| Summary: | 碩士 === 華梵大學 === 工業管理學系碩士班 === 91 === Traffic problem has always been a very important indicator for the government administration, moreover, to improve traffic safety has been the most urgent subject that the government would like to breakthrough for all these years. In the past, the traffic safety publicity are mostly done by educational training, and assisted by the related literary slogan; hopefully through the function of educational propaganda, to change the behavior of the road user. However, for the past years, traffic safety problems were not effectively solved even under the promotion of traffic safety program; rather, under the development of traffic technology, and the increase in the number of vehicles, traffic condition has become even more congested and confusing. In the recent ten years, the traffic safety publicity strategy executed by the government is mostly propagated by mass media, literary slogan, and traffic safety education, which did not have such a major effect on improving traffic safety. When government is propagating traffic safety, doesn’t it want to use the method of publicity to lead road users to voluntary obey the traffic regulations? After all, what exactly is the kind of traffic safety publicity that will be more acceptable by the road users, in order to have more noticeable effect? All these are the main objectives of this research.
For the sake to evaluate traffic safety publicity strategy, this research has proposed the fuzzy multicriteria evaluation method. To first of all, retrospect the related literature in the current traffic safety publicity strategy domestically, traffic safety, and strategic evaluation method, in order to generate the feasible strategy and evaluation criteria. This research would investigate and analyze the need, and the level of recognition that the road users has for traffic safety publicity strategy, as well as the related research of the past. The research has come up with eleven traffic safety publicity strategies. For the sake of understanding the feasibility during the execution of the drafted traffic safety publicity strategy, this research has generated eight evaluation criteria from the standpoints of marketing, through expert questionnaire method, to measure the evaluation criteria weight and the performance achievement value of the traffic safety publicity strategy for the eight evaluation criteria respectively. Then, by use of the proposed multicriteria evaluation method, to analyze the degree of feasibility in the execution of the traffic safety publicity strategies, and to list out their priority ranking. According to the result, “to appropriately insert the traffic safety knowledge during broadcast of traffic condition” has the highest priority. The second would be “to list ‘traffic safety education’ as the school requirement.” What was deemed as the least important by the expert would be the “phone service that take is public opinion”, which ranks as the last.
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