臺灣博碩士論文加值系統

本文旨在模糊環境中，為廣告主建構一套評選最適廣告代理商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年台灣地區有效總廣告量前二十名之廣告主，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「相容性」、「組織」、「綜效」、「溝通」、「運作機制」及「經驗」，進而建構出廣告主評選廣告代理商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 and Chen模糊數排序法，求出最適執行整合行銷傳播之廣告代理商。
本文以福特汽車為例，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。

The main purpose of this paper is to provide an algorithm for advertisers to select the optimal advertising agency 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, we use the factor analysis to get the key factors include “compatibility”, “organization”, “synergy”, “communication”, “working mechanism”, and “experience”. After condensing nineteen sub-criteria into six criteria, we construct the hierarchical structure of selecting advertising agency 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 variable, ‘importance’ and ‘appropriateness’. Through the hierarchy integration, we obtain the final scores of advertising agencies. Then we use a revised Chang and Chen’s ranking method to rank the final scores and get the optimal advertising agency.
With Ford Lio Ho Motor Company to be the practical case, it is discussed to see the possible advantages of the proposed method.

中文摘要Ⅰ
英文摘要Ⅱ
誌謝辭Ⅲ
目次Ⅳ
表目錄Ⅴ
圖目錄Ⅶ
第一章 緒論...1
第一節 研究背景與動機...1
第二節 研究目的...4
第三節 研究範圍與研究對象...5
第四節 研究流程...7
第二章 文獻探討...8
第一節 整合行銷傳播...8
第二節 台灣廣告主現況...29
第三節 廣告代理商評選與決策...34
第三章 研究方法...37
第一節 觀念架構...37
第二節 研究變數...39
第三節 研究方法...40
第四節 抽樣設計...50
第五節 信度與效度檢定...51
第四章 實證分析...53
第一節 評選廣告代理商執行IMC之關鍵因子...53
第二節 評選廣告代理商執行IMC之層級...62
第三節 評選廣告代理商執行IMC決策模式...64
第五章 結論與建議...77
第一節 研究發現...77
第二節 研究限制...79
第三節 後續研究建議...80
參考文獻...81
附錄一：台灣2001年20大廣告主...88
附錄二：福特汽車決策群名單...89
附錄三：第一階段研究問卷...90
附錄四：第二階段研究問卷...93

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