- 期刊
應用DANP探討直銷商價值創新關鍵因素分析
The Study on Value Innovation of Direct Selling by Applying DANP method
摘要
直銷經營環境瞬息萬變，價值創新可為直銷商引領新局面，創造事業新顛峰；故本研究擬探討直銷商之價值創新，透過文獻與專家問卷彙整價值創新評價指標的四大構面及15項準則，並運用決策試驗與評價實驗法(Decision Making Trial And Evaluation Laboratory; DEMATEL)為基礎，結合分析網路程序法(Analytic Network Process, ANP)，發展DANP (DEMATEL-based ANP)研究方法，決定價值創新構面與指標的相對權重。研究結果發現，構面權重最高為「顧客價值」，準則權重最高為「創新型文化」；本研究結論：(1)注重購買前、中、後不同階段的顧客價值、(2)直銷組織容易忽略知識管理對價值創新的影響。
並列摘要
Direct selling operation environment is constantly changing. The value innovation can lead the direct seller to a new situation, and create new career peak. This study was to investigate the value innovation of distributors. Through reviewing literature and compiling expert questionnaires to construct the four dimensions and 15 criteria of value innovation. In addition, use Decision Making Trial And Evaluation Laboratory (DEMATEL) and Analytic Network Process (ANP) to establish the evaluation weight of value innovation to clarify the interrelated relationships of value innovation. We found that ＂customer value＂ as the largest weight dimension and ＂innovational culture＂ as the largest weight criteria. Finally, we concluded that (1) to emphasize the different phases of customer value, (2) easy to overlook the impact of knowledge management on the value innovation.
延伸閱讀
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