本研究使用一般策略矩陣與五力分析將企業的核心能力與市場策略相結合並藉以決定市場區隔評估與選擇之策略校準的判斷準則。並以公司的策略需求為基礎，使用「模糊指派的途徑」與「模糊關係分析系統」的方法去評估潛在的市場區隔。與傳統決策制訂方法不同的是，本研究發展了「模糊權數指派」與「多重尺度模糊權數系統」的方法，讓管理當局可以在判斷性的決策擬定程序中給予個別的決策者相對應的模糊權重以反應決策者的專業能力與經驗。

此外，本研究在市場區隔評選的最後階段，導入「風險係數」與「多尺度模糊關係分析系統」的分法，提供決策主管依據企業的核心競爭力與市場風險藉以調整適當的決策以配合特殊的環境需求。本研究也針對所選擇的市場區隔，擬定相對應的行銷策略以配合市場的特殊條件，藉以提昇策略的有效程度。最後本研究以租車市場為個案，套用本論文所發展的模式進行市場區隔的評估與選擇，並找出最佳的市場區隔做為後續的協商與發展。

This study utilizes the generic strategies matrix, and the Five Forces analysis to link the capability of firms with the strategies of the market to identify the strategy-aligned criteria for market segment evaluation and selection. A fuzzy assessment approach and fuzzy relationship analysis system are then used to evaluate the potential market segments base on the type of strategies required by the firms. In contrast with classic decision making theory, this method applies multiple dimension fuzzy weights to assess individual decision makers (DMs) which allows managers to consider the professional or experience of each DM in the decision-making procedure.

In addition, in the proposed model, the final decision-maker synthesizes the total crisp scores of individual alternatives by choosing judgmental coefficients λ and uses a fuzzy multiple relationship analysis system based on individual attitude towards core business competitiveness and market risks to accommodate differences among market segments to the specific environment with a better understanding of the decision problem and individual decision-making behavior. In the illustration presented here, the final solution is then obtained by identifying the best market segment(s) for further development and negotiation.

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