Applying Grey Relational Analysis to Select the Optimal Design Company

Pi-Fang Hsu ； Jia-Yu Kung

《International Journal of Uncertainty and Innovation Research》 1卷1期 (2019/04) Pp. 51-61

摘要

＂Design＂ is the most important part of branding, and it's also the key to increase competitiveness of the nation. For the design industry development, there are many different type of design companies that offer various of design service. Since select a design company is a multiple criteria decision, it is difficult for enterprises that have design needs to select the most appropriate design company. This dissertation adopts the ＂Modified Delphi Method＂ to find out the suitable evaluative criteria of selecting design companies. It aims to find out the suitable evaluative criteria of selecting design companies based on advertiser's perceptions. And developing a model by using ＂GRA＂ aims to determine the relative weights of evaluative criteria, and it also ranks the alternatives as well as selects the most appropriate design company. The result showed the suitable evaluative criteria of selecting design companies, and developed a new select model that can provide a company with a more objective view in terms of selecting design companies.

關鍵字

Design company ； Grey relational analysis ； Alternative ； Modified Delphi Method