Using AHP to Discuss the Allocation Weight of Channel---Taking Motherboard Indusry as Example.

• Main Authors: CHEN CHI YUAN, 陳啟源
• Other Authors: 王維元
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/51706563913677219878

碩士 === 實踐大學 === 企業管理研究所 === 95 === With the curtailed product cycle and customers’ high demands in the competitive global market nowadays, one company which can dispatch the products to consumers with the rapidest speed will enjoy greater opportunity to achieve success. Such condition will be significant to information industry, in particular, as its characterizations highlight short product cycle and rapid drop of price in life cycle. In view of this fact, the channel management of consumption products (such as PC) will be more critical. In what level will the manufacturer value the distributor? What are the norms will be served as the criteria of measurement? Under those norms, what is the manufacturer’s allocation weight toward channel members? Will one manufacturer with higher allocation weight earn higher performance? As all of those preceding issues are centers of exploration, this research has made use of case interview and AHP (Analytical Hierarchy Process) to delve into the difference for allocation weight of channel. By means of organization of literatures, an extraction of strategic variables valued by scholars in the past was conducted first. Centering on the exploration of allocation of channel in this research, six variables including “Personnel Capacity and Disposition,” “Competitive Pricing,” “Complete Range of Products,” “Brand,” “Control of Channel” and “Creation and Accumulation of Resources” were selected as indicators of measurement to design AHP questionnaire and interview questionnaire which were filled in by experts from practice circle. For the second stage of this research, questionnaires designed based on AHP were filled in by experts from three subject companies. Three types of questionnaires were dispatched and the effective recycling rate is 100%. AHP will further show the findings: in the respect of allocation of channel, subsidiaries score 0.540 under the consideration of the six variables, followed in sequence by 0.208 by agencies, 0.133 by retailers, and finally, 0.118 by wholesalers. It thus shows the order of importance for channel members valued by manufacturers: subsidiary ＞ agency ＞ retailer ＞ wholesaler. In the respect of allocation weight of channel, brand tops the most important variable among the six variables at 0.304, followed in sequence by creation and accumulation of resources at 0.204, personnel capacity and disposition at 0.170, control of channel at 0.148, competitive pricing at 0.092, and finally, complete range of products at 0.082. In the respect of allocation weight of channel, therefore, the important sequence among variables is: brand ＞creation and accumulation of resources ＞ personnel capacity and disposition ＞ control of channel ＞ competitive pricing＞ complete range of products. In the respect of allocation of channel, findings lead us to an insight into the fact that manufacturers take subsidiary as the preferential consideration, followed in sequence by agency, retailer and, finally, wholesaler. Brand is valued the most among the six variables, followed in sequence by creation and accumulation of resources, personnel’s capacity and disposition, control of channel, competitive pricing, and finally, complete range of products. For Company A, the research subject, the consideration over the importance of variables lives up to the findings, thus leading the operation performance of the company to be superior to that of the other manufacturers. The results will further prove to be with values of reference for practice. Key Words: Allocation Weight of Channel, AHP, Personnel Capacity and Disposition, Competitive Pricing, Complete Range of Products, Brand, Control of Channel, Resources-based Theory.