以層級分析法(AHP)探索台灣城市全球行銷競爭優勢之建構

Using Analytic Hierarchy Process to Explore Competitive Advantage of Global Marketing for Taiwanese Cities

蔡翼擎(Yi-Ching Tsai) ； 張惠真(Hui-Chen Chang) ； 謝佳昕(Chia-Hsin Hsieh) ； 黃怡臻(Yi-Jhen Huang)

《觀光與休閒管理期刊》 4卷2期 (2016/12) Pp. 1-17

https://doi.org/10.6510/JTLM.4(2).01

摘要

本研究運用層級分析法(Analytic Hierarchy Process, AHP)篩選出建構城市行銷競爭優勢之因素，以建立有效的決策模式。研究發現，建構城市行銷競爭優勢的四大關鍵性的決策構面，依AHP分析之權重排序為政府策略規劃、企業參與、城市建設、人文與觀光型態。此結果顯示，政府在建構城市行銷之競爭優勢中的角色最重，並應結合企業力量方能達到最高效益。由各構面下的重點工作之分析發現，在企業參與中，「充分的就業機會」是最重要的工作；並結合政府策略規劃，「建立城市特色與定位」與加強「全球媒體傳播」亦是城市全球行銷建構競爭優勢不可或缺的重點工作。

關鍵字

城市全球行銷策略 ； 競爭優勢 ； 層級分析法

並列摘要

By using Analytic Hierarchy process (AHP), the key factors of promoting city marketing competitiveness has then been selected in this study to ultimately construct an effective decision-making model. The results of this study has unveiled that, the four major key factors of establishing competitiveness for city marketing, under the ranking from the highest weighting to the lowest in AHP analysis, are as the following: government strategic planning, city constructions, participation of the enterprises, humanities and tourism features. It shows that the government plays the most important role in city marketing competitiveness, and the strength of the enterprises should also be devoted in order to achieve the most benefits. Analysis on the key errands under each dimension has found that, construction of the features and positioning of the city is the most important for strategic planning of the government. Also, involving the enterprises into the scheme for the generation of abundant employment opportunities, and the improvement of life quality for the citizens, are as well crucial for promoting the competitiveness of city marketing.

並列關鍵字

City Global Marketing Strategy ； Competitive Advantage ； Analytic Hierarchy Process