以模糊多語意偏好建立品牌生命週期之行銷傳播策略模式

Using Fuzzy Multi-linguistic Preference to Build the Marketing Communication Strategy Mo el in the Brand Life Cycle

林凌仲(Ling-Zhong Lin)

《管理科學研究》 2007特刊 (2007/12) Pp. 53-70

https://doi.org/10.6873/MSR.200712/SP.0004

摘要

在實際的行銷傳播工具組合的決策環境下，決策者會根據個人的語意偏好來表達他們的主觀認知。因此，如果對於不同決策者的多語意偏好影響未加以考慮，很有可能會造成行銷傳播策略工具組合的重要性評估結果，與實際決策過程產生落差。故本研究試圖蒐集群體決策者主觀所表達的語意偏好資料，並進一步利用語意轉換函數的概念，將每一位決策者的語意評估值映射至基礎語意集合上，以利在共同的語意平台上，進行不同品牌生命週期中，行銷傳播工具組合的多語意偏好整合。而透過「非支配」選擇性程度值的求算，不但可以排除行銷傳播工具組合受到其它傳播工具的干擾效果，而且能計算其重要性的淨程度值。如此，可以解決過去研究對於不同模糊語意型態的呈現，往往透過假設的方式予以設定，而忽略不同決策者可能因為自己的背景差異，會有不同的模糊語意表達型態的問題存在。

關鍵字

模糊集合 ； 多語意偏好 ； 整合行銷傳播

並列摘要

In real decision environment of the marketing communication strategy, decision makers would choose inherent linguistic preference to express subjective considerations. However, such a multi-preference could not be considered in group decision as it would lack objectivity for evaluating the important degree of the marketing communication tools. The purpose of this study is to collect the linguistic data which decision makers expressed through the subjective cognitions beyond the transformation function of concepts. The basic linguistic term set chosen to allow an appropriate discrimination of the performance values in the different marketing communication strategies. According to the degree of possibility of dominance, the net performance value of the marketing communication tools could be determined, which reducing the interference from other communication tools. In this way, the unreasonable assumption of the fixed linguistic style ignoring the decision makers' background, preference and cognitions can be solved through the information uniform of their own desired d fuzzy linguistic term set.

並列關鍵字

Fuzzy Sets ； Multi-linguistic Preferences ； Integrated Marketing Communications