便利商店在台灣分佈密集，並提供顧客24小時甚至是假日的購物環境，使得便利商店也成為許多人購買雜誌的主要管道。發展至今，便利商店的文化性出版品經銷商與物流系統已形成一個新的供應鏈模模型，供應鏈管理(Supply Chain Management, SCM)也被廣泛的研究討論並且應用在實務上。然而，卻只有少部份的研究是針對雜誌經銷商的績效表現。 本研究著重在利用模糊認知圖(Fuzzy Cognitive Map, FCM)來探經銷商的績效表現做為決策者的參考依據。模糊認知圖是以認知圖為基礎，其中系統變數(如概念、專案、資源)之間的關係程度可用來計算彼此的影響程度。在本研究中，我們提出一個具體的計算方式來處理變數間的影響關係並解釋FCMs的基本規則。 首先，本研究討論有關便利商店物流業與經銷商的績效表現、資訊系統、議價能力與銷售量，接著建構系統的關聯模式圖；第二部份我們利用模糊認知圖的來模擬運算此關聯模式；最後，提出初步的研究結果與研究工具的可行性評估。在本研究中的結果可提供決策用來改善雜誌經銷商的服務品質與擬定評估管理策略。 In Taiwan, convenience stores, which are widely distributed, provide a 24-hour even on holidays purchasing environment for customers, there are many people who became familiar with the idea of a main channel for purchase magazine. Up to date, the convenience stores have integrated magazine dealer with logistics system to form a new supply chain model. The supply chain management (SCM) has been widely studied in the academic as well as practical fields. However, there are fewer studies about the performance of magazine dealer. This paper is concerned with proposing a fuzzy cognitive map (FCM) driven approach for implementing expert decision support in the area of magazine dealer performance. A Fuzzy cognitive map is a cognitive map within which the relations between the elements (e.g. concepts, events, project resources) of a mental landscape can be used to compute the strength of impact of these elements. In this research, we propose a specific algorithms for interpreting the logic-based rules to FCMs as well as specific algorithms and formulas for calculating the values of multi-branch map hierarchies. First, the study discusses the relationship of convenience stores performance logistics, performance dealer, information system, power of negotiate and sales volume. Then construct the system relationship model. Second, we use Fuzzy Cognitive Maps to simulate the system relationship model. Finally, this paper presents preliminary experiments and comments on the usefulness of the proposed methodology tool. The results obtained in this study can be used to improve the service quality for magazine dealer and evaluate the management strategies.
