近年來數位單眼相機(DSLR)的功能越趨豐富同時價格亦逐漸降低,品牌與功能種類繁多讓顧客可依自己偏好來選購DSLR。這些現況表示廠商必須持續投注於新產品開發以因應市場需求變化,來維持產業競爭力。本研究提出分析網路程式法(Analytic Network Process, ANP)結合灰關聯法(Gray Relation)來探討顧客評價DSLR之屬性指標,ANP模式允許各屬性指標間有相依或回饋關聯性,比線性結構的分析層級程式法更能建構符合實際狀況之決策分析模式。 目標層級架構之設計依據美國攝影雜誌「Popular photography」提出問卷調查取前四大項消費者最重視之選購原則來做本研究之四大構面– 預算+週邊、拍攝需求、產品功能、售後服務,另本研究訪談三位攝影專家,經腦力激盪與意見統整後,歸納出13項準則,接著設計ANP專家問卷,本研究採用事先整合方式並使用ANP決策分析軟體- Super Decision來得出各構面下13項屬性之加權後權重比例,再結合灰關聯來探討市占率前六大品牌之入門單眼市場評比排名,並提供廠商提升競爭力方向。 最後設計灰關聯法使用兩群體評分法則得出兩群體問卷結果:共包含 (1)專家群體來得出六大廠牌之入門DSLR評分表及 (2)消費者群體評分表,用以區隔在兩群體間的評分高低之敏感度分析。最後專家結果為Canon EOS 650D勝出,消費者結果為SONY A57為最優,而這兩群體差異應為廣告效益,產品形象所致,若以整體優異度來說,Canon佔優勢,若以創新功能來說,SONY較佳。
Product evaluation and selection problem has been studied extensively in the past decades, and various decision making approaches have been proposed to tackle this problem. This study develops a model for selecting an optimal digital single-lens reflex cameras (DSLR) among six most popular and typical products: Canon 650D, Nikon D3200, Sony A57, Pentax K30, Panasonic Lumix G5, and Olympus E-PL5. Each of these DSLR cameras has its superiority in certain functional and quality aspects. The proposed model comprises two parts: (1) Use the modified Delphi technique to identify suitable criteria for evaluating these DSLR cameras, after which the analytic network process (ANP) is applied to determine the relative weights of the criteria and/or sub-criteria. The ANP is a generalization of AHP, and can include the inter-dependencies among sub-criteria or alternatives in the modeling structure. (2) Apply the grey relational analysis (GRA) to rank alternatives. To establish the ANP structure for the DSLR camera selection problem, the modeling process utilizes the survey results from an American magazine “Popular photograph”, as well as three experts’ opinions on criteria and sub-criteria. As a consequence, four criteria are included: (1) budget and peripherals, (2) work environment, (3) product functions, and (4) after-care service. Underneath these four criteria, 13 sub-criteria are considered and parts of them are judged inter-dependent. The weight of each attribute was calculated via the commercial software, namely, Super Decision. The survey results show that the experts prefer Canon EOS 650D most, whereas the consumers will most likely choose Sony A57. A further observation on the data reveals that the preference discrepancy between the two groups is due to advertisement effect and product image. This research also concludes that Canon’s product image excels the others in terms of overall quality and functions, but Sony is superior in the aspect of product innovation.
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