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研究生:翁珮玲
研究生(外文):Pei-Ling Weng
論文名稱:網路廣告代理商創業策略評選之研究
論文名稱(外文):Research on entrepreneurial strategy of Taiwan internet advertising agency
指導教授:陳耀竹陳耀竹引用關係郭秀莉
指導教授(外文):Yao-Chu ChenHsiu-Li Kuo
學位類別:碩士
校院名稱:銘傳大學
系所名稱:傳播管理研究所碩士班
學門:教育學門
學類:其他教育學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:107
中文關鍵詞:模糊多評準決策法創業策略網路廣告代理商
外文關鍵詞:entrepreneurial strategyfuzzy multi-criteria decision- makingOnline advertising agency
相關次數:
  • 被引用被引用:3
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
本研究旨在為網路廣告代理商建構一套評估創業策略之模式,協助網路廣告代理商,在面對初期市場趨勢難以預測、風險與獲利不明的環境下,如何尋找最適創業策略。由於策略決策過程包含企業內外部環境分析,故以定位理論、資源基礎理論與網絡理論為發展基礎,建立評估創業策略之模式。
由於企業在決策時,面對的是動態環境,單一決策者難以處理複雜性的現象與決策程序,因此決策者常邀請一群專家,參與評選方案的工作,以做成有效的決策。再者,決策問題具開放與非結構化的特性,決策準則需納入複雜的環境因素,故具多準則的特性,加上決策者決策時多依自身的主觀經驗做為判斷,準則之權重也受到不同決策者與環境變異的影響,而具模糊概念。綜合上述,決策過程涉入多人多準則的模糊性問題,故本文採用模糊多評準決策,輔助決策之發展。
本文以台灣網路廣告代理商為調查對象,首先,由參考文獻中整理出創業策略評選準則,共6項構面與33項次準則。再者,針對實際從事網路廣告代理商職務或相關產、學界專家進行問卷訪談,篩選出具重要性之5項構面與24項次準則,並委請實例運用公司之決策小組決定準則權重,並對次準則之重要性與策略方案滿足次準則之滿意度進行評分,經由模糊德菲法整合決策小組意見後,以語言變數轉換三角模糊數進行運算。最後,進行層級整合得到各項策略之綜合評價,並利用Chen模糊數排序法,求出最適創業策略。本研究最適創業策略依序為「品牌建立」、「系統技術開發」、「實體通路連結」、「集團合作發展」。
The online advertising agency is a new market, there are high risks and unclear profits. The purpose of this thesis is to solve the problem of selecting the most entrepreneurial strategy of online advertising agency industry in Taiwan, by formulating a decision-making algorithm adjusted to the experts’ professional consensus. The research in this issue examines from positioning theory, resource-based view and network theory. Due to 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.
Starting with reviewing the literatures and interviewing the executives, after screening, we collect five criteria and twenty four sub-criteria to construct the hierarchical structure for selecting the most entrepreneurial strategy. The fundamental concepts we have adopted include 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. I hope that through this decision-making method, the online advertising agency can choice the fit entrepreneurial strategy.
中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
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 7
第三節 研究對象 7
第四節 研究流程 9
第二章 文獻探討 10
第一節 網路廣告產業現況 10
第二節 網路廣告相關研究 18
第三節 創業策略相關研究 21
第四節 創業策略理論基礎 29
第五節 創業策略準則建立 33
第三章 研究方法 42
第一節 觀念性架構 42
第二節 研究變數 44
第三節 研究方法 44
第四節 抽樣設計 57

第四章 研究結果 59
第一節 準則與次準則之重要性分析 59
第二節 實例公司創業策略之方案 64
第三節 實例個案公司創業策略評選之層級架構 65
第四節 模糊多評準決策法分析結果 66
第五章 結論 74
第一節 研究結果 74
第二節 研究討論 76
參考文獻 77
附錄一 87
附錄二 94
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