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A new integrated fuzzy QFD approach for market segments evaluation and selection

机译：用于细分市场评估和选择的新型集成模糊QFD方法

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摘要

Market segment selection and evaluation are critical marketing activities of all companies. To evaluate and select appropriate market segments, several decision makers and criteria must be involved in the decision process. This study proposes a new integrated fuzzy quality function deployment (QFD) to support the market segment selection and evaluation process. The proposed approach identifies the features that the market segments should have ("WHATs"), in order to fit with the company's business strengths ("HOWs"). In the proposed approach, the relative importance of the "WHATs", the "HOWs"-"WHATs" correlation scores, the resulting weights of the "HOWs", and the impact of each potential market segment, are assessed in linguistic values. The functions of the averaged ratings and averaged weights are then defined, and fuzzy TOPSIS is used to obtain the final ranking of alternatives. The computational procedure of the proposed approach is further illustrated through a case study. Finally, this paper compares the proposed approach with another fuzzy QFD approach, demonstrating the advantages of the proposed approach.
机译：市场细分的选择和评估是所有公司的关键营销活动。为了评估和选择合适的市场细分，决策过程中必须涉及几个决策者和标准。这项研究提出了一种新的集成模糊质量函数部署（QFD），以支持细分市场的选择和评估过程。提出的方法确定了细分市场应具有的功能（“ WHAT”），以适应公司的业务优势（“ HOW”）。在提出的方法中，以语言价值评估“ WHAT”，“ HOWs”-“ WHATs”相关性得分的相关重要性，“ HOWs”的权重以及每个潜在市场领域的影响。然后定义平均评分和平均权重的函数，并使用模糊TOPSIS获得替代方案的最终排名。通过案例研究进一步说明了该方法的计算过程。最后，本文将提出的方法与另一种模糊QFD方法进行了比较，证明了提出的方法的优势。

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  • 来源
    《Applied Mathematical Modelling》 |2015年第13期|3653-3665|共13页
  • 作者

    Luu Quoc Dat; Thinh Thi Phuong; Hsing-Pei Kao; Shuo-Yan Chou; Pham Van Nghia;

  • 作者单位

    University of Economics and Business, Vietnam National University, 144 Xuan Thuy Rd., Hanoi, Viet Nam,No.144, Xuan Thuy, Cau Giay, Hanoi, Viet Nam;

    Department of Industrial Management, National Central University, 300, Jhongda Road, Jhongli, Taoyuan 32001, Taiwan;

    Department of Industrial Management, National Central University, 300, Jhongda Road, Jhongli, Taoyuan 32001, Taiwan;

    Department of Industrial Management, National Taiwan University of Science and Technology, 43, Section 4, Keelung Road, Taipei 10607, Taiwan;

    Thuan Yen JSC, 62 Kim Dong Rd., Hanoi, Viet Nam;

  • 收录信息 美国《科学引文索引》(SCI);美国《工程索引》(EI);
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Market segment selection; Fuzzy QFD; Fuzzy TOPSIS;

    机译：市场细分选择;模糊QFD模糊TOPSIS;

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