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研究生:張勝嘉
研究生(外文):Sheng-Chia Chang
論文名稱:探討台灣電子書廠商營運模式評選:層級程序分析法應用
論文名稱(外文):Exploring the e-book Business Model Selection for Taiwan’s e-book Firms: The Analytic Hierarchy Process
指導教授:張順教張順教引用關係
指導教授(外文):SHUN-CHIAO CHANG
口試委員:張順教
口試日期:2012-06-22
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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:英文
論文頁數:95
中文關鍵詞:層級程序分析法理想解類似度順序偏好法灰色關聯分析電子書
外文關鍵詞:e-bookAnalytic Hierarchy ProcessTechnique for Order Preference by Similarity toGrey Relation Analysis
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本研究使用層級程序分析法評估一個合適的電子書營運模式,並提供給台灣電子書產業的廠商做為參考依據。在權重評估上,本研究應用專家問卷來進行權重計算,主要涵蓋五個主評估準則,如:制定正確決策的商業策略構面、追求最大利潤和最小成本的財務特徵構面、追求最大市占率和潛在成長率的市場特徵構面、了解顧客感受的產品或服務品質衡量構面,以及理解廠商對發展事業能力的可行性評估構面。本研究緊接著應用三個研究方法對三個可行方案進行排名,此三個研究方法包含理想解類似度順序偏好法、灰色關聯分析和層級程序分析法。研究結果顯示單一品牌廠商型態為最佳可行方案,其主要特徵為整合數位內容、平台和硬體裝置。在本研究中,權重前二高的主評估準則依序為市場特徵構面和商業策略構面。這也顯示出此二主評估準則對於廠商發展一個合適的電子書營運模式是十分有用。
This study evaluates an appropriate business model for Taiwanese e-book firms. We apply expert questionnaires to calculate the weights, which contain five criteria, namely, business strategy, finance characteristics, market characteristics, quality measurements of product and service and implementation for the capability of developing the firms’ business. This study further ranks three alternatives utilizing the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS), Grey Relation Analysis (GRA) and the Analytic Hierarchy Process (AHP). The results show that a single brand is the best e-book firms’ business choice that is simultaneously integrated by content, platforms, and devices, while the top two weights of the evaluation criteria are the business strategy and market characteristics to enable firms to develop an appropriate e-book business model.
摘要……………. i
Abstract………… ii
Contents……… iii
Table of Contents iv
Figure of Contents v
Chapter 1 Introduction 1
1.1 The background and motivation 1
1.2 Research purposes 3
1.3 The process and framework 3
Chapter 2 Leading firms in the e-book industry 5
2.1 The top four leading firms internationally in the world 5
2.2 Taiwan’s e-book firms 7
2.3 Future trend 9
Chapter 3 Literature Review 10
3.1 The e-book 10
3.2 The evaluation criteria of e-book new service development 12
3.3 Analytic Hierarchy Process 16
3.4 Technique for Order Preference by Similarity to Ideal Solution 19
3.5 Grey Relational Analysis 21
Chapter 4 Research Design 24
4.1 Evaluation criteria 24
4.2 Establishment of alternatives 31
4.3 AHP model 34
Chapter 5 Research Analysis 40
5.1 Analysis of the AHP model 40
5.2 Sensitivity analysis 43
5.3 Analysis of TOPSIS 45
5.4 Analysis of Grey Relation Analysis (GRA) 48
5.5 Comprehensive discussion 50
Chapter 6 Conclusions and Suggestions 53
References…….. 55
Appendix A…… 62
Appendix B…….. 82
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