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題名 | 利用AHP探討企業最佳成長策略之決策分析=Using AHP in Making the Best Growth Strategy of Enterprises |
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作者 | 李靜芳; 陳耀茂; Lee, Ching-fang; Chen, Yow-mow; |
期刊 | 稻江學報 |
出版日期 | 20080600 |
卷期 | 3:1 2008.06[民97.06] |
頁次 | 頁15-29 |
分類號 | 494 |
語文 | chi |
關鍵詞 | 成長策略; 產品/市場擴張矩陣; AHP; Growth strategy; Product/Market expansion grid; |
中文摘要 | 企業欲制定成長策略時,需考量許多因素。因此,本研究採用AHP衡量模式,期能在多元評估準則上對企業成長策略作出評量。首先,考量外部環境及內部環境因素,選取外部環境因素評價項目為競爭者及顧客;內部環境因素評價項目為績效及能力。其次,利用Ansoff(1990)提出的產品/市場擴張矩陣,定義成長策略之四個選擇方案為「市場滲透」,「產品開發」,「市場開發」,及「多角化」。根據AHP方法的內部從屬法與絕對評價法等分析,得成長策略的優先順位依次為市場開發,多角化,市場滲透,產品開發。因為市場開發比市場滲透、產品開發等策略能更快速的成長,而面臨的風險又比多角化策略小,是一個折衷且較佳的成長策略。本研究希望能提供企業管理者在制定成長策略時具體的參考方向。 |
英文摘要 | We explore this research with Analytic Hierarchy Process (AHP) method when enterprises facing multi-criteria decision making (MCDM) in growth strategic decisions. This study applies the MCDM to determine the importance weights of evaluation criteria and to the rating of 4 alternative growth's strategic decisions which composed with market development, market penetration, product development, and diversification (product/market expansion grid, Ansoff (1990)). However, the alternative decision is based from the evaluation criteria of enterprise's measurement in internal and external evnironment. The study model approach is demonstrated with a real case study from expert opinions. The results guide to the firm in making decision of growth strategy. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。