A Study on Selecting Integrated Marketing Communication Company for Manufacturer of Contact Lens

• Main Authors: HUANG, CHING-TING, 黃敬婷
• Other Authors: CHEN,YAW-CHU
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/53165315138792716733

碩士 === 銘傳大學 === 新媒體暨傳播管理學系碩士在職專班 === 104 === Media environment today is constantly varied. To many of business owners, it is a lot different the way they reach or contact their customers than before. Since traditional media is no longer to provide the need of marketing service for current enterprises, so now business owners have to spread or send out their information in various ways in order to achieve their marketing goals. For contact lens manufactures, it can be done by using integrated marketing method to reach their sales goals for those who need sight correction. Competitors from other contact lens manufactures also aware that the importance of marketing strategy. In order to stand out from other competitors, putting strong effort into marketing seems to be the only way. The purpose of this paper is to provide an algorithm for manufacturer of contact lens in Taiwan to select integrated marketing communication company under fuzzy environment. The fundamental concepts we have adopted include the eigenvector method, fuzzy Delphi method, fuzzy set theory, and multi-criteria decision making method. With the literatures review and the interviewing senior managers in manufacturer of contact lens, we propose 3 criteria and 12 sub-criteria to construct the hierarchical structure for selecting integrated marketing communication company. The fuzzy Delphi method is integrated with the eigenvector method to obtain the weight of criteria. The concepts of normal triangular fuzzy number and linguistic variables “importance” and “appropriateness” are used to assess the importance weighting of sub-criterion and appropriateness of the alternatives under each sub-criterion. Through the hierarchy integration, we obtain the fuzzy overall evaluation of marketing communication company, and use Chen’s ranking method to determine optimal one.