Title

以混合多準則決策方法分析智慧型手機市場的品牌績效

Translated Titles

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

Authors

王文圓

Key Words

智慧型手機 ; 網路口碑 ; VIKOR ; TOPSIS ; Smartphone ; word of mouth ; VIKOR ; TOPSIS

PublicationName

淡江大學管理科學學系碩士班學位論文

Volume or Term/Year and Month of Publication

2016年

Academic Degree Category

碩士

Advisor

曹銳勤

Content Language

英文

Chinese Abstract

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。

English Abstract

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.

Topic Category 商管學院 > 管理科學學系碩士班
社會科學 > 管理學
Reference
  1. [1] Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a BrandName, The Free Press: New York.
    連結:
  2. [2] Aaker, D. A. (1996). Measuring brand equity across products and markets, California Management Review, Vol.38, No.3, 102-120.
    連結:
  3. [4] Aaker, J. (1999). The malleable self: The role of self-expression in persuasion, Journal of Marketing Research, Vol.36, 45-57.
    連結:
  4. [5] Buyukozkan, G., Cifci, G. and Guleryuz, S. (2011). Strategic analysis of healthcare service quality using fuzzy AHP methodology, Expert Systems with Applications, Vol.38, No.8, 9407-9424.
    連結:
  5. [6] Chang, Y. F., Chen, C.S. and Zhou, Hao. (2009). Smart phone for mobile commerce, Computer Standards & Interfaces, Vol.31, No.4, 740-747.
    連結:
  6. [8] Chen, F.-H., Hsu, T.-S. and Tzeng, G.-H. (2011). A balanced scorecard approach to establish a performance evaluation and relationship model for hot spring hotels based on a hybrid MCDM model combining DEMATEL and ANP, International Journal of Hospitality Management, Vol.30, No.4, 908-932.
    連結:
  7. [9] Chen, K., Chen, J. V. and Yen, D. C. (2011). Dimensions of self-efficacy in the study of smart phone acceptance, Computer Standards & Interfaces, Vol.33, No.4, 422-431.
    連結:
  8. [10] Chen, Y. H. (2012). Using Analytic Hierarchy Process to Select Smartphones – The Case Study in Central Taiwan (master’s thesis), National Formosa University, Taiwan, ROC.
    連結:
  9. [11] Cho, Y. C. and Jeon, J. W. (2007). Current software platforms on mobile phone, International Conference on Control, Automation and Systems, ICCAS '07, 1862-1867.
    連結:
  10. [12] Cretu, A. E. and Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective, Industrial Marketing Management, Vol.36, No.2, 230-240.
    連結:
  11. [13] Edwards, W. (1977). How to use multiattribute utility measurement for social decisionmaking, Systems, Man and Cybernetics, IEEE, Vol.7, No.5, 326-340.
    連結:
  12. [14] Gokhan, T., Mehmet, S., Mehmet, S. and Selim, Z. (2011). Analyzing business competition by using fuzzy TOPSIS method: An example of Turkish domestic airline industry, Expert Systems with Applications, Vol.38, No.4, 3396-3406.
    連結:
  13. [15] Grewal, D., Krishnan, R., Baker, J. and Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions, Journal of Retailing, Vol.7, No.3, 331-352.
    連結:
  14. [16] Gülşen Akman. (2015). Evaluating suppliers to include green supplier development programs via fuzzy c-means and VIKOR methods, Computers & Industrial Engineering, Vol.86, 69-82.
    連結:
  15. [17] Hawkes, C. P., Walsh, B. H., Ryan, C. A. and Dempsey, E. M. (2012). Smartphone technology enhances newborn intubation knowledge and performance amongst paediatric trainees, Resuscitation, Vol.84, No.2, 223-226.
    連結:
  16. [18] Hwang, C. L. and Yoon, K. (1981). Multiple Attribute Decision Making: Methods and Applications, Springer-Verlag: New York.
    連結:
  17. [20] Jamal, A., Sedie, R., Haleem, K. A. and Hafiz, N. (2012).Patterns of use of smartphones' among female medical students and self-reported effects, Journal of Taibah University Medical Sciences, Vol.7, No.1, 45-49.
    連結:
  18. [21] Javanbarg, M. B., Charles, S., Kiyono, J. and Shahbodaghkhan, B. (2012). Fuzzy AHP-based multicriteria decision making systems using particle swarm optimization, Expert Systems with Applications, Vol.39, No.1, 960-966.
    連結:
  19. [22] Jung, H. (2011). A fuzzy AHP–GP approach for integrated production-planning considering manufacturing partners, Expert Systems with Applications, Vol.38, No.5, 5833-5840.
    連結:
  20. [23] Kao, S. W. (2011). Using Multiple Criteria Decision Making to Select Smart Phone (master’s thesis), National Formosa University, Taiwan, ROC.
    連結:
  21. [24] Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, Vol.57, No.1, 1-22.
    連結:
  22. [25] Kim, J., Lee, S., Ahn, H., Seo, D., Seo, D., Lee, J. and Choi, C. (2013). Accuracy evaluation of a smartphone-based technology for coastal monitoring, Measurement, Vol.46, No1, 233-248.
    連結:
  23. [27] Lin, F. and Ye, W. (2009). Operating system battle in the ecosystem of smartphone industry, Information Engineering and Electronic Commerce, IEEC'09, 617-621.
    連結:
  24. [28] Liu, C. C. and Huang, H. L. (2014). Using Q Methodology to Explore the Reaction Types of Smartphone Users, Electronic Commerce Studies, Vol.12, No.1, 27-49.
    連結:
  25. [29] Morteza, Y., Ali, A. and Mohammad, H. I. (2012). Risk Analysis for Critical Infrastructures Using Fuzzy TOPSIS, Journal of Management Research, Vol.4, No.1, 1-19.
    連結:
  26. [31] Opricovic, S. (2011). Fuzzy VIKOR with an application to water resources planning, Expert Systems with Applications, Vol.38, No.10, 12983-12990.
    連結:
  27. [32] Park, B. W. and Lee, K. C. (2011). A Pilot Study to Analyze the Effects of User Experience and Device Characteristic on the Customer Satisfaction of Smartphone Users, Communications in Computer and Information Science, Vol.151, 421-427.
    連結:
  28. [33] Pitt, L. F., Parent, M., Junglas, I., Chan, A. and Spyropoulou, S. (2011). Integrating the smartphone into a sound environmental information systems strategy: Principles, practices and a research agenda, The Journal of Strategic Information Systems, Vol.20, No.1, 27-37.
    連結:
  29. [34] Pophali, G. R., Chelani, A. B. and Dhodapkar, R. S. (2011). Optimal selection of full scale tannery effluent treatment alternative using integrated AHP and GRA approach, Expert Systems with Applications, Vol.38, No.9, 10889-10895.
    連結:
  30. [35] Procci, K., Singer, A. R., Levy, K. R. and Bowers, C.(2012). Measuring the Flow Experience of Gamers: An Evaluation of The DFS-2, Computers in Human Behavior, Vol.28, No.6, 2306-2312.
    連結:
  31. [36] Saaty, T. L. (1980).The Analysis Hierarchy Process, Mcgraw Hill: New York.
    連結:
  32. [37] Saaty, T. L. (2004). Fundamentals of the analytic network process — Dependence and feedback in decision-making with a single network, Journal of Systems Science and Systems Engineering, Vol.13, No.2,129-157.
    連結:
  33. [38] Tsaur, R. C. (2015). Green product pricing decision analysis with application to personal computers, International Journal of Production Research, Vol.53, No.1, 307-320.
    連結:
  34. [39] Tsaur, R. C., Chen, I. F. and Chen, Y. C. (2016). Smartphone market analysis using dynamic multi-criteria decision methods, International Journal of Information and Management Sciences, Vol.27, No.1, 41-60.
    連結:
  35. [40] Wang, M. Y. (2015). Assessment on the food management quality based on the method of improving TOPSIS, Advance Journal of Food Science and Technology, Vol.9, No.10, 745-748.
    連結:
  36. [41] Wang, Y.-L. and Tzeng, G.-H. (2012). Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods, Expert Systems with Applications, Vol.39, No.5, 5600-5615.
    連結:
  37. [42] Yin, K. D. and Li, J. Y. (2012). Measurement research on the dynamic changes of marine sustainable development in china, Journal of Management Science & Statistical Decision, Vol.9, No.2, 11-25.
    連結:
  38. [44] Zhang, Q. and Lu, Y. W. (2012). Evaluation and analysis the quality of financial operation-to the 31 provinces and municipalities for example, Journal of Management Science & Statistical Decision, Vol.9, No.3, 64-73.
    連結:
  39. [3] Aaker, D.A. and Erich J. (2000). Brand Leadership, Pocket Books: U.K.
  40. [7] Chen, C. C. (2010). Evaluating Operating Systems of Smart Phones through a Fuzzy MCDM Approach (master’s thesis), Southern Taiwan University of Science and Technology, Taiwan, ROC.
  41. [19] Hwu, T. J., Yu, W. C. and Lai, C. S. (2014). A study on evaluation indicators of cultural and creative product development, International Journal of Kansei Information, Vol.5, No.2, 1-14.
  42. [26] Kuo, S. Y. and Chen, S. C. (2015). Transportation policy making using MCDM model: The case of Hualien, Transportation Planning Journal, Vol.44, No.1, 25-44.
  43. [30] Opricovic, S. (1998). Multicriteria optimization of civil engineering systems, Belgrade: Faculty of Civil Engineering.
  44. [43] Zeng, C. J. (2009). Product Aesthetic Attributes as Competitive Strategy —The Study of Smart Phones in Taiwan’s Market (master’s thesis), Tamkang University, Taiwan, ROC.