Establishing the New Era Operating Strategy of Mobile Communication Package Based on Hybrid MCDM Method

• Main Authors: Luo, Cheng-Yiou, 駱承佑
• Other Authors: Tzeng, Gwo-Hshiung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/5329hf

碩士 === 國立交通大學 === 科技管理研究所 === 101 === After the mobile communication machine was invented in 1973, the mobile phone market has embarked into its continuous and fast growth. In addition, with the internet and cloud computing technology became more and more mature and prevalent, mobile phones started to transform in a way beyond our imagination, and often there are varieties of functions added onto mobile phones, and those even change the way people have their life styles. Now, many mobile phone producers and telecommunication service providers(TSPs) have joined the market and make it more competitive. Some TSPs, in order to gain more market shares, started to develop cloud services for their customers; and some others try to integrate different kinds of service into one mobile phone. Therefore, the strategy for mobile phone market is no longer dominated by phone producers alone, it is far more complicated than before, and additional services start to play a role in it. In this research, 17 newly released mobile phones, which are equipped with very high end technologies, are put into research. I decomposed all the mobile phone functions, prices, and services from each product and TSP, and sorted them into 4 dimensions and 13 criteria. After 25 questionnaires were collected and analyzed, the Satisfaction-Importance Analysis (SIA) can find out which dimension/criterion will be needed to improve and the Decision Making Trial and Evaluation Laboratory (DEMATEL) is used to construct the Network Relation Map (INRM). Therefore, I can obtain improvement strategies based on user needs and improve service quality using service develop strategies.