| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 105 === By the economic level and for the daily life quality requirements are increasingly high, in the diet is very exquisite, under this trend, the traditional pastry industry has also set off a major change, in addition to the pursuit of a unique taste or fancy cake shape, such as how to create attractive purchase motivation from the heart shopping environment has become a major issue.
The maximum value based on the analytic hierarchy process in complex problems through sorting and compare, and provide the managers with a ranking result for reference, thus to create contemporary pastry purchase environment, this study tries to analyze with the case, through the AHP level analysis method, discusses the contemporary pastry industry how to choose the best buy environment planning and real storefront decoration manufacturers as partners.
First of all, By literature analysis, we find that consumption situation, physical store shopping environment and online business domain of both are equally important, will affect the consumer behavior, the other through the focus of discussion after that, by the entity and the online consumer classification ability and consumer preference recognition which the ability of consumers to choose, and the entity and the online commodity classification ability, goods display ability, commodity exhibition, graphic video viewing commodity consumer goods which positioning ability of the three factors and the appearance of entity and line establishment ability, build a building decoration consumption situation, communication ability, ability to build software exclusive website ability as the main key.
Secondly, through the case study and combined with AHP weight evaluation that influence consumer goods positioning large consumer goods second, final consumption situation is built, this study will provide reference to the selection of industry data arrangement as partners, indeed for the industry to save a lot of time cost and opportunity cost, and found the importance of experiential marketing from, but because this research belongs to case analysis, so we must pay attention to the planning and design process, the above criteria and sub criteria at the same time, the research results are limited to the case and the case or face a similar choice situation, industry reference.
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