Evaluation and Selection of International Marketing Channel Decision Using AHP Methods–The Case Study of A Machinery Corporation in Taiwan
| Autor: | SU-YING WANG, 王素英 |
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| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 This research aims at the evaluation and selection of international marketing channel decision in Taiwan Machinery Industry. The first step, we used SWOT to analyze Taiwan machinery industry. The purpose of this step is to construct all key influential factors for international marketing channel decision model. Secondly, we selected fifteen managers in Fu Chun Shin Machinery Manufacture CO., LTD. Then, we used analytic hierarchy process to measure the importance and priority order for key influential factors. This research applied literature review, SWOT analysis, case study and AHP. According to the result, the following five research propositions are being introduced. (1) To reinforce marketing channel structure of machinery industry will increase international marketing strategy. (2) To execute internal control system, and to decrease the risk. (3) To strengthen systems integration capability, and to increase the national competitiveness. (4) To adopt electronic business, and to create the better business performance. (5) The machinery corporation should focus emerging markets, and to increase the scope of international markets. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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