改善電子商店經營策略新混合式多評準決策模式之應用

Using a new hybrid MCDM model for improving e-store business strategies

邱婉瑜(Wan-Yu Chiu)

指導教授 ： 曾國雄 ； 黎漢林

國立交通大學/管理學院/資訊管理研究所/博士(2012年)

https://doi.org/10.6842/NCTU.2012.01013

摘要

在這個時代，有很多的消費者會從網路商店購買所需要的產品和服務。也因為電子商店經營者有權力分配不同的資源，所以他們需要了解網路商店消費者的購物行為，以提供最好的服務品質與附加價值，來激勵瀏覽他們網路商店的顧客有購買慾去購買他們的產品。隨著網路購物服務的日漸普及，網路商店競爭越來越激烈。因此，管理者應了解客戶的需求並採取相關的因應措施並給予市場行銷策略，以改善他們的服務品質，並確保顧客的忠誠度。因此，這篇文章的主要目的是在各準則之間相互關聯性和回饋性問題的情況下，如何評估及改善電子商店的市場策略，並且應採用何種創新與創造性之策略，以滿足及提高客戶之滿意度，並減少實際績效值與渴望水準所造成的差距呢？如何使人們的生活帶來更便捷的服務呢？本論文提出一種新的混合式多準則決策（MCDM）模式結合DEMATEL方法，並以DANP加上VIKOR及灰色關聯模式的方法來解決這些問題。
新的混合式VIKOR和灰色關聯模式，在處理解決現實世界中的構面/準則間具有相互關聯性(Interdependence)及回饋性(Feedback)的問題。更具體地說，DANP和VIKOR與灰色關聯評估模式相結合，可產生出具有影響力的網路關係圖（Influential Network Relations Map, INRM），還有影響權重(Influential weights)，以及渴望水準(Aspiration level)與實際績效之間的差距。最後以三個真實的案例作為實證分析，使用新的混合式多準則決策(hybrid MCDM)模式，是可以提供電子商店經理者創造出最佳的市場行銷策略。如此，以現有的知識為基礎去了解並滿足消費者的需求(customers' needs)，可減少電子商店與顧客之間的認知差距，使得電子商店不僅能保有目前的消費者，更能使他們願意回購，並能提供最有效率及高品質的顧客服務，為他們增加更多的客戶，創造更高的價值，使得電子商店的經營效果更能接近渴望水準。

關鍵字

電子商務 ； 電子商店經營 ； 網路商店 ； 顧客需求 ； 市場策略 ； 多準則決策 ； 決策制定實驗及評估實驗室 ； 網路分析法 ； 以決策制定實驗及評估為基礎的網路分析法 ； VIKOR ； 灰色關聯分析

並列摘要

Many consumers today buy products and services from e-stores. Because e-store managers are responsible for allocating different resources, it is essential that they understand consumers’ shopping behaviour to provide the best possible value for visitors to their websites. With the increasing popularity of online shopping services, e-stores are experiencing ever more fierce competition. Thus, it is imperative that managers take steps to improve their services and ensure customer loyalty, and this can only be done by understanding their customers’ needs and developing appropriate marketing strategies. Therefore, the purpose of this article is to focus on assessing and improving strategies to reduce the gaps in customer satisfaction caused by interdependence and feedback problems among dimensions and criteria to achieve the aspiration level and to enhance strategies by adopting innovation and creativity to satisfying/promoting human life and convenient service. We propose a new hybrid Multiple Criteria Decision Making (MCDM) model, combining the Decision Making Trial and Evaluation Laboratory (DEMATEL), DEMATEL-based Analytic Network Process (DANP), VIšekriterijumsko KOmpromisno Rangiranje (VIKOR) methods, with grey relational model to solve these problems. This new hybrid VIKOR and grey relational model will address interdependent problems among dimensions/criteria in the real world and provide feedback. More specifically, a DANP (DEMATEL-based ANP) and a VIKOR model with a grey relational assessment model will be combined to produce a influential network relations map (INRM), showing the influential weights and gaps between the actual performance and the level of aspiration. Then, three real cases are used to illustrate how the proposed new hybrid Multiple Criteria Decision-Making (MCDM) model improves e-store business. These results can provide e-store managers with a knowledge-based understanding of how to create best marketing strategies that to reduce and to closer aspiration level for e-store managers to improve their business model in order to meet consumers’ needs, encourage them to repurchase, and to enable stores to provide the most effective and efficient service for their customers.

並列關鍵字

Electronic Commerce (EC) ； E-store business ； Internet stores ； Customers' needs ； Marketing strategies ； Multiple Criteria Decision-Marking (MCDM) ； Decision Making Trial and Evaluation Laboratory (DEMATEL) ； Analytic Network Process (ANP) ； DEMATEL-based ANP (DANP) ； VIšekriterijumsko KOmpromisno Rangiranje (VIKOR) ； Grey Relational Analysis (GRA)

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