以混合多評準決策模式建構適地基礎服務策略

Abstract

由於行動上網的普及，加上網路應用服務的多元化，促使行動裝置的使用人口快速成長，因此了解使用者在行動中的服務需求已成為行動裝置在產品發展與服務創新過程中最大的挑戰。「使用者位置」則是現在最熱門的消費者資訊，當使用者在不同的地理位置使用行動裝置，服務供應商可以從這些資訊中得了解使用者之間存在的差異，並依據此差異提供使用者更具個人化、客製化的服務並且發展新一代的商業模式，因此適地基礎服務可能會是未來的趨勢。本研究首先探討使用者在行動中對於適地基礎服務(Location Based Service, LBS) 的使用者需求，進而探究以適地基礎服務(LBS)的核心的智慧型服務裝置的產品與服務發展現況，分析除了定位、導航與地圖資訊服務之外，究竟適地基礎服務(Location Based Service, LBS)還可以提供使用者哪些附加價值。因此本研究試圖從消費者對適地基礎服務的需求為出發點，為適地基礎服務供應商找出可行的市場發展策略與經營模式，藉由探討使用者的需求偏好以找出使用者對於適地基礎服務的功能選擇偏好，先以決策試驗與實驗評估法(Decision Making Trial and Evaluation Laboratory, DEMATEL)來建構需求構面的影響網路關聯圖(Influential Network Ration Map, INRM)再運用DANP (DEMATEL-based Analytic Network Process, DANP)與模糊積分法(Fuzzy Integral Method, FIM)將目前適地基礎服務進行市場需求的定位，最後利用創新機會模型(Innovation-Opportunity Analysis, IOA)找出使用者需求與服務功能之間的落差，之後透過需求落差與關聯結構圖以找出服務改善方向，並藉此來建構出適地基礎服務之發展策略。

The evolution in mobile network expands everywhere that makes mobile devices’ users having rapid growth. Therefore, realizing users’ needs is the largest challenge in service development and in product innovation. According to users’ location, service providers can get more details about users that they can provide different and more appropriate service between every user. Then, the concept of location-based service (LBS) emerges and will become a trend in future. Service providers obtain a new commerce model and become a leader in market through using users’ location wisely. Through analyzing the current situation of LBS, we want to find out whether there have other services expect position, navigation and map can be provided for increasing customer values in LBSs. Analyzing user needs on developing LBS services that helps service providers realize what service or function is they really need. This study would like to find out how users’ needs affecting their choices, and proposes suitable development strategies to application suppliers in the future. This study would select aspect/criterion for users to evaluate the preference and willingness of LBSs. In this study, the DEMATEL-based Analytic Network Process (DANP) is used to determine the weights of components, and the Fuzzy Integral Method (FIM) is adopted to evaluate the performance gaps of LBSs at first. Next step, we use the Innovation-Opportunity Analysis (IOA) to find out which aspect/criterion is needed to improve and use the DEMATEL to construct the Influential Network Ration Map (INRM) that can propose improvement strategies for LBS products.