顧客對高等教育機構行銷特性認知分析—以中華大學為例

The Analysis of School Marketing Actions in the Higher Education Institutes - An Example of Chung-Hua University

莊英慎(Ying-Shen Juang) ； 林水順(Shui-Shun Lin)

《中華管理學報》 4卷3期 (2003/11) Pp. 91-113

https://doi.org/10.30053/CHJM.200311.0006

摘要

武器系統效能評估是屬於多屬性決策問題，一般對武器系統的描述及評判準則通常以語詞描述，因此語意不明及模糊不清的，且傳統的層級分析法主要是以不對稱的衡量尺度應用在明確（非模糊）的決策上，無法涵蓋決策者選擇武器系統時所表現的主觀性及模糊性。為了克服這些問題，本研究提出以模糊層級分析架構觀念，並且運用中心點距離法及變異係數來實施模糊數排序，首先，由武器系統性能規格資料及專家的意見來建立武器系統所有次項目評判準則之隸屬函數，當隸屬函數建立後，利用武器系統性能規格資料，可計算出各屬性之隸屬值來表示效能分數，因此，可以依效能總值來建立模糊評判矩陣，再運用模糊數排序法—模糊數原點至中心點之距離法及變異係數觀念，來評選最適方案。最後以新一代戰鬥機系統評選實例來說明評估的過程。

關鍵字

高等教育 ； 學校行銷 ； 行銷作為 ； 中華大學

並列摘要

The performance evaluation of weapon systems is multiple attributedecision-making problems.The descriptions and judgements on weapon systemsare usually linguistic and fuzzy.The traditional method of Analytic HierarchyProcess(AHP),not covering subjectivity and fuzziness of the decision maker onselecting weapon system problems,are mainly used in crisp(non-fuzzy)decisionapplication with a very unbalance scale of judgments.To overcome theseproblems,in this paper,we will propose a new and general decision makingmethod for evaluating weapon systems using concept of fuzzy hierarchy analyticframework and for fuzzy numbers ranking by central point distance method andthe coefficient of variation.First of all,from specification data of weapon systemsand the opinions of many experts,we will build a membership function ofjudgement criteria for all sub-items of weapon systems.When the membershipfunction is built,we can calculate the grade value by specification data of weaponsystems to represent performance score.Therefore,we can establish the totalfuzzy judgement matrix by total performance score,then using distance index andCV concept to compare fuzzy numbers ordering,and obtaining optimal alternative.At last,we use the choice of a new generation military fighter as an example toillustrate our evaluative process.

並列關鍵字

Higher Education ； School Marketing ； Marketing Actions ； Chung-Hua University