多指標加權灰靶決策模型在節慶活動行銷的綜合評價

Integrative Evaluation of the Festival Cultural Event Marketing Based on Multi-objective weighted Grey Target decision

活動行銷的好壞是衡量節慶文化活動水準的重要指標之一。對節慶文化活動行銷進行準確的評估有利於提高節慶文化活動的服務行銷。本文依Jago & Shaw（1998）的評價思路，在分析節慶文化活動行銷影響因素的基礎上，並提供了將熵值法和多目標加權灰靶決策法相結合，構建了節慶文化活動行銷評價指標體系，運用加權灰靶理論，通過計算其靶心度，將多指標的評價歸結為單目標決策，給出了定量的數值評定結果，確保了評價的客觀真實。應用實例證明了該評價方法的科學性和合理性。這對於建立和完善活動行銷綜合評價理論，正確進行活動行銷決策提供了合理依據。

The event marketing measures one of the important signs that the level of the festival cultural event. The people carry on the accurate evaluation of festival cultural events marketing that can help to improve special event service marketing. According to inspire by Jago & Shaw(1998), this paper provides a fuzzy integrative evaluation method for the subject special event marketing, which is established through the combination of entropy method and multi-objective weighted grey target decision. This article has constructed the integrated evaluation index system on the technological innovation project. With the weighted grey target theory, it calculates approaching degrees and makes multi-objective decision into single purpose decision, and gives quantitative numeric assessment results. The algorithm is very convenient and easily applicable in practice. Finally, an example is given to show the application of the proposed method.