ANP-SIPA診斷架構,係整合ANP(Analytic network process)與SIPA(Simultaneous Importance-Performance Analysis)之兩者的特點,有助於決策者診斷行銷要素的相對競爭優劣勢,進以擬定適切的行銷策略。本研究基於多準則決策品質的觀點,致力於提升ANP-SIPA的應用性與決策品質,因而提出ANP-SIPA精進版。本研究的ANP-SIPA精進版,引進競爭優勢係數與藍海策略的分析概念與技法,不僅成功擴展ANP-SIPA的應用性,並可有效改良其決策品質。後續研究,則可開發ANP-SIPA精進版的MCDM支援系統,以供使用。
A diagnostic framework named ANP-SIPA, integrating the merits of both ANP (Analytic network process) and SIPA (Simultaneous Importance-Performance Analysis), can help decision-makers diagnose marketing attributes' competitive advantages and disadvantages in order to formulate appropriate marketing strategies. In the perspective of MCDM (Multiple criteria decision-making) quality, this paper proposes the advanced version of ANP-SIPA to enhance the applicability and decision quality. The advanced version injects new ideas such as competitive advantage coefficient and blue ocean strategy. It has successfully augmented the ANP-SIPA's applicability and decision quality.