探討台灣餐飲外送平台如何建構競爭優勢之關鍵決策因子

Exploring the Key Determinants of Competitive Advantages of Taiwan Food Delivery Platform

本研究運用層級分析法（Analytic Hierarchy process, AHP）探討台灣餐飲外送平台建構競爭優勢之關鍵決策因子。研究發現，「行銷策略行動」是最具關鍵性的決策構面，其次依序為「網路平台外部性」、「環境條件」、「供應鏈特質」、「外送平台特質」，此四決策構面權重相當。顯示行銷策略行動在建構台灣餐飲外送平台之競爭優勢中，亦再與其四項決策構面相互配合方能達到最高效益。而行銷策略行動中最關鍵的決策因子是「優惠促銷活動」，此因子在單一構面內的權重（local weight），與在整體總評估的權重（global weight），排序都是第一，此研究發現顯示，台灣餐飲外送平台欲有競爭優勢，必頇提出具優惠性促銷活動。

This research explores the key determinants of competitive advantages of Taiwan food delivery platform using Analytical Hierarchy Process (AHP). Research findings show that, among the five dimensions, “Marketing strategy” is the most crucial decision dimension, which takes the highest weighting, while “Externality of the network platform”, “Psychological Well-being”, “Environmental conditions” and “Characteristic of delivery platform” have similar weightings that is lower than the highest one. It shows that marketing strategy can achieve the highest benefit in constructing the competitive advantage of Taiwan food delivery platform, and can obtain even more benefit by considering its three decision-making structures. The most important decision factor of “Marketing strategy” is “Promotions”, which takes the highest weighting in both local weight and in global weight. These results show that, Promotions are crucial for competitive advantages of Taiwan food delivery platform.