A Hierarchy Fuzzy MCDM Method for Studying Electronic Marketing Strategies in the Information Service Industry
International Academy for Information Management Annual Conference,
In this paper, the impacts of Electronic Commerce (EC) on the international marketing strategies of information service industries are studied. In seeking to blend humanistic concerns in this research with technological development by addressing challenges for deterministic attitudes, the paper examines critical environmental factors relevant to Internet commerce in changes in the international marketing environment from the viewpoints of business activity, socio-economics, and information management. The need for a new marketing paradigm for EC, which comes out of trends in international electronic marketing, is also examined. The impacts of EC for the information service industry are discussed, and a hierarchy fuzzy multicriteria decision-making (Fuzzy MCDM) method for evaluating the propagating EC market strategies is proposed. The process of evaluating the hierarchy strategies includes three steps: (1) assessing the weights of each strategic item; (2) getting the performance value of each strategic item from the sense of experts; and (3) evaluating the strategic items. Finally, in order to show the practicability and usefulness of this method, an example is taken as a verifiable method. From the results of practical applications in evaluating the electronic marketing strategies, the proposed method is appropriate and appears to be ideal for a fuzzy environment. (Contains 54 references.) (Author/MES)
Tang, M.T. & Tzeng, G.H. (1998). A Hierarchy Fuzzy MCDM Method for Studying Electronic Marketing Strategies in the Information Service Industry. Presented at International Academy for Information Management Annual Conference 1998.