A Model of Fuzzy Positioning straegy

• Main Authors: Jui-Hung Chu, 朱芮鴻
• Other Authors: None
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/96871054894675753038

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 90 === Abstract Competition environment becomes uncertain day by day, it is very important to maintain sustained competitive advantage. This research identifies the word “dynamic” is the rivals compete one another in the present situation and add to future decade scenarios’ time factor. By resource-base theoretic implication, to construct out a framework of competition advantage evaluation which applies in wholesale store. The evaluation framework is both from “outside-in” positioning strategy viewpoint and from “inside-out”. Besides, to introduce the scenario analysis viewpoint, it makes strategic studies not only discuss in a cross section but also in longitudinal section. This Model adopts in-depth interview and content analysis that they belong to grounded research methods first. There are seven expert picked up as in-depth interview samples, then the raw data through content analysis method to extract out evaluation criterion of competition advantage in wholesale industry. Content analysis conclusion has extracted out four criteria which are named “capability of asset”, “capability of organization operation”, “capability of service contact”, “capability of rivalry”. Besides, content analysis construct out future decade most possible three scenarios, too. 1.internationalise trend, 2.merge, to open up new store, occupy ideal location, 3.wholesale store is linked in communities. Fuzzy Delphi method forecasts the time when the scenarios happen, the conclusion of the scenarios happen when 94 year, 94.75year and 95.5year in order. According to three scenarios and present position, to adjust some criteria of competition under different scenarios. From fuzzy weight scores and fuzzy performance scores, this research draws up three strategic suggestions, there are “holding original position”, “reposition, and enforce capabilities”, “reduce resources waste”. This research contribution includes below several points: 一、A Model Of Fuzzy Dynamic Positioning Strategy, it is able to apply in the other industries, just adopting the processes of research. 二、In grounded research section, there are combine in in-depth interview and content analysis. Those two methods can improve precisian in case study, on the other side, grounded research methods are able to apply in the qualitative when information is not enough. 三、Fuzzy synthetic decision assists position, to compare fuzzy weight score and fuzzy performance score is belonging to cross section analysis. 四、Fuzzy Delphi method exactly forecasts when the scenarios happen, from present performance score to future scenarios’ weight score, this step can adjust resource deploy which belong to longitudinal section analysis. 五、In business contributions, this research develops a evaluation framework competition advantage through grounded in the wholesale store industry in Taiwan. The framework is not from literature review, so it has referent values in practice. The businessman of wholesale industry can adjust resources, capabilities and strategies as soon as possible to achieve sustained position.