Using the method of fuzzy AHP to contruct the brand system

• Main Authors: Shao-ying Chu, 祝少瑩
• Other Authors: Kuo-kuang Chu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/99285496809090285102

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 99 === In order to maintain the business continuity, enterprises adopt the customer-oriented marketing tools to obtain profit. For instance, building the brand strategy and planning the pricing decisions are generally used for attracting the consumers to purchase. Brand system is a role of communication on the brand strategy management, enterprises constructs the brand identification by the naming, the design, the classification to communicate products and services with market and consumer. According to the importance of the relative weights on developing strategic plans, this thesis would provide the competitive advantage of the business differentiation through the fuzzy AHP method to analyze the criteria factors of brand equity, brand portfolio, price perception and pricing strategies. With 35 experts to investigate and found that enterprises focus on brand trust, brand awareness, perceived quality, consumer psychology, the cost factor, brand loyalty, competition in business of overall level thread architecture. Therefore, on the transparency of information now, consumers in the purchase of goods will take the initiative to search for brand selection and price information, and then estimate the purchase intention. The research suggested enterprises strengthen brand management and develop appropriate price be satisfied consumer’s demands. The result of this study can help enterprise gain consumer’s satisfaction, and then be trust and loyalty with enterprise.