Evaluating E-Commerce Strategies by a Fuzzy TOPSIS Method

以模糊近似最佳解排序技術評選電子商務策略

朱大中(Ta-Chung Chu)；范煌戰(Pham Hoang Chien)

電子商務 ； 策略 ； 模糊近似最佳解排序技術 ； 解模糊 ； 平均面積 ； e-Commerce ； Strategy ； Fuzzy TOPSIS ； Defuzzification ； Average Area

商略學報

4卷3期（2012 / 10 / 01）

173 - 188

英文

電子商務已成為企業提升經營績效的重要角色。一個成功的策略可協助企業增進效率、市占率的成長、新市場的拓展、或競爭市場中的生存。本研究之目的即在提出一個模糊近似最佳解排序技術的方法來評選電子商務策略，其中定性準則下各選項的評估及各準則之不同重要性以模糊數所表示之語意值來評定。在所提模式中，準則區分為定性、效益定量及成本定量等三類。每一準則下各選項之模糊加權評估值之歸屬函數可以模糊數之α－截集和區間運算求出。此外，本文提出一個平均面積解模糊法來將模糊加權評估值解模糊以協助完成模式。解模糊程序之公式可清楚推導求出以增強所提方法應用性。最後以一數值例子來驗證所提方法之可行性。

e-Commerce has become an important role in promoting corporation business performance. A successful strategy can lead a corporation to improved efficiencies, growth in market share, expansion into new markets, or simply survival in competitive markets. To evaluate and select e-Commerce strategies, this paper suggests a fuzzy TOPSIS (technique for order preference by similarity to an ideal solution) method, where ratings of alternatives under qualitative criteria and the different importance weights among criteria are assessed in linguistic values represented by fuzzy numbers. In the proposed model, criteria are classified to qualitative, benefit quantitative and cost quantitative ones. The membership function of the fuzzy weighted rating of each alternative under each criterion can be developed by using α-cuts and interval arithmetic of fuzzy numbers. Moreover, an intuitive defuzzification method of average area is suggested to defuzzify all the fuzzy weighted ratings to assist completing the model. Formulas for the defuzzification procedure can be clearly derived, enhancing the applicability of the proposed method. Finally, a numerical example demonstrates the feasibility of the proposed method.

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