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

請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/55516

題名:	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
貢獻者:	淡江大學企業管理學系
關鍵詞:	Brand marketing;Brand value;MCDM;DEMATEL;ANP
日期:	2010-12
上傳時間:	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
顯示於類別:	[企業管理學系暨研究所] 期刊論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
index.html		0Kb	HTML	77	檢視/開啟
Key Success Factors of Brand Marketing for Creating the brand value Based on a MCDM Model Combing DEMATEL and ANP Methods.pdf		286Kb	Adobe PDF	1	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