基于Vague集的移动商务合作伙伴选择研究
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摘要
移动商务作为一种新的经济与产业模式,是在移动运营商的主导下发展起来的,全方位地影响着社会、经济的各个层面。随着移动通讯技术和移动商务模式的相互促进与发展,移动商务价值链上的成员企业越来越多,成员企业之间的关系与合作模式也在发展变化。产业链逐渐分化,服务领域和范围也逐渐增大,传统的移动运营商单干独行的运营模式已经不适合当今移动商务的发展。移动运营商必须整合价值链链上下游资源,与价值链上的其它成员企业良好地合作,组建移动商务合作联盟,才能够共同把业务做大,获得更大的价值链增值。因此,如何正确选择与评价移动商务合作伙伴,并保持和发展良好的合作伙伴关系,是移动运营商面临的一个现实而紧迫的问题。
本文针对性地研究网络经济环境下的移动商务合作伙伴评价与选择问题,分析移动商务价值链上的伙伴企业的功能与特征,重点对移动商务合作伙伴评价与选择的过程、指标以及模型方法进行了深入研究。特别地,本文着重研究了Vague集(VagueSets)理论在移动商务合作伙伴评价与选择领域的适用性。Vaguc集理论是在Fuzzy集理论基础上发展起来的一种处理不完整、不确定性信息的新工具,它同时定义了真隶属函数与假隶属函数两个值,从而扩展了Fuzzy集理论,进一步增强了不确定性环境下的信息处理能力,更真实地反映决策者对信息的表达。
全文回顾了相关基础理论,在现有的理论研究成果基础上,对目前移动商务价值链模型进行分析总结,归纳出移动商务联盟的组织模式及特征,进一步分析了联盟中的成员伙伴特征。在此基础上,对本文的研究对象和内容进行了界定。
对虚拟企业合作伙伴评价因素和指标进行分析归纳,结合移动运营商合作伙伴管理的现状和移动商务合作伙伴的特征分析,设计移动商务合作伙伴评价指标体系。在此基础上,建立一个三阶段的移动商务合作伙伴评价的过程模型,针对不同的阶段需求,实施不同的评价标准和方法。
移动商务环境下,价值链上的合作企业的地域局限得到了消除,可供选择的移动商务合作伙伴数目进一步扩大。对于受到资源限制的合作伙伴选择,需要从众多通过资格审查的潜在伙伴中快速筛选出有效的、可供进一步优选的候选企业。建立Vague-DEA合作伙伴预选模型,扩展标准DEA模型输入、输出的数据表达能力。
合作伙伴的最终优选阶段,是一个针对多目标进行取舍、集结众多专家、决策者意志的综合选择过程。提出一个基于Vague集的多目标模糊群决策模型,不仅考虑到不同决策者之间的相对重要程度,而且根据决策者偏好与群体偏好的一致性,调整其对整体决策结果的影响。
对移动商务合作伙伴关系进行评价,分析伙伴关系的特征,给出合作伙伴关系管理的基本框架,在协作机制、约束机制、信任机制和激励机制四个方面,给出移动商务合作伙伴关系管理的具体策略。
As a new economic and industrial model, Mobile commerce has developed with the leading of mobile operators, and makes all-round impact on social and economic aspects. With the advent of mutual promotion and development of mobile communication technology and mobile business model, there are more and more enterprise members in the mobile commerce value chain, and the relationship and cooperation mode among those enterprises are also being developed and changed. Mobile Industrial chain is under gradual differentiation, the area and scope of mobile services has been also increased gradually, so the traditional mobile operators are not able to do business model all by itself any more. Mobile Business operators must integrate all resources in the upstream and downstream of value chain, and take good cooperation with other enterprise members in the value chain, establish mobile business cooperation alliance, to expand their business and obtain the greater value of value-added chain. Therefore, how to correctly select and evaluate mobile commerce partners, and maintain and develop good partnerships, is faced by mobile operators as a real and pressing issues.
In the thesis, the evaluation and selection of mobile commerce cooperation partners are studied under the Internet economy environment, the functions and characteristics of partners of mobile commerce value chain are analyzed, and the process, indicators, and modeling methods of the evaluation and selection of mobile commerce cooperation partners are thoroughly studied. Especially, the applicability of Vague Sets theory in the evaluation and selection of mobile commerce partners is mainly researched. Vague Sets theory, based on Fuzzy Set theory, is one of new tools that process incomplete and uncertain information, which defines true-membership function and false-membership function to expand Fuzzy Sets theory. So, information process ability of Vague Sets is enhanced under uncertain environment, perfectly reflects the decision-maker's expression of information.
Relevant basic theory is reviewed at begin of this paper, the current models of mobile business value chain are analyzed and summarized on the basis of existing research results. Then, the mobile business organization model and its characteristics are summed up, further analysis to the characteristics of alien member partners is given. On this basis, the content and object of this study are defined.
The evaluation factors of virtual enterprise partners are summed up. By taking the status quo of partners' management for mobile operator and the characteristics of mobile commerce partners into consideration, evaluation index system of mobile commerce partner is designed. On this basis, a three-stage process model for mobile commerce partner's evaluation is established. Aiming at the demand of different stages, different evaluation criteria and methods should be put in practice.
Under Mobile business environment, the geographical limitation of the cooperative enterprise in the value chain has been eliminated, and the numbers of the alternative mobile commerce partners has been further expanded. For the resource constraints of partner selection, potential partners passed by qualification of basic requirements, need to be rapidly screened to be effective candidates for further optimizing selection of partners. A Vague-DEA pre-selection model of partners is established, expanding input and output data expression of the standard DEA model.
The ultimate optimizing selection stage of partners is the comprehensive process of multi-objective selection, concentrating experts and decision-makers' opinions. A multi-objective fuzzy group decision model based on Vague Sets is proposed, which not only represents the relative emphasis degree of different decision-makers, but also adjusts the effluences on the whole decision making according the consistence of the preferences of decision maker and group.
In the categorization of evaluation of mobile commerce cooperation partnerships, the characteristics of partnerships are analyzed, the basic outline of partnership management is developed, and the specific tactics of partnership management are proposed from four aspects, coordination mechanism, restriction mechanism, reliability mechanism, and motivation mechanism.
本文针对性地研究网络经济环境下的移动商务合作伙伴评价与选择问题,分析移动商务价值链上的伙伴企业的功能与特征,重点对移动商务合作伙伴评价与选择的过程、指标以及模型方法进行了深入研究。特别地,本文着重研究了Vague集(VagueSets)理论在移动商务合作伙伴评价与选择领域的适用性。Vaguc集理论是在Fuzzy集理论基础上发展起来的一种处理不完整、不确定性信息的新工具,它同时定义了真隶属函数与假隶属函数两个值,从而扩展了Fuzzy集理论,进一步增强了不确定性环境下的信息处理能力,更真实地反映决策者对信息的表达。
全文回顾了相关基础理论,在现有的理论研究成果基础上,对目前移动商务价值链模型进行分析总结,归纳出移动商务联盟的组织模式及特征,进一步分析了联盟中的成员伙伴特征。在此基础上,对本文的研究对象和内容进行了界定。
对虚拟企业合作伙伴评价因素和指标进行分析归纳,结合移动运营商合作伙伴管理的现状和移动商务合作伙伴的特征分析,设计移动商务合作伙伴评价指标体系。在此基础上,建立一个三阶段的移动商务合作伙伴评价的过程模型,针对不同的阶段需求,实施不同的评价标准和方法。
移动商务环境下,价值链上的合作企业的地域局限得到了消除,可供选择的移动商务合作伙伴数目进一步扩大。对于受到资源限制的合作伙伴选择,需要从众多通过资格审查的潜在伙伴中快速筛选出有效的、可供进一步优选的候选企业。建立Vague-DEA合作伙伴预选模型,扩展标准DEA模型输入、输出的数据表达能力。
合作伙伴的最终优选阶段,是一个针对多目标进行取舍、集结众多专家、决策者意志的综合选择过程。提出一个基于Vague集的多目标模糊群决策模型,不仅考虑到不同决策者之间的相对重要程度,而且根据决策者偏好与群体偏好的一致性,调整其对整体决策结果的影响。
对移动商务合作伙伴关系进行评价,分析伙伴关系的特征,给出合作伙伴关系管理的基本框架,在协作机制、约束机制、信任机制和激励机制四个方面,给出移动商务合作伙伴关系管理的具体策略。
As a new economic and industrial model, Mobile commerce has developed with the leading of mobile operators, and makes all-round impact on social and economic aspects. With the advent of mutual promotion and development of mobile communication technology and mobile business model, there are more and more enterprise members in the mobile commerce value chain, and the relationship and cooperation mode among those enterprises are also being developed and changed. Mobile Industrial chain is under gradual differentiation, the area and scope of mobile services has been also increased gradually, so the traditional mobile operators are not able to do business model all by itself any more. Mobile Business operators must integrate all resources in the upstream and downstream of value chain, and take good cooperation with other enterprise members in the value chain, establish mobile business cooperation alliance, to expand their business and obtain the greater value of value-added chain. Therefore, how to correctly select and evaluate mobile commerce partners, and maintain and develop good partnerships, is faced by mobile operators as a real and pressing issues.
In the thesis, the evaluation and selection of mobile commerce cooperation partners are studied under the Internet economy environment, the functions and characteristics of partners of mobile commerce value chain are analyzed, and the process, indicators, and modeling methods of the evaluation and selection of mobile commerce cooperation partners are thoroughly studied. Especially, the applicability of Vague Sets theory in the evaluation and selection of mobile commerce partners is mainly researched. Vague Sets theory, based on Fuzzy Set theory, is one of new tools that process incomplete and uncertain information, which defines true-membership function and false-membership function to expand Fuzzy Sets theory. So, information process ability of Vague Sets is enhanced under uncertain environment, perfectly reflects the decision-maker's expression of information.
Relevant basic theory is reviewed at begin of this paper, the current models of mobile business value chain are analyzed and summarized on the basis of existing research results. Then, the mobile business organization model and its characteristics are summed up, further analysis to the characteristics of alien member partners is given. On this basis, the content and object of this study are defined.
The evaluation factors of virtual enterprise partners are summed up. By taking the status quo of partners' management for mobile operator and the characteristics of mobile commerce partners into consideration, evaluation index system of mobile commerce partner is designed. On this basis, a three-stage process model for mobile commerce partner's evaluation is established. Aiming at the demand of different stages, different evaluation criteria and methods should be put in practice.
Under Mobile business environment, the geographical limitation of the cooperative enterprise in the value chain has been eliminated, and the numbers of the alternative mobile commerce partners has been further expanded. For the resource constraints of partner selection, potential partners passed by qualification of basic requirements, need to be rapidly screened to be effective candidates for further optimizing selection of partners. A Vague-DEA pre-selection model of partners is established, expanding input and output data expression of the standard DEA model.
The ultimate optimizing selection stage of partners is the comprehensive process of multi-objective selection, concentrating experts and decision-makers' opinions. A multi-objective fuzzy group decision model based on Vague Sets is proposed, which not only represents the relative emphasis degree of different decision-makers, but also adjusts the effluences on the whole decision making according the consistence of the preferences of decision maker and group.
In the categorization of evaluation of mobile commerce cooperation partnerships, the characteristics of partnerships are analyzed, the basic outline of partnership management is developed, and the specific tactics of partnership management are proposed from four aspects, coordination mechanism, restriction mechanism, reliability mechanism, and motivation mechanism.
引文
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