- 期刊
運用網路分析程序法評選中華汽車電動機車通路經銷商
Evaluating the Electric Scooter Channel Distributors of China Motor Using ANP
摘要
在台灣，每日有高達1,500 萬輛機車在街頭行駛，其高排碳量帶來嚴重的空氣污染，且由於全球暖化與氣候變遷，造成各種災難亦正持續地侵襲整個地球，故須嚴肅地正視環保問題。目前全球皆提倡節能減碳、開發綠色能源，由此可知，在未來，具有環保優勢的電動機車產業將具有其發展性與重要性。中華汽車初期係以「經營理念」、「營運管理人數」、「銷售據點數」、「據點規模」與「經銷商財力」進行評選通路經銷商，但此五項衡量指標並無權重，換言之，無法得知其相對重要性，同時，區域經銷商的行銷能力與績效會影響電動機車銷售狀況之良窳，據此，本研究認為建構評選通路經銷商之衡量架構有其必要性與重要性。本研究透過文獻探討，建構雛形架構，再透過修正德爾菲法與具有資深實務經驗之專家群，建構正式架構，其衡量構面分別為「合作意願」、「規模實力」、「經營管理能力」、「銷售能力」與「服務能力」。再者，由於考量各因素間存在著相依性，據此，本研究便透過網路程序分析法 (ANP) 分析各因素之相對權重，進而得知關鍵構面與關鍵準則。研究結果顯示，關鍵構面為「銷售能力」、「規模實力」與「經營管理能力」，而關鍵準則為「現有銷售市占率」、「經銷據點數」與「市場拓展能力」。
並列摘要
In Taiwan, there are about 15 million motorcycles moving on the road every day, and caused serious air pollution by the high amount of carbon. In the meanwhile, because of the global warming and the climate change, it makes lots of disasters invade and attack the global continuously. As a result, people should pay much attention to this environmental protection problem seriously. Recently, people in the global are advocating energy saving and carbon reduction and developing green energy resources. Therefore, in the future, the electric scooter which has the advantage of environmental protection will have the importance. In the primary stage, China Motor evaluate the channel distributor using management idea, the amount of people of operation, the amount of distributor, the distributor's scale, and the distributor's financial capability. However, the five indicators do not have the weight. In other words, China Motor can not know the relative importance. In the meanwhile, the distributor's marketing ability and performance will affect the selling of electric scooter. According to it, the authors think that constructing the framework for evaluating the channel distributor is very essential and important. The study constructs the preliminary framework by literature review, and the final framework by Modified Delphi Method and interviewing the experts who have senior practical experience. The final framework includes five aspects: willingness to cooperate, scale, management ability, selling ability, and service ability. In addition, there is dependence among the aspects and the criteria, therefore, the study takes ANP (Analytic Network Process) to get the weight and know the key aspects and key criteria. The results reveal that the key aspects are selling ability, scale, and management ability, and the key criteria are present selling market share, the number of distributor, market development ability.