Evaluation of Brand Equity by Fuzzy Theory -A Case of TFT-LCD TV Industry

• Main Authors: Li-ya Huang, 黃莉雅
• Other Authors: Yi-chen Lin
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/89578198206147985341

碩士 === 國立臺南大學 === 科技管理研究所碩士班 === 96 === The Ministry of Economic Affairs drew up the two trillion and twin star industries development plan in 2000, including thin film transistor liquid crystal display（TFT-LCD） and semiconductor industries. The TFT-LCD industry plays an important role in TFT-LCD TV industry. Consumers are sensitive to the brand of the TFT-LCD TV in addition. Many companies realize that brand equity can assist in sales. The brand equity is the performance of marketing activities. Therefore, it becomes a motivation to study the brand equity of TFT-LCD TV in Taiwan by fuzzy theory which can approximate to the thinking behavior of human beings. Firstly, this study applies the Fuzzy Analysis Hierarchy Process to get the criteria weight of professionals. Finally, it utilizes the linguistic variable to measure the brand equity evaluation of customers. The ranking of TFT-LCD TV brand equity with integrated computing are: SONY, Panasonic, TOSHIBA, CHIMEI, BenQ, SAMPO, kolin, TECO, and TATUNG. By this method, this study recommends some marketing strategy for TFT-LCD TV companies. Therefore, they can not only distribute enterprise resources well but develop the marketing activities and manage brand successfully.