SN비를 활용한 다기준 제품 포지셔닝 분석에 관한 연구

A Study on Multi Criteria Product Positioning Analysis Using SN ratio

  • 발행 : 2008.06.30

초록

Using this model, SN ratio of taguchi method for each of subjective factors as well as values of weights are used in this comprehensive positioning method for product. A example is presented to illustrate the model and to show a rank reversal when compared to a model that eliminates the highest and lowest customers' values allocating the weights and the subjective factors.

키워드

참고문헌

  1. 조용욱, 박명규, 김용범, "로봇선택을 위한 의사 결정 모델 개발", 안전경영과학회지 제1권 제 1호, 1999
  2. Barron, H., and Schmidt, C. P.(1988), Sensitivity Analysis of Additive Multi- attribute Value Models", Operations Research, Vol.36, pp.122-127 https://doi.org/10.1287/opre.36.1.122
  3. Dyer, J. S., and Sarin, R. K., (1979), Measurable Multiattribute Value Functions, Operations Research, Vol. 27, No. 4 pp.810 -822 https://doi.org/10.1287/opre.27.4.810
  4. French, S., (1988), Decision Theory : An Introduction to the Mathematics Rationality, Ellis Horwood
  5. Haimes, Y. Y., and Changkong, V., (1985), Decision Making with Multiple Objectives, Springer -Verlag, New York
  6. Harker P.T., and Vargas L.G.,(1987) "Theory of Ratio Scale Estimation: Saaty`s Analytic Hierarchy Process", management Science, Vol. 33, pp. 1383-1403 https://doi.org/10.1287/mnsc.33.11.1383
  7. Leung Lawrence C., Cao Dong(2001), "On the Efficacy of Modeling Multi-Attribute Decision Problems Using AHP and Sinarchy" Eurpean Journal of Operational Research Vol. 132, No. 1 pp.39-49 https://doi.org/10.1016/S0377-2217(00)00111-9
  8. Saaty, T. L.,(1977), A Scaling Method for Priorities in Hierarchical Structures, Journal of Mathematical Psychology, Vol. 15, No. 3, pp.234-281 https://doi.org/10.1016/0022-2496(77)90033-5
  9. 핫토리 타카유키/시부노 마사츠구 저, 정영자 번역, One to One Marketing, 도서출판 리더, 2000. 1