隨著全球化浪潮所帶來的市場高度競爭，使得世界各國把經濟重心建立在以文化為核心的產業，這麼一來具代表性的文化意象就相當的重要，本研究把金門文化意象歸納為六大構面，分別為閩南文化、僑鄉文化、戰地文化、經濟產業、自然生態、民俗風情，且透過量化的研究方式，找尋文創商品的意象歸屬並且透過對於這文化方面領域有相關的專家進行問卷發放並且分析，進而可以得到最具代表金門文化意象是甚麼。得到的結果與不同屬性消費者的結果進而知道差異在哪裡，所以本研究想要達到的目的歸納為下列四點：1.從金門眾多文化意象中萃取出最具特色的文化象徵。2.不同屬性的消費者對於金門文化意象的認知和喜好程度。3.探討專家對於金門文化意象的喜好與歸屬程度。4.利用模糊多準則評估法，建立出金門文創商品意象歸屬層級架構優先順序圖最後本研究結果發現：(1)利用模糊多準則評估方法得到最具代表性文化意象為古寧頭戰史館(2)不同屬性消費者對於每個文化層面的金門文化意象之排序差別(3)文創商品文化意象決策順序的優先指標架構圖。 High market competitiveness due to globalization has led to the importance of culture in the world of economics. This research summaries the culture of Kinmen into six different sectors, which are the Taiwanese (Hokkien) culture, migrant culture, military culture, economy industries, natural ecosystems and folk traditions respectively. We would analysis questionnaires done by experts in the cultural field to find out which cultural sector best represent Kinmen. The results will then be cross-referenced with the feedbacks from consumers, which finally concludes to the following four purposes:1.to choose which cultural aspects best represent Kinmen culture,2.to understand consumers from different categories preferences and understandings of Kinmen culture,3.to understand the experts’ preferences and knowledge for Kinmen culture.4.to use multi-criteria assessment methods to understand consumers that the choice of souvenirs sold can be decided using a pirority chart.The conclusion of this report is: 1. By using Fuzzy Multi Criteria Decision Making Approach, experts evaluate the Guningtou Battle Museum to be the most cutural representative of Kinmen. 2. Different consumers have different levels of perception about the Kinmen culture. 3. The choice of souvenirs sold can be decided using a pirority chart.
