Applying Fuzzy Multi-Criteria Decision Method to the Pricing Strategy Selection for Digital Learning Industry in Taiwan

• Main Authors: Yen-Hui Han, 韓衍輝
• Other Authors: Yaw-Chu Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/rvgq37

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 digital learning industry under fuzzy environment. With the literature review we find the pricing criteria for Economics, Marketing and Operations Research and then we find out some criteria of pricing strategy. This paper bases on the view of marketing, we discuss 7 sectors: marketing mixed, demand, cost, competitor, objective, welfare and government policy. This research investigates Taiwan digital learning industry experts as respondents, find references and make pricing strategy criteria. 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 digital learning industry as an example, carrying on real example application for the decision ways put forward, to provide enterprise the best pricing method when they make decisions.