應用資料包絡分析法發展新產品開發專案評選模式

Using DEA to Evaluate and Select NPD Projects

洪鈴楨(Ling-Chen Hung)

指導教授 ： 車振華

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2009年)

摘要

全球化競爭與顧客需求的多樣性，使得產品在市場上的生命週期快速縮短。為了讓公司能夠永續經營，高階主管必須洞悉市場需求，並謹慎地擬定具前瞻性的新產品開發策略，以維繫企業獲利之高度成長。然而，現今許多公司缺乏有效的新產品開發專案評選方法，導致公司擬定錯誤的新產品開發策略，使得公司的生存競爭力面臨空前的挑戰。

為了使用原始資料進行NPD專案評選，因此，本研究將採用資料包絡分析(Data Envelopment Analysis, DEA)，進行NPD專案評選。然而，DEA在進行分析時之權重決定，乃是採對受評單位(Decision Making Unit, DMU)最有利之權重。但對企業而言，NPD專案評選準則之相對重要性程度，應設定在一個合理的範圍內，這樣NPD專案優勢排序，才是最合理的與正確的。因此，為了協助企業做好產品開發流程源頭之控管，本研究將結合FAHP與DEA發展標竿為基的NPD專案評選模式，以提升NPD專案評選之成效，並降低企業失敗的風險。

關鍵字

新產品開發評選 ； 模糊層級分析法 ； 資料包絡分析法

並列摘要

Facing fierce global competition and the diversification of customer demands, the product life cycle is shorter and shorter in the marketplace. In order to survive in the brutal business environment, managers must thoroughly understand the market requirements and make a foresighted new product development strategy. However, many companies lack an effective new product development selection and evaluation method that let top managers make an inappropriate new product development strategy to diminish the market competition of these firms substantially.
This research applied Data Envelopment Analysis (DEA) to evaluate NPD projects with original data. However, DEA is based on the most favorable weights to the Decision Making Units (DMU), and from the perspective of DMU, the relative significance of NPD project evaluation criteria should be set within a reasonable range to provide the most appropriate and correct NPD evaluation results. To better assist companies controlling the product development process, this research aimed to develop a benchmark-based NPD project evaluation model by combining FAHP and DEA, and thus, identify the NPD project with potential value. Super efficiency methods must be used for priority ranking of NPD projects. The analytical results could help improve NPD project evaluation and minimize business risks.

並列關鍵字

new product development projects ； fuzzy hierarchical analysis ； data envelopment analysis

參考文獻

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