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研究生： 雷玉蓮
YULIANI - DWI LESTARI
論文名稱： 分析網路程序法於市場擴展決策之個案研究：以中國二級城市之生技製藥廠為例
ANALYTICAL NETWORK PROCESS AS A QUALITATIVE APPROACH TO DETERMINE PROSPECTIVE LOCATION DECISION A case study of Biotech Pharmaceutical Industry in China second tier cities
指導教授： 王孔政
Kung-Jeng Wang
口試委員: 李芸惠
Yun-Huei Lee
郭人介
Ren-Jieh Kuo
學位類別： 碩士
Master
系所名稱： 管理學院 - 工業管理系
Department of Industrial Management
論文出版年： 2010
畢業學年度： 98
語文別： 英文
論文頁數： 97
中文關鍵詞： Second tier cities 、Location determinants 、ANP model 、Biotech Pharmaceutical Industry 、China.
外文關鍵詞： Second tier cities, Location determinants, ANP model, Biotech Pharmaceutical Industry, China.
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    • This study has been conducted to answer a question “where is appropriate location in China 2nd tier cities (city level) for Companies to expand their market when they are required to overcome the competition in the 1st tier cities which is getting complex and able to expand their market?”. To answer the question, we conducted a qualitative research by combining depth interview, questionnaire survey, and Focus Group Discussion (FGD) embedded into 4 research processes which are (1) preliminary data collection through depth interview with 8 experts and literature review; (2) build the ANP components including the five city identification as the alternatives, important factors, clustering important factors to Benefits – Opportunities - Risks model through survey questionnaire with 56 experts in China which verified and validated by three experts in Taiwan; (3) construct the ANP model including the pair wise comparison and sensitivity analysis through the Focus Group Discussion with four experts in Taiwan; (4) wrap up the conclusion and research implication. Through step 1 to step 4, we underlined 5 cities from 13 cities used as the alternatives in the ANP model; defined 20 important factors; from the ANP - Benefit*Opportunities/Risks overall model, Chongqing came in first place and Suzhou ranked second. For final decision, we recommend to choose (1) Chongqing and (2) Suzhou as the first expansion location. However, this decision needs to be followed up by the company strategy to encounter risks in both cities which include the competition with MNCs and local player, dealing with cost of raw material and resources, statutory and effective tax rate, and also government efficiency problem and corruption.

    This study has been conducted to answer a question “where is appropriate location in China 2nd tier cities (city level) for Companies to expand their market when they are required to overcome the competition in the 1st tier cities which is getting complex and able to expand their market?”. To answer the question, we conducted a qualitative research by combining depth interview, questionnaire survey, and Focus Group Discussion (FGD) embedded into 4 research processes which are (1) preliminary data collection through depth interview with 8 experts and literature review; (2) build the ANP components including the five city identification as the alternatives, important factors, clustering important factors to Benefits – Opportunities - Risks model through survey questionnaire with 56 experts in China which verified and validated by three experts in Taiwan; (3) construct the ANP model including the pair wise comparison and sensitivity analysis through the Focus Group Discussion with four experts in Taiwan; (4) wrap up the conclusion and research implication. Through step 1 to step 4, we underlined 5 cities from 13 cities used as the alternatives in the ANP model; defined 20 important factors; from the ANP - Benefit*Opportunities/Risks overall model, Chongqing came in first place and Suzhou ranked second. For final decision, we recommend to choose (1) Chongqing and (2) Suzhou as the first expansion location. However, this decision needs to be followed up by the company strategy to encounter risks in both cities which include the competition with MNCs and local player, dealing with cost of raw material and resources, statutory and effective tax rate, and also government efficiency problem and corruption.

    Abstract Acknowledgement Chapter 1 Introduction 1 1.1 Overview 1 1.2 Rational for the study 5 1.3 Statement of the problem 5 1.4 Research purposes 6 1.5 Thesis outlines 6 Chapter 2 Review of the Literatures 8 2.1 China City Tier 8 2.2 Location Determinants 14 2.3 Statistic non parametric 16 2.4 Analytical Network Process (ANP) 20 Chapter 3 Research Methodology and Research Processes 25 3.1 Research Methodology 25 3.2 Research Processes 26 3.3 Expert Background 30 Chapter 4 Data Collection 37 4.1 Preliminary Data Collection 37 4.1.1 Preliminary Depth Interview 37 4.1.2 City tier classification 41 4.1.3 Location determinant 41 4.2 Design the ANP Components 43 4.2.1 China City Tier Identification - Define City List as Alternatives 43 4.2.2 Important Factors - Location Determinant 45 Experts and Company Background 45 Important factors 46 Important factors relationship analysis 55 Important factor cluster (B-O-R) 57 Chapter 5 Analytical Network Process Model 59 5.1 Construct the ANP Model 59 5.2 Pair wise Comparison 65 5.2.1 Benefit Result 67 5.2.2 Opportunity Result 70 5.2.3 Risk Result 73 5.2.4 Global Priorities 75 5.3 Sensitivity Analysis 77 5.3.1 Benefits Model Sensitivity Analysis 77 5.3.2 Opportunities Model Sensitivity Analysis 80 5.3.3 Risks Model Sensitivity Analysis 86 Chapter 6 Conclusion and Research Implication 91 References 95 Appendix 1 City Tier Classification Appendix 2 Location Decision Questionnaire form – English Version Appendix 3 Statistic Descriptive Result Appendix 4 Statistic Non Parametric Result

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