Using Hybrid MCDM Model for Experiential Marketing：A Case of 3C Products

• Main Authors: Chen,LUNG-DA, 陳龍達
• Other Authors: Shiaw-Wen Tien
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/09987292955176985604

碩士 === 中華大學 === 企業管理學系碩士班 === 102 === According to Chen's study(陳祈儒，2013), 3C consumption in Taiwan have reached two hundred and twenty billion NT dollars each year. The huge market draws the attention of manufacturers and entrepreneurs. How to keep their products competitive is the core of their concerns. Due to the increase of GDP and the living standard, it is important to investigate the change of consumers’ purchasing habits. The purpose of this study is to establish an effective model to evaluate 3C experiential marketing strategies. Therefore, the study uses the method of hybrid MCDM (hybrid Multiple-Criteria Decision-Making) to examine the dependent relationships among six dimensions (sense, feel, think, act, relate and qualia) and twenty-two criteria of experiential marketing strategies. The model first applies the Decision-Making Trial and Evaluation Laboratory (DEMATEL) to cope with the interdependencies between evaluation criteria and draw a cause and effect diagram for analysis. Next, it uses the DEMATEL-based Analytic Network Process (DANP) to compute the dimension weights and criterion weights. Finally, it uses the VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) to investigate the performance evaluation of 3C experiential marketing strategies. The study of Decision Making Trial and Evaluation Laboratory shows that D6 (Qualia) and C21 (Delicacy) are the major influential factors. D1 (Sense) and C19 (Aesthetic Feeling) are minor factors. D2 (Feel) and C5 (Introverted and Negative Emotion) are the ultimately affected ones. The analysis of Internet procedure indicates that D2 (Feel) and C4 (Introverted and Positive) are relatively most significant. According to the study of VIKOR, five 3C companies offers the best effects on the basis of D6 (Qualia) which D2 (Feel) leaves much room to be improved. Though the research, we can come to the conclusion that increasing the effects of D6 (Qualia) can effectively promote the evaluation of the experiential marketing of 3C products. Second, the emotions and feelings of consumers should be valued highly. Third, utilizing wisely the assessment improves the evaluation of the experiential marketing. It is strongly recommended that promoting the evaluation can be accomplished by means of three methods: adding D6 to the design of 3C products, making consumers positive and introverted, and providing personal multiple sensory experiences.