Brand Performance Analysis in Smartphone Market using Hybrid Multicriteria Decision Methods

摘要：

　　With rapid technological innovation and ever-changing consumer preferences,smartphones have become important tool in our modern life.In the smartphone market,most users will not only consider the price and features of the phones but also the word of mouth and average sales of these smartphones.Often,customers face difficulties in their purchase process as they tried to investigate the functions and brand image of these smartphones.Therefore,in this paper,we selected nine smartphone brands and used VIKOR to rank the smartphones” functions.Then,we used TOPSIS to evaluate the word of mouth.We also took the average sales and brand image figures for each brand into consideration.This study found that the brand image significantly affects the overall rankings of brand sales.

关键词： Brand image Word of mouth Smartphone VIKOR TOPSIS SMARTROC

作者: Ruey Chyn Tsaur

作者单位: Department of Management Sciences,Tamkang University

会议类型: 国内会议

会议名称: China Marketing International Conference 2017 (2017中国市场营销国际学术年会)

会议地点: 北京

会议语种:英文

页码: 167-188

在线出版日期: 2017-07-14（万方平台首次上网日期，不代表论文的发表时间）