| Summary: | 碩士 === 國立臺灣師範大學 === 工業教育學系 === 98 === In an era of fast product and process innovations, the innovative product life cycles (PLC) are becoming shorter and shorter. Meanwhile, PLCs of some most important high technology products including Dynamic Random Access Memory (DRAM), Central Processing Units (CPU), etc. have demonstrated the multi-generation behavior. However, past researchers on multiple generations have been focused more on technological forecasting while ignored the impacts of marketing mix variables. Be aware of the situation, this paper intends to propose an analytic framework for selecting the optimum portfolio of marketing strategies at different PLC stages.
A multiple criteria decision making (MCDM) framework consisting of the Decision Making Trial and Evaluation Laboratory (DEMATEL) as the tool for configuring the decision problem structure, the Analytical Network Process (ANP) as the tool for calculating weights of each criterion, and finally, the VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) as the tool for ranking the alternatives have been proposed for defining the marketing mix strategy for a LCD TV vendor. An empirical study on large-sized LCD TVs will be leveraged for verifying the usefulness of this proposed analytic framework on multiple generation product marketing strategies definitions.
The Empirical analysis result shows that the best marketing mix strategies over each PLC stage as well as demonstrates the effectiveness of this analytic framework. The optimal marketing mix strategies being derived in the empirical analysis include: (1) introduction stage: product-design strategy, full-cost pricing, selective distribution and advertising-copy strategy; (2) growth stage: product-positioning strategy, product line-pricing strategy, selective distribution and media-selection strategy; (3) maturity stage: diversification strategy, bundle pricing strategy, intense distribution and media-selection strategy; and (4) decline stage: product-elimination strategy, flexible-pricing pricing, selective distribution, push strategy. Finally, certain conclusions and suggestions for marketing mix strategies in different product life cycle stages, and further study were presented and proposed. The analytic results can also serve as the strategy portfolio of a late coming LCD-TV firm.
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