| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 103 === As consumers could encounter more and more types of media, communication channel is omnipresent. Today, under circumstances of the media environment is complex, marketing the division of labor segmentation, advertisers use marketing tool has not only limited use of traditional media advertising, in recent years, the rapid rise of Integrated Marketing Communications, so that enterprises have to face Integrated Marketing Communications brings influence and gradually make changes in the marketing strategy. And how to struggle customers and case for Integrated Marketing Communications company, and brought more revenue and popularize, these things is need an professionals to perform. Therefore, this study intends to develop a model to assist the Integrated Marketing Communications company how to select the best business managers.
This study established the model divided into two sections, the first part is through the relevant literature and Modified Delphi Method tofind the best selection criteria for Integrated Marketing Communications company business manager, next, through Analytic Hierarchy Process (AHP) to determine the relative weights of the criteria. Second part is uses the Grey Relational Analysis (GRA) to ranks the alternatives and selects the appropriate Business manager. Finally with Integrated Marketing Communications company as an example, using this model to empirical research.The results showed the emphasis standards of Integrated Marketing Communications company has professional competence, personal qualities, creative thinking, social skills and self-regulation. Overall, this research provides a new model for selecting the Business manager, in addition to providing a reference basis for decision makers, and expect to have a substantive contribution in practice.
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