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題 名 | 修護案討論--攝影文物修復簡介 |
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作 者 | 羅鴻文; | 書刊名 | 藝術觀點 |
卷 期 | 20 2003.10[民92.10] |
頁 次 | 頁21-23 |
專 輯 | 國立臺南藝術學院古物維護研究所專輯 |
分類號 | 790.25 |
關鍵詞 | 文物修護; 古物維護; |
語 文 | 中文(Chinese) |
中文摘要 | 本文旨在模糊環境中,為廣告主建構一套評選最適電視臺執行整合行銷傳播的決策模式。本文所處理的管理問題,屬於結構不完整之多人且多準則的決策問題。本文所提之決策模式係結合因素分析、特徵向量法、模糊德菲法、模糊理論及多評準決策法等概念,將此評選問題求解。 本文首先由文獻整理出評選準則,再針對2001年臺灣地區有效總廣告量前二十大廣告主及其廣告代理商,實際參與決策或與其職務有關之主管人員及專業幕僚進行問卷訪查。利用因素分析將十九項準則萃取出六項構面,依序為「傳播活動」、「組織協調」、「運作機制」、「人力資源」、「投資效益」及「控制機制」,進而建構出廣告主評選電視臺執行整合行銷傳播之層級結構。本文利用模糊德菲法及特徵向量法,以決定萃取構面之權重,並根據三角形模糊數及語言變數兩個觀念,以作為評估準則「重要性」與方案滿足各準則「滿意度」評估之用。藉由層級整合得出各方案之綜合評價,並利用修正之Chang & Chen模糊數排序法,求出最適執行整合行銷傳播之電視臺。 本文以食品飲料相關業的龍頭老大-A企業,為所提出之模式進行實證應用,並探討其利弊,以供廣告主實際決策參考。 |
英文摘要 | The main purpose of this paper is to provide an algorithm for advertisers to select the optimal TV station to implement integrated marketing communications under fuzzy environment. The fundamental concepts we have adopted include the factor analysis, eigenvector method, fuzzy Delphi method, fuzzy set theory and multi-criteria decision-making method. With the literature review and the investigations of Taiwan top twenty advertisers and their advertising agencies, we use the factor analysis to condense the nineteen sub-criteria into six key criteria, including “communication activities”, “organization coordination”, “operation mechanism”, “investment effectiveness”, “human resources”, and “control mechanism”. Then we construct the hierarchical structure of selecting TV station to implement integrated marketing communications. The fuzzy Delphi method is integrated with the eigenvector method to form a set of pooled weights of the extracted criteria. The concepts of triangular fuzzy number and linguistic variables are used to assess the preference ratings of linguistic variables,“importance” and “appropriateness”. Through the hierarchy integration, we obtain the final scores of TV stations. Then we use a revised Chang & Chen¡¦s ranking method to rank the final scores and get the optimal TV station. With the Company A which is top-notch in food and beverage industry to be the practical case, it is discussed to see the possible advantages of the proposed method. |
本系統中英文摘要資訊取自各篇刊載內容。