| Summary: | 碩士 === 開南大學 === 企業管理學系碩士班 === 95 === Consumers are directed by diverse reasons that result in purchasing behavior. Nowadays, the electronic product market continues to maintain a fast growth momentum. Furthermore, the mobile phone product has become an essential living tool in human’s living, and the personal consumption market grows fast as well. The competition on the market is intensified and firms are looking for new market. In 1967, Kotler presented the customer-oriented marketing concept. According to this concept, we know that consumers play a critical role in market strategy planning. We attempt to study consumer purchasing behavior (CPB) in order to reduce the gaps in enterprises and consumers for satisfying bilateral needs to reach a win-win situation in each criterion. This paper proposes a diagram to outline the relationships among the various factors/criteria responsible for decision-purchasing and employ the structure to develop marketing strategy planning in the competitive environment. The Decision Making Trial and Evaluation Laboratory (DEMATEL) method is used to find structural relationship of overall criteria and Fuzzy Multiple Criteria Decision Making (FMCDM) is employed to evaluate the performance of cutting edge mobile phones with calculated synthesis values ( ) in each alternative under a fuzzy environment. An empirical case of cutting edge mobile phone (CEMP) with three alternatives is used to formulate the proposed diagram. The key impact factors (KIFs) of CEMPs are photographing function (b1), entertainment function (b4) and Sales promotion (d1), which are implemented here to sketch marketing strategy planning in CEMP market. The strategies are planed in two parts; Product Function Strategy, Price Strategy and Brand Strategy are designed in first part, and the New Value Strategy is supplied in second part. These findings are indicated that can agree human’s thinking in actual behavior to demonstrate the feasibility and validity.
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