發展一混合式模糊集品質機能展開法以評選市場區隔

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盛氏鳳(Thi-Phuong Thinh) 查詢紙本館藏

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工業管理研究所

論文名稱

發展一混合式模糊集品質機能展開法以評選市場區隔
(A Hybrid Fuzzy QFD Approach for Market Segments Evaluation and Selection)

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摘要(中)

在今日的全球商業環境中，對所有企業而言，市場區隔的選擇是關鍵性的市場行
銷活動。為了評估與選擇適當的市場，決策過程往往涉及多位決策者以及多重評估標
準。本研究發展一混合式模糊集品質功能展開法(QFD)，該分析法以模糊集為基礎分
析法，整合QFD 、AHP 以及TOPSIS 以評估與選擇適當的市場。
建議的分析法中，利用模糊 QFD 確定內部特性的權重（WHATs）、評估市場區
隔的外部條件 (HOWs) 、以及“HOWs”與“WHATs”之間的相關性程度。而模糊AHP 應
用於評估標準的排序。依據值化的各項評估標準，以語言值評估市場區隔的選項，並
以三角模糊數表示。然後，以模糊TOPSIS 獲取市場區隔選項的最終排序。最後，以
汽車租賃公司評選市場區隔為實證以說明所建議的分析法。

摘要(英)

In today’s global business environment, market segments selection are critical
marketing activities of all companies. In order to evaluate and select the appropriate market
segments, several decision makers and criteria are needed to be involved in the decision
process. This study proposes a hybrid fuzzy Quality Function Deployment (QFD) which is a
combination of fuzzy QFD, fuzzy Analytic Hierarchy Process (AHP), and fuzzy technique
for order preference by similarity to ideal solution (TOPSIS) to select the suitable market
segment.
In the proposed approach, fuzzy QFD is used in determining the importance of weights
for the internal characteristics (WHATs), external criteria relevant to market segments
assessment (HOWs), and the “HOW”-“WHAT” correlation scores, while fuzzy AHP is
applied to obtain more decisive judgments by prioritizing the market segments selection
criteria and weighting them in the presence of vagueness. The ratings of alternatives versus
qualitative criteria are assessed in linguistic values represented by triangular fuzzy numbers.
Then, fuzzy TOPSIS was used to obtain the final ranking of alternative. Finally, an empirical
study on rental-car Company is put forward to illustrate the performance of the proposed
methodology which the final solution is obtained by identifying the best market segment for
further development and negotiation.

關鍵字(中)

★ 模糊品質基能展開
★ 市場區隔
★ 市場區隔化

關鍵字(英)

★ fuzzy Quality Function Deployment
★ Market Segment
★ Market Segmentation

論文目次

中文摘要 ...............................................................................................................................i
ABSTRACT ......................................................................................................................... ii
ACKNOWLEDGEMENTS................................................................................................ iii
TABLE OF CONTENTS ..................................................................................................... iv
LIST OF FIGURES .......................................................................................................... viii
LIST OF TABLES ............................................................................................................... ix
CHAPTER ONE INTRODUCTION ................................................................................... 1
1.1 Research Background .................................................................................................... 1
1.2 Research Motivation ..................................................................................................... 2
1.3 Research Objectives ...................................................................................................... 4
1.4 Research Organization .................................................................................................. 4
CHAPTER TWO LITERATURE REVIEW ...................................................................... 5
2.1 Definition of Market Segmentation and Market Segments ............................................. 5
2.2 Market Segments Selection and Evaluation ................................................................... 6
2.2.1 Market Segmentation Variables .............................................................................. 6
2.2.2 Market Segments Evaluation Criteria ................................................................... 10
2.3 Approaches of Market Segments Evaluation and Selection .......................................... 12
2.4 Fuzzy Quality Function Deployment ........................................................................... 17
CHAPTER THREE METHODOLOGY ........................................................................... 23
3.1 Quality Function Development .................................................................................... 23
3.2 Fundamental of Fuzzy Set Theory ............................................................................... 26
3.2.1 Fuzzy Sets ............................................................................................................. 26
3.2.2 Triangular Fuzzy Numbers ................................................................................... 27
3.2.3 Fuzzy Operations for Triangular Fuzzy Numbers .................................................. 28
3.2.4 Linguistic Values and Fuzzy Numbers ................................................................... 29
3.3 Fuzzy AHP.................................................................................................................. 30
3.4 Fuzzy TOPSIS ............................................................................................................ 33
3.5 Hybrid Fuzzy QFD ...................................................................................................... 34
CHAPTER FOUR MODEL ESTABLISHMENT ............................................................ 38
4.1 Identification of the Internal Characteristics – WHATs................................................ 38
4.2 Identification of the External Criteria Relevant to Market Segments Assessment -
HOWs ............................................................................................................................... 38
4.3 Determining the Relative Importance of the WHATs .................................................. 40
4.4 Determining the WHAT-HOW Correlation Scores and the WEIGHTs of the HOWs
Criteria .............................................................................................................................. 40
4.5 Developing the Matrix of Correlations between the “HOWs” and Determining the
Priority Weight of the “HOWs” Using Fuzzy AHP ........................................................... 41
4.6 Determining each Potential Market Segment’s Impact on the Attributes Considered in
HOWs ............................................................................................................................... 44
4.7 Drawing up the Final Ranking for Market Segments using Fuzzy TOPSIS .................. 45
4.7.1 Normalizing the fuzzy decision matrix ................................................................... 45
4.7.2 Constructing weighted normalized fuzzy decision matrix ...................................... 45
4.7.3 Determining the FNIRP and FPIRP ...................................................................... 46
4.7.4 Calculating the distances of each market segment to FNIRP and FPIRP. ............. 46
4.7.5 Obtaining the relative closeness coefficient and ranking the order of the
alternatives................................................................................................................... 47
CHAPTER FIVE THE IMPLEMENTATION OF THE PROPOSED APPROACH ..... 48
5.1 Aggregating the Importance Weights of the WHATs ................................................... 49
5.2 Aggregating the “HOWs-WHATs” Correlation Scores and the Importance Weights of
the HOWs ......................................................................................................................... 49
5.2.1 The “HOWs-WHATs” Correlation Scores for the bargaining power of customers 49
5.2.2 The “HOWs-WHATs” Correlation Scores for the Bargaining Power of Suppliers 51
5.2.3 The “HOWs-WHATs” Correlation Scores for the Threat of New Entrants ............ 52
5.2.4 The “HOWs-WHATs” Correlation Scores for the Threat of Substitute Products ... 53
5.2.5 The “HOWs-WHATs” Correlation Scores for the Intensity of Competitive Rivalry54
5.2.6 Aggregating the Importance Weights of the HOWs ............................................... 55
5.3 The matrix of correlations between the “HOWs” criteria and Determining the Priority
Weight of the “HOWs” by Using Fuzzy AHP ................................................................... 55
5.4 The Impact of each Potential Market Segment on the Attributes Considered in HOWs
Criteria .............................................................................................................................. 60
5.5 Obtaining Ranking Values for Market Segments using Fuzzy TOPSIS ........................ 61
CHAPER SIX CONCLUSION AND DISCUSSION ........................................................ 65
6.1 Contributions of Research ........................................................................................... 65
6.2 Limitations .................................................................................................................. 66
6.3 Comments and Suggestions for Further Researches ..................................................... 67
REFERENCES ................................................................................................................... 68
APPENDIX ......................................................................................................................... 75

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指導教授

高信培(Hsing-Pei Kao)

審核日期

2012-7-13

推文