A multi-objective decision model for optimizing marketing-mix policy - an example from a company of video multimedia
| Autor: | Chang, Alvin, 張立螢 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 An excellent network marketing model usually need users to support its business, then it can incur high sales performance of product to create a successful business. For planning a good network marketing model, the purpose of this study is to explore how science and technology news from the website content and community discussion messages can obtain information analysis and prediction of markets-side as well as trends and tendencies of wider communities. First, key word analysis can select keywords of product sales factors. Based on the results of keywords search from related online news and community website message, keyword frequencies and their relationships can be found to understand the importance of network messages between product marketing factors and prediction of emerging needs. Analytic hierarchy process (AHP) and artificial neural network (ANN) are used to evaluate the importance and relevance of different types of products from semi-structured network messages. Through the analysis of marketing-mix strategy, a prototype system can timely understand the situation-side and the demand side of the market, appropriately adjust marketing plan, create product value to attract more consumers to purchase, and improve product sales in this study. Further, managerial analysis is derived for references of future research. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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