DocumentCode
2903595
Title
Marketing Outsourcing of Chinese Sports Clubs: A SWOT-AHP Analysis
Author
Liu Zhaohui
Author_Institution
Dept. of Sports, Luoyang Inst. of Sci. & Technol., Luoyang, China
fYear
2011
fDate
17-18 Oct. 2011
Firstpage
169
Lastpage
174
Abstract
We propose a combined method based on the strengths, weaknesses, opportunities and threats (SWOT) and analytic hierarchy process (AHP) to investigate marketing outsourcing decision of Chinese sports clubs. These results indicate that decision makers at this institution consider strengths, or potential positive outcomes, more importantly than weaknesses, opportunities, and threats. Specifically, Market share is the most important decision making factor for decision makers whereas cost minimization is not as important.
Keywords
decision making; marketing; outsourcing; sport; Chinese sports clubs; SWOT-AHP analysis; analytic hierarchy process; cost minimization; decision making factor; market share; marketing outsourcing; strengths-weaknesses-opportunities-threats analysis; Decision making; Economics; Information systems; Organizations; Outsourcing; Vectors; marketing; outsouring; sports club;
fLanguage
English
Publisher
ieee
Conference_Titel
Business Intelligence and Financial Engineering (BIFE), 2011 Fourth International Conference on
Conference_Location
Wuhan
Print_ISBN
978-1-4577-1541-9
Type
conf
DOI
10.1109/BIFE.2011.78
Filename
6121114
Link To Document