教師資料查詢 | 類別: 會議論文 | 教師: 曹銳勤 RUEY-CHYN TSAUR (瀏覽個人網頁)

標題:Analysis the Brand Performance in Smartphone Market using Hybrid Multicriteria Decision Methods
學年104
學期2
發表日期2016/05/14
作品名稱Analysis the Brand Performance in Smartphone Market using Hybrid Multicriteria Decision Methods
作品名稱(其他語言)
著者Wang, Wen-Yuan; Tsaur, Ruey-Chyn
作品所屬單位
出版者
會議名稱International Conference in Management Sciences and Decision Making
會議地點Tamkang University, Taiwan
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.
關鍵字Smartphone;word of mouth;VIKOR;TOPSIS
語言英文
收錄於
會議性質國際
校內研討會地點淡水校園
研討會時間20160514~20160514
通訊作者
國別中華民國
公開徵稿
出版型式
出處Proceedings of International Conference in Management Sciences and Decision Making
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