臺灣博碩士論文加值系統

近年來，各電視台紛紛成立整合行銷部門，配合客戶的產品促銷或形象建立，有計畫地推出「整合行銷專案計畫」，利用公司既有資源進行整合行銷規劃，爭取廣告預算。而政府公部門為宣導政策，或推廣所屬單位舉辦之活動，也大量運用此行銷方式，評選適當之電視台執行整合行銷專案。

本文旨在模糊環境中為公部門建構一套評選最適電視台執行整合行銷的決策模式。首先由文獻整理出評選準則，進而透過問卷調查，建構出公部門評選電視台執行整合行銷傳播之層級結構。本研究再利用配對比較與模糊多決策方法，發展出尋找執行整合行銷傳播最佳電視台的演算法則。該演算法則是根據三角形模糊數與語言變數兩個主要的觀念，作為評估準則之「重要性」與方案滿足各準則之「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之為政府單位執行整合行銷傳播的電視台。本文以行政院直轄之部門，為所提出之評估模式進行實證應用，以供公部門實際決策參考。

In recent years, more and more television stations set up integrated marketing departments to meet with the campaigns and public relationship of their clients, and meanwhile the "integrated marketing projects" are established to execute. They utilize their resources to proceed the integrated marketing scheme to strive for the commercial budgets. The government public sectors also apply this marketing mode a lot to propagate the policies or popularize their administrative units'' activities and thus choose proper television stations to execute the integrated marketing projects.

The main purpose of this paper is to provide an algorithm for public sectors to select the optimal TV stations to implement integrated marketing communications under fuzzy environment. With the literature review and the investigations of main public sectors in Taiwan. Then we construct the hierarchical structure of selecting TV stations to implement integrated marketing communications. The fundamental concepts we have adopted include the analytic hierarchy process, fuzzy set theory and multi-criteria decision-making method. 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 TV stations. Then we use a revised Chang and Chen’s ranking method to rank the final scores and get the optimal TV station.

This research takes Taiwan public sectors as an example, carrying on real example application for the decision ways put forward, to provide the best selecting strategy when they make decisions.

中文摘要……………………………………………………………………………i
英文摘要……………………………………………………………………………ii
誌謝…………………………………………………………………………………iii
目次…………………………………………………………………………………iv
表目錄………………………………………………………………………………vii
圖目錄………………………………………………………………………………ix

第一章 緒論………………………………………………………………………1
第一節 研究背景…………………………………………………………………1
第二節 研究動機…………………………………………………………………4
第三節 研究目的…………………………………………………………………6
第四節 研究流程…………………………………………………………………7

第二章 文獻探討…………………………………………………………………8
第一節 行銷概念與公共管理……………………………………………………8
第二節 政策行銷理論……………………………………………………………22
第三節 整合行銷傳播……………………………………………………………36

第三章 研究方法…………………………………………………………………58
第一節 觀念性架構………………………………………………………………58
第二節 研究變項…………………………………………………………………60
第三節 資料分析方法……………………………………………………………62
第四節 研究設計…………………………………………………………………71

第四章 資料分析與結果 ………………………………………………… ……74
第一節 評估準則與層級架構……………………………………………………74
第二節 模糊多評準決策法………………………………………………………77

第五章 結論與建議 ……………………………………………………… ……83
第一節 研究發現…………………………………………………………………83
第二節 研究限制…………………………………………………………………85
第三節 後續研究建議……………………………………………………………86

參考文獻……………………………………………………………………………87

附錄一 第一階段研究問卷………………………………………………………95
附錄二 第二階段研究問卷………………………………………………………98
附錄三 第三階段研究問卷………………………………………………………101
附錄四 五位受訪者對次準則之評估……………………………………………106

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