臺灣博碩士論文加值系統

由於目前展覽行銷領域日漸受到重視，因此，本文目的在建立一個企業或公
協會對於國際展覽公司的選擇模式。本模式分為兩個部份，第一部分先透過相關
文獻及修正式德菲法(Modified Delphi Method)找出合適的展覽公司評選準則，第
二部分以層級分析法(AHP)來決定準則之相對權重、排序替選方案並選出最佳的
展覽公司，並以台灣知名寢具為例，應用此模式進行實證研究。研究結果發現企
業主重視的準則依序為專業度、整體企劃及可行性、後勤支援、服務品質、可靠
度與形象面向，最後，利用敏感度分析來探討當評估因素之準則權重改變時，其
他評估因素相改變的程度為何，研究結果發現，在主準則表現方面，當服務品質
面向的權重值由 4.3%增加到 24.9%時，替選方案優先順序會改變；而在次準則
中，後勤支援面向中旅遊這項次準則權重由 3.5%提升至 28.8%時，替選方案優
先順序亦會改變；在次準則中，專業度面向中對產業了解性這項次準則權重由
21.4%提升至 52.0%時，替選方案優先順序亦會改變；在次準則中，整體企劃及
可行性面向中對企劃案內容的完整性這項次準則權重由 17.0%提升至 52.8%時，
替選方案優先順序亦會改變。此模式提供了企業主客觀且有效的方式來選擇最佳
展覽公司，在學術及實務上均有一定程度的價值與貢獻。

As the current area of increasing attention in exhibition marketing, thus this study develops a model for selecting an international exhibition agency. First, the proposed model adopts the modified Delphi method to identify suitable criteria for evaluating an exhibition agency. Next, the research model applies the analytic hierarchy process (AHP) to calculate and find the optimal exhibition agency by ranking all the candidates. Additionally, the example of a renowned Taiwanese bedding company is used to demonstrate the process of exhibition agency selection using this model. According to the results of this study, the aspects business owners care about, ordered by the emphases they place, include “professionalism”, “overall planning and feasibility”, “logistic support”, “service quality”, and “reliability and image”. Eventually, using the sensitivity analysis to test criteria when assessing factors of weight changes and how about the other assessment factors. According to the research findings, the weight of the criteria “service quality” increases from 4.3% to 24.9%, the order of the agencies will change. And the weight of sub-criteria “traveling” increases from 3.5% to 28.8% the order of the agencies will change. And the weight of sub-criteria “Knowledge of the industry” increases from 21.4% to 52.0% the order of the agencies will change. And the weight of sub-criteria “Completeness of proposal content” increases from 17.0% to 52.8% the order of the agencies will change. The proposed model will help enterprises effectively select a media agency, making it highly applicable in academia and commerce.

目錄
中文摘要……………………………………………………………………………. Ⅰ
英文摘要……………………………………………………………………… …….Ⅱ
致謝…………………………………………………………………………………..Ⅲ
目錄…………………………………………………………………………………. Ⅳ
表次…………………………………………………………………………………. Ⅴ
圖次………………………………………………………………………………... Ⅵ
第一章 緒 論 ....................................................... 1
1.1 研究背景與動機 ................................................. 1
1.2 研究問題與目的 ................................................. 2
1.3 研究範圍與對象 ................................................. 4
1.3.1 研究範圍...................................................... 4
1.3.2 研究對象...................................................... 5
1.3.3台灣企業的限制條件 ............................................ 5
1.3.4國內外文獻之不同 .............................................. 6
1.4 研究流程 ....................................................... 6
1.5 論文結構 ....................................................... 7
第二章 文獻探討 .................................................... 8
2.1展覽概論 ........................................................ 8
2.2 國內外文獻對展覽之定義 ........................................ 10
2.3台灣目前會展產業介紹 ........................................... 12
2.4展覽公司與會議公司之不同 ....................................... 12
2.4.1展覽公司 ..................................................... 13
2.5展覽會議公司介紹 ............................................... 14
2.6台灣會展躍升計畫 (經濟部國際貿易局，2009) ...................... 19
2.6.1會展產業整體推動計畫 ......................................... 19
2.6.2會展推廣與國際行銷計畫 ....................................... 20
2.6.3爭取國際會議在台舉辦計畫 ......................................22
2.6.4會展人才培育與認證計畫 ....................................... 23
2.6.5 98年度新鄭和逐陸計畫專案(經濟部) .............................23
2.7 展覽公司評選問題與準則 ........................................ 24
第三章 研究方法 ................................................... 30
3.1德菲法與修正式德菲法 ........................................... 30
3.1.1德菲法 ....................................................... 30
3.1.2修正式德菲法(Modified Delphi Method) ..........................31
3.2層級分析法(Analytic Hierarchy Process; AHP) .....................32
3.2.1層級分析法之意涵 ............................................. 32
3.2.2層級分析法之基本假設及優缺點 ................................. 34
3.2.3層級分析法之進行步驟 ......................................... 36
3.2.4 層級分析法相關研究 .......................................... 39
第四章 評選模式之建立與應用 ....................................... 41
4.1模式之建構 ..................................................... 41
4.2 模式之應用 .................................................... 43
第五章 結論與建議 ................................................. 62
5.1研究結論 ....................................................... 62
5.2未來研究建議 ................................................... 64
參考文獻 .......................................................... 65
中文部分 .......................................................... 65
英文部分 .......................................................... 67
網站部份： ........................................................ 72
附錄一：展覽公司評選準則界定之專家問卷 ............................ 74
附錄二：專家評選展覽公司之準則權重決定問卷 .........................77
附錄三：決策小組評選展覽公司之替選方案問卷 .........................85

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24. 姚晤毅(2008)。《展覽行銷聖經-參展全面致勝攻略》。台北：中國生產力中心
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