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題 名 | 應用模糊多評準決策於廣播電臺聯播網關鍵才能評估之研究=Applying Fuzzy Multi-criteria Decision-making Method to Evaluate the Key Capabilities of Taiwan Broadcasting Syndicate |
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作 者 | 陳耀竹; 黃心怡; | 書刊名 | 傳播管理學刊 |
卷 期 | 10:1 2009.03[民98.03] |
頁 次 | 頁65-94 |
分類號 | 557.76 |
關鍵詞 | 聯播網; 關鍵才能; 三角形模糊數; 模糊數排序; 模糊多評準決策; Syndicate; Key capabilities; Triangular fuzzy number; Ranking fuzzy numbers; Fuzzy multi-criteria decision-making; |
語 文 | 中文(Chinese) |
中文摘要 | 經濟不景氣情況中,2008年整體廣告量下滑 8%,廣播卻仍有 2%的成長。廣播電台如何從自身資源基礎中,發掘獨特之關鍵才能進而尋求核心能力。本文旨在尋求一套評估廣播電台聯播網關鍵才能之模式,以平衡計分卡為基礎,衡量有形與無形資產,考量財務與非財務構面,評估關鍵才能;並導入模糊多評準決策,輔助決策之發展。 透過專家訪談與重要性分析,本研究篩選出台灣地區聯播網經營者在衡量關鍵才能時之準則與次準則。並委請決策小組藉由配對比較法決定準則輕重。並針對次準則之重要性與才能滿足次準則之滿意度進行評分,經由模糊多評準決策法,完成台灣地區聯播網關鍵才能之評估模式。最後,進行層級整合得出各項才能之綜合評價,並利用 Chen模糊數排序法,求出關鍵才能。本研究以以國內某聯播網為主要個案操作對象。將決策模式付諸操作,協助個案公司了解自身關鍵才能,輔助其經營決策之發展。 本研究用以尋求聯播網關鍵才能之準則共有四項,二十一項次準則,並以 KISS RADIO聯播網為實證分析對象,結果顯示節目製播與業務推展為該公司之關鍵才能。本文所提供之評估模式,可用於其他廣播業者之參考,本文之研究方法亦可用於其他傳播領域,以輔助其尋求重要經營準則。 |
英文摘要 | The purpose of this paper is to provide a decision-making method to evaluate the key capabilities of the syndicate to posses a competitive advantage over its rivals. Because traditional financial tools are insufficient in measuring the assets, this study adopts the balanced scorecard to measure the capabilities. In addition, some selecting criteria are qualitative by nature and often depend on experts’ judgment of approximation. It is difficult to elicit the complete, precise, and reliable knowledge from the experts. As mentioned above, a fuzzy multi-criteria decision-making method appears to be one of the feasible solutions to handle such difficult problems. What the fundamental concepts we have adopted includes the expert interview, the eigenvector method, and the fuzzy multi-criteria decision-making method. The fuzzy Delphi method is integrated with the eigenvector method to form a set of pooled weights of the criteria, and 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 alternatives. Then we use Chen’s ranking method to rank the final scores for choosing the optimal alternative. The purpose of this research is to apply a model of the evaluation of the key capabilities for the syndicate in Taiwan to assist their strategy development. We find there are four main criteria and twenty one sub-criteria for evaluating the key capabilities of syndicate, and apply the proposed method, we find the key capabilities of the Business Today of Taiwan is the program system broadcasts with the service promotion. |
本系統中英文摘要資訊取自各篇刊載內容。