Apply Hybrid MCDM model to the value innovation performance evaluation: A Case Study in Direct Selling

• Main Authors: CHIA-HO HSUEH, 薛家和
• Other Authors: SHIAW-WEN TIEN
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/91647311089242796214

碩士 === 中華大學 === 企業管理學系碩士班 === 102 === Direct selling industry in Taiwan has developed for 30 years. Personnel engaged in direct selling almost reached to 276 million people. The average turnover per capita ranked the 4th highest in the world. However, facing with the flaming competition, the Enterprises should be encouraged to reform and develop the business, technology, products and markets untapped areas including cost saving, expanding demand, and stressed the “new value” to enhance the value of the products. This study was to investigate the value innovation of distributors. Through reviewing literature and compiling expert questionnaires to construct the four dimensions and 15 criteria of value innovation. In addition, use MCDM to establish the evaluation model of value innovation,combining DEMATEL, ANP and VIKOR methods to clarify the interrelated relationships of value innovation and rank the priorities in value innovation strategies.The study is expected to be analyzed and discussed through MCDM model to identify the key influence consumer major dimensions and criteria. Study found that "bureaucratic culture" as the largest factors, and "organizational culture" as the dimensions of the main influence, "Organizational innovation" as the main facets are affected. In this study, the following conclusions sorted out: First, enhance the organizational support culture to helps a direct impact on the value of innovation distributor. ; Second, enhance the value and absorb new knowledge with sophisticated strategy to encourage innovation and further up to full advantage; Third, companies should encourage courage to try innovative and change to avoid complacency; Fourth, improve customer value perceptions fastest enhance the value innovation; Fifth, to create an open environment and enhance the value of innovation and creativity to achieve a comprehensive overall advantage; Six, out of the traditional conservative promote multiculturalism can effectively enhance the value innovation; Seven, use of benchmarking and improvement gap to improve the overall performance.