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題 名 | 新模糊綜合評判法在廣告媒體選擇之應用=A New Fuzzy Synthetic Evaluation Model on Advertising Media Selection |
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作 者 | 徐村和; | 書刊名 | 管理與系統 |
卷 期 | 7:3 2000.07[民89.07] |
頁 次 | 頁365-378 |
分類號 | 497.4 |
關鍵詞 | 媒體選擇; 模糊綜合評判法; AHP法; 模糊德菲法; Media selection; Fuzzy synthetic evaluation model; AHP; Fuzzy Delphi method; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究首先以Saaty的層級分析法(Analytic Hierarchy Process; AHP)計算各評估者的因素相對權重,再利用模糊德菲法進行群體意見的整合,建立恩素的模糊權重。其次以理想值與實際評估值相嵌(match)的觀念,計算各方案的績效值,並堭量三角模糊數在層級屬聯的乘法運算,所造成非線性問題,發展一新的模糊綜合評判法。最後並以國內某機車公司選擇雜誌刊登50c.c.機車廣告為例,進行實例應用分析,並和Saaty的AHP法作模式比較分析。 從實例分析結果發現:(1)當λ=0.8時,「讀者文摘」與「時報周刊」的排序產生很大的逆轉,表示當專家採悲觀(保守)的態度時,對「時報周刊」的喜愛程度會高於「讀者文摘」。(2)由模擬結果可看出,隨著α值增大,排序逆轉的次數隨著增加。(3)新模糊綜合評判法比Saaty 的AHP法,更能呈現決策環境得模糊性與變動性。 |
英文摘要 | The purpose of this study is to develop a new fuzzy synthetic evaluation model (FSEM). First, we use Satty's analytic hierarchy process (AHP) to calculate the relative weights of the whole group. Second, we use the ideal value and actual evaluation value matching concept to evaluate the alternatives performance. Third, we deal with the non-linear fuzzy number problem caused by the multiple operation of factors. In the end, We take for example how a motorcycle company selects magazine media for its product advertising and compare the Saaty's AHP with FSEM. From the result we find that: (1) when λ=0.8, the ranking of Reader's Digest magazine and Chinatimes Weekly magazine reverses. This shows that when experts take pessimistic attitude, the Chinatimes Weekly magazine will dominate the Reader's Digest magazine. (2)from the (3)the FSEM is better that Satty's AHP in presenting the fuzziness and the changing decision environment. |
本系統中英文摘要資訊取自各篇刊載內容。