- 期刊
Engineering to Build up an Analytical Model of Key Marketing Demand Factors-Study of Green Industries
並列摘要
This study aims to examine the green marketing demand factors by means of the expert questionnaire distribution and literature review and build a kansei engineering-based evaluation model by adopting 5W1H and interpretive structure modeling(ISM). Furthermore, this study utilizes grey relational analysis to progressively measure the relative weights and key marketing demands among such factors as corporate social responsibility, coherence, flexible standard system, additional values, and incessant continuity. In addition, this study establishes two marketing strategy models including social responsibility sympathy and sustained flexible mechanism. Most important of all, the results are of great significance to the field of green industry in that this study has made it possible to provide green industries with beneficial opinions for marketing strategy manipulation.