應用AHP和IPA量化SWOT於3D列印產行銷策略分析

Using AHP and IPA in a quantified SWOT to analyze marketing strategies of 3D printing industry

10.6285/MIC.201908/SP_01_8.0006

林凌仲(Ling-Zhong Lin)；徐翠璠(Tsui-Fan Hsu)；郭懿萱(I-Hsuan Kuo)；劉梓林(Tsz-Lam Lau)；鄭心玫(Xin-Mei Cheng)；邱鈺翔(Yu-Xiang Qiu)

3D列印產業 ； AHP層級分析法 ； 重要－符合度分析法（IPA） ； 3D printing industry ； AHP ； Importance-Performance Analysis

管理資訊計算

8卷特刊1（2019 / 08 / 01）

65 - 74

繁體中文

本研究旨在探討「3D列印產業應用」，以及「3D列印產業未來發展的行銷策略。透過本研究所蒐集之文獻資料，並運用鑽石理論模型、企業價值理論與基礎資源觀點，分析3D列印產業內、外部環境，歸納出3D列印產業應用之因素。本研究以臺灣為主要研究對象，以AHP層級分析法問卷，並與三家3D列印業者進行深入訪談，評估3D列印產業優勢與劣勢，以及機會與威脅。此外，運用SWOT策略分析法、重要－符合度分析法擬定未來發展策略。經本研究結果顯示，3D列印產業仍有極大發展空間，因此本研究建議3D列印產業能將服務由無形轉化為有形；3D列印替代傳統的生產方式；舉辦3D列印相關比賽，提高能見度；用國民教育推廣3D列印產業。

This research is talking about 3D printing industry and 3D printing industry future development marketing strategy. Through of this research to collect literatures. Also using Michael Porter Diamond Model, Enterprise Value, and Resource-Based View. To analysis interior environment and external environment of 3D printing industry. Finding out the factors of 3D printing industry application. This research takes Taiwan as the main research object, and uses the AHP level analysis questionnaire to conduct in-depth interviews with three 3D printers to evaluate the advantages and disadvantages of 3D printing industry, as well as opportunities and threats. Besides SWOT Analysis and Importance-Performance Analysis were used to formulate future development strategies. This research show that 3D printing industry still has a lot of room for development. Therefore, this research suggests that the 3D printing industry can transform services from intangible to tangible; 3D printing replaces traditional production methods; holds 3D printing related competitions to improve visibility; and promotes 3D printing industry with education.

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