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dc.contributor.authorWang, Yung-Lanen_US
dc.contributor.authorTzeng, Gwo-Hshiungen_US
dc.contributor.authorLee, Wen-Shiungen_US
dc.date.accessioned2017-04-21T06:48:35Z-
dc.date.available2017-04-21T06:48:35Z-
dc.date.issued2010en_US
dc.identifier.isbn978-3-642-14615-2en_US
dc.identifier.issn2190-3018en_US
dc.identifier.urihttp://hdl.handle.net/11536/135565-
dc.description.abstractWhen consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate with the quality, functions, and design of products. According to the smiling curve, the production of products is interacted with marketing and R&D. Therefore, the enterprises enhancing the marketing and R&D for production can create brand value. This study focuses on the marketing, and is based on the traditional marketing strategies to develop the brand marketing mix. However, there are many criteria among the strategies, and the criteria are interrelated. Thus, we want to probe the key success factors of the brand marketing to satisfy customer\'s needs. A MCDM model combining DEMATEL with ANP methods is used to find the importance and influence among the dimensions and criteria, which can evaluate marketing strategy. The study results will provide the enterprises with a reference for planning brand marketing.en_US
dc.language.isoen_USen_US
dc.subjectBrand marketingen_US
dc.subjectBrand valueen_US
dc.subjectMCDMen_US
dc.subjectDEMATELen_US
dc.subjectANPen_US
dc.titleKey Success Factors of Brand Marketing for Creating the Brand Value Based on a MCDM Model Combining DEMATEL with ANP Methodsen_US
dc.typeProceedings Paperen_US
dc.identifier.journalADVANCES IN INTELLIGENT DECISION TECHNOLOGIESen_US
dc.citation.volume4en_US
dc.citation.spage721en_US
dc.citation.epage+en_US
dc.contributor.department科技管理研究所zh_TW
dc.contributor.departmentInstitute of Management of Technologyen_US
dc.identifier.wosnumberWOS:000292845100070en_US
dc.citation.woscount0en_US
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