中小企業在我國經濟發展及創造就業層面上扮演重要角色，然而面對國際競爭環境快速變遷，資源相對稀少的中小企業仍遭遇嚴峻挑戰。政府為協助中小企業生存發展，常藉由成立政策執行導向的法人顧問機構，並透過輔導、訓練，及策略建議等方式，協助業者提升經營管理效能。文創產業為我國新興產業，其產業結構與中小企業相仿，意即多數的業者亦面臨中小企業的經營困境。而法人顧問機構對於業者尋求輔導協助的決策關鍵因素若缺乏正確瞭解，則可能導致無法擬定合適的市場策略。
本研究以關係行銷(Relations Marketing；RM)觀點，結合相關理論、文獻及實證結果，探討影響文創產業中小企業主選擇法人顧問機構輔導服務的決策關鍵因素，並歸納出「信任」與「顧客關係」等兩主要影響決策的因素構面以及七項子準則。再藉由層級分析法(Analytic Hierarchy Process; AHP)，找出各因素間之重要性排序。研究結果顯示，文創產業中小企業主在選擇法人顧問機構輔導服務時，首重對該機構的「信任」，其次則為「顧客關係」。最後，依據研究結果提出結論與建議作為法人顧問機構針對文創產業業者進行服務規劃及行銷策略之參考。
The cultural and creative industry (CCI) is an emerging industry in our country and its industrial structure is similar to Small and medium-sized enterprises (SMEs), which means they encounters severe challenges due to scarce resources. In order to assist the survival and development of CCI, the government often establishes policy implementa-tion-oriented GONGOs, and assists SMEs of CCI in improving their management ef-fectiveness. If the GONGOs lacks a correct understanding of the key decision-making factors for the SMEs of CCI’s choice, it may not be able to formulate appropriate mar-ket strategies.
This study uses the Relationship Marketing perspective, collected 7(seven) factors relate with「Trust」and「Customer Relationship」. And using Analytic Hierarchy Process (AHP), to rate these 7 key decision-making factors. This result enables GONGOs to conduct service planning and marketing strategies for SMEs of CCI.
