Vit Ting Anh Hc Thut

T chc lp vit bo khoa hc thng mi ng trn

tp ch quc t (6)
(Finance, Healthcare Management)
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: Finance
Thit lp cc xut nghin cu Credit cards are used
pervasively worldwide, encouraging consumer behavior
while alleviating security concerns and offering
convenience. Credit card issuing companies, retailers, the
receiving bank and credit card agencies have become the
mainstream means of societal transactions. In a cashless
century, credit cards encourage consume spending by
borrowing the cash for a purchase in advance.
Vn nghin cu Given rapid changes in consumer
trends, credit card issuing companies often lose their
competitiveness owing to a high consumer turnover rate.

V d 1 (cont.)
c im k thut nh lng ca vn nghin cu
As is estimated, the economies of scale for the credit card
issuing sector are approximately 500,000 credit cards.
However, with the increasing number of credit card issuing
companies, that figure will increase to 700,000. While
Taiwan currently has 54 credit card issuing companies,
forty of those have not achieved economies of , explaining
the fierce competition in this sector.
Tm quan trng ca vn nghin cu The inability of
credit card issuing companies to enhance communication
with consumers through effective procedures such as
integrated marketing communication makes it impossible to
promote the brand recognition of the banking sector in
issuing credit cards.

V d 1 (cont.)
Mc tiu nghin cu Based on the above, we should develop an
integrated marketing communication (IMC)-based strategy for the
banking sector to reduce overhead costs in marketing and establish a
clear enterprise brand image for consumers to easily recognize
Phng php t c mc tiu nghin cu To do so, the
optimal marketing resource allocation model can be adopted to
quantitatively investigate the information of nine credit card issuers in
banks with respect to the way in which they allocate resources. The
Delphi technique and analytic hierarchy process (AHP) method can then
be used to analyze how the Taiwan bank sector allocates its marketing
resources. Next, a consistency examination can be performed to control
the accuracy of research results. Additionally, a questionnaire survey
can be sent to banking experts, along with an AHP-based survey sent to
experts in industry. Based on those results, a priority sequence for the
weight ration of the optimal marketing resource allocation model can be
derived . Moreover, the relevant weight ratio of each level and priority
can be analyzed

V d 1 (cont.)
Kt qu d kin As anticipated, the proposed IMC-based
strategy can enable enterprises to implement IMC-related
practices efficiently.
ng gp trong lnh vc l thuyt v thc tin
Importantly, the proposed IMC strategy can adopt optimal
marketing resource allocation theory based on the AHP
method, obtaining an objective experts opinion, each factor
weight distribution, thus providing a valuable reference for
decision makers concerned with the efficient allocation of
marketing resources.

V d 2: Healthcare Management
Thit lp cc xut nghin cu The feasibility of applying
knowledge management to Taiwans emergency medical units has
received increasing attention, especially the role of knowledge assets in
effectively managing the main resources of such units.
Vn nghin cu Whether an organization can accumulate
knowledge skills efficiently and apply them effectively largely
determines its competitive strength, an area which knowledge
management of emergency medical units has not yet been identified.
c im k thut nh lng ca vn nghin cu As is well
known, knowledge management comprises four activities involving
knowledge: its circulation, creation, accumulation and dissemination,
which only have an efficiency of about 77%, 66%, 49% and 25% in
emergency medical units, respectively.
Tm quan trng ca vn nghin cu As each organization has its
own unique features, emergency medical units must identify which
knowledge management practices are the most appropriate.

V d 2 (cont.)
Mc tiu nghin cu Based on the above, we should
develop a knowledge management-based method for
emergency medical units to benchmark staff performances,
ultimately enhancing the quality of medical services.
Phng php t c mc tiu nghin cu To do
so, attitudes towards how to incorporate knowledge
management practices in emergency medical units can be
solicited via a questionnaire survey. Based on those
results, principal components for a knowledge
management-based performances index can be identified.
Appropriate benchmarks to assess the performances of
emergency unit staff can then be identified by using
analytic hierarchy process (AHP).

V d 2 (cont.)
Kt qu d kin As anticipated, the proposed knowledge
management-based method for emergency medical units
can enhance orientation training and related contents, as
well determine the appropriate frequency of such training.
Capable of elevating work productivity of staff personnel to
80%, the proposed method can ensure that the rate of
rapidly diagnosing the ailments of emergency patients can
be increased to 90%.
ng gp trong lnh vc l thuyt v thc tin
Importantly, effectiveness of the proposed method in raising
the quality of emergency medical services and upgrade the
knowledge skills of medical professionals can allow staff
personnel to fully realize their potential through knowledge
sharing.

V d 3: Finance
Thit lp cc xut nghin cu The increasing
popularity of credit cards in Taiwan has led to stringent
competition domestically. Banks encourage prospective
customers to hold multiple credit cards by relaxing approval
and credit reference procedures.
Vn nghin cu However, such practices have
significantly undermined the creditworthiness of issuing
banks, leading to increased outstanding debts and a higher
risk of defaulted loans. With this respect, previous studies
have seldom attempted to measure quantitatively the
varying degrees of risk among potential credit card
customers to identify both varying degrees of risk and
reasons for credit card debt.

V d 3 (cont.)
c im k thut nh lng ca vn nghin cu
To illustrate the severity of this problem, Taiwan has an
average of 2.8 cardholders from the currently 6,321 credit
cards available domestically, with credit card debt reaching
46%.
Tm quan trng ca vn nghin cu The inability to
discriminate between varying degrees of risk among
potential customers will only further exacerbate the credit
card debt crisis.

V d 3 (cont.)
Mc tiu nghin cu Based on the above, we should
develop a novel evaluation method to identify target credit
card customers in which the characteristics associated with
the lifestyles of such customers and factors that contribute
to easily incurred debts are incorporated.
Phng php t c mc tiu nghin cu To do
so, pertinent literature can be reviewed to identify the
characteristics of credit card customers and how their
lifestyles affect their purchasing behavior. Questionnaires
can then be sent to customers to determine their personality
characteristics and lifestyle in relation to their purchasing
behavior. Next, based on those results, cluster analysis can
be performed to classify credit card customers into different
categories.

V d 3 (cont.)
Kt qu d kin As anticipated, the proposed evaluation
method can provide a valuable reference for banking
institutions attempting to identify desirable credit card
customers,
ng gp trong lnh vc l thuyt v thc tin eventually
leading not only to the development of a marketing strategy
to attract such target customers, but also to the lowering of
operating costs in banks and credit risks.

V d 4: Finance
Thit lp cc xut nghin cu With the global economy moving into
the information age, knowledge is the most fundamental intangible capital
asset and will increasingly dominate efforts to create a competitive edge
and generate 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 intellectual capital. Intellectual capital takes the
form of inventions, ideas, general know-how, design approaches, computer
programs, processes and publications.
Vn nghin cu Although capable of measuring the value of tangible
assets that can be quantified in a company, conventional accounting
methods do not include intellectual capital, subsequently inducing an
underrating of a company's value. Therefore exactly how an organization
assesses its intellectual competency is of priority concern. Additionally,
scientific and technological advances have heightened the importance of
intellectual capital, as evidenced by the numerous companies that rely
almost completely on intellectual assets for generating revenue.

V d 4 (cont.)
c im k thut nh lng ca vn nghin cu For
instance, on-line gaming companies emphasize the ownership
of intangible capital rather than tangible assets. Online gaming
ranks at the top of the gaming industry, with generated
revenues of 1 billion US Dollars in 1999 skyrocketing to 2
billion US dollars in 2002. According to the International Data
Corporation (2003), in 2002, the on-line gaming market scale
was 533,000,000 in the Asian Pacific region, with South Korea
and Taiwan leading the way by accounting for 54% and 26%,
respectively.
Tm quan trng ca vn nghin cu The inability to
measure the value of companies without incorporating
intellectual capital will not only lead to an underrating of their
value, but also make it impossible to understand how
intellectual capital impacts the on-line gaming market.

V d 4 (cont.)
Mc tiu nghin cu Based on the above, we should develop a novel
index based on analysis hierarchy process (AHP) to measure the
intellectual capital value of on-line gaming companies.
Phng php t c mc tiu nghin cu To do so, content
analysis can be used to devise questionnaires based on intellectual capital
components. Questionnaires can then be sent to the managers of on-line
gaming companies and banks on which factors should be considering
when measuring intangible capital of their companies. Next, AHP can be
performed to understand which factors that the managers of on-line
gaming companies and banks deem the most important to the intellectual
capital of on-line gaming companies. Using AHP, the weight (i.e., relative
importance) of each intellectual capital variable can be evaluated based on
the perception of managers of on-line gaming companies and banks.
Additionally, those results can be compared with the criteria adopted by
banks in measuring the intellectual capital of a business. Moreover,
exactly how banks and on-line game companies differ when measuring
intellectual capital can be determined using Principal Component Analysis.

V d 4 (cont.)
Kt qu d kin As anticipated, the proposed index can provide online gaming companies with criteria to measure their intellectual capital
that would provide a valuable reference for banks when determining
whether to grant commercial loans. The ability to measure the actual
value of an on-line gaming company's will significantly reduce the
likelihood of defaulted loans. Additionally, on-line gaming companies
will have a clear guideline as to how banks measure intellectual capital
criteria to enhance a company's competitiveness, thus filling in the gap
between on-line gaming companies and banks.
ng gp trong lnh vc l thuyt v thc tin Moreover, the
proposed index for measuring the intellectual capital of this growth
sector can enhance conventionally used indexes and increase
measurement accuracy. Results of this study can provide a valuable
reference for banking institutions attempting to understand how on-line
gaming companies measure their intangible capital.

Ti liu tham kho

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

Further details can be found at

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