應用德菲法與層級分析法於文化用紙市場販售之研究

A Research on the Application of Delphi Technique and Analytic Hierarchy Process on the Distribution of Printing/Writing Paper

林文燦(Wen-Tsann Lin) ； 黃俊明(Jiung-Ming Huang) ； 黃鴻源(Hong-Yuan Huang)

《管理學術研討會》 第七屆 (2009/11) Pp. 449-456

https://doi.org/10.29893/NCUTMAN.200911.0449

摘要

地球上的資源並非取之不盡、用之不竭的，在節約能源之餘，利用可再生資源是較落實的作法。現代人的生活在用紙的消耗量之大，日常生活中充斥著各式各樣的紙製品但紙是山木材加工而成的，因而影響到森林環境。
文化用紙及工業用紙、家庭用紙三大紙種是國內紙廠的生產項目，台灣紙張產量約佔世界1%，紙漿有90%都要依賴進口。全世界紙張品質以日本及歐洲最佳，如果籍由單一品牌與單一代工商間針對文化用紙在加工過程中的品質要求下一定能提升品質並提高售價，創造更好的利潤。
本研究依據文獻與專家意見以「品質、印刷、價格、環境及售服」這五大構面精神來延伸細項作爲問卷，運用德菲法發放問卷給專家填寫；再運用AHP層級分析法兩兩比較的方式進行要項的重要度分析，依序找出顧客需求上急需改善的缺口，再以品質機能展開法擬定出因應的相關策略；品質機能展開是近幾年金球各界推介重視的研發方法之一，用於界定顧客需求品質即顧客心聲(VOC)和工程特性即製造者心聲(VOE)並將其數據化，藉以提供工程設計者衡量，進而付諸產品規劃，最後獲包括顧客期望值與工程對應策略值各十項重要結論，以提供業者和後續研究參考。

關鍵字

文化用紙 ； 德菲法 ； AHP ； 品質機能展開

並列摘要

Earth's resources are far from being inexhaustible; as mankind attempts to conserve energy to preserve the natural environment, the use of renewable resources is really a more practical solution. Mankind uses up tremendous amount of paper in their daily lives and there are countless products manufactured from paper, But since paper is processed from wood, this means the consumption of paper will directly affect our natural forest environment.
Printing/writing paper, industrial paper and family paper are the three types of paper manufactured by domestic paper plants. Taiwan outputs approximately 1% of the world's paper production but 90% of the pulp required for the manufacturing process comes from imports. Paper produced in Japan and Europe is most renowned in terms of its unparalleled quality. If a company were able to create a brand name and collaborate with a trustworthy OEM, it will be able to achieve better profit margin by enhancing the quality of printing/writing paper during the manufacturing process and raising the unit price.
In this research, relevant literature and expert opinions on five basic aspects of ”quality, printing, price, environment and sales service” were elaborated into a questionnaire. The questionnaire was then distributed to relevant experts via the Delphi technique for completion before applying the AHP to compare the results of importance analysis for key items in pairs so as to identify the gaps pertaining to customer needs that require dire improvement. This is followed by the application of quality function deployment for the formulation of relevant strategies. Quality function deployment is one of the most recommended approaches of research and development in various domains around the world in recent years, It is used to define and quantify demand of quality from customers (he, voice of customers) and engineering characteristics (he. voice of engineering) that can be used by engineering designers as reference in product planning. The research concludes with ten important conclusions that cover customer expectation and engineering counter strategy values that will no doubt be very useful for business operators and prospective researchers wishing to conduct follow up studies

並列關鍵字

printing/writing paper ； Delphi technique ； AHP ； quality function deployment