Paper Title:
Utilizing the QFD to Make the Most Potential Marketing Strategy through Applying the Innovative Wireless Technology in a Hypercompetitive Era
  Abstract

In this research, three necessary relations are cross-analyzed by eighteen customers’ needs (WHATs) and nineteen corporate i-technological measures (HOWs) through the use of the application of the House of Quality (HOQ) model of the Quality Function Development (QFD) and a comparison of the Multiple Criteria Decision Making (MCDM) for discussing the contemporary commerce environment. The evaluation that contributed the most is the comprehensive methodology and associated 7-steps measurement of the HOQ model of the QFD are applied in order to avoid research arbitrariness, for evaluation comparability and linguistic vagueness, which are the pellucid measured characteristics of the HOQ models of the QFD regarding the features of complicated theoretical concepts, data-collecting processes and computed procedures. Specifically, the application of the quantitative entropy methods, similar measure and the TOPSIS are utilized in this study to minimize the indistinctness of the linguistic exactitude and to decreasing the subjective concepts of the five selected customers. According to the measured consequences in this study, it is very apparent that enterprises have to develop a creative i-technological marketing strategy to create an effective and efficient i-technological interface in order to achieve the customers’ desires consisted of sale customization in product concentrated subjective and sale advertisement, sale promotion and sale employees in promotion considered session. Eventually, some suggestions for managers and researchers are inductively formed to further develop the best innovative (i-technological) marketing strategy for enterprises in a thriving cyber commerce environment.

  Info
Periodical
Key Engineering Materials (Volumes 467-469)
Edited by
Dehuai Zeng
Pages
1000-1005
DOI
10.4028/www.scientific.net/KEM.467-469.1000
Citation
M. Y. Hsieh, C. Y. Kung, C. S. Lai, C. T. Chen, "Utilizing the QFD to Make the Most Potential Marketing Strategy through Applying the Innovative Wireless Technology in a Hypercompetitive Era", Key Engineering Materials, Vols. 467-469, pp. 1000-1005, 2011
Online since
February 2011
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Price
$32.00
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