商業競爭決策因素研究－以東森得意購與富邦MOMO購物台競爭為例

The Study of Commercial Competitive Decision Factor: ET Mall and MOMO Shop as an Example

呂嘉弘(Jai-Houng Leu) ； 洪逸興(Yi-Shing Hung)

《中華管理發展評論》 1卷1期 (2009/08) Pp. 59-70

https://doi.org/10.6631/JCMD.2009.1.1.59

摘要

由於時代的變遷、科技的發達、社會的進步、消費型態改變，推動了虛擬百貨通路的成長，提供了很好的消費、購買管道。因此，電視購物、型錄預購、網路購物等無店面舖販售市場逐漸擴大，尤其電視購物在業者的強調品質與服務下，產值大幅成長。本研究以蘭徹斯特法則基礎，以東森得意購與富邦MOMO購物台市場為主，透過發放問卷與專家訪談，運用Satty所提出之AHP法，對於東森得意購與富邦MOMO兩家電視購物台比較後，相對重要的因素給予較大的權重評分，相對不重要的因素則給予較小的權重評分。完成各層級因素間的權重計算後，可求得各競爭要素的重要性排列，最後依據此排列順序決定最佳的決策因素。

關鍵字

蘭徹斯特法則 ； 決策因素

並列摘要

Based on the environment change, technology develop, social growth and consumer purchase behavior change, the virtual route growing then provide a channel of consume and purchase. Therefore, the virtual store get growth on TVmall, route pre-order, internet shopping et al. Especial emphasizing on quality and service, this commercial quantity grows. Based on Lanchester's Law, we survey and professional interview on ETmall and MoMo shop in this study. Then, we search the weighting value of the decision factors by AHP method. Finally, the best decision factors were arranged in the sequence for the competition between these enterprises.

並列關鍵字

Lanchester's Law ； AHP ； Decision Factor