應用DEMATEL建構創意文具產品階層行銷評價模型

本研究將引用Kotler & Keller（2015）、Kotler & Armstrong（2017）產品層次觀點為理論基礎（核心利益、基本產品、期望產品、附加產品、潛在產品），但過去產品層次相關的研究，多使用統計多變量分析，本研究藉由複合式多評準決策模型（Multi-Criteria Decision Analysis, Hybrid MCDM）中的決策實驗室分析法（Decision Making Trial and Evaluation Laboratory, DEMATEL），可有效解決過去許多研究方法之不足（Yien, Chen, Wu, & Lee, 2017; Zhang, Peng, Tian, Wang, & Xie, 2017; Liou, Lu, Hu, Cheng, & Chuang, 2017）；決策實驗室分析法源於1973年日內瓦研究中心Battelle協會，當時DEMATEL用於研究複雜困難的問題，如種族、饑餓、環保、能源問題等。DEMATEL可有效地了解複雜的因果關係結構，藉由檢視元素間影響程度，利用矩陣運算取得元素間的因果關係及影響強度，建立類似結構方程模式（Structure Equation Modeling, SEM）的網絡關係圖（Network Relationship Map, NRM）。故本研究旨在建構創意文具行銷競爭力評價模型，5大構面35項準則，透過DEMATEL方法可以有效釐清創意文具行銷競爭力的肇因源與被影響源，進而透過影響網絡關係圖分析直接影響因子與間接影響因子，最後有效擬定具體可行行銷策略，提升創意文具行銷競爭力。本研究重要發現之結論為（1）優先關注增添消費者利益的新產品或新服務可提升整體創意文具價值；（2）行銷創意文具首重傾聽了解顧客需求；（3）創新科技為創意文具引領核心利益新意義；（4）注重未來擴充將可為創意文具奠定基本發展策略；（5）提升詼諧趣味可為創意文具帶來新價值；（6）提供超乎同業的優質水準將為創意文具附加產品注入意想不到的新價值。

關鍵字

創意文具；產品階層；行銷策略；決策實驗室分析法

並列摘要

This study adopted the product level as theory based including core benefit, generic product, expected product, augmented product, and potential product (Kotler and Keller, 2015; Kotler and Armstrong, 2017). However, in the past, many study used to use ANOVA statistic methodology to solve product level. We applied the DEMATEL (Decision-Making Trail and Evaluation Laboratory) of MCDM (Multi-Criteria Decision-Making) to build the Network Relationship Map (NRM) of Structure Equation Modeling (SEM) for understanding the complicated causal-result. Built five dimensions thirty-five criteria to solve causal factor and influenced factor of marketing competition for creative stationery. Furthermore, we could find out the direct and indirect influence factor between the dimension and criteria. Finally, the creative stationery company could make marketing strategy for promoting the competition. The critical conclusions are (1) firstly focusing on the new product or service for consumer benefit to promote the creative stationery value; (2) listening to the customer need for promotion; (3) leading the mew meaning of core benefit by innovation technology; (4) concentrating on the future expending functions of creative stationery will be founded strategy development; (5) promoting fun of creative stationery will bring the new value; (6) providing the outstanding performance will draw into unexpected new value for the augmented creative stationery.

並列關鍵字

creative stationery ； product level ； marketing strategy ； DEMATEL

參考文獻

Adil Baykasoğlu, & İlker Gölcük (2017). Development of an interval type-2 fuzzy sets based hierarchical MADM model by combining DEMATEL and TOPSIS, Expert Systems with Applications, 70, 37-51. https://doi.org/10.1016/j.eswa.2016.11.001.

Zhang, H., Peng, Y., Tian, G., Wang, D., & Xie, P. (2017). Green material selection for sustainability: A hybrid MCDM approach. PLoS One, 12(5) doi:http://dx.doi.org/10.1371/journal.pone.0177578.

陳家茹（2012），建立製造業專案組合評估模式及專案風險管理機制之研究，未出版碩士論文，開南大學專案管理研究所碩士在職專班。