基于灰关联的广告监管绩效评价模型研究

基于灰关联的广告监管绩效评价模型研究
戴 鑫①，刘 凡②
（华中科技大学 管理学院，湖北 武汉 430074）
摘 要 20 世纪90 年代以来，中国广告业实现了突飞猛进的发展，也对政府的广告监
管工作提出了更高的要求。而广告监管的绩效管理需要科学规范的评价指标体系和测量方
法。目前国内外文献尚没有直接对此进行研究。本文在前人间接研究的基础上，根据广告行
业监管的实际特点，提出了基于GR 模型的评价分析方法。首先选择9 个指标，并对部分定
性指标采用灰色理论常用的映射方法，转换为定量指标。运用GR 方法对全国8 个省、直辖
市2005 年的广告监管绩效进行了排序比较评价；并针对绩效评价指标体系，利用灰靶理论
找出指标体系中影响广告监管绩效的主要因素，并据此提出广告监管绩效改进方向。
关键词 广告监管，绩效评价，灰关联
A Research on the Performance Valuation Model of the Advertising Regulation based on
the Grey Theory
Dai Xin， Liu Fan
(School of Management, Huazhong University of Science and Technology, Wuhan, 430074,
China)
Abstract: Since 1990s, the advertising industry has got rapid progress. And at the same
tine, it is requiring the better regulation on the advertising. To improve the performance of the
advertising regulation, it needs the right indexes and measuring theory. There is few research
literatures relation to them. This paper puts forward the Grey Relation theory(GR) to evaluation
the performance of the advertising regulation based on the former literature. Firstly, the paper
advances 9 indexes to measuring the performance of advertising regulation, some qualitative
indexes of them are translated to the quantitative indexes based the mapping theory. Secondly,with
the indexes and the measuring theory, we comparing the 2005’s performance of advertising
regulation in 8 provinces. Lastly, we find the key factors related to the performance from the 9
indexes and give some advices to improve the performance of the advertising regulation.
Keywords: Advertising Regulation; Performance Valuation; Grey Relation