M公司论坛会议项目综合效益评价研究

发布时间：2018-01-10 07:26

本文关键词：M公司论坛会议项目综合效益评价研究　出处：《北京工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着互联网等新型媒体的兴起与成熟，传统平面媒体企业面临着巨大的竞争压力，单一的广告营销模式已经不能满足企业的发展，论坛会议项目作为媒体行业一种新型的营销模式，越来越备受重视，甚至成为媒体行业营销模式中支柱产业之一。面临着新的发展环境，，M公司迫切需要建立系统、有效的论坛会议项目综合效益评价体系，优化项目流程，提高项目管理机制和整体营运率。本文主要研究的是论坛会议项目综合效益评价体系的构建及层次分析法（AHP）-模糊综合评价法的应用，立足于工业媒体行业翘楚M公司对旗下4个典型行业论坛项目的综合效益进行评价研究。首先，从国内外会展业的评价相关理论入手，分析评价体系的构建指标，结合M公司论坛会议项目实际情况，分析项目面临的机遇与挑战，总结行业特点及经营环境对项目整体运营方面的要求，运用德尔菲法筛选出关键评价体系指标，构建综合评价体系。其次，运用层次分析法计算评价体系指标权重。采用专家组打分法将评价体系指标两两比较建立判断矩阵，最后计算出权重并对结果进行分析研究。再次，根据评价体系指标的特性，将其划分为定性指标和定量指标，且对其评价集合进行文字定义及数据划分。定量指标采用模糊分布法确定隶属函数并计算隶属度，定性指标采用模糊统计法（专家打分法）确定隶属函数并计算隶属度，构建评价模糊矩阵，经过一级模糊评价和总体模糊评价确定结果并对其进行分析评价。最后，根据M公司论坛会议项目综合效益最终评价结果，结合公司运营实际情况，对项目的推广经营提出改进提升对策。论坛会议项目综合效益评价体系的建立，不仅对M公司在项目举办行业的选择问题上具有重要的参考价值，且为检测各行业项目的举办成效提供重要的判断依据。因此，构建一套科学、系统和有效的项目评价体系，对于项目本身和企业的发展都具有非比寻常的意义。
[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.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F224

【参考文献】