基於競爭優勢係數與藍海策略的診斷架構以求更佳決策品質

A Diagnostic Framework Based on Competitive Advantage Coefficient and Blue Ocean Strategy for Better Decision Quality

ANP-SIPA診斷架構，係整合ANP（Analytic network process）與SIPA（Simultaneous Importance-Performance Analysis）之兩者的特點，有助於決策者診斷行銷要素的相對競爭優劣勢，進以擬定適切的行銷策略。本研究基於多準則決策品質的觀點，致力於提升ANP-SIPA的應用性與決策品質，因而提出ANP-SIPA精進版。本研究的ANP-SIPA精進版，引進競爭優勢係數與藍海策略的分析概念與技法，不僅成功擴展ANP-SIPA的應用性，並可有效改良其決策品質。後續研究，則可開發ANP-SIPA精進版的MCDM支援系統，以供使用。

A diagnostic framework named ANP-SIPA, integrating the merits of both ANP (Analytic network process) and SIPA (Simultaneous Importance-Performance Analysis), can help decision-makers diagnose marketing attributes' competitive advantages and disadvantages in order to formulate appropriate marketing strategies. In the perspective of MCDM (Mu1tiple criteria decision-making) quality, this paper proposes the advanced version of ANP-SIPA to enhance the applicability and decision quality. The advanced version injects new ideas such as competitive advantage coefficient and blue ocean strategy. It has successfully augmented the ANP-SIPA's applicability and decision quality.