Applying Fuzzy Multi-Criteria Decision-Making Method to Evaluate The Brand Equity of Taiwan Female Magazine

• Main Authors: E -Hsuan, 林怡萱
• Other Authors: Yao-Jhu Chun
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/u6f5nm

碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 97 === This purpose of the paper is to provide a decision-making to evaluate brand equity for Japanese female magazine international Chinese version in Taiwan to posses a competitive advantage over its rivals. Because traditional financial tools are insufficient in measuring the assets, the study can measure the brand equity. In addition, some selecting criteria are qualitative by nature and often depend on experts’ judgment of approximation. It is difficult to elicit the complete, precise, and reliable knowledge from the exerts. As mentioned above a fuzzy multi-criteria decision-making method appears to be one of the feasible solution to handle such difficult problems. What the fundamental concepts we have adopted includes the expert interview, the eigenvector method, and the fuzzy multi-criteria decision-making method. The fuzzy Delphi method is integrated with the eigenvector method to form a set of pooled weights of the criteria, and 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 Chen’s ranking method to rank the final scores for choosing the optimal alternative. The purpose of the research is to apply a method of the evaluation of brand equity for the Japanese female magazine international Chinese version company in Taiwan to assist their strategy developing . We find there are five main criteria and fifteen sub-criteria for evaluating the brand equity of Japanese female magazine international Chinese version company in Taiwan, and apply the proposed method, we find the brand equity of Japanese female magazine international Chinese version company of Taiwan is magazine position.