انتخاب استراتژي تجارت الكترونيك با استفاده از فرايند تحليل سلسه‌مراتبي فازي (مطالعه‌ي موردي: فولاد آلياژي اصفهان)

SELECTION OF E-COMMERCE STRATEGY USING FUZZY ANALYTIC HIERARCHY PROCESS: CASE STUDY: ISFAHAN ALLOY STEEL CO.

مديران كسب و كار امروز، به‌منظور برخورد با محيط متلاطم رقابتي از ابزارهاي الكترونيكي براي برقراري ارتباط با مشتريان و تامين‌‌كنندگان استفاده مي‌كنند. نحوه‌ي استفاده از تجارت الكترونيكي و تصميم‌گيري درمورد آن يك انتخاب استراتژيك است كه موجب تقويت مزيت رقابتي سازمان مي‌شود. مديران با انتخاب استرات‍ژي تجارت الكترونيكي متناسب با عوامل محيطي، سازماني، بين‌سازماني و استراتژي رقابتي، منافع لازم را براي سازمان خود تامين‌ مي‌‌كنند. در نوشتار حاضر با استفاده از رويكرد تحليل سلسه‌مراتبي فازي و با توجه به عوامل گوناگون در كسب‌و‌كار شركت فولاد آلياژي، استراتژي تجارت الكترونيكي انتخاب شده است. نتايج تحقيق نشان‌گر آن است كه استراتژي تجارت الكترونيكي مرتبط با مديريت خريد در رتبه‌ي اول اولويت قرار دارد و استراتژي‌هاي تجارت الكترونيكي مرتبط با توسعه‌ي پايگاه مشتري و مرتبط با ارتقا خدمات مشتري در اولويت‌هاي بعدي قرار دارند.

Advancement of information and communication technologies in the 20th century transformed old fashioned economics into digital economics. As a result, the Internet and Electronic Commerce are outcomes of this transformation. Electronic Commerce provides the convenience of 24 hour shopping is any place across the worldwide, whenever the customer wants it. Electronic Commerce looms large on the horizons of tomorrow, and it promises to transform trade and industry in ways not imagined or comprehended. Today, business managers are using Electronic tools to communicate with customers and suppliers in order to deal with a turbulent competitive environment. How to use e-commerce and make relevant decisions is a strategic choice that enhances organizational competitive advantages. By choosing an appropriate e-commerce strategy that fits environmental, organizational, and inter-organizational factors, including the competitive strategy of the company, managers try to provide benefits for their organizations. Fuzzy logic is a form of many-valued logic or probabilistic logic; it deals with reasoning that is approximate rather than fixed and exact. In contrast with traditional logic theory, where binary sets have two-valued logic; true or false, fuzzy logic variables may have a truth value that ranges in degree between 0 and 1. Fuzzy logic has been extended to handle the concept of partial truth, where the truth value may range between completely true and completely false. The Analytic Hierarchy Process (AHP) is a structured technique for organizing and analyzing complex decisions, based on mathematics and psychology. This paper uses a fuzzy analytic hierarchical process to choose electronic commerce strategies, considering various factors in the selected organization (Isfahan Alloy Steel Company).The results of the paper show that the electronic commerce strategy associated with purchasing management is the first priority, and electronic commerce strategies associated with customer based expansion and customer services are the next priority.