اولویت بندی استراتژی ها با استفاده از رویکرد ترکیبی تجزیه و تحلیل سلسله مراتبی و کپراس فازی
الموضوعات :
علی مروتی شریف‌آبادی
1
,
محمدمحسن خدائی میدانشاه
2
,
پوریا مالکی نژاد
3
,
میلاد حمزه نژادی
4
1 - دانشگاه یزد
2 - اقتصاد، مدیریت و حسابداری
3 - دانشکده اقتصاد، مدیریت و حسابدری، دانشگاه یزد
4 - دانشگاه یزد
الکلمات المفتاحية: اولویت بندی استراتژی, اصل پارتو, کارت امتیازی متوازن پایدار, تجزیه و تحلیل سلسله مراتبی, کپراس فازی,
ملخص المقالة :
با توجه به رشد روز افزون سازمان ها در رقابت براي افزایش سهم بازار، ضرورت وجود برنامه‌ريزي استراتژيك در سازمان‌ها دو چندان مي شود كه بر این اساس توجه بسياري از محققين را جلب کرده است. هيچ‌گاه تمامي گزينه‌هاي استراتژيك به طور يكسان مورد توجه استراتژيست هاي سازمان قرار نخواهند گرفت. لذا می‌بایست بهترين گزينه ها را شناسايي و انتخاب نمود. در این پژوهش از ترکیب روش های کارت امتیازی متوازن پایدار، تجزیه و تحلیل سلسله مراتبی و کپراس فازی به عنوان یک فرآیند یکپارچه برای انتخاب بهترین استراتژی استفاده شده است. در ابتدا 33 شاخص پس از مطالعه ادبیات و مصاحبه با خبرگان یکی از شرکت‌های کابینت سازی فهرست و با استفاده از تکنیک تحلیل سلسله مراتبی وزن دهی شدند و در گام بعدی با استفاده از نمودار پارتو غربال گردیدند. سپس 9 استراتژی موجود که حاصل تدوین تیم متخصص برنامه ریزی استراتژیک بود، توسط تکنیک کپراس فازی اولویت بندی گردید. در نهایت «استفاده از اقیانوس آبی برای شکل دهی یک سیستم بازاریابی اصولی و برندسازی» به عنوان مهم‌ترین استراتژی شناخته شد و تصمیم گیرندگان بیشترین معیار بهینگی را به آن اختصاص دادند. با توجه به قرار داشتن شرکت در ابتدای مسیر و نیاز به شناخته شدن، استراتژی برندسازی مناسب خواهد بود، چرا که از دغدغه های اصلی شرکت های نوپا می باشد.
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