题名

運用ANP-SIPA解決方案架構以求創造策略方向

并列篇名

Creating Strategic Directions Using the ANP-SIPA Solution Framework

作者

吳偉文(Wei-Wen Wu)；李右婷(Yu-Ting Lee)；洪振義(Cheng‐Yih Hong)

关键词

多準則決策 ； 行銷要素 ； MCDM ； ANP ； SIPA ； Marketing attribute

期刊名称

東亞論壇

卷期/出版年月

483期（2014 / 03 / 01）

页次

1 - 13

内容语文

繁體中文
中文摘要

多準則決策問題涉及許多複雜因素而必須同時考量一群評估準則，需要運用多準則決策分析方法，方能有效處理。ANP（Analytic network process）係為一種多準則決策技法，可以系統性地處理要素之間的交互影響。ANP慣常用來解決替代方案評選和權重體系建構等問題。為求擴展ANP的應用性，本研究提出一套ANP-SIPA解決方案架構，其係整合ANP與SIPA（Simultaneous Importance-Performance Analysis）之兩者的特點，有助於決策者進行評估行銷要素的相對競爭優劣勢。此外本研究展示數值案例，藉以詮釋ANP-SIPA的有用性，並成功拓展ANP的用途，使之成為診斷工具而可促進行銷策略之擬定。
英文摘要

It is reasonable to employ special methods to handle multiple criteria decision-making (MCDM) problem, requires considering complex factors as evaluation criteria effectively. Analytic network process (ANP) is a MCDM method which can deal with all kinds of interactions among elements systematically. Conventionally, ANP is employed to deal with such problems as selecting the optimal alternative or weighting a set of criteria. For the purpose of expanding the application of the ANP, this paper proposes a solution framework named ANP-SIPA, based on a combined ANP and SIPA (Simultaneous Importance-Performance Analysis) approach, to help decision makers to evaluate marketing attributes' competitive advantage or disadvantage. An example is presented to illustrate the usefulness of the proposed framework which can enable ANP to perform as a diagnostic tool for formulating marketing strategies.
主题分类 社會科學 > 社會科學綜合
社會科學 > 社會學
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被引用次数
  1. 李右婷(2014)。基於競爭優勢係數與藍海策略的診斷架構以求更佳決策品質。東亞論壇，485，25-38。
  2. 李右婷(2017)。旅遊服務中心之能見度與服務品質調查。東亞論壇，496，43-68。
  3. 吳仁明(2016)。ANP-SIPA 應用於網站服務品質構面評估─以休閒農場為例。東亞論壇，492，29-43。
  4. 粘浩挺(2016)。應用ANP-SIPA於旅館業網站之品質評估。東亞論壇，491，43-52。
  5. 粘浩挺、李右婷、吳偉文(2016)。不確定性環境下比較灰色預測模型績效。東亞論壇，492，1-16。
  6. 粘浩挺、李右婷、吳偉文(2016)。整合灰色預測模型與S 型成長模型探測產品生命週期策略。東亞論壇，493，1-20。
  7. 鍾政偉(2020)。應用專家決策模式建構地方創生發展觀光策略指標之研究。休閒產業管理學刊，13(1)，27-50。
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