Applying Fuzzy Multi-Criteria Decision Method to the Pricing Strategy Selection for IPTV Program of Digital Content in Taiwan

• Main Authors: Bing-Chuan Chen, 陳炳全
• Other Authors: Tzu-leong Cheng
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/qcpqb9

碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 94 === The main purpose of this paper is to provide a pricing strategy evaluation method for the IPTV content industry under fuzzy environment. we review the pricing criteria from Economics, Marketing and Operations Research areas and then we find out important some criteria of pricing strategy. In this paper we establish the hierarchical structure of evaluating pricing strategy of IPTV in Taiwan through the literature review and the IPTV expert judgements. There are 7 aspects of criteria including marketing mixed, demand, cost, competitor, objective, welfare and government policy. The fundamental concepts we have adopted include the analytic hierarchy process, fuzzy set theory and multi-criteria decision-making method. 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 alternatives. Then we use a revised Chang and Chen’s ranking method to rank the final scores and rank the final scores for choosing the optimal alternative. This research takes Taiwan IPTV content industry as an example, to provide enterprise the best pricing method when they make decisions.