應用模糊層級分析法於電信產業策略聯盟夥伴評選

An Assistant Evaluation Model for Strategic Alliance Partners Selecting Using Fuzzy AHP on Telecoms Industry

黃國平(Kevin P. Hwang) ； 陳邦誠(Pang-Cheng Chen) ； 王明坤(Ming-Kuen Wang)

《電子商務學報》 10卷3期 (2008/09) Pp. 545-571

https://doi.org/10.6188/JEB.2008.10(3).02

摘要

本研究旨在不確定環境下，利用模糊決策理論為電信業者建構一套選擇策略聯盟夥伴的模式；策略聯盟提供成長與拓展全球化市場競爭的機會，並能協助電信業者降低直接投資的風險。由於選擇策略聯盟夥伴常因資訊不足、決策層級太過核心，而產生複雜與模糊的決策問題。本文參考相關文獻彙整出聯盟夥伴評選準則，使用模糊德菲法進行準則篩選，再運用模糊層級分析法，延請中華電信公司對實際參與聯盟決策或職務有關之高階主管及專業幕僚共30位進行問卷調查評比，以建構電信產業評選策略聯盟夥伴之層級結構，最後利用模糊綜合評判選取策略聯盟對象；研究結果發現：最適的聯盟對象為過去的風評與聲望佳且具行銷通路與互補的能力；策略聯盟類型的選擇排序為：供銷聯盟、異業聯盟、同業非競爭性聯盟、同業競爭性聯盟。本研究資訊可提供中華電信及其他電信業者實際決策參考。

關鍵字

策略聯盟 ； 模糊層級分析法 ； 夥伴評選

並列摘要

To deal with uncertainty in the decision making process, the Fuzzy Analytical Hierarchy Process (FAHP) was used in this research to develop a possible process to select strategic alliance partners of the telecoms industry under the quick changing environment. Through literature review, a hierarchy with goal, criteria, and sub-criteria was proposed, and was later modified by the fuzzy Delphi method. Thirty Chunghwa Telecom high rank executives who actually participated in alliance selection decisions or related tasks were invited to independently appraise the alliance selection (sub) criteria and assign the relative weight. To practically apply the FAHP criteria weights, four alliance types were fuzzily evaluated. Both were later multiplied together to reveal the preference of partner selection. It was found that the complementing ability was the most important criteria. And the best strategic alliance partners are ranked in the order of supply and marketing alliances, different industry alliances, cooperatio n industry alliances, and no cooperation industry alliances.

並列關鍵字

Strategic Alliance ； Fuzzy Analytical Hierarchy Process ； Partner Selecting

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