The Model of Marketing Strategic Alliance for Selecting Partner of Retail Industry

• Main Authors: Li-Ling Chang, 張儷齡
• Other Authors: Tsuen-Ho Hsu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/40623837688173007723

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 98 === Marketing Strategic Alliance is very popular in retail industry. To select a right and proper partner is very important before they start to alliance for the success of marketing strategic alliance because this is start to keep the sustainable corporation competitive advantage. For this purpose, we are based on keeping the corporation competitive to build up the model and hierarchical framework of the supplier selection to examine the adaption of the supplier and predict the success of the marketing strategic alliance. The mothod of the research is fuzzy linguistic preference relations for selecting the partner and predicting the success of marketing strategic alliance. Through the model not only help retail industry to understand their coporation competitive advantage but also to examine the partner, and predicting the success of marketing strategic alliance to help retail industry make the big decision for their corporations and achieve the purpose of sustainable management.