運用ANP-SIPA解決方案架構以求創造策略方向

Creating Strategic Directions using the ANP-SIPA Solution Framework

多準則決策問題涉及許多複雜因素而必須同時考量一群評估準則，需要運用多準則決策分析方法，方能有效處理。ANP(Analytic network process)係為一種多準則決策技法，可以系統性地處理要素之間的交互影響。ANP慣常用來解決替代方案評選和權重體系建構等問題。為求擴展ANP的應用性，本研究提出一套ANP-SIPA解決方案架構，其係整合ANP與SIPA(SimultaneousImportance-Performance Analysis)之兩者的特點，有助於決策者進行評估行銷要素的相對競爭優劣勢。此外本研究展示數值案例，藉以詮釋ANP-SIPA的有用性，並成功拓展ANP的用途，使之成為診斷工具而可促進行銷策略之擬定。

It is reasonable to employ special methods to handle multiple criteria decision-making (MCDM) problem, requires considering complex factors as evaluation criteria effectively. Analytic network process (ANP) is a MCDM method which can deal with all kinds of interactions among elements systematically. Conventionally, ANP is employed to deal with such problems as selecting the optimal alternative or weighting a set of criteria. For the purpose of expanding the application of the ANP, this paper proposes a solution framework named ANP-SIPA, based on a combined ANP and SIPA (Simultaneous Importance-Performance Analysis) approach, to help decision makers to evaluate marketing attributes' competitive advantage or disadvantage. An example is presented to illustrate the usefulness of the proposed framework which can enable ANP to perform as a diagnostic tool for formulating marketing strategies.