本文關(guān)鍵詞：M公司論壇會(huì)議項(xiàng)目綜合效益評(píng)價(jià)研究　出處：《北京工業(yè)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 平面媒體 論壇會(huì)議項(xiàng)目 綜合效益 評(píng)價(jià)體系

【摘要】：隨著互聯(lián)網(wǎng)等新型媒體的興起與成熟，傳統(tǒng)平面媒體企業(yè)面臨著巨大的競(jìng)爭(zhēng)壓力，單一的廣告營(yíng)銷模式已經(jīng)不能滿足企業(yè)的發(fā)展，論壇會(huì)議項(xiàng)目作為媒體行業(yè)一種新型的營(yíng)銷模式，越來(lái)越備受重視，甚至成為媒體行業(yè)營(yíng)銷模式中支柱產(chǎn)業(yè)之一。面臨著新的發(fā)展環(huán)境，，M公司迫切需要建立系統(tǒng)、有效的論壇會(huì)議項(xiàng)目綜合效益評(píng)價(jià)體系，優(yōu)化項(xiàng)目流程，提高項(xiàng)目管理機(jī)制和整體營(yíng)運(yùn)率。 本文主要研究的是論壇會(huì)議項(xiàng)目綜合效益評(píng)價(jià)體系的構(gòu)建及層次分析法（AHP）-模糊綜合評(píng)價(jià)法的應(yīng)用，立足于工業(yè)媒體行業(yè)翹楚M公司對(duì)旗下4個(gè)典型行業(yè)論壇項(xiàng)目的綜合效益進(jìn)行評(píng)價(jià)研究。 首先，從國(guó)內(nèi)外會(huì)展業(yè)的評(píng)價(jià)相關(guān)理論入手，分析評(píng)價(jià)體系的構(gòu)建指標(biāo)，結(jié)合M公司論壇會(huì)議項(xiàng)目實(shí)際情況，分析項(xiàng)目面臨的機(jī)遇與挑戰(zhàn)，總結(jié)行業(yè)特點(diǎn)及經(jīng)營(yíng)環(huán)境對(duì)項(xiàng)目整體運(yùn)營(yíng)方面的要求，運(yùn)用德?tīng)柗品êY選出關(guān)鍵評(píng)價(jià)體系指標(biāo)，構(gòu)建綜合評(píng)價(jià)體系。 其次，運(yùn)用層次分析法計(jì)算評(píng)價(jià)體系指標(biāo)權(quán)重。采用專家組打分法將評(píng)價(jià)體系指標(biāo)兩兩比較建立判斷矩陣，最后計(jì)算出權(quán)重并對(duì)結(jié)果進(jìn)行分析研究。 再次，根據(jù)評(píng)價(jià)體系指標(biāo)的特性，將其劃分為定性指標(biāo)和定量指標(biāo)，且對(duì)其評(píng)價(jià)集合進(jìn)行文字定義及數(shù)據(jù)劃分。定量指標(biāo)采用模糊分布法確定隸屬函數(shù)并計(jì)算隸屬度，定性指標(biāo)采用模糊統(tǒng)計(jì)法（專家打分法）確定隸屬函數(shù)并計(jì)算隸屬度，構(gòu)建評(píng)價(jià)模糊矩陣，經(jīng)過(guò)一級(jí)模糊評(píng)價(jià)和總體模糊評(píng)價(jià)確定結(jié)果并對(duì)其進(jìn)行分析評(píng)價(jià)。 最后，根據(jù)M公司論壇會(huì)議項(xiàng)目綜合效益最終評(píng)價(jià)結(jié)果，結(jié)合公司運(yùn)營(yíng)實(shí)際情況，對(duì)項(xiàng)目的推廣經(jīng)營(yíng)提出改進(jìn)提升對(duì)策。 論壇會(huì)議項(xiàng)目綜合效益評(píng)價(jià)體系的建立，不僅對(duì)M公司在項(xiàng)目舉辦行業(yè)的選擇問(wèn)題上具有重要的參考價(jià)值，且為檢測(cè)各行業(yè)項(xiàng)目的舉辦成效提供重要的判斷依據(jù)。因此，構(gòu)建一套科學(xué)、系統(tǒng)和有效的項(xiàng)目評(píng)價(jià)體系，對(duì)于項(xiàng)目本身和企業(yè)的發(fā)展都具有非比尋常的意義。
[Abstract]:With the rise and maturity of new media such as the Internet, traditional print media enterprises are facing enormous competition pressure, a single advertising marketing model can not meet the development of enterprises. As a new marketing model of media industry, forum conference project has been paid more and more attention, and even become one of the pillar industries in media industry marketing mode. It is facing a new development environment. M company urgently needs to establish a system, an effective evaluation system of the comprehensive benefit of the conference project, optimize the project flow, improve the project management mechanism and the overall operating rate. This paper mainly studies the construction of comprehensive benefit evaluation system and the application of analytic hierarchy process (AHP) and fuzzy comprehensive evaluation method. Based on the industry media industry leader M company to four typical industry forum project comprehensive benefit evaluation research. First of all, from the domestic and foreign exhibition industry evaluation theory, analysis of the evaluation system of the construction indicators, combined with the actual situation of M company forum meeting project, analysis of opportunities and challenges facing the project. This paper summarizes the characteristics of the industry and the requirements of the management environment for the overall operation of the project, and uses Delphi method to screen out the key evaluation system indicators and construct a comprehensive evaluation system. Secondly, AHP is used to calculate the index weight of the evaluation system, and the expert group scoring method is used to establish the judgment matrix by comparing the indexes of the evaluation system. Finally, the weight is calculated and the results are analyzed and studied. Thirdly, according to the characteristics of evaluation system indicators, it is divided into qualitative indicators and quantitative indicators. And the evaluation set of the text definition and data division. Quantitative indicators using fuzzy distribution method to determine the membership function and calculate membership degree. The fuzzy statistical method (expert scoring method) is used to determine the membership function and calculate the membership degree. The evaluation fuzzy matrix is constructed and the results are analyzed and evaluated by the first grade fuzzy evaluation and the overall fuzzy evaluation. Finally, according to the final evaluation results of the comprehensive benefit of M company forum meeting project, combined with the actual operation situation of the company, the paper puts forward some countermeasures to improve the promotion of the project. The establishment of the comprehensive benefit evaluation system of the forum meeting project not only has an important reference value to M company on the choice of project organization industry. Therefore, the construction of a scientific, systematic and effective project evaluation system is of extraordinary significance to the development of the project itself and the enterprise.
【學(xué)位授予單位】：北京工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F224

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