臺灣博碩士論文加值系統

摘要
近年來由於環保意識抬頭，全球綠建材的銷售市場快速增加，
相對也造成綠建材產業發展的競爭壓力倍增；探索綠建材銷售時的
影響因素及民眾對於綠建材購買後的實際感受與認知情形，應是綠
建材業者現階段宜審慎釐清並速謀對策之當務之急。因此，本研究
目的在探討綠建材銷售時所應考慮的因素，同時分析產業不同屬性
對本產業競爭力發展之差異，並進行學術與實務界不同觀點比較。
本研究參考以往研究文獻，整理並歸納出產業競爭屬性包括企業競
爭力、政府的政策、市場需求量、未來發展性及產業加值性等五個
構面及 21 個評估準則，再利用模糊決策實驗室分析法(Fuzzy
Decision Making Trial and Evaluation Laboratory, FDEMATEL)找出各
項構面之間的關聯結構，因素間彼此的影響與關聯，並利用分析性
網路程序法(Analytic Network Process, ANP)，進一步分析準則之間的
權重關係，以歸納影響台灣綠建材行銷之關鍵成功因素。
研究結果顯示市場需求量是最重要的構面，至於因素方面，房
市熱度的高低是學術與實務業共同認定最重要者，另外企業組織運
作能力與綠建材規範的制定方面亦是實務界重視的項目，而學術界
則偏重於品牌經營形塑與品質確保能力。本研究可協助產業提升競
爭力並有效配置資源，進而具體導引傳統建材產業轉型綠建材產業
增進銷售績效之參考。
關鍵字：綠建材、銷售績效、模糊決策實驗室分析法、分析性網路程
序法

In recent years, due to the rising awareness of environmental protection,
the global sales market for green building materials has increased rapidly.
The influencing factors during the sales of green building materials and
the people’s actual feelings and perceptions of green building materials
after purchasing them should be the top priority for the green building
materials industry at this stage to prudently clarify and make quick
countermeasures.
The study explores the factors that should be considered when selling
green building materials, and also understands the differences between
different factors of the industry for the development of competitiveness of
the industry. Refers to the previous research literature, we uses the five
constructs of corporate competitiveness, government policies, market
demand, future development and industrial value-added, and 21
evaluation factors to find out the relationship between the development
factors of green building materials, and uses FDEMATEL to find out The
correlation structure between the various constructs, and the use of ANP
to find the weight relationship between the factors.
The research show that market demand is the most important constructs.
As for factors, the degree of housing market enthusiasm is the most
important one recognized by both academic and practitioner. In addition,
the organization and operation capabilities of enterprises and the
formulation of green building materials standards are also valued by the
practitioners, while the academic focuses on brand management and
quality assurance capabilities. This research can improve the civil’s
understanding of the green building materials industry, assist the industry
in enhancing competitiveness and effectively allocate resources, and
specifically guide the traditional building materials industry to transform
the green building materials industry into a reference for improving sales
performance.
Keywords: green building materials, fuzzy decision making trial and
evaluation laboratory(FDEMATEL), analytic network
process(ANP)

名頁
摘要........................................................................................................ii
Abstract .................................................................................................iii
誌謝.......................................................................................................iv
目錄........................................................................................................v
圖目錄..................................................................................................vii
表目錄.................................................................................................viii
第一章 緒論..........................................................................................1
第一節 研究背景與動機................................................................... 1
第二節 研究目的............................................................................... 3
第三節 研究流程............................................................................... 4
第二章 文獻探討..................................................................................6
第一節 綠建材定義與發展............................................................... 6
第二節 綠建材產業概述................................................................... 8
第三節 綠建材銷售決策評估準則................................................. 15
第四節 決策實驗室分析法............................................................. 25
第五節 分析網路程序法................................................................. 28
第三章 研究方法與設計....................................................................33
第一節 研究架構............................................................................. 33
第二節 問卷調查流程..................................................................... 37
第三節 問卷設計內容及對象......................................................... 39
第四節 資料分析方法與步驟......................................................... 42
第四章 研究結果分析與討論............................................................50
第一節 決策實驗室分析法分析結果............................................. 50
第二節 各構面及準則分析之結果................................................. 51
-vi第三節 網路程序分析法結果......................................................... 64
第四節 ANP相依性成對比較結果................................................. 69
第五節 討論..................................................................................... 75
第五章 結論與建議............................................................................77
第一節 研究結論............................................................................. 77
第二節 研究貢獻............................................................................. 78
第三節 研究限制與後續研究建議................................................. 79
參考文獻..............................................................................................81

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