應用模糊多屬性決策分析評選保健食品上架之通路

APPLYING FUZZY MULTIPLE ATTRIBUTE DECISION ANALYSIS FOR THE SELECTION OF HEALTHY GOODS CHANNEL

鄭筱瑩(Siao-ying Jheng)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2011年)

摘要

生技技術進步，現今保健食品製造商，除藥廠外，傳統食品廠與生技廠合作，針對消費者不同需求開發出各式各樣的保健食品，這兩者的結合，利用食品廠對零售通路的了解以及生技廠對生物科技製造的運用，都想在台灣的保健食品市場上分一杯羹。然而，透過不同通路來銷售產品，在通路選擇上，需要小心謹慎去考慮不同的交易條件及特有的合作模式。看似有潛力的商品，即使在消費者最常光顧的連鎖藥妝店，也容易被忽略而面臨下架的窘境。尤其現今的產品或服務多透過超過一種以上的方式來與消費者溝通以達成交易的目的，這對產品供應商來說無疑是更大的挑戰。如何正確的確擇配銷通路，關係到保健食品能否成功在市場上持續販售。對每個供應商來說，適當的通路選擇是需要嚴肅面對的議題。
本研究以其中最常被使用的銷售通路作為研究對象，結合文獻探討與專家問卷訪談，探討供保健食品供應商在選擇上架通路時所考量的評估準則因素，並透過模糊多屬性決策分析，讓保健食品的上架評選，更客觀且有效率的被執行。
研究結果顯示：保健食品供應商認為「通路的配銷能力」這項準則為企業評選保健食品上架通路時最重要的考慮因素，「通路擁有的店數」仍是不可被忽略的重要因素。對本研究的樣本而言，網購為最優先考量的上架通路。其中又以「通路的未來發展性」及「通路商的財務績效」為該通路最受重視的評估準則。
關鍵詞: 通路績效、通路結構、保健食品、模糊多屬性決策分析、分析層級程序法

關鍵字

模糊多屬性決策分析 ； 保健食品 ； 通路結構 ； 通路績效 ； 分析層級程序法

並列摘要

Biotechnological advancements have progressed to the stage whereby innovation has created the possibility of greater varieties of so-called “health-food products”. With the exception of pharmaceutical companies’ interests, traditional food producing companies are now co-operating with biotechnology to enhance products for different consumers.
Food companies only too well understand that hard work is necessary to survive in the retail channel, but now applying the combination of their commercial expertise with that of biotechnological science potentially better harvests may be reaped from health-foods.
However, such potential would not be realized without greater consideration of the retail channel and a strong strategy of reaching and attracting the consumers is vital for the successful promotion of new products, and choosing the right retail channel is critical.
This current study initially involved extensive discussions of researched literature and published papers in journals in order to establish a conceptual understanding of all the existing distribution channels for health-food products. Then with the assistance from experienced experts and a focus on dimensions of object measurement as in hierarchy sequence analysis methodology, a questionnaire was produced and survey conducted.
References to literature and expert opinions were then used to evolve an assessment program upon distribution channels, followed by an assessment using the model of the “fuzzy multi-criteria analysis” method. Finally, this study documents conclusions and recommendations based upon the results obtained from the fuzzy multiple attributed decision analysis (FMADA) of the calculations.
In the course of this study, it was found that “distribution channel capability” factor was the most important assessment criteria for decision-making about health-food channels. Appraising the numbers of points of retail is also worth taking seriously.
In this case, channel eCommerce is the first priority for Product Managers’ choices, and the “channel future expansibility” and “financial performance of the channel operator” are two highly-paid attention assessment criteria in this channel.
Key Words: Channel Performance, Channel Strategy, Health-Foods, Fuzzy Multiple Attributed Analysis (FMADA), Analytic Hierarchy Process (AHP).

並列關鍵字

Health-Foods ； Channel Strategy ； Channel Performance ； Fuzzy Multiple Attributed Analysis

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