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題 名 | 臺灣地區數位學習產業定價策略之研究:模糊理論的應用=Applying Fuzzy Multi-Criteria Decision Method to the Pricing Strategy Selection for Digital Learning Industry in Taiwan |
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作 者 | 陳耀竹; 韓衍輝; | 書刊名 | 傳播管理學刊 |
卷 期 | 7:2 民95.07 |
頁 次 | 頁151-174 |
分類號 | 484.53 |
關鍵詞 | 數位學習; 定價策略; 模糊多評準決策; Digital learning; Pricing strategy; Fuzzy multi-criteria decision-making; |
語 文 | 中文(Chinese) |
中文摘要 | 本文旨在模糊環境中,為臺灣數位學習產業建構一套評選最適定價策略的模式。本研究首先參考文獻,分別從經濟學、行銷學、作業研究等觀點來探討定價之相關文獻,進而整理出擬訂定價策略之準則。本文依據行銷學的觀點,就行銷組合、需求、成本、競爭者、目標、社會福利與政府法令等七關鍵因子來歸納準則。再針對臺灣地區的數位學習產業之實際參與決策或與其職務相關之主管人員及專業幕僚進行問卷訪查,經重要性分析後,建構出數位學習產業定價策略評估模式之層級結構。本研究再利用成對比較,與模糊多評準決策方法,發展出尋找最佳定價策略的演算法則。該演算法則是根據三角形模糊數與語言變數兩個主要觀念,作為評估準則之「重要性」與方案滿足各準則之「滿意度」評估之用。藉由層級整合得出各方案之綜合評價,並利用修正之Chang & Chen模糊數排序法求出最適的定價策略。本研究以數位學習產業個案公司為例,為所提出之定價決策模式進行實證應用,以供數位學習產業擬訂定價策略參考之用。 |
英文摘要 | The main purpose of this paper is to provide a pricing strategy evaluation method for the digital learning industry under fuzzy environment. With the literature review we find the pricing criteria for Economics, Marketing and Operations Research and then we find out some criteria of pricing strategy. This paper bases on the view of marketing, we discuss 7 sectors: marketing mixed, demand, cost, competitor, objective, welfare and government policy. This research investigates Taiwan digital learning industry experts as respondents, find references and make pricing strategy criteria. The fundamental concepts we have adopted include the analytic hierarchy process, fuzzy set theory and multi-criteria decision-making method. The concepts of triangular fuzzy number and linguistic variables are used to assess the preference ratings of linguistic variables, ‘importance’ and ‘appropriateness’. Through the hierarchy integration, we obtain the final scores of alternatives. Then we use a revised Chang and Chen's ranking method to rank the final scores and rank the final scores for choosing the optimal alternative. This research takes Taiwan digital learning industry as an example, carrying on real example application for the decision ways put forward, to provide enterprise the best pricing method when they make decisions. |
本系統中英文摘要資訊取自各篇刊載內容。