APPLYING FUZZY MULTIPLE ATTRIBUTE DECISION ANALYSIS FOR THE SELECTION OF HEALTHY GOODS CHANNEL

• Main Authors: Siao-ying Jheng, 鄭筱瑩
• Other Authors: Nan-hong Lin
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/60944229216510024831

碩士 === 大同大學 === 事業經營學系(所) === 99 === Biotechnological advancements have progressed to the stage whereby innovation has created the possibility of greater varieties of so-called “health-food products”. With the exception of pharmaceutical companies’ interests, traditional food producing companies are now co-operating with biotechnology to enhance products for different consumers. Food companies only too well understand that hard work is necessary to survive in the retail channel, but now applying the combination of their commercial expertise with that of biotechnological science potentially better harvests may be reaped from health-foods. However, such potential would not be realized without greater consideration of the retail channel and a strong strategy of reaching and attracting the consumers is vital for the successful promotion of new products, and choosing the right retail channel is critical. This current study initially involved extensive discussions of researched literature and published papers in journals in order to establish a conceptual understanding of all the existing distribution channels for health-food products. Then with the assistance from experienced experts and a focus on dimensions of object measurement as in hierarchy sequence analysis methodology, a questionnaire was produced and survey conducted. References to literature and expert opinions were then used to evolve an assessment program upon distribution channels, followed by an assessment using the model of the “fuzzy multi-criteria analysis” method. Finally, this study documents conclusions and recommendations based upon the results obtained from the fuzzy multiple attributed decision analysis (FMADA) of the calculations. In the course of this study, it was found that “distribution channel capability” factor was the most important assessment criteria for decision-making about health-food channels. Appraising the numbers of points of retail is also worth taking seriously. In this case, channel eCommerce is the first priority for Product Managers’ choices, and the “channel future expansibility” and “financial performance of the channel operator” are two highly-paid attention assessment criteria in this channel. Key Words: Channel Performance, Channel Strategy, Health-Foods, Fuzzy Multiple Attributed Analysis (FMADA), Analytic Hierarchy Process (AHP).