期刊論文
| 學年 | 101 |
|---|---|
| 學期 | 1 |
| 出版（發表）日期 | 2012-11-01 |
| 作品名稱 | Targeting the Post-80’s Market: An MCDM Approach |
| 作品名稱（其他語言） | |
| 著者 | Chang, Horng-Jinh; Lii, Peir-Chyi; Yang, Feng-Mei |
| 單位 | 淡江大學管理科學學系暨研究所 |
| 出版者 | Gyeongju-si: Advanced Institute of Convergence Information Technology |
| 著錄名稱、卷期、頁數 | Advances in information Sciences and Service Sciences(AISS) 4(20), pp.362-367 |
| 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. |
| 關鍵字 | The post-80s; Smartphone; Consumer Behavior; Target marketing |
| 語言 | en_US |
| ISSN | 1976-3700 |
| 期刊性質 | 國外 |
| 收錄於 | EI |
| 產學合作 | |
| 通訊作者 | Yang, Feng-Mei |
| 審稿制度 | 是 |
| 國別 | KOR |
| 公開徵稿 | |
| 出版型式 | 電子版 紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/97736 ) |