| 摘要: | 保健食品已然成為全球趨勢，企業需根據消費者需求來安排產品開發，還需要瞭解通路運作來取得市場占有率，隨著生技和製藥公司的加入，對較大占比的中小型保健食品供應商的傳統經營模式，形成了嚴峻的考驗，近年來多起的食安事件讓消費者更加在乎產品安全，也讓通路在評選良莠不齊的供應商時，很難藉由既有的主觀意識模式來做出決策及判斷。
本研究以藥局、藥妝店為探討對象，運用多決策分析法，從文獻彙整、專家意見及德菲法問卷填寫，獲得了供應商評選時的四個構面及11個準則，再運用決策實驗室分析法(DEMATEL)獲得準則間的關聯性及影響性，並由層級分析法(AHP)獲得各關鍵因素之權重及重要性排序，建立一套可供參考的供應商評量準則與架構。
所歸納出四項構面依重要度排序分別為「品質」、「訂價策略」、「服務能力」與「經營績效」，而各構面下最受重視的準則分別為「產品認證」、「報價合理性」、「客訴及危機處理」與「業界商譽」；另經由因果關係得出各構面下最具影響力及最值得投入改善的準則為「品質」中的「退貨比例」最為重要；「訂價策略」中以「付款方式」最為重要；「服務能力」以「業務員專業度」最為重要；「經營績效」中以「往來經驗」最為重要。
整個研究過程像是一種追根溯源的探討，採購不再只是談好價格把產品上架就好，篩選出優質可靠的供應商才能持續保持市場競爭優勢。
The popularity of dietary supplements has been trending up around the world. De-mands from the consumers have been driving the research and development among en-terprisers to meet the needs. With the understanding of retailer flow process to claim specific market share, as well as the involvement of biomedical and pharmaceutical companies, it poses serious challenges to the traditional business model of small and medium-sized dietary supplement suppliers. Consumers are increasingly more concerned about the food safety, due to several accidents occurred surrounding the topic in recent years. It is difficult and a challenge for retail owners to make such a moral choice con-sistently among groups of diverse suppliers, while bearing the responsibility to ensure food safety.
Pharmacies were evaluated in this research as an example, applying Multiple Crite-ria Decision-Making Model. Four dimensions and eleven criteria were constructed through the literature review, expert inputs, and Delphi surveys. DEMATEL was also used to derive inter-relationship and impacts among guidelines, and weighting among factors was obtained through AHP. It recommends a set of objective guidelines and structure for evaluating dietary supplement supplies.
Four important dimensions for selecting suppliers by retailer are concluded, includ-ing quality, pricing strategy, service capacity, and business performance in descending order. The most important criteria under each dimension include product certification, price fairness, customer complaint and risk management, and corporate reputation. The rate of refund or returned merchandise in quality control is considered the most influen-tial and cost-effective improvement to make based on the cost-benefit analysis. Among other criteria and dimensions, payment method is the most important to consider in pricing strategy, salesman professionalism is in service capacity, and past experiences is in business performance.
This research evaluates and describes the business process through a causal analysis. It is critical to work with high quality and reliable suppliers to remain competitive in the markets, besides a good bargain to put goods on store shelves. |
