以AHP、ANP與QFD探討如何提升中華職棒之觀眾滿意度

How to Increase Chinese Professional Baseball Audience Satisfaction by AHP, ANP and QFD

李友錚(Yu-Cheng Lee) ； 黃勝彥(Sheng-Yen Huang) ； 張仲銘(Jung-Ming Jang)

《中華管理學報》 8卷3期 (2007/09) Pp. 43-57

https://doi.org/10.30053/CHJM.200709.0003

摘要

中華職棒自成立至今已近20年，其間歷經極度興盛與蕭條，目前則面臨新一波的挑戰。過去台灣職棒專家對於改善職棒現況多認為應從硬體環境與制度著手，至於系統性的分析如何提升觀眾滿意度則較為缺乏。依據國外過去的經驗，職棒觀眾滿意度受到職棒規則的影響甚鉅。故本研究運用品質機能展開分析影響觀眾滿意度的規則為何，這些規則又應作如何的修改。由於研究過程中涉及許多多目標決策的議題，故本研究亦採用層級分析法與網路層級分析法為做為分析工具。本研究結果除可作為促進台灣職棒未來發展之參考外，其分析步驟亦可應用於其他職業運動之修改規則。

關鍵字

品質機能展開 ； 層級分析法 ； 網路層級分析法

並列摘要

Chinese Professional Baseball League has been established near 20 years. In the past years, professional baseball has been prosperous and slack off in Taiwan. Most experts proposed to improve the decline from the viewpoint of hardware environment and system, and seldom systematic analysis from increasing audiences' satisfaction. Past experience of international professional exercises showed that audiences' satisfaction is influenced by rules. In this paper, we analyze what and how the professional baseball rules influenced audiences' satisfaction in Taiwan by Quality Function Deployment (QFD), Analytic Hierarchy Process (AHP) and Analytic Network Process (ANP). Therefore, the conclusions could be taken into consideration when the rules are reviewed in future and this procedure proposed in this paper could be refereed by other professional exercises.

並列關鍵字

QFD ； AHP ； ANP