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研究生:李沛萱
研究生(外文):Lee, Pei-Hsuan
論文名稱:應用層級分析法評選逆向物流發展策略-以電子商務為例
論文名稱(外文):An AHP Decision Support System for Reverse Logistics Development Strategy in Online Retailing Industry
指導教授:陳秀育陳秀育引用關係
指導教授(外文):Chen, Shiou-Yu
口試委員:陳智凱邱榮和
口試委員(外文):Chen, Zhi-KaiQiu, Rong-Hou
口試日期:2018-06-22
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:48
中文關鍵詞:線上零售商逆向物流發展策略層級分析程序法排序成對比較法
外文關鍵詞:online retailingreverse logistics strategy developmentsAnalytic Hierarchy Processrank pair-wise comparison
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  • 被引用被引用:3
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  • 收藏至我的研究室書目清單書目收藏:1
台灣,網路購物的市場蓬勃發展。然而,因為網路購物無法讓消費者實際試用商品,僅能從網路文字與圖片來得知商品的大概狀況。因而常常造成實際收到商品與預期有差距,使得退換貨的需求上升,進而凸顯逆物流管理的重要性。適當的逆物流策略不僅可以提高顧客滿意度,也可使顧客的回購率上升。然而,目前逆向物流策略文獻較少探討電子商務市場,本研究嘗試補足此研究缺口。
本研究選擇臺灣線上零售產業進行探討,透過逆物流策略與線上零售相關文獻資料之分析整理,整合台灣線上零售業者資深經理人的專業實務觀點,彙整出建構線上購物逆物流發展策略之考量因素,並以層級程序分析法建立起權重架構。經過本研究的分析,歸納出以下結論,建構線上購物逆物流發展策略之評估指標架構共計有「設施選址」、「運輸」、「顧客服務」、「經濟」、「逆物流功能」,共五個主構面及十五項對應之評估準則。然後使用排序成對比較法(Rank Pair-wise comparison ,RPC)來衡量準則之間的相對權重,用以評估方案選擇。最後研究發現專家認為在進行線上購物逆物流發展策略決策時最重要的考量構面是「設施選址」與「顧客服務」,而對應之最適方案為「集中型逆物流策略」。冀望本研究結果可作為線上零售業者執行逆物流管理策略的參考依據。
With the rising of e-commerce retailing in Taiwan; however, these online product cannot be tried on, customers get information only from text or photos of websites. Therefore, there is a gap between the product which customer received and the information from the websites. As a result, it causes the demand of return. Therefore, the ability to manage product returns has become more and more vital. Free returns or more flexible returns policies increase not only customer satisfaction, but also repeated purchase behaviors. However, there is less research on evaluating the criteria for reverse logistics strategy developments for online retailing. For filling in this research gap, this research aims to build an effective evaluation framework for online retailers to select optimal strategies of reverse logistics.
In this paper, we selected Taiwan typical online retail industry to explore this issue. Then, we analyze through the literature review of reverse logistics strategy and online retailing, and we integrated the practical views from managers of Taiwan online retailing. We integrated the consideration factors for reverse logistics strategies and proposed an Analytic Hierarchy Process (AHP) framework. In this paper, we used the criteria which evaluated the reverse logistics strategy developments for online retailing including location of facility, transportation, customer service, economy and the function of reverse logistics. It is including 5 criteria and 15 sub- criteria. Then, we used the approach of rank pair-wise comparison (RPC) to measure the relative weights among criteria in order to evaluate the solution.
We found that the factors affecting the reverse logistics strategy developments for online retailing are location of facility and customer service. The appropriate solution is centralized reverse logistics strategy. We hope that this paper offers online retailers a reference when making decisions of selecting reverse logistics strategy.
謝辭 I
摘要 II
Abstract III
目次 IV
圖目次 VI
表目次 VII
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究流程 3
第二章文獻回顧 4
2.1電子商務產業分析 4
2.1.1電子商務產業概況 4
2.1.2電商消費者特性 5
2.1.3電商退貨需求 5
2.2物流與逆向物流的定義 6
2.2.1物流的定義 6
2.2.2逆向物流的定義 6
2.2.3正向物流與逆向物流的差異以零售業為例 8
2.2.4電子商務的逆向物流活動 9
2.3物流中心與逆向物流中心的型態與功能 11
2.3.1物流中心的型態 11
2.3.2逆向物流處理中心的型態與功能特性 12
2.4逆向物流發展策略 14
2.5逆向物流績效特徵 16
2.6電子商務逆向物流發展策略的評選準則 18
2.6.1物流評選準則 18
2.6.2逆向物流評選準則 19
2.6.3電子商務物流評選準則 20
2.6.4電子商務逆向物流發展策略評選準則 20
第三章研究方法 23
3.1層級分析法 23
3.2排序成對比較法 28
3.3 各構面、準則意涵說明 29
第四章調查結果與分析 30
第五章結論與建議 34
5.1結論 34
5.2建議 35
參考文獻 36
附錄 應用層級分析法評選逆向物流發展策略準則之評估表 41
中文文獻
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