Targeting the Post-80’s Market: An MCDM Approach

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题名:	Targeting the Post-80’s Market: An MCDM Approach
作者:	Chang, Horng-Jinh;Lii, Peir-Chyi;Yang, Feng-Mei
贡献者:	淡江大學管理科學學系暨研究所
关键词:	The post-80s;Smartphone;Consumer Behavior;Target marketing
日期:	2012-11
上传时间:	2014-04-17 17:55:19 (UTC+8)
出版者:	Gyeongju-si: Advanced Institute of Convergence Information Technology
摘要:	The post 80’s generation has recently been becoming the main consumer base. The existing literature on the post 80’s generation, however, emphasizes social, macro-economic, and reflections on materialism perspectives rather than their standpoint as an influential consumer in terms of marketing positioning. This study presents a consequences process showing a Taiwanese smartphone manufacturer searching for an appropriate agent in East China in terms of an Multiple Criterion Decision Making (MCDM) method. Subsequently, the survey results revealed some useful information on post 80’s smartphone users. The conclusion provides numerous research directions that are worth following for the study of targeting post 80’s consumers.
關聯:	Advances in information Sciences and Service Sciences(AISS) 4(20), pp.362-367
DOI:	10.4156/AISS.vol4.issue20.43
显示于类别:	[管理科學學系暨研究所] 期刊論文

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