A hierarchy fuzzy MCDM method for studying electronic marketing strategies in the information service industry

摘要

In this paper the impacts of Electronic Commerce {EC) on the international marketing strategies for the information service industries are studied. In seeking to blend humanistic concerns in this research with technological development by addressing challenges for deterministic attitudes, it also examines critical environmental factors relevant to Internet commerce in the changes of the international marketing environment. The needs for a new marketing paradigm for EC, which comes out of new trends of international electronic marketing, are also examined. The impacts of EC for the information service industry are discussed and a hierarchy fuzzy multicriteria decision-making (Fuzzy MCDM) method for evaluating the propagating EC market strategies is proposed. Finally, in order to show the practicability and usefulness in this method, an example is taken as a verifiable method. From the results of practical applications in evaluating the electronic marketing strategies, the proposed method is appropriate and appears to be ideal for a fuzzy environment.