| Summary: | 碩士 === 國立雲林科技大學 === 工業工程與管理研究所碩士班 === 91 === The competition that enterprises confront in recent years is getting much keener, especially products marketing. Owing to this major importance, enterprises are eager to strive for lasting vantage through 4P, such as Products, Price, Promotion, and Place. Today, place, also named marketing channel, is regarded to possess greater potential and uniqueness than others to help enterprises improve and maintain the predominance during the competition.
The main purpose of this research is to figure out how enterprises deal with customers’ uncertain demands and unexpected variables by the lowest cost, greatest capacity and most reliable products during the process of deciding the best marketing channels. A theory called “ Fuzzy Robust Design Framework ” is researched through the perspective of the supply chain. The framework will indicate that how enterprises control overall situations and reach future goals ideally through making accurate decisions of marketing channels by Fuzzy selections and adapted structures by Robust Optimization. Ultimately, the result of this research will point out that the framework of marketing channels established by supply chain can offer enterprises great assistance and flexibility to cope with any sudden changes resulted from consumers and market.
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