應用AHP評估雞籠文化館策略聯盟之服務行銷

Evaluation of the Service Marketing of Keelung City Cultural Center Strategic Alliance Based on AHP

郭信霖(Hsin-Lin Kuo) ； 許淑卿(Shu-Ching Hsu) ； 許忠治(Chung-Chei Hsu)

《觀光與休閒管理期刊》 2卷1期 (2014/06) Pp. 71-83

https://doi.org/10.3966/2225949X2014050201006

摘要

2009年Huang、Chen和Chang採用層次分析法（AHP）方法構建選擇創意產業新文化創意中心發展的評估七大構面中，以市場潛力、區域發展和文化的改進的權重最重要。該模型的應用提供了一個途徑，讓政府政策的決策者和研究人員，有效地處理產業選擇議題。藉由此靈感，本文依Huang, Chen和Chang等學者的評價思路，分析基隆市文化館策略聯盟之服務行銷影響的重要因素，並計算各因素權重係數，構建了文化館策略聯盟之服務行銷評價指標體系。最後，以雞籠文化館策略聯盟之實例，顯示出這是一種有效處理策略聯盟之服務行銷問題的決策工具。

關鍵字

策略聯盟 ； 文化館 ； 層級分析（AHP） ； 服務行銷

並列摘要

Huang, Chen & Chang (2009) applies the Analytic Hierarchy Process (AHP) method to evaluate the creative industries for the introduction and development in the new cultural creativity centre in Taiwan. The purpose of this paper is to build up an evaluation framework for selecting creative industries into the new cultural creativity centre in Tainan city, Taiwan. In the seven evaluation criteria, ＂market potential＂ has the highest weight, followed by ＂regional development＂ and ＂culture improvement＂. The application of the model provides an avenue for government policy makers and researchers to deal effectively with the industry selection issue. By the inspiring, used the AHP to the effective treatment method of the uncertain problem, and calculated weight coefficient, which makes the evaluation of Cultural Center strategic alliance service marketing that can help to improve special event service marketing. Finally, the validity and feasibility of the proposed approach is verified with a case.

並列關鍵字

Strategic Alliance ； Cultural Center ； Analytic Hierarchy Process (AHP) ； Service Marketing