市場機制策略組合的模糊多語意偏好分析__臺灣人文及社會科學引文索引資料庫

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題名：	市場機制策略組合的模糊多語意偏好分析
書刊名：	行銷評論
作者：	林凌仲／徐村和／張存金
作者(外文)：	Lin, Ling-zhong／Hsu, Tsuen-ho／Chang, Tsun-jin
出版日期：	2009
卷期：	6:2
頁次：	頁185-220
主題關鍵詞：	市場機制策略組合；模糊多準則決策分析；多語意偏好；Market mechanism strategy；Fuzzy multi-criteria decision making；Multi-linguistic preference
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:20

市場機制策略組合的創造已經被企業視爲發展差異化競爭優勢的來源，尤其在複雜的消費市場中，各項策略的功能性構面與屬性會透過企業在不同的行銷管理中，深刻烙印在消費者的知覺偏好中。而過去在市場機制策略組合管理的研究中，大多著重在概念性的發展，以及消費者需求彈性的經濟模式建構，鮮少以顧客基礎爲觀點，而能發展一套結合「模糊多準則」與「多語意偏好」的市場機制策略組合架構，並進行實證的調查和分析。爲了能提供連鎖量販企業塑造符合消費者期望的市場機制策略組合，本研究試圖建立零售企業所重視的市場機制策略組合，以及群體決策管理的模糊評估模式，據以作爲連鎖量販企業在面臨激烈的通路競爭時，提昇與改善行銷策略特質的決策工具。研究結果發現在連鎖量販店購物中，能有效降低消費者購物不確定性的市場機制略組合爲「組合現金退回」、「促銷宣傳」、「保證」策略的搭配使用。

以文找文

The creation of combination of market mechanism strategy has already been regarded as the chance of developing competitive advantage by the enterprises, especially in the complex consumer markets. The market mechanism strategy will deeply affect consumers' preference perceptions in the different management of functional dimensions and attributes. However, the traditional market mechanism strategy researches focus on the concept development and model construction in terms of demand elasticity. Very few studies can develop an integrated managerial structure with the fuzzy multi-criteria and multi-preference communication tools based on the customers' views in different functional dimensions and attributes for the empirical survey. In order to shape the consistent of market mechanism strategy, it is necessary to understand how the enterpriser's decision makers use strategy tools and marketing communications to generate consumers' interests, patronage, and loyalty in the retailing store. Therefore, this study attempts to construct the decision makers' fuzzy evaluation model with the management of the combination of market mechanism strategy in the different functional dimensions and attributes. The results show it could effectively reduce the uncertainty of consumers' shopping in the chain retailing arranged in pairs or group by "bundles of money return", "promotion" and "warranty".

以文找文

Other
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期刊論文
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