Applying the AHP Methods on Selecting International Marketing Channel Decision Models - An Auto Lamp Industry Example

• Main Authors: Yuan-ChunChao, 趙元俊
• Other Authors: Tai-Yu Wang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/gy3685

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 106 === This study focuses on exploring how Taiwanese automotive lamp industries market their product overseas. Before developing their oversea marketing strategies, the enterprises assess their oversea market as far as both size and structure concerned. This study uses the AHP questionnaire as the main research tool for data collection. By collecting the data and the literature reviewed (including practical experience along with internal documentations), one can implement the auto lamp industry’s “The Analytic hierarchy process” to explore the relationship between an automotive lamp manufacturer and its overseas market. The research results show that senior managers in automotive lamp manufacturers not only has a in depth understanding on its own product and their competitors, but also can clutch the structure of the targeted marketing channel to enhance one’s efficiency and to ensure the future of the company’s striving for a long tenure survival of the enterprise.