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 en
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 TWN
公開徵稿
出版型式
出處 Proceedings of International Conference in Management Sciences and Decision Making
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/107601 )