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題 名 | 使用模糊認知定位法分析產品定位=Analyzing Product Positioning by Using a Fuzzy Perceived Positioning Method |
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作 者 | 謝志勳; | 書刊名 | 技術學刊 |
卷 期 | 14:2 1999.06[民88.06] |
頁 次 | 頁229-234 |
分類號 | 496.1 |
關鍵詞 | 產品定位; 模糊理論; 函數原則; 最大集合與最小集合; 相似程度; Product positioning; Fuzzy theory; Function principle; Maximizing set and minimizing set; Degree of similarity; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究之目的在探討行銷策略中資料大多是語意式的模糊產品定位,並提出模糊 認知定位法來分析競爭群、各品牌在特定屬性上的排序與理想品牌之定位。首先將語意式評 判資料量化為三角形模糊數,並使用函數原則計算模糊平均評判值。運用最大集合與最小集 合所得之總偏好值作模糊數的比序,再應用總偏好值求相似程度為模糊數選擇一個對應的合 適語意式評判資料。本文所建構的模糊認知定位空間圖,由於係採用語意式座標軸,可清楚 地反應出消費者認知上的看法,是一可助於行銷管理者分析與擬訂合適的產品定位策略之構 面圖。 |
英文摘要 | The purpose of this study is to introduce fuzzy product positioning, especially in the case of a marketing strategy under mostly linguistic data. We provide a new method, the fuzzy perceived positioning method, to analyze the groups of the competitive products, the ranks of the attributes of the product, and ideal product position. This method quantifies the linguistic datum with triangular fuzzy numbers, and uses the Function Principle to calculate the fuzzy judgment datum. The total utility values obtained by the Maximizing set and the Minimizing set are used to rank fuzzy average judgment values. The degree of similarity using total utility values is used to select the corresponding best linguistic data levels for fuzzy average judgment values. In this paper, the figure of fuzzy perceived positioning is built with the attributes of linguistic data. This figure can present the perceived opinions of the consumers clearly: it can also assist a marketing manager in analyzing and planning a suitable product positioning strategy. |
本系統中英文摘要資訊取自各篇刊載內容。