運用層級分析法評估運動鞋產品之促銷活動

Applying AHP to Investigate the Promotion of the Sports Shoes

隨著科技的創新及台灣的國民所得也已達到了一定水準，消費者購物行為也隨之改變，為滿足顧客，業者不斷的推陳出新，創造新產品提供給顧客，因此，新產品銷售預測是企業不可或缺的議題，有效正確地掌握新產品銷售之預測，必能確實提昇企業營運績效。在運動鞋的銷售中，在不同年度的各種促銷活動與產品所在的生命週期，應該會有相似的影響程度，若能轉化此影響程度為量化數據，定能獲取值得參考的資訊。本研究運用層級分析程序法分析年度的各種促銷活動與產品所在的生命週期等相關因子並分析相關因素的權重，結果顯示，不同的因素與促銷檔期，對於運動鞋的銷售影響，的確具有不盡相同的影響力，本研究結果未來則可用於運動鞋新產品預測，輔佐企業確實掌握庫存與營收。

Since the development of technology and that Taiwan's national income has reached a certain level, the consumer shopping behaviors have changed, to satisfy customers, merchants keep innovating to create new products to customers. Therefore, forecasting product sales becomes an indispensable business issue, effectively and correctly master the forecast of new product’s sales will promote business performance. In the past sales pattern of the sports shoes, there may obtain the similarities effect in each promotion and life cycle from different years. In this study, we applied the Analytical Hierarchy Process to explain the each promotions, product life cycle and time factor weight. The research found that the sorting factors are more suitable for new sport shoes products forecast, and to predict the inventory and benefit from making an efficient use of resources.