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研究生:羅毅倫
研究生(外文):Lo,Yi Lun
論文名稱:運用MCDM評選運動器材之決策模式:以世界三大品牌為例
論文名稱(外文):The Study Of Using MCDM Evaluation For A Decision Model Of Fitness Equipment : A Case Of World's Three Brands
指導教授:李文雄李文雄引用關係張永煬張永煬引用關係
口試委員:邱靖博徐承毅
口試日期:2012-01-03
學位類別:碩士
校院名稱:開南大學
系所名稱:企業與創業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:52
中文關鍵詞:運動器材多評準決策決策實驗室分析法網路程序分析法折衷排序法
外文關鍵詞:Fitness equipmentMCDMDEMATELDANPVIKOR
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國內近年來因週休二日的法令及運動休閒人口倍增之計畫導致運動休閒的風氣逐漸盛行,因而連帶著運動器材成為一個非常重要的產業,而運動器材廠商的競爭優勢無非是要傾聽消費者的聲音,了解消費者在購買運動器材時之因素再進而檢視自身之企業,因此本研究運用了複合式的多評準決策模式中的決策實驗室分析法(Decision Making Trialand Evaluation Laboratory, DEMATEL),了解消費者在選擇運動器材時考量的因素並探討因素之間的相互關係,再結合了決策實驗室分析法與網路程序分析法(DEMATEL Based Analytic Network Process, DANP),發現彼此具相互影響關係時之相對重要程度,進而應用折衷排序法(VlseKriterijumska Optimizacija I Kompromisno Resenje in Serbian, VIKOR) 來建立消費者評選之模型,並以世界三大品牌為個案做為評選的標準,進行模型驗證。結果發現,三構面皆存在交互影響與自我回饋關係;在九項評估準則中,實質價格高低為專家及學者認為最重要的因素,其次為品牌知名度與產品品質;在評選最佳方案方面,A品牌為最接近專家及學者的渴望水準,為三大品牌中最佳的購買選擇,不僅增加消費者對選購產品的認知,並提供業者擬訂競爭策略之參考。
The two day weekend and the government’s sport and leisure projects’ make sports more prevalent in recent years. Therefore, selling fitness equipment becomes an important business. One of the competitive advantages of a fitness equipment company is ‘listening to consumers’, that is to understand consumers’ requires in purchasing fitness equipments and thus gives and inspection to the enterprise itself.
This paper uses DEMATEL (Decision Making Trial and Evaluation Laboratory) to realize consumers’ choice of fitness equipment and to explore the factors. It combines DEMATEL and DANP (DEMATEL based Analytic Network Process) to discover the relative importance of mutual interaction. Moreover, it uses VIKOR(VlseKriterijumska Optimizacija I Kompromisno Resenje) to construct a consumer evaluation model and testify it with the world’s three brands of fitness equipments.The result shows that the there are dimensions have mutual influences and the relationship of self-feedback. The real price of the fitness equipment is considered by experts and scholars as the most important factor and the brad’s awareness and the quality of that are the secondary one. in evaluating the best option, brand A is closest to experts’ and scholars expectation and becomes the best buy among three brands. This study not only increases the awareness for consumers to purchase fitness equipment, but also gives references for enterprise to make competitive strategies.

第一章 緒論

第一節 研究背景與動機
第二節 研究目的
第三節 研究流程
第四節 研究範圍與限制

第二章 文獻回顧

第一節 台灣運動器材產業概況與研究個案
第二節 消費者購買行為之評估準則
第三節 回顧消費者考量之準則

第三章 消費者購買行為之建構

第一節 研究架構
第二節 研究方法
第三節 研究對象

第四章 實證分析

第一節 DEMATEL網路影響關係驗證
第二節 結合DEMATEL與ANP計算權重
第三節 策略績效值及運用VIKOR評選最佳方案

第五章 結論與建議

第一節 研究結論
第二節 研究貢獻與建議

參考文獻

附錄

附錄一 DEMATEL問卷
附錄二 VIKOR問卷
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