Using AHP and DEMATEL to Analyze Key Success Factors of Blog

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题名:	Using AHP and DEMATEL to Analyze Key Success Factors of Blog
作者:	Jiang, Chiou-Huei
贡献者:	Department of Business Administration Ya-Wen Yu
关键词:	DEMATEL;AHP;Blog
日期:	2012
上传时间:	2012-11-18 08:56:25 (UTC+0)
出版者:	Asia University
摘要:	Blog marketing in recent years is a fashionable trend, companies started to pay attention to the function of blogs in marketing. Besides blogs has become a communication channel with customers, in order to achieve the fast-spreading effect of the information. This study focuses on the legitimate business enterprise, and we make some questionnaires to understand the key points that most of the enterprises, businesses value when they are seeking bloggers for marketing products or promotional activities. First of all, through the related literatures and interviews we find out four major perspectives and 14 sub-criteria that are important to the blog business, Analytic Hierarchy Process and Decision Making Trial and Evaluation Laboratory were then applied to obtain the priority order and the causal relationship of the criteria. As the reference of the future, it is determined to explore business opportunities blogger and look for blog writers from all trades and professions. In terms of priority order, the blog writers, had the top weight rating of the four major perspectives. In terms of causal relationship, “good at marketing” under the blog writers was the sub-criterion that was worth to be improved by enterprises; “content affection” under content dimensions was the sub-criterion that was also worth to be improved; “updated frequently” under platform design was the sub-criterion that was worth to be improved; “interactivity” under community dimension was the sub-criterion that was worth to be improved.
显示于类别:	[經營管理學系 ] 博碩士論文

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