定期貨櫃航商策略聯盟夥伴評選之研究——模糊多準則決策方法之應用

A Fuzzy-AHP Approach to Select Strategic Alliance Partners in Liner Shipping Industry

近年來海運市場競爭日趨激烈，定期航運業者為積極追求生存空間，持續擴充全球市場的佔有率，以擴大對託運人的服務，在有限的市場運輸需求下，為防止因運輸供給大於需求，引發航商之間的惡性競爭，定期航運業者因此採取策略聯盟的方式經營。本研究即在利用模糊多準則評估方法建立一套定期貨櫃航商策略聯盟夥伴選擇模式，並輔以陽明海運公司目前所加入之聯盟CKYH Alliance作為本研究的實證研究對象，以構建一兼具實務性、使用性和前瞻性的聯盟夥伴選擇方法。研究結果發現，模糊多準則方法確實能同時考慮多個具衝突性之評估準則，該方法除使決策更具周延性外，更能強化在模糊不確定之環境下的決策行為。實證結果與目前陽明海運所參與的CKYH 聯盟其他三家航運公司相吻合，顯示本研究方法在聯盟夥伴選擇上具有實用性。

In recent years, the competition in the shipping industry is more intense than decades. In order to keep and expand the market share as well as to prevent the excess supply in shipping market, the liner shipping companies joint strategic alliances .This study used the Fuzzy-AHP method to construct a model of partners selection .And we took Yang-Ming Line as an case, to discuss what the most important criterion while liner shipping select strategic alliance partners as well as which companies are the best choice plan. Empirical results show that prior choice partner companies are K Line, Hanjin and COSCO, it is the last solution consistency with Yang-Ming Line's decision. This also shows the method developed in this study enables the liner shipping company to gain an insight into alliance partners choice problem.