Title: An application of the AHP in evaluating the sales channels of the Chinese flower market

Authors: Tzong-Ru Lee; Shu-Hui Yang; Thanchanok Khamkaew

Addresses: Marketing Department, National Chung Hsing University, 250, Kuo Kuang Rd., Taichung 402, Taiwan ' Marketing Department, National Chung Hsing University, 250, Kuo Kuang Rd., Taichung 402, Taiwan ' Faculty of Economics, Maejo University, 63 Moo. 4 Chiang Mai – Phrao Road, San Sai, Chiang Mai, 50290, Thailand

Abstract: In this case study, the analytic hierarchy process (AHP) is applied to evaluate the marketing modes of the Shanghai flower market, because of the large flower consumption volume and the location of gathering flower products from nationwide before export. The relative weights of four elements of marketing tools (4Ps), and eventually the optimal marketing mode is selected. The results provide two different modes of marketing strategies, such as packaging design, on-line advertisement, and authorised agencies, to gain the competitiveness. The results obtained provide useful implications for developing innovation and learning for flower industries in developing economies.

Keywords: analytical hierarchy process; AHP; Shanghai flower market; marketing modes; 4Ps; innovation; learning; China; sales channels; packaging design; online advertisements; authorised agencies; emerging economies; online adverts.

DOI: 10.1504/IJIL.2013.055524

International Journal of Innovation and Learning, 2013 Vol.14 No.2, pp.197 - 216

Available online: 31 Jul 2013 *

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