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系統識別號 U0026-0812200911291951
論文名稱(中文) 灰局勢決策法應用在網路行銷廣告決策之研究
論文名稱(英文) Application of Grey Situation Decision Law in Promoting Decision of Network Marketing
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系專班
系所名稱(英) Department of Industrial and Information Management (on the job class)
學年度 93
學期 2
出版年 94
研究生(中文) 郭俊良
研究生(英文) Chun-Liang kuo
學號 r3792105
學位類別 碩士
語文別 中文
論文頁數 63頁
口試委員 口試委員-吳植森
指導教授-蔡長鈞
口試委員-林水順
口試委員-楊太宏
中文關鍵字 灰局勢決策  灰色理論  網路廣告  網路行銷 
英文關鍵字 Grey Situation Decision  Grey System  Web Advertising  Internet marketing 
學科別分類
中文摘要   灰局勢決策法主要運用在處理某事件及應付該事件之多個對策中,能有效的優化排序其二元局勢方案的方法。灰靶決策原理是將最佳效果點或最佳滿意點的中心看成一個立體的灰靶,只要局勢效果落在這個區域內,即為滿意局勢。灰局勢決策法具有運算簡單、原理明確及效果可靠等優點。本研究以網路行銷上各種推廣方式與其所對付之廣告對策應用灰局勢決策法進行優序排列,以選出較佳之局勢組合進行網路行銷。

  本研究提出多評準局勢灰靶決策模型,並運用在網路行銷廣告決策。此模型之進行方式首先經過完整的決策事件探討,並對各決策事件之因應對策進行蒐集與分析整理以建構局勢。在多評準的選擇標準之目標選定上,進行效果樣本灰數之白化程序。經由合理的權重測度與決策矩陣的合理初始化,運用灰靶值的約束決策優序過程,可獲得明確的局勢優序結果。在實證結果,比傳統之灰局勢決策法,獲得更明確的局勢方案優序排列結果。可以證明此多評準局勢灰靶決策模型對於網路行銷廣告決策的結果,有相當優秀的表現。


英文摘要  Grey Situation Decision Method is mainly used to deal with some event or the deal with the corresponding strategies to such an event that can effectively optimize the dual situation in order. Grey Target Decision principle regards the center of the most effective or most satisfied point as a three-dimensional grey target. Only if the effect of the situation is fallen onto the area, it will be a satisfied situation. Grey Situation Decision Method has the advantages as simple operation, definite principle and reliable effect etc. This research uses various popularizing methods applied by Internet Marketing and the corresponding advertising strategies as the studying targets, then apply Grey Situation Decision Method to carry out the optimization in order and pick up a better situation combination to proceed Internet Marketing.

 This research proposes Multi-Criteria Situation Grey Target Decision Model, and applies it to Internet Marketing Advertising Strategy. The proceeding method of this model is to pass a complete discussion of strategic event decision first, then carry out the collection, analysis and arrangement of the corresponding strategies towards each event decision to construct situation, and then proceed the white-procedure of the effective sample grey-number according to the Multi-Criteria target choosing standard. Via the reasonable weight estimating and the reasonable initialization of decision matrix, we can get define result of the situation optimization in order by exercising the Grey-target Value to restraint the decision optimization in order. According to the experimental result, we know that Multi-Criteria Situation Grey Target Decision Model, comparing with the traditional Grey Situation Decision Method, can acquire much definite result of the optimization of situation plan in order and have outstanding display towards the result of advertising decision of Internet marketing.


論文目次 中文摘要 ……………………………………………………………………I
英文摘要 ……………………………………………………………………II
致謝辭 ………………………………………………………………………III
目錄 …………………………………………………………………………IV
表目錄 ………………………………………………………………………VI
圖目錄 ………………………………………………………………………VII
符號表 ………………………………………………………………………VIII
第一章 緒論 ………………………………………………………………1
第一節 研究背景 ……………………………………………………1
第二節 研究動機 ……………………………………………………2
第三節 研究目的 ……………………………………………………4
第四節 研究架構與流程 ……………………………………………4
第二章 文獻探討 …………………………………………………………6
第一節 網路行銷關鍵課題 …………………………………………6
第二節 網路廣告 ……………………………………………………13
第三節 灰色理論與近代應用 ………………………………………21
第四節 灰局勢決策法 ………………………………………………28
第三章 研究方法 …………………………………………………………31
第一節 研究步驟 ……………………………………………………31
第二節 多評準局勢灰靶決策模型之建構與研究進行的方式 …… 33
第四章 實證分析 …………………………………………………………43
第一節 網路行銷廣告局勢決策求解 ………………………………43
第二節 以多評準局勢灰靶決策模型求解 …………………………51
第五章 結論與建議 ………………………………………………………57
第一節 結論 …………………………………………………………57
第二節 建議 …………………………………………………………58
參考文獻 ……………………………………………………………………59
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