使用AHP為基礎的群體決策法去評估與選擇行銷策略

Fuzzy AHP-based GDM Method for Assessing and Selecting Marketing Strategies

余強生(Chian-Son Yu)

《管理與系統》 12卷2期 (2005/04) Pp. 123-150

摘要

傳統的統計分析技術，由於缺乏一套客觀與透明的群體決策共識達成機制，去處理成員間的衝突與看法上的不一致，以致行銷部門最後決選出來的行銷方案，往往在充滿被質疑、無法團結一致與同心協力的環境下執行。也因此，本文提出一個模糊層級分析群體決策法，可讓每一位參與決策的人員都感受到被尊重、而且有一套公平與透明的機制，逐漸地縮小決策者間的衝突與看法上的不一致。據此，最後所選出來的方案，將可在內部最小阻力與最小分裂的情況下得以被執行。

關鍵字

行銷策略 ； 層級分析法 ； 群體共識

並列摘要

The traditional statistics techniques, the final group option is frequently debatable and stuck in a harassing working environment owing to lack of a objective and transparent group consensus reaching process to deal with contradictory and conflicting judgments among marketing members. Accordingly, the proposed fuzzy AHP-based group decision making (GDM) method aims to which enable each group member is made to feel respected, judgments are articulated fairly, and the interactive solution process is completely transparent. Therefore, the final chosen solution would be executed smoothly and with a minimum of internal disruption.

並列關鍵字

Marketing Strategy ； Analytic Hierarchy Process ； Group Consensus

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