The Research of Optimal Marketing Resource Allocation Model on Food Industry via Grey Relational Analysis

Yueh-Chin Chen；Jian-Shen Chen；Chaang-Yung Kung；Hsu-Tang Lai

Food industry ； Optimal allocation ； Marketing resource ； questionnaire ； Grey relational analysis ； Weighting

Journal of Grey System

22卷1期（2019 / 09 / 01）

27 - 36

英文

The objective of this study is using food industry as main subject to build up an optimal allocation of marketing resource from the product, price, promotion, and channel in marketing strategy, also manager and execution capability in business strategy. The study collected relevant literature of marketing resource and constructed enterprise marketing resource main factor questionnaire of food industry then interview total fifteen senior managers from five food manufacturers in Taiwan firstly. Secondly, based on the questionnaire data, and by using cardinal grey relational analysis method to determine the weighting of each factor in minor strategy. Finally, uses the summation of calculated weighting to rank the priority of the minion strategy in optimal marketing resource allocation.