臺灣行動電話的發展已全面邁入了3G時代，而第三代行動電話中的數位內容多媒體服務將會是行動電話服務業者增加每人平均收入的最重要動力，而消費者是否會採用的關鍵因素之一便是價格的考量。 因此，本文旨在模糊環境下，從行銷學的角度為3G行動電話的數位內容服務評選出一套最適的定價方式。3G行動電話所提供的數位內容服務項目甚多，而本研究是以3G的圖鈴下載服務項目來做探討。本研究首先參考過去的相關文獻來做回顧，分別從經濟學、行銷學、作業研究與成本會計等觀點的文獻中，整理出評選定價策略之主要準則與次準則，並針對臺灣數位內容產業之產官學界專家學者進行訪談，得出5項主要準則與19項次準則，再經由重要性分析後，篩選出5項準則與16項次準則，進而建構出3G行動電話數位內容服務定價策略評估模式之層級架構。再利用配對比較，與模糊多評準決策法，發展出尋找最佳定價策略的演算法則。該演算法是根據三角形模糊數與語言變數兩個主要的觀念，作為評估準則之「重要性」與方案滿足各準則之「滿意度」評估之用。藉由層級整合得出各方案之綜合評價，並利用修正之Chang & Chen模糊數排序法求出最適的定價策略。本研究以臺灣3G行動電話數位內容服務中的圖鈴下載提供者的個案公司為例，為所提出之定價決策模式進行實證應用，以供3G行動電話數位內容服務產業擬定定價策略參考之用。

The main purpose of this paper is to provide a strategic assessment model for optimum pricing method of digital content services of third generation mobile phone in Taiwan under fuzzy environment from the marketer viewpoint. The fundamental concepts we have adopted include the analytic hierarchy process, fuzzy Delphi method, fuzzy set theory and multi-criteria decision-making method. With the literature review and the investigations of administers who work for digital content services of third generation mobile phone in Taiwan, we construct the hierarchical structure for evaluating the optimum pricing method. The fuzzy Delphi method is integrated with the anlaytic hierarchy process method to form a set of pooled weights of the criteria. The concepts of triangular fuzzy number and linguistic variables are used to assess the preference ratings of linguistic variables, “importance” and “appropriateness”. Through the hierarchy integration, we obtain the final scores of strategies. Then we use a revised Chang and Chen's ranking method to rank the final scores for strategy selection of optimum pricing of digital content services of Taiwan third generation mobile phone.