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題名:臺灣中小企業評選品牌顧問公司之決策模式
書刊名:產業與管理論壇
作者:許碧芳陳聿瑩
作者(外文):Hsu, Pi-fangChen, Yu-ying
出版日期:2011
卷期:13:2
頁次:頁64+66-79
主題關鍵詞:品牌顧問公司修正式德菲法評選模式層級分析法Brand consulting firmModified Delphi methodSelection modelAnalytic hierarchy process
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:95
本文目的在建立中小企業評選品牌顧問公司的決策模式。首先,透過相關文獻及修正式德菲法彙整專家意見,找出合適的評選準則,再以層級分析法來決定準則之權重、排序替選方案選出最適任品牌顧問公司,並以台灣一家知名運動用品公司為了行銷自有品牌,而尋求輔導的品牌顧問公司為例來應用本模式。研究結果發現,中小企業主重視的準則依序為執行力與可靠度、服務品質、反應度與同理心、整體企劃及可行性,以及經營穩定度等層面。此模式提供了中小企業主客觀且有效的方式來選擇最佳品牌顧問公司,在學術及實務上均有一定程度的價值與貢獻。
This study develops a model to help select brand consulting firms. This model adopts the “Modified Delphi Method” to find out suitable the evaluative criteria of brand consulting firms, then applies the “Analytic Hierarchy Process (AHP)” to determine the relative weights of evaluative criteria, then to rank the alternative and select the best brand consulting firm for Small-medium sized enterprises (SMEs). Additionally, a famous Taiwanese sporting good company is used herein as an example of how a brand consulting firm can be selected using thismodel. This model proposed herein allows SMEs to select brand consulting firms effectively, making it highly applicable for academia and commerce.
期刊論文
1.Davies, M. A. P.(1994)。A Multicriteria decision Model Application for Managing Group Decisions。The Journal of the Operational Research Society,45(1),47-58。  new window
2.Cagley, J. M.、Robert, C. R.(1984)。Criteria for Advertising Agency Selection: An Objective Appraisal。Journal of Marketing Research,24(2),27-31。  new window
3.Doyle, J.(1996)。What Matters Most in Advertising Agency Performance to Clients。Medical Marketing and Media,31(10),48-52。  new window
4.Faisal, M. N.、Khan, B. M.(2008)。Selecting an Advertising Agency: A Multi-criteria Decision Making Approach。Journal of Business Perspective,12(4),13-22。  new window
5.Fleisher, C.、Mahaffy, D.(1997)。A Balanced Scorecard Approach to Public Relations Management Assessment。Public Relations Review,23(2),117-123。  new window
6.Grifrn, T.、McArthur, D.、Yamaki, T.、Hidalgo, P.(1998)。Ad Agencies' Performance and Role in Providing Communication Services in Chile。Japan, and the United States. Journal of Advertising Research,38(5),65-75。  new window
7.Helgesen, T.(1994)。Advertising Awards and Adverting Agency Performance Criteria。Journal of Advertising Research,34(4),43-53。  new window
8.Hsu, P. F.(2006)。Developing a New Model for Selecting Public Relations Firms in the High-Tech Industry。Journal of Modeling in Management,1(2),156-172。  new window
9.Na, W.、Marshall, R.(2001)。A Cross-cultural Assessment of the Advertising Agency Selection Process: An Empirical Test in Korea and New Zealand。International Journal of Advertising,20(1),49-66。  new window
10.Zednik, A.、Strebinger, A.(2008)。Brand Management Models of Major Consulting Firms, Advertising Agencies and Market Research Companies: A Categorization and Positioning Analysis of Models Offered in Germany, Switzerland and Austria。Journal of Brand Management,15(5),301-311。  new window
11.Murry, John W. Jr.、Hammons, James O.(1995)。Delphi: A Versatile Methodology for Conducting Qualitative Research。The Review of Higher Education,18(4),423-436。  new window
12.Saaty, Thomas L.(1990)。How to make a decision: the analytic hierarchy process。European Journal of Operational Research,48(1),9-26。  new window
學位論文
1.許碧芳(2003)。綜合廣告代理商及網路廣告聯播中心評選模式之建立與應用(博士論文)。銘傳大學,臺北。new window  延伸查詢new window
圖書
1.施振榮(2005)。全球品牌大戰略。臺北:天下雜誌社。  延伸查詢new window
2.曾漢壽(2008)。讓臺灣品牌站上國際舞臺。臺北:經濟部國際貿易局。  延伸查詢new window
3.Harris, T. L.(1992)。Choosing and Working with Your Public Relations Firm。Lincolnwood, IL:NTC Business Books。  new window
4.Weilbacher, W. M.(1991)。Choosing and Working with Your Advertising Agency。Lincolnwood, IL:NTC Business Books。  new window
5.Burton, P. W.、Miller, R. J.(1970)。Advertising Fundamentals。Scranton, PA:International Textbook Co。  new window
6.Saaty, T. L.(1998)。The Analytic Hierarchy Process: Planning, Priority Setting, Resource Allocation。New York:McGraw-Hill International Book Co.。  new window
7.黃俊英(1996)。企業研究方法。臺北:東華書局。  延伸查詢new window
8.Delbecq, Andre L.、Van de Ven, Andrew H.、Gustafson, David H.(1975)。Group Techniques for Program Planning: A Guide to Nominal Groups and Delphi Process。Scott Foresman & Company。  new window
其他
1.外貿協會(2011)。國內品牌顧問公司名錄,http://brandingtaiwan.org/Consultant/, 2011/05/30。  延伸查詢new window
2.外貿協會(2010)。經濟部國際貿易局99年度辦理「輔導臺灣企業建立全面品牌管理系統」實施要點,http://www.brandingtaiwan.org/Counseling-Aid/Manage, 2010/11/30。  延伸查詢new window
3.Bergvall, J.(2003)。Brand Small Brands,http://www.scribd.com/doc/127427/Brand-Small-Brands, 2011/05/30。  new window
 
 
 
 
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