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