Key Success Factors of Brand Marketing for Creating the brand value Based on a MCDM Model Combing DEMATEL and ANP Methods

淡江大學機構典藏 > 商管學院 > 企業管理學系暨研究所 > 期刊論文 > Item 987654321/55516

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题名:	Key Success Factors of Brand Marketing for Creating the brand value Based on a MCDM Model Combing DEMATEL and ANP Methods
作者:	Lee, Wen-shiung;Wang, Yung-lan;Tzeng, Gwo-hshiung
贡献者:	淡江大學企業管理學系
关键词:	Brand marketing;Brand value;MCDM;DEMATEL;ANP
日期:	2010-12
上传时间:	2011-08-22 22:09:42 (UTC+8)
出版者:	Springer
摘要:	When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate with the quality, functions, and design of products. According to the smiling curve, the production of products is interacted with marketing and R&D. Therefore, the enterprises enhancing the marketing and R&D for production can create brand value. This study focuses on the marketing, and is based on the traditional marketing strategies to develop the brand marketing mix. However, there are many criteria among the strategies, and the criteria are interrelated. Thus, we want to probe the key success factors of the brand marketing to satisfy customer’s needs. A MCDM model combining DEMATEL with ANP methods is used to find the importance and influence among the dimensions and criteria, which can evaluate marketing strategy. The study results will provide the enterprises with a reference for planning brand marketing.
關聯:	Advances in Intelligent Descision Technologies 4, pp.721-730
DOI:	10.1007/978-3-642-14616-9
显示于类别:	[企業管理學系暨研究所] 期刊論文

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