基于VIKOR的節慶活動行銷評價研究

Evaluation of Marketing for Festival event Based on VIKOR

針對節慶活動行銷的評估問題，結合了ENTROPY和VIKOR法，提出了節慶活動的評估方法。VIKOR多屬性方法能有效解決多指標衝突問題。節慶活動規劃要綜合權衡各類節慶活動因素文化、經濟、社會、環境等各方面跨越時空的影響，而對文化經濟、社會、環境影響的這些指標通常是互相衝突的，為此把VIKOR多屬性方法引入到節慶活動規劃領域。根據節慶活動行銷技術評價的特點，建構了三層25個不同屬性的指標體系，建立了基於VIKOR的節慶活動評價模型，指出了其方法和步驟。

In order to solve the problem of the festival event marketing evaluation, this paper provides a fuzzy integrative evaluation method for the subject special event marketing, which combines the subjective weight with the objective weight. Used the fuzzy mathematics to the effective treatment method of the uncertain problem, and calculated entropy weight coefficient, which makes the evaluation more objective. VIKOR method is one of a multi-attribute decision making approach in complex system, which is suitable for assessing the multi-standard problem. When planning the Festival event development, its need to weigh the various types of festival event marketing for cultural, economic, social and environmental impacts crossing time and space, and those indicators often conflict with other, so this multi-attribute approach named VIKOR introduced to the field of festival event marketing planning. Based on festival event marketing characteristics of the evaluation, instruction of the 3 level and 25 different attributes of the index system, and established festival event marketing evaluation model based on VIKOR method.