以混合多準則決策方法分析智慧型手機市場的品牌績效

Analysis the Brand Performance in Smartphone Market using Hybrid Multicriteria Decision Methods

王文圓(Wen-Yuan Wang)

指導教授 ： 曹銳勤

淡江大學/商管學院/管理科學學系碩士班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.01034

摘要

隨著技術創新和消費者偏好的變化，智慧型手機成為現代生活的重要工具。在智慧型手機市場，大多數使用者在選擇智慧型手機時，不會只考慮價格和功能，還注重品牌口碑和銷售量。然而，顧客在智慧型手機的購買過程中，很難去調查他們的功能和品牌形象。因此，在本文中，我們選擇9種的智慧型手機品牌為研究標的，然後利用VIKOR法以功能來排名這9種品牌智慧型手機，然後利用TOPSIS法來評估網路口碑，加上每一個品牌的平均銷售量以及品牌形象。本研究發現，在總排名中，品牌形象顯著影響品牌的銷售。

關鍵字

智慧型手機 ； 網路口碑 ； VIKOR ； TOPSIS

並列摘要

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.

並列關鍵字

Smartphone ； word of mouth ； VIKOR ； TOPSIS

參考文獻

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