trng i
hc Y Yunpei ng thi cng l ging vin ton thi
gian ti trng. ng chnh sa trn 55,000 bi
vit cho vic ng bo nghin cu khoa hc t nm
1989. ng l cng nh bin tp ting anh cho mt s
tp ch v khoa hc, k thut v y hc ca i Loan.

A. Nn tng (Background)

Thit lp cc xut nghin cu (Setting of research proposal): M t

mt xu hng ph bin, pht trin hoc hin tng trong lnh vc ca bn
ngi c c th hiu c bi cnh m bn xut nghin cu ang
c thc hin .

Vn nghin cu (Research problem) : M t cc hn ch chnh hoc

tht bi ca cc nghin cu trc y hoc cc phng php nghin
cu khi gii quyt cc xu hng, pht trin hoc hin tng nu .

c im k thut nh lng ca vn nghin cu (Quantitative

specification of research problem): nh lng hoc a ra mt v d v
vn nghin cu c trch dn trong ti liu tham kho trc .

Tm quan trng ca vn nghin cu (Importance of research

problem) : M t cc hu qu v mt l thuyt v thc t nu khng gii
quyt vn nghin cu.

B. Thc hin (Action)

Mc tiu nghin cu (Research objective) : M t mc tiu ca nghin

cu xut ca bn v bao gm cc c im chnh ring bit ca
nghin cu t c mc tiu nghin cu , iu m khng c
thc hin trong nghin cu trc y ( mt cu )

Phng php t c mc tiu nghin cu (Methodology to

achieve research objective) : M t ba hoc bn bc chnh t
c mc tiu nghin cu ca bn .

Kt qu d kin ( Anticipated results) : M t cc kt qu nh lng

m bn hy vng s t c trong nghin cu ca bn.

ng gp trong lnh vc l thuyt v thc tin (Theoretical and

practical contribution to field) : M t cch thc phng php hoc
kt qu nghin cu xut ca bn s ng gp v mt l thuyt trong
lnh vc nghin cu, quy lut v cng ng gp thit thc trong sn
xut, ngnh cng nghip dch v.

V d 1: Healthcare Management
Thit lp cc xut nghin cu Although Taiwans growing elderly population has
increased the demand for institutional-based health care, the institutional-based health
care sector is obviously disproportional island wide in the level and quality of services
and facilities, resulting in significant public concern over this dilemma.
Vn nghin cu Whereas concern over the quality of institutional-based care and
the working capital weight correlation has seldom been addressed, most studies have
focused mainly on legislation, human resource management and approaches to
enhance patient care.
c im k thut nh lng ca vn nghin cu According to Chang (2002),
77% of all institutional-based care facility managers surveyed believed that working
capital weight lower than a gross earnings of 80% may affect health care quality.
Tm quan trng ca vn nghin cu The inability to estimate the quality of
institutional-based health care and working capital weight correlation makes it
impossible for facility managers to provide and maintain a high level of service, thus
infringing up consumers rights in this growing sector.

V d 1 (cont.)
Mc tiu nghin cu Based on the above, we should analyze how
various working costs impact the quality of institutionalized-based
healthcare.
Phng php t c mc tiu nghin cu To do so, exactly how
institutional-based healthcare quality and working costs correlated with
each other can be analyzed by using data of financial statements and
customer satisfaction. Relevant data not in a digitized format or in a small
quantity can then be calculated by using a gray system-based mathematic
method and fuzzy theory.
Kt qu d kin As anticipated, after the fuzzy theory is applied to digitize
the data, they gray system can be used to rank and verify the importance
of various working costs and the quality of institutional-based healthcare.
ng gp trong lnh vc l thuyt v thc tin Importantly, results of
this study can enable institutional-based healthcare facility managers not
only to strengthen areas of corporate management, but also to provide a
high quality of long term healthcare.

V d 2: Finance
Thit lp cc xut nghin cu The increasing popularity of credit card use in Taiwan has
made it possible for banking institutions not only to acquire extensive customer data, but also to
analyze such data to optimize marketing management practices, which is essential for corporate
survival.
Vn nghin cu However, differentiated marketing practices in Taiwan are insufficient, with
conventional methods seldom incorporating strategies that analyze customer data effectively.
Thus, the lack of interacting with customers will diminish the focus of the Product and Promotion
strategy. For instance, conventional methods fail to provide convenient services to customers
efficiently.
c im k thut nh lng ca vn nghin cu Namely, although the mail-order
division of a company sends its promotional materials to its customers, only 10% of those
customers subsequently purchased those advertise products. The inability to identify whom
those 10% potential customers are in advance makes it impossible not only to save the
remaining 90% overhead costs of the promotional materials, but also to prevent the sales
division from concentrating on potential customers to enhance work productivity by providing
upgraded products and services.
Tm quan trng ca vn nghin cu Consequently, conventional methods may cause
decision makers to select inappropriate strategies. Additionally, the lack of a differentiated
marketing strategy will lead to inefficiency and high overhead costs. Under such circumstances,
banking institutions can not implement product promotion effectively owing to the inability not
only to provide reliable services, but also to adopt differentiated marketing practices.

V d 2 (cont.)
Mc tiu nghin cu Based on the above, we should develop a dynamic
purchasing model of potential customers, for use in market differentiation and
effective management of customer relations.
Phng php t c mc tiu nghin cu To do so, based on numerous
customer data available, a data mining method, i.e. CRISP-DM, can be adopted,
which combines the conventional means of data exploration with two mathematical
calculations (decision tree and category nerve) to determine how various
purchasing activities are related. Factors of customer relations and customer life
cycle can then be combined to construct an enhanced management model.
Kt qu d kin As anticipated, the proposed dynamic purchasing model for
managing customer relations effectively can significantly reduce promotional costs,
as well as allow sales staff to concentrate on identifying potential customers.
ng gp trong lnh vc l thuyt v thc tin By incorporating CRIPS-DM, the
proposed model can analyze current customer data efficiently, enabling marketing
staff to identify potential niche markets and manage customer relations effectively.
Via the proposed model, factors of the dynamic module can be verified and
adjusted to ensure that a company provides quality services continuously.

V d 3: Healthcare Management
Thit lp cc xut nghin cu The Taiwanese Government has relaxed
restrictions on the domestic medical sector in recent years, such as enabling
consumers to purchase over-the-counter drugs, vitamins and other medicines in
supermarkets or through mass merchandisers. Consequently, the profits of local
pharmacies have been negatively impacted.
Vn nghin cu Although pharmacies have attempted to strengthen consumer
demand through one-stop shopping, e.g., sanitary and other medical-related
products, overall revenues have not significantly increased.
c im k thut nh lng ca vn nghin cu For instance, although
13,000 pharmacies were operating island in 1995, the number declined to nearly
10,000 as of December 2002.
Tm quan trng ca vn nghin cu The inability to identify those factors that
influence consumers to purchase goods in pharmacies will make it impossible not
only to develop an effective strategy to effectively address this dilemma, but also to
increase the number of customers in pharmacies as well as generated revenues.

V d 3 (cont.)
Mc tiu nghin cu Based on the above, we should develop a key
successful factors (KSF) model that incorporates consumer purchasing
factors on different hierarchical levels in order for local pharmacies in
Taiwan to reform their marketing strategies.
Phng php t c mc tiu nghin cu To do so, a
questionnaire based on consumer purchasing factors identified from
pertinent literature can be sent to consumers and pharmaceutical
managers. Major consumer purchasing factors can then be analyzed and
ranked by using the analytic hierarchy process.
Kt qu d kin As anticipated, the proposed KSF model can enable
pharmaceutical managers to execute business operations for effectively by
allowing them to modify marketing strategies based on the difference
between consumer demand and the response to those demands.
ng gp trong lnh vc l thuyt v thc tin Importantly, the
proposed model can also be applied to other retail stores, subsequently
enhancing their business operations.

V d 4: Finance
Thit lp cc xut nghin cu Intellectual capital is a significant resource for
creating a companys wealth. Although tangible assets such as property, facilities, and
equipment continue to play a vital role in manufacturing products and providing
services, their relative importance has declined with the increasing importance of
knowledge-based assets. Although capable of determining the value of tangible assets
that can be quantified in a company, conventional accounting methods do not include
knowledge-based assets, subsequently inducing an underrating of a companys value.
Vn nghin cu Additionally, scientific and technological advances have
heightened the importance of intellectual capital. For instance, online gaming
companies emphasize the ownership of intellectual capital rather than tangible assets.
In this respect, the value of online gaming companies has seldom been evaluated in
previous studies.
c im k thut nh lng ca vn nghin cu As evidence of its popularity,
online gaming ranks at the top of the gaming industry, with generated revenues of $US
1 Billion in 1999 skyrocketing to $US 2 Billion in 2002.
Tm quan trng ca vn nghin cu The inability to determine the value of
companies without incorporating intellectual capital will not only led to an underrating of
their value, but also make it impossible to understand how intellectual capital impacts
the online gaming market.

V d 4 (cont.)
Mc tiu nghin cu Based on the above, we should develop a novel
index to determine the intellectual capital value of online gaming companies.
Phng php t c mc tiu nghin cu To do so, questionnaires
can be sent to the managers of online game companies to identify which
factors should be considered when evaluating their companies intellectual
capital. Those results can then be compared with the criteria adopted by
banks when determining the intellectual capital of a business. Next, exactly
how banks and online game companies differ when evaluating intellectual
capital can be determined using Principal Component Analysis (PCA).
Kt qu d kin As anticipated, results of tis study can provide a valuable
reference for banking institutions attempting to understand how online
gaming companies evaluate their intellectual capital.
ng gp trong lnh vc l thuyt v thc tin Importantly, the proposed
index for determining the intellectual capital of this growth sector can
enhance conventionally used indexes and increase evaluation accuracy.

Ti liu tham kho

Knoy, T (2002) Writing Effective Work
Proposals. Taipei: Yang Chih Publishing

Further details can be found at

http://www.chineseowl.idv.tw