APPLYING FYZZY MULTIPLE ATTRIBUTE DECISION ANALYSIS FOR FMCG CHANNEL SELECTION PROBLEM

• Main Authors: Sui-hao Lin, 林穗豪
• Other Authors: Yu-Chung Tsao
• Format: Others
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/07580610495348813183

碩士 === 大同大學 === 事業經營學系(所) === 98 === The launch of a new product represents a major event for suppliers of fast moving consumer goods. As a result, consumers shall benefit from more choices and convenient life from the launch of a new product. Due to most products must be delivered to consumers’ hands via channels, therefore how to select the appropriate channel becomes a relatively critical issue for suppliers. With regards to product distribution channel, traditional decision-making method did not undergo deliberate reasoning process but instead made decision based on single assessment factor; although such method could rapidly respond or solve short-term problems such as performance, it usually would cause more trouble afterwards. In view of this, the study aims to integrate Analytic Hierarchy Process with Fuzzy Theory, construct dimensions measurement and assessment criteria for distribution channel selection, and identify the most appropriate sorting for distribution channel using decision-making tools. In terms of data after defuzzification of channel C3, based on the value ranking after the defuzzification of assessment criteria, we can see that from the perspective of distribution channel, the large hardware store channel C3 is the most preferred distribution channel in this study. The value ranking after the defuzzification “frequency of promotional activities” , “annual turnover of the channel” and “the extent product sales information” are the brain trust most respect issue.