應用模糊多屬性決策分析於快速流動消費性產品之通路評選問題

APPLYING FYZZY MULTIPLE ATTRIBUTE DECISION ANALYSIS FOR FMCG CHANNEL SELECTION PROBLEM

林穗豪(Sui-hao Lin)

指導教授 ： 曹譽鐘

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

對快速流動消費性產品的供應商而言，推出產品是一件很重要的事情，產品的推出，除了能提供消費者更多的選擇，讓消費者能有更加便利的生活。而所有的產品都必須要透過通路才能交到消費者手上，因此如何選擇合適的通路對產品供應商而言是一個非常重要的問題。在選擇產品配銷通路的這個問題上，傳統制定決策方法因為沒有經過縝密的推論過程，僅就單一評估因子所做出的決策，雖然能快速的因應或解決短期的例如業績上問題，但是在事後往往會造成更大的困擾。因此本研究希望結合分析層級程序法和模糊理論，建構起選擇配銷通路的衡量構面及其評估準則，藉由決策工具的協助，找出最適當的配銷通路排序。
經由決策工具協助得到的結果，可以發現大型五金量販店是本研究個案最佳的配銷通路選擇，其中「促銷活動頻率」、「通路年營額」及「提供產品銷售資訊的程度」等評估準則是參與評估的專家最重視的選項。

關鍵字

快速流動消費性產品 ； 分析層級程序法 ； 模糊理論 ； 配銷通路

並列摘要

The launch of a new product represents a major event for suppliers of fast moving consumer goods. As a result, consumers shall benefit from more choices and convenient life from the launch of a new product. Due to most products must be delivered to consumers’ hands via channels, therefore how to select the appropriate channel becomes a relatively critical issue for suppliers. With regards to product distribution channel, traditional decision-making method did not undergo deliberate reasoning process but instead made decision based on single assessment factor; although such method could rapidly respond or solve short-term problems such as performance, it usually would cause more trouble afterwards. In view of this, the study aims to integrate Analytic Hierarchy Process with Fuzzy Theory, construct dimensions measurement and assessment criteria for distribution channel selection, and identify the most appropriate sorting for distribution channel using decision-making tools.
In terms of data after defuzzification of channel C3, based on the value ranking after the defuzzification of assessment criteria, we can see that from the perspective of distribution channel, the large hardware store channel C3 is the most preferred distribution channel in this study. The value ranking after the defuzzification “frequency of promotional activities” , “annual turnover of the channel” and “the extent product sales information” are the brain trust most respect issue.

並列關鍵字

Distribution Channel ； Fast Moving Consumer Goods ； Analytic Hierarchy Process ； Fuzzy Theory

參考文獻

Chen, S.H. “ Ranking fuzzy numbers with maximizing set and minimizing set” Fuzzy sets and systems 17, (1985): 113 – 129.

Chernatony, L. de and F. Dall’Olmo Riley. “ Experts’ Views About Defining Services Brands and the Principles of Services Branding” Journal of Business Research 46, (1999): 181–192.

Das, S. and A.B. Chattopadhyay “ Application of the analytic hierarchy process for estimating the state of tool wear “ International Journal of Machine Tools & Manufacture 43, (2003): 1–6.

D’Astous, A. “Irritating Aspects of the Shopping Environment” Journal of Business Research 49, (2000): 149–156.

Ellram, L. M. “ The Supplier selection Decision in Strategic Partnershipp” Journal of Purchasing and materials Management 26, (1990): 8-14.