Analysis the Brand Performance in Smartphone Market using Hybrid Multicriteria Decision Methods

淡江大學機構典藏 > 商管學院 > 管理科學學系暨研究所 > 會議論文 > Item 987654321/107601

請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/107601

題名:	Analysis the Brand Performance in Smartphone Market using Hybrid Multicriteria Decision Methods
作者:	Wang, Wen-Yuan;Tsaur, Ruey-Chyn
關鍵詞:	Smartphone;word of mouth;VIKOR;TOPSIS
日期:	2016-05-14
上傳時間:	2016-10-04 02:11:11 (UTC+8)
摘要:	With rapid technological innovation and ever-changing consumer preferences, smartphones have become important tool in our modern life. In the smartphone market, most users will not only consider the price and features of the phones but also the word of mouth and average sales of these smartphones. Often, customers face difficulties in their purchase process as they tried to investigate the functions and brand image of these smartphones. Therefore, in this paper, we selected nine smartphone brands and used VIKOR to rank the smartphones’ functions. Then, we used TOPSIS to evaluate the word of mouth. We also took the average sales and brand image figures for each brand into consideration. This study found that the brand image significantly affects the overall rankings of brand sales.
關聯:	Proceedings of International Conference in Management Sciences and Decision Making
顯示於類別:	[管理科學學系暨研究所] 會議論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
Analysis the Brand Performance in Smartphone Market using Hybrid Multicriteria Decision Methods_議程.pdf		98Kb	Adobe PDF	97	檢視/開啟

在機構典藏中所有的資料項目都受到原著作權保護.

TAIR相關文章