本文選題：文化創(chuàng)意 + 項目評價�。� 參考：《東華大學》2013年碩士論文

【摘要】：近年來,文化創(chuàng)意產(chǎn)業(yè)實踐的全球蜂起已成為一個基本的事實和發(fā)展趨勢。但是對文化創(chuàng)意的現(xiàn)有研究中多數(shù)是關(guān)于產(chǎn)業(yè)內(nèi)容以及產(chǎn)業(yè)發(fā)展的政策研究,幾乎未涉及文化創(chuàng)意項目投資評價,本文對其進行了初步嘗試和探討。本文針對文化創(chuàng)意項目自身的特點,提出了通過語言多屬性評價方法來對文化創(chuàng)意項目投資進行綜合評價模型,語義評價方法主要適合用于決策信息、指標描述不準確的情況下的模糊決策,方法簡單且快速。 針對文化創(chuàng)意項目投資決策研究,本文主要進行了以下方面的研究工作： 第一,對本文的研究背景、研究現(xiàn)狀、技術(shù)路線進行了一定的介紹,同時對創(chuàng)業(yè)項目投資理論、語言多屬性決策理論等理論基礎(chǔ)進行學習。 第二,通過對現(xiàn)有風險投資評價模型的研究,分析并結(jié)合文化創(chuàng)意項目評價特點,以項目運作為基礎(chǔ),系統(tǒng)分析和建立了文化創(chuàng)意項目評價指標。 第三,本文采用基于語言信息的語言多屬性評價模型對文化創(chuàng)意項目進行評價和選擇,在確定權(quán)重時基于離差最大化思想和歸一法確定決策者權(quán)重和屬性權(quán)重。 第四,在實證分析中,本文選取了YNYX項目、BFWB項目、BADBY項目信息,給4名專家發(fā)送郵件請他們用語言評估標度對各評價指標以及屬性權(quán)重給出語言信息,收集語言評價信息后,對語言信息進行合理計算,得出結(jié)果。 在文化創(chuàng)意現(xiàn)有研究中較多的是在產(chǎn)業(yè)發(fā)展研究,關(guān)于文化創(chuàng)意項目的投資決策還沒有涉及,其實際操作都是依據(jù)決策者主觀經(jīng)驗進行的,沒有相應的評價模型,其結(jié)果往往會因為決策者的不同使得結(jié)果的偏差較大,投資效果也不理想。語言多屬性評價模型在選取指標時結(jié)合文化創(chuàng)意項目評價特點,以項目運作為基礎(chǔ),系統(tǒng)分析和建立了文化創(chuàng)意項目評價指標。在得到項目評價綜合的語言值后,不但能通過排序甄選出最優(yōu)項目,也能根據(jù)語言值初步判斷項目優(yōu)劣,對文化創(chuàng)意項目投資決策有一定的參考意義。
[Abstract]:In recent years, the global emergence of cultural and creative industry has become a basic fact and development trend. However, most of the existing researches on cultural creativity are about the content of industry and the policy of industrial development, almost no investment evaluation of cultural and creative projects is involved. This paper makes a preliminary attempt and discussion on it. According to the characteristics of cultural and creative projects, this paper puts forward a comprehensive evaluation model for the investment of cultural and creative projects through the method of multi-attribute evaluation of language. The semantic evaluation method is mainly suitable for decision information. The method of fuzzy decision in the case of inaccurate index description is simple and fast. In view of the research on investment decision of cultural and creative projects, this paper mainly carries out the following research work: The first part introduces the research background, current situation and technical route of this paper. At the same time, it studies the theories of venture capital theory, language multi-attribute decision theory and so on. Secondly, through the research of the existing venture capital evaluation model, the evaluation index of cultural and creative project is analyzed and established systematically based on the project operation and the characteristics of cultural and creative project evaluation. Thirdly, this paper uses the linguistic multi-attribute evaluation model based on language information to evaluate and select the cultural and creative items, and determines the weight of decision makers and attributes based on the maximization of deviation and the normalization method. Fourthly, in the empirical analysis, this paper selects the information of YNYX project and sends an email to four experts asking them to give language information on each evaluation index and attribute weight with the language evaluation scale, and then collect the language evaluation information. The language information is calculated reasonably and the result is obtained. In the current research of cultural creativity, more research is in the industry development, the investment decision of cultural and creative projects has not been involved, its actual operation is based on the subjective experience of decision makers, there is no corresponding evaluation model. The result is often caused by the difference of decision makers, and the investment effect is not ideal. According to the characteristics of cultural and creative project evaluation, the multi-attribute evaluation model of language is used to analyze and establish the evaluation index of cultural and creative project systematically on the basis of project operation. After getting the comprehensive language value of project evaluation, we can not only select the best item by ranking, but also judge the project according to the language value, which has certain reference significance for the investment decision of cultural and creative project.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G124;F224

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