The Effects of an Integrated Supply Chain Management on Magazine Dealer Performance by Using Fuzzy Cognitive Map

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Project title

Code/計畫編號

NSC98-2410-H343-037-SSS

Translated Name/計畫中文名

應用模糊認知圖探討整合供應鏈管理對雜誌經銷商績效之影響

Project Coordinator/計畫主持人

Yu-Kai Huang

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Cultural and Creative Enterprise Management,Nanhua University

Website

https://www.grb.gov.tw/search/planDetail?id=1889975

Year

2009

Start date/計畫起

01-08-2009

Expected Completion/計畫迄

31-07-2010

Bugetid/研究經費

597千元

ResearchField/研究領域

經濟學

24小時營業全年無休是便利商店的經營特色，加上台灣便利店的高密度特性，讓便利商店成為台灣雜誌的主要零售市場。近年來便利商店以自身龐大的店鋪數量成立了雜誌經銷商而成為雜誌新型態的供應鏈。在物流的相關研究領域中，整合供應鏈管理（Supply Chain Management, SCM）一直是最具挑戰性的課題之一，傳統有關供應鏈管理的領域雖然被廣泛的研究討論並且應用在實務上，然而，卻甚少有研究是針對雜誌經銷商的績效表現進行分析。本計畫的研究對象是以由便利商店所成立的雜誌經銷商為研究對象，研究焦點在於分析影響研究個案經營績效的因素以及因素間的結構關係。在本研究計畫中，我們提出以模糊認知圖（fuzzy cognitive maps, FCM）的方法來探討研究個案績效表現的動態調整過程，主要研究課題在於分析雜誌經銷商在面對不同的通路品牌環境下對於物流的需求以及經銷商績效的影響因素。茲將研究內容整理如下： 1. 探討影響雜誌經銷商經營績效的變數以及變數間的關係 2. 利用模糊認知圖進行疊代運算並藉此描述系統的動態調整過程。 3. 應用模糊認知圖的分析結果發展相關的經營策略。藉由本研究的分析，可了解雜誌銷售在零售通路環境下的供應鏈流程與作業活動，除可作為物流業者在運輸需求分析之規劃參考，亦可進一步瞭解在零售通路日趨成熟的趨勢下，物流供應鏈改變對雜誌類型商品之產銷型態及物流需求型態可能發生的影響。 In Taiwan, convenience stores, which are widely distributed, provide a 24-hour even on holidays purchasing environment for customers, there are many people who became familiar with the idea of a main channel for purchase magazine. Up to date, the convenience stores have integrated magazine dealer with logistics system to form a new supply chain model. The supply chain management (SCM) has been widely studied in the academic as well as practical fields. However, there are fewer studies about the performance of magazine dealer. Decision-making problems are usually multiple-attribute orientated. The relationship between the attributes used may often conflict with one another. Therefore, how to solve these complicate decision-making problems indeed perplexes decision makers. This study is concerned with proposing a fuzzy cognitive map (FCM) driven approach for implementing expert decision support in the area of magazine dealer performance. A Fuzzy cognitive map is a cognitive map within which the relations between the elements (e.g. concepts, events, project resources) of a mental landscape can be used to compute the strength of impact of these elements. In this research, we propose a specific algorithms for interpreting the logic-based rules to FCMs as well as specific algorithms and formulas for calculating the values of multi-branch map hierarchies. The research issues included been the following: 􀁺 Issue 1: Find out about the relationship of performance logistics, performance dealer, information system, power of negotiate and sales volume. Then construct the system relationship model. 􀁺 Issue 2: Application the fuzzy cognitive maps to simulate the system relationship model. 􀁺 Issue 3: Using results based on the FCM for developing management strategies From the survey, we can establish an evaluation model of management strategies via fuzzy cognitive map. The results obtained in this study can be used to improve the service quality for magazine dealer and evaluate the management strategies.

Keyword(s)

模糊認知圖
供應鏈管理
經銷商
Fuzzy Cognitive Maps
Supply Chain Management
Dealer

DSpace CRIS

The Effects of an Integrated Supply Chain Management on Magazine Dealer Performance by Using Fuzzy Cognitive Map

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