行動應用商店服務創新策略之混合式MCDM模型

Abstract

無線網路正在興起，行動裝置也正快速成長，隨著無線通訊設備和技術的迅速發展，人們從定點使用電腦逐漸變成隨時隨地、不定點的使用，同時也造成了一波對於行動應用程式的需求。在此未來趨勢下，我們應該怎麼決定什麼樣的功能才能滿足消費者的需求呢？哪些因素驅動了消費者來使用這個應用商店呢？在行動應用程式對消費者越來越重要的情況下，此議題將有其重要性。本研究從行動應用商店對消費者所創造的價值為出發點，為行動應用商店廠商找出可行的市場發展策略與經營模式。研究首先藉由探討消費者的需求偏好來建立準則，並透過主成分分析(Principal Component Analysis, PCA)，將準則依其屬性加以分類成獨立成份。再運用網路層級分析法(Analytic Network Process, ANP)與VIKOR模式將不同的商店平台得分進行排序，再利用服務創新與市場的機會狀態分析(Innovation-Opportunity Analysis, IOA)找出產品功能與服務落差，並以決策試驗與實驗評估法(Decision Making Trial And Evaluation Laboratory, DEMATEL)來建構產品構面的影響網路關聯圖(Influential Network Relation Map, INRM)。行動應用商店廠商可以依據研究結果來改善現有的服務品質，並藉此來建構出行動應用商店未來之創新發展策略。

The penetration of wireless network is on the rise and also the use of mobile devices is growing. With the rapid development of wireless communication equipment and technology, people gradually tend to use their devices without the limitation of time and location. The phenomenon also caused a wave of needs for mobile applications. In the future trends, how we decide what kinds of functions will meet consumers’ demand? What kinds of factors drive consumers to use application stores? This issue would be more important than before they were because the influence of mobile applications on consumers are getting.This study would like to find out the customers’ needs and their desired application store services.And then I will suitableservice innovation strategies and the business model for companies in the future.This study first would establish criteria which are based on customers’ needs application stores.The next step is to apply Principal Component Analysis(PCA) to categorize criteria based on their properties. And then the Analytic Network Process(ANP) is used to determine the weights of components, and determine the preference ranking from a set of alternatives by VIKOR.The Innovation-Opportunity Analysis (IOA) can find out products functions and services gaps. The Decision Making Trial and Evaluation Laboratory (DEMATEL) is used to construct the influential network relation map (INRM). Application stores can obtain the improvement strategies based on customers’ needs and improve service quality using innovation strategies.