SB DUnG PHllUnG PHAP TOPSIS TROHG DfinH GIfl xep LORI HOflT DOnG HlflH DOflRH:
RGHien ci(u oien HIPH TRORG ORRH GIR m LGRI RBRG LUC CRRH TRRRH HIGR THI RlGTSGCHUOl sieu THI CfUieTRRRl
Do'Thi B1nh
l—^a quyet dmh li mdt qua trinh tim kiem lua chon toi Uu trang so cac lUa chon cd the cd. Trong eac f\phUdng phap "ra quyet dmh khi ed da nhin to anh hudng" truyen thong, viec xep loai vi do quan trong cua cae tieu chi dinh gia duac tinh toan ri't chinh xae. Danh gia va ra quyet dinh phij thudc via y kien chu quan eua moi ci nhin va thudng khdng the dien dat chinh xac bang cae gia tn mang tinh so' hda, cu the nen thudng mang tinh ang chQng, khdng rd ring va map md. Da dd viec Qng dting eac khai niem so fuzzy (sd'md) trong cic trQdng hdp ra quyet dinh khi cd da nhan to'anh hudng la rat thich dang va pho bien trong cae nghien cQu khoa hoe gan diy tren the gidi. PhUdng phap TOPSIS ducic thie't ke de Qng dimg trong mdi trQdng fuzzy nham tim kiem giai phap td'i uu nhat bang cich da ludng gii tri khoang each fuzzy vdi ranh gidi thap nhat eua cic Qng vien, sau dd sQ dting tinh tuang dong de xe'p loai. Ndi each khie, ky thuit nay xem xet mot van de khi ed da nhin to'anh hudng vdi m Qng vien can dQdc xep loai dQa tren n tieu ehi vi duac dinh gii bdi k chuyen gia, dUa tren khai niem ea ban la: Qng vien dQae chon iQa khdng nhQng phai cd khoang each ngan nhi't tdi giai phap ly tQdng dQdng ma edn phai ed khoang cich xa nhi't tdi giai phip ly tQdng im. Trong nghien cQu nay, tae gia da danh gii nang luc canh tranh hien thj eiia 4 chuoi sieu thi tai Viet Nam de md phong kha nang Qng dung eua phuang phip TOPSIS trang viee danh gia xe'p loai hoat dong kinh doanh.
1. Gidi thi^u ve phUdng phap TOPSIS
Ra quyet dmh khi cd da nhan td anh hudng (MADM - Multiple Attribute Decision Making) thudng dupe sQ dung trong hang loat eac trudng hpp ddi hdi ngUdi ra quyet dmh phai danh gia, xep loai ve mat dmh tinh va/hoac dmh lupng de xac djnh hieu qua hoat ddng eua tQng Qng vien vdi nhieu tieu chi danh gia va do nhieu chuyen gia cho y kien danh gia. Dd la qua trinh tim kiem liia chpn tdt nha't trong eae Qng vien. Danh gia va ra quyet dmh phu thude vao y kien chQ quan cua mdi ca nhan va thudng khdng the dieh dat chinh xac bang eac gia trj mang tinh sd hda, eu the nen thudng mang tinh khdng rd rang va map md. Do dd viec Qng dung cac khai niem sd fuzzy (sd md) trong eae trudng hpp ra quyet dmh khi ed da nhan to anh hudng la kha phd bien trong nhieu ITnh viic.
So 38/2010
TOPSIS - Technique for Order Preference by Similarity to an Ideal Solution (Ky thuat xep loai Qng vien theo tinh tUdng ddng vdi giai phap ly tudng) la mdt trong nhflng phUdng phap ra quyet dmh khi cd da nhan td anh hudng cd die'n va ndi tieng, Qng dung trong mdi trudng fuzzy (mdi trudng cd nhieu bien ddi, khdng ro rang), dupc phat trie'n dau tien bdi Hwang va Yoon vao nam 1981 (Hwang va Yoon, 1981). Ky thuat nay xem xet mdt van de khi cd da nhan td anh hudng vdi m Qng vien can dupc xep loai dua tren n tieu chi va dupe danh gia bdi k chuyen gia, dtia tren khai niem cd ban la; Qng vien dupe chpn Itia khdng nhflng phai ed khoang each ngan nha't tdi giai phap ly tudng
' Ths., Trudng Dai hoc Thuang mai
_KH0.-\H0C = ^
Thuang Mai 43
QGfiN TRI KINH DOfiNH
duong ma cdn phai ed khoang each xa nhat tdi giai phap ly tudng am (Hwang va Yoon, 1981;
Wang va Chang, 2007; Wu, Tseng va Chen, 2009;
...). (Jug dung TOPSIS dae biet phQ hpp trong viee giai quyet eac van de ra quyet dmh theo nhdm trong bdi canh mdi trUdng bien dd'i va cd the dieh giai bdi eae budc dupe toan hpe hda (Wang va Zhang, 2005) nhU sau:
Budc 1: Xac dmh dd quan trpng cua cac tieu ehi danh gia
Dd quan trpng cua cac tieu chi danh gia phai la eac bien bie'u dieh dudi dang phi sd (linguistic vari- ables). Vi du; kem, hoi kem, trung binh, kha, tdt.
Bude 2: Xay dting ma tran ra quyet dmh bien thien va liia chpn cac bien phi sd phQ hpp cho cac Qng vien tUdng thich vdi cac tieu chi danh gia
~ A,
C, C
.III X[l
.V;i .V27
X„l
Xi„
I'n ( =1,2,...,/n: j = 1,2 n
j - 1 -2 ~k
.X,l =-{X,,+.Xy+--- + Xi,) K
Trong dd; A l , A2 Am la cae Qng vien can xem xet; C1,C2 Cn la cae tieu chi can danh gia; x^j bieu hien xep loai cua Qng vien Ai khi xem xet tieu chi danh gia Cj va dupe danh gia bdi k chuyen gia. Odng thdi 3?* = ( « * , b^, c * )
Sudc 3; Chua'n hda ma tran ra quyet dmh bien thien
Cae dO lieu khao sat thd dupe chua'n hda de loai bd dd lech do eae each do ludng va khung do ludng khac nhau trong giai quyet eae van de MCDM. Trong nghien cQu nay, eae dO lieu dupe chua'n hda de dam bao tuan thu quy tac sd bien thien trong khoang [0, 1], nguyen tac ve sd fuzzy.
Ma tran ra quyet dmh bien thien dupc chua'n hda bdi R va dupe tinh toan theo edng thQe:
R ini\n 1.2. 1.2. (2)
Sau dd qua trinh chua'n hda dUde thuc hien nhu sau;
r,; - - - 1 1 ^ —^ c : - nidx Ci
Budc 4: Xay dting ma tran ra quyet djnh bien thien chua'n hda cd trpng sd
Xem xet dp quan trpng khac nhau cua cac tieu chi can danh gia, ma tran ra quyet dmh bien thien chua'n hda cd trpng sd dupc xay diing bang each nhan dp quan trpng cua cac tieu chi danh gia vdi nhOng gia tn thu dupe trong budc chua'n hda ma tran ra quyet dmh bien thien, cu the la;
V ' y l l ^ ^ ^ • ''ii • W:
i 1.2 m: j 1.2. (3) (4) Trong dd, wi the hien dd quan trpng eua tieu ehi danh gia C;.
Budc 5: Xae dmh FPIS and FNIS
Vi eac sd fuzzy dUdng nam trong khoang [0, 1]
nen diem tham khao fuzzy ly tudng dUdng (FPIRP, A+) va die'm tham khao fuzzy ly tudng am (FNIRP, A') ed the dupc dmh nghTa la;
A' = (V' Vf.
A' = (ir, tv,
KD (5)
(6) Trong dd;
V) =(1.1.1) mid 9j = ( 0 , 0 , 0 ) / = 1,2 n
Bude 6: Tinh toan khoang each eua cac Qng vien to FPIRP va FNIRR Khoang each (dj"'' va df ) cua mdi Qng vien tQ die'm A"*" and A" cd the dUde tinh nhu sau;
t'"K
I " , >.^rf(f',. .f:).
1,2,
1 = 1,2,
...m: i= 1.2, •" (7)
; = 1.2. ." (8) Trong dd d(V3,Vb) bie'u hien khoang each do ludng giOa 2 sd fuzzy, la khoang each cua Qng vien Ai to FPIRP va la khoang each cua Qng vien nay tQ FNIRP.
Budc 7: Tinh he sd gan gui va xep loai cac Qng vien
Khi da tim ra khoang each d,'" va d," eua mdi Qng vien, CCj dupe tinh toan nham xac djnh
KHO.X H O C
44 Thuang Mai So 38/2010
phan hang cae Qng vien bang each tinh toan tinh tuong ddng vdi giai phap ly tudng. Cdng thQc tinh nhu sau;
CC. = — - ^ i = l.2 m Chi sd CCi am chi khoang each tQ mdi Qng vien den FPIRP va FNIRP Gia tn CCi cang Idn thi hoat ddng kinh doanh eua Qng vien Ai cang tdt.
Dua tren gia trj eua CCi chung ta ed the xep loai cac Qng vien va Itia chpn ra Qng vien tdt nhat.
Trong nhOng nam gan day, phUdng phap fuzzy TOPSIS dupc phat trien va Qng dung rdng rai
sieu thj trong nUde va qude te trd nen gay gat hdn bao gid het.
Hien tai Viet Nam cd hon 10 chudi sieu thj, bao gdm ca chudi sieu thi trong nUde (Co.op Mart, Citimart, Maximark, Fivimart, Hapromart, Sivimart, Satra...) va chudi sieu thj nudc ngoai (Metro Cash
& Carry, Big C, Cora va Lotte mart) nhung trong gidi han nghien cQu nay, tac gia chi chpn 4 chudi sieu thj ndi tieng va mang tinh dai dien nhat, dd la chudi sieu thj Metro Cash & Carry, Big C, Sai Gdn Co.opmart va Hapromart de danh gia xep loai nang Itic canh tranh hien thj. Thong tin sO lupe ve eae chudi sieu thj dd dUde the hien trong bang 1;
Bang 1: Thdng tin ve 4 Qng vien chon lua (Thu thap tQ nhieu nguon khac nhau)
i Metro 1 Cash & Carry Nguon go'c
Nam gia nhap thj triTolng
S6'li/(;fng sicu thj Dien tich trung binh
Diic 21)02
10 5,000 m^
BigC
Phap 1998: Casino 2004: Big C
7 5,000 m^
Sai d m Co.opmart Viet Nam
1996
35 3,500 m^
Hapromart
Viet Nam 2006
14 1,200 m^
trong xep hang nhieu ITnh vtic khac nhau nhu xep loai ngan hang, Itia chpn he thdng nang lupng tdt nhat, lua chpn eae du an hoae chien lupe tdi uu... (Wu, Tseng and Chen (2009).
2. Lfng dung phUdng phap TOP- SIS trong danh gia nang lUc canh tranh hien th| cua mpt so' chuoi sieu th| tai Vi^t Nam
De minh hpa cho Qng dung cua phUdng phap fuzzy TOPSIS, tae gia chpn mpt so chudi sieu thj dien hinh tai Viet Nam de danh gia, xep loai nang luc canh tranh hien thj cQa chQng trong bdi canh canh tranh sau ngay 01/01/2009 - mdt budc ngoat ldn ddi vdi nganh cdng nghiep ban le Viet Nam khi Viet Nam md cQa 100% cho cae doanh nghiep ban le nude ngoai theo cam ket eua tien trinh gia nhap WTO. Theo cam ket nay, lan sdng nhflng nha ban le qud'c te (Vi du; Dairy Farm, Best Denki, FamilyMart, METRO, Casino, Parkson, Bourbon, va Lotte groups...) da da'y thj trudng ban le Viet Nam len mdt tam cao mdi. Cae md hinh ban le hien dai nhu cQa hang tien lpi, trung tam thUPng mai, sieu thj... ngay cang trd nen than quen vdi ngudi tieu dQng Viet Nam hPn. Trong sd dd, chudi sieu thi trd thanh md hinh ban le phd bien va cd sQc anh hudng Idn nhat (Hong Nguyen, 2009), ddng thdi su canh tranh giOa cac chudi
Nang lUc canh tranh hien thj la nang lue canh tranh marketing eua doanh nghiep dupe hien thj tren thj trUdng qua danh gia eua khach hang. Vdi quan die'm dd, de danh gia nang Itic canh tranh hien thj eua 4 chudi sieu thj tren, 6 nhan td canh tranh trong ban le hdn hpp (Levy va Weitz, 2009) dupc can nhae den, dd la; dm die'm, phan loai hang hda, gia ca, truyen thdng hdn hpp, thiet ke va trung bay trong cQa hang, va djch vu khach hang. Ket hpp thdi quen va dae tinh tieu dQng khi mua hang tai sieu thj cua khach hang Viet Nam, cQng vdi 6 nhan td canh tranh trong ban le hdn hpp ma Levy va Weitz gpi y, eudi cQng 12 nhan td canh tranh dupe chpn Itia lam 12 tieu ehi danh gia nang liic canh tranh hien thj eua 4 ehudi sieu thj tren thj trudng Viet Nam (xem bang 2);
So 38/2010
_KHO.A HOC = ^
Thuang Mai 45
QGfiN TRI KINH DOfiNH
Bang 2 Cac tieu chi duac iQa chon de danh gia nang luc canh tranh hien thi eua 4 chudi sieu thi
Ha Ndi va Thanh phd Hd Chi Minh dupc lua chpn la dm die'm tien hanh khao sat vi day la 2 thanh phd ldn nhat Viet Nam va ngudi tieu dQng tai day ed nhu eau mua sam cae san pha'm thudng nhat tai 4 ehudi sieu thj dupe chpn Ilia hPn. Nghien cQu nay sQ dung 500 mall dieu tra, trong dd
250 ma'u dieu tra d Ha Npi va 250 ma'u dieu tra tai Thanh phd Hd Chi Minh tQ thang 12 nam 2009 den thang 2 nam 2010. Trong vdng 43 ngay tien hanh dieu tra khao
hien th! cua 4 chudi sieu th| lan lUdt theo trinh tti nhU sau: ngudi tieu dQng dupc dieu tra danh gia ve dp quan trpng cQa 12 tieu chi dupe chpn Itia (C1, C2 C12) dudi dang bien phi sd; ket qua danh gia ve dp quan trpng cua 12 tieu ehi dUde chpn Itia cQa 4 Qng vien (4 ehudi sieu thj - A l , A2, A3, A4) dupe tdng hpp thanh cac bien sd fuzzy nhd chUOng trinh Matlab va dupe trinh bay trong ma tran bang 3.
Oe xep loai dd quan trpng cua 12 tieu chi danh gia nay ddi vdi nang liic Bang 3: i\/ig i^^^ ra quyet djnh va do quan trong eiia cic tieu chi danh gia
dudi dang so fuzzy
Ti£u chi danh mi 1 Dia diem
Dicti su khiich hanjz
Thicl kc va Irifng bay Irong ciJa hang TruyiSn thong hon hdp Gia ca
Phan loai hing hoa
C l . Can nha
C2, Giao thong thuan liijn C3. Dich vu giJi xc thuiin tien C4, Thanh loan nhanh chong
C5. Su' than thien cua nhan vien ban hang C6, Chat luong hang hoa tot
C7. Khong khi Irong .sieu thj sach sc. de chju C8. Hang hoa dui,fc triftig bay dep, hdp ly C9. Hinh anh, lieng tim cua chuoi sieu thi
CIO, Cd nhieu chUdng trinh xiic lien IhUdng mai hon hdp C i l . Giaca canhlranh
C12. Lira chgn da dang ve hiing hda
••'T • • - • „ • • ' • • • • ^ . - • ' • • • • -
( 1 10,17.(1.14. ll,.^l|
Cl C.l ( 4
(,\^
Ch Cl
(,'»
C 9 (11) ( 1 1
c i :
|()„1.l),4'J.ll,6»|
|0.,16.l),S.i. (),7,1|
|0,2.'i.».4.1.0.6,1|
1(1.26.0,44, 0,6,1|
|()„18.0,58, 0,761
|0„W.O,.S'J, (l,77|
|0.4.().(i.O,77|
10.42.0,62.0,791
|(1..12.0,.'il. 0,691 [0,4,1.0.62. 0.791
|0„W.()..')4. 0,71|
' • • " • .\2
| l ) , l , 0,48.0.67|
| O , 1 4 , O „ ' i l . 0 , 7 l |
|(),16.0,.'>.'i. 0,741
|0,2». 0.46.0,651
|0,.1I.0,49.(1.6S|
| 0 „ V i , 0 „ 1 6 . 0 , 7 4 | 10,4.1.0,6,1. ().«|
10,4.1.0.62. (I.8|
|0„16.0.16.0,741
|0,.18.0„'i 8.0.76]
|0,18,0„S7.(1.7.'i|
10.15.0„'i4.0,72|
• A3
|0,58, 0,78, 0,9,1|
10,48.0,68. (1.841
|(1,13, 0,51. 0,7|
|(),12. 0.51.0,71
| 0 . 1 , 0,48.0.671
|0,.16,0,56. 0.74]
I0..16.0.55. 0.74]
|0,35,0,54. 0.721
|0.17.0,.56 0,741 10.10.0,49, 0,6X|
10,17.0.57.(1.751
|()„15.().54. 0 . 7 1 |
.\4
1(1,58,0,78. 0,92|
10,48.0.68.0.811 10,24.0.42.0,611 10.11. 0.5. ().6«|
I0..1I. (1,5,(1,681
| 0 , 1 1 . 0.50.0.691 I0..10. 0.49. (1.671 I0..16. 0.55. (1.711 10.17.0.56.0.74]
|(1.1. 0.48.0,671 ](l,15.0.55.0,711 ]0.13. 0.5 2. 0,7|
W t i K h l ! | ]0,57.(1,77, 0,92]
]0,48. (1,68. 0.84]
10.47.0,67. (1,81|
|0,56. 0.76. (1.9]
1(1.61,0,81 0,94]
]0.62.(1.82. (),95|
]0,17.0,56. (1,74|
]0,18. 0,57. 0.75]
]0.16. 0.55 0,741 10.12.(1,5 2. (1.711 10.62.0.82.0.95]
10.11.0.52.0,71]
sat, tdng cdng cd 450 khach hang tra ldi cac cau hdi dieu tra hop le, do dd ty le hdi dap la 450/500 = 90%. DO lieu thu thap dupe sau dd dupc su dung de xay dting bai toan fuzzy TOPSIS va dupc tac gia viet phan mem phan tich tren nen chUPng trinh Matlab 7.4. Ket qua danh gia xep loai nang Itic canh tranh
canh tranh hien thj cua ehudi sieu thj d Viet Nam, cac ket qua d bang 3 dupe binh thudng hda thanh cae gia tri phi fuzzy (xem bang 4):
ssnaAlQ^ q^Qf^ trgng cua cae tieu ehl danh gia dudi dang cac gia trj phi fuzzy
CT C2 C3 C4 CS C6 Cl C8 C9 CIO
cn
C12
Can nha
Giao ihilng ihuiin Ucn Dich vu gi/i xc thuan lien Thanh loan nhanh chdng
Sir than lhi(}n cua nhan vien han hang Chat litifng hang hda lot
Khiing khi sach S(3,de chiu Hang hiia di/ilc In/ng bay Ji,'p. hdp ly Hinh anh, lieng la'm cua chui'n MCU ihi C(') nhi(;u chitdng trinh XTTM hi'tn hdp Gia ca canh tranh
Lila chon da dang ve hang h(ia
E)Q quan trpng diiii d ^ g fja trj fnixy 10,57,0,77,0.92]
10.48, 0.6K,0.«4|
10.47,0.67,0.K3I 10.56,0.76,0,91 10.61.0.KI 0.941
|0,62,O.K2,0.951 10.37.0.56,0,741
|(),38, 0,57,0,751 10,36,0.55 0.741 10,32.0,52.0.711 10,62,0,82.0,951 10,33.0,52.0,711
Ga trj phi xe'p
furay h^ing (1,753 4 0,667 6 0,657 7 0,740 5 0.787 3 0.797 1 0,557 9 0.567 8 0.550 10 0,517 12 0,797 1 0,520 U KIIO,\ HOC
46 Thuong Mai So 38/2010
Gia trj phi fuzzy eho chung ta thay rang, khi danh gia nang Itic canh tranh hien thj eua chudi sieu thj tai Viet Nam, dp quan trpng cua eac tieu chi danh gia dupc xep hang lan lUdt tQ tren xudng dudi nhU sau;
Chat lupng hang hda tdt va Gia ca canh tranh (0.797); Su than thien cua nhan vien ban hang (0.787); Gan nha (0.753); Thanh toan nhanh ehdng(0.740);
Giao thdng thuan tien
(0.667); Djch vu gQi xe thuan tien (0.657); Hang hda dupc trUng bay dep, hpp ly (0.567); Khdng khi sach se, de'chju (0.557); Hinh anh, tieng tam cua chudi sieu thj (0.55); Ltia chpn da dang ve hang hda (0.52) va Cd nhieu ehUdng trinh xQc tien thUdng mai hdn hpp (0.517).
De dam bao cd gia trj fuzzy nam trong khoang [0, 1], qua trinh chuan hda ma tr§n ra quyet dmh bien thien dupc thtie hien va ke't qua dupc trinh bay d bang 5.
Bang 6:Ma tran ra quyet djnh bie'n thien chuan hda cd trgng so
t l C2 Ci C4 C5 (X) C7 (,"X
cv
c;iocn
C12
Al 10,1.0,28.0.53]
[0.17.0.4.0,681 10,23,0,5.0,831 10.21.0.47.0.811 10.23.0.52.0 871 10.32.0.63,0,951 10,18,0.41.0,711 10.19,043.0.741 [0.19.043.0,741 10.14,035.0,651 [0,33.0.65.0.951 10.16,0.39.0,711
A 2 ' ' • •
1018.0.4.0,661 102.043,0,721 10,23.0.5,0.831 1023.0.51,0.851 [027.0.58,0.941 10,3,0,61,0931 10,2,0,44,0741 102.0.45,0751 1017,039,0,691
[016,0.4,0711 [0.29,0.59,0.91 [016.0.39,0.711
A3 [036.0.66.0,921 [028.0.55.0,841 [0,2,047. 0,79[
[026,0,56,0,91]
[0,26,0,57,0,92]
[0,3,06,0,92]
[0.17,039,0.68]
[0.17,039,0,691 [0.17,0.39,0.691 [0.13, 0.33. 0.631
[029.0.58.0,91 10.16,0.39,0.71]
A4 • [036.065.0.91]
[027.0.55.0,83]
[015.0.38.0.69]
[025.0.54.0,89]
[0.27.0.59.0,94]
10.26.0,54,0,86]
10.14,0.34.0.61 [017,0.4, 0.69[
[0.17.0.39.0,69]
[013,0.33.0,631 [0.28,0.57.0.88]
10.15.0,37,0.691 Cac sd fuzzy dUdng nam trong khoang [0, 1], do dd diem tham khao fuzzy ly tudng duong (FPIRP, A+) va die'm tham khao fuzzy ly tudng am (FNIRP, A-) trong nghien cQu nay dUde dmh nghTa nhu sau;
A"^ = [(1,1,1),(1,1,1),(1,1,1),(1,1,1),(1,1,1),(1,1,1), (1,1,1),(1,1,1),(1,1,1),(1,1,1),(1,1,1),(1,1,1),]
A- = [(0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0), (0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0)1
Khoang each tQ mdi ehudi sieu th[ Qng vien den die'm tham khao Bang 5Ma tran ra quyet dinh bie'n thien duac chuan hda (R)
( 1 C2
(.^
C4 C5 VI, VI VH ( ')
( t i l l l 1
('12
Al [0.18, 0.36. (),57[
[0,36. 0,58. 0,81 [ 1(1.49,0.75, 1[
[0.36, 0.62, l).89[
[0.38. 0.65, ().93[
10.50, 0.77, 1|
[0.49. 0.74. 0.961 10.51.0.75.0.98]
[0,53.0,78, 1]
[042. (1,67, (),92[
[0.54,0.79. 1|
[0.49,0.75 1]
A2 10.32,0,52.0.721 10.41,0.63.0.851 [0.49,0.75 l|
[0.4,0.66,0.941 [0.45.0.72,0.99]
[0.48,0.74,0.97]
[0.54,0.79, 11 10.54,0.78, l[
10.46,0.71.0.94]
10.51,0.76, 1[
[0.47,0.72,0.951 10.48.0,75. 1|
A3 [0.63,0.85, 1]
10.57,0.81. 1|
10.44,0.7,0.95]
[0.46,0.74, 1[
[0.43.0.7,0,971 [0,48.0.73,0.97]
[0,45,0,7,0.92]
10.44,0.68.0.91]
[0.47.0.71,0.94]
[0,4.0,65.0.89]
10,47.0,71.0.941 [0.48.0.75, 1|
A4 10.62,0.84,0.99]
10.57,0.81,0.991 [0.32,0.57,0.831 [0.44,0.71,0.98]
[0.45,0,73, 11 10.41,0.66, 0.9 [ [0.38, 0.61,0.851 10.45.0.69,0.92]
[0.46,0.71,0.941 [0.39, 0.64,0.891 10.44,0.69,0.92]
[0.45,0.71,0.97]
fuzzy ly tudng dUdng va die'm tham khao fuzzy ly tudng am dupe trinh bay trong bang 7.
Bsna^/C/ioang each do ludng tQ 4 chuoi sieu thi Do dd quan trpng eua cae tieu chi danh gia la
khac nhau nen ma tran ra quyet d[nh bien thien binh thudng hda cd trpng so dupe tinh toan va ket qua dupe trinh bay trong bang 6.
A l ^ / \ 2
/S.3.
A 4
6 . 9 1 7 0 6 . 7 3 ' J f ) 6.,"5 8 7 9 r i . 7 7 4 ( ' i
ci- f > . 3 2 f j y ri..*i2 9 7 , ' - . 0 9 7 0 ri.4.7 1 K
So 38/2010 ThirangMai47
QUfiN TRI KINH DOfiNH
" • ^ " ' ' ' • • • ' ' • - " • • •
Khi khoang each tQ cac chudi sieu thj den FPIRP va FNIRP dUpe xac d|nh, gia trj CC dupe tinh toan cho ket qua the hien trong bang 8;
Bang 8,' He so gan gui CC
CC, CC, CC, CC4
0.4777 0.4921 0.5041 0.4886 Trong dd, chi sd CCI eua chudi sieu thi dau tien (Metro Cash & Carry) dupe tinh toan eu the nhu sau;
CC, =•
6.3269
= 0.4777
d;+d; 6.917 + 6.3269
Neu ehu(5i sieu thi nao cd he sd gan gui gan bang 1 nhat la cd khoang each den die'm tham khao ly tudng duong gan nhat va khoang each de'n die'm tham khao ly tudng am xa nhat. Ndi each khac, he sd gan gui cang ldn thi bie'u hien ve nang lUc canh tranh hien th| cua ehudi sieu thj dd cang tdt. Theo ket qua tO bang 8 chQng ta thay rang;
CC3 > CC2 > CC4 > CC1. Dieu nay ed nghla la, theo danh gia cua ngudi tieu dung, Sai Gdn Co.opmart la ehudi sieu thj ed nang Itic canh tranh hien th| dQng dau Viet Nam, tiep theo dd la Big C, Hapromart va cudi cung la Metro Cash & Carry.
3. Ket luan va de xuat
Bai nghien cQu nay trinh bay mot quy trinh khoa hpe de danh gia nang liic canh tranh hien thi cua mdt sd chudi sieu th; Viet Nam bang each sQ dung cae sd fuzzy de dieh giai cac bien phi sd khi can ed su xem xet, can nhae cua eac chuyen gia danh gia; sau dd Qng dung each tiep can ra quyet dmh khi ed da nhan td anh hudng de tdng hpp cae quyet d|nh nhdm. PhUdng phap TOPSIS md rdng trong mdi trudng fuzzy (mdi trudng ed nhieu bien ddng) dupc tan dung de xe'p loai cae chudi sieu thi theo nang Itic canh tranh hien thj eua chQng. Xep loai dd quan trpng cua cae tieu ehi danh gia nang luc canh tranh hien th| eho tha'y rang; ngudi tieu dQng Viet Nam rat quan tam den gia ea, chat lupng hang hda va su than thien cQa nhan vien ban hang khi mua sam tai cac chudi sieu th|. Hon nOa, viec xep hang bdn chudi sieu thj dien hinh eOng chi ra rSng; Sai Gdn Co.op mart (chudi sieu th| Viet Nam) hien dang dQng dau ve nang liie canh tranh hien thj; dQng thQ hai la Big C (chudi
sieu thi cua Phap); dQng thQ 3 la Hapromart (chudi sieu thj quy md nhd cua Viet Nam) va dQng cudi eung la ehudi sieu thi khdng Id cua OQc. Ket qua danh gia nay phan nao tUOng thich vdi cac ket qua danh gia khac ve thi trudng ban le Viet Nam gan day. Vi du; theo danh sach 500 nha ban le hang dau khu vtic Chau A Thai Binh Duong nam 2009 cd sti hien dien cua 10 doanh nghiep Viet Nam, trong dd Sai Gdn Co.opmart dQng v| tri thQ 3 va Big C dQng vi tri thQ 5; theo bao cao thudng nien ve thi trudng ban le cua Bp Tai chinh nam 2009, Sai Gdn Co.op mart hien cung la nha dah dao thj trudng, theo sau la Big C.
Nhu vay, phuong phap fuzzy TOPSIS dupc thiet ke de giai quyet cac van de ra quyet d[nh khi ed da nhan td anh hudng vdi eae dO lieu bien dd'i va dupc phat trie'n de tim ra giai phap/Qng vien tdi uu nha't trong cac giai phap/Qng vien. ChQng ta can chuyen ddi ma tran ra quyet d|nh thanh ma tran ra quyet dmh bien thien va xay dting ma tr^n ra quyet dmh bien thien ed trpng sd khi da xac d|nh dupe dd quan trpng cQa cac tieu chi danh gia.
PhUPng phap nay dSc biet hQu ich va dupe Qng dting rdng rai trong nhieu lmh vtic, tQ danh gia hieu qua hoat ddng cua cac doanh nghiep trong cung mpt nganh, danh gia xep hang cae web- site... eho den Itia chpn cac dti an/chien lupc tdi Uu. Cac bai toan ve fuzzy TOPSIS ludn la mdt de tai ndng bdng dupe cac nha khoa hpe qude te quan tam va cap n h a t . *
Tai lieu tham khao:
1. Agro Vietnam, Food consumption survey in Hanoi and Hoehiminh city - facts and out looks, 11 - 60,2008.
2. Hong Nguyen, Viet News on 16th March, 2009 3. Hwang, C. L., & Yoon, K, Multiple attribute decision making methods and applications, a state-of-the-art survey. New York; Springer - Verlag, 1981.
4.Koelemeijer, Kitty and Harmen Oppewal, Assessing the effects of assortment and ambi- ence: a choice experimental approach, Journal of Retailing, 75 (3), 319,- 345, 1999.
5. Lambert, Z.V, An Investigation of older con- sumers: unmet needs and wants at the retail level, Journal of Retailing, 55 (4), 37 - 57, 1979.
KHO.X HOC
48 Thuang Mar So 38/2010
6. Levy and Weitz , Retailing Management, McGraw - Hill/lnA/in Publisher, July, 2009.
7. Michel Laroehe, Frank Pons, Nadia Zgolli, Marie - Ceeile Cervellon, Chankon Kim, A model of consumer response to two retail sales promo- tion techniques. Journal of Business Research, 56 (7), 5 1 3 - 5 2 2 , 2003.
8. Mulhern, FJ and Padgett, DT, The relation- ship between retail price promotions and regular price purchases, J Mark, 59 (4), 83 - 90, 1995.
9. Richard Leech, Vietnam retail property mar- ket: Supply, Demand & Pipeline projects, CB Richard Ellis Report, 27th January, 2010.
Summary
Decision making is the process of seeking the optimal option among the possible ones. In the traditional methods of making decision among many different influential factors, the rating and the importance of evaluation criteria are often cal- culated accurately. The decisions are made depending on the subjective opinions of the indi- viduals and commonly cannot be expressed accu- rately by quantified values, so they are more like- ly to be ambiguous and vague. Therefore, the use of fuzzy concepts in case decisions are to be made among many different influential factors is becoming more appropriate and commonly applied by recent scientific research. TOPSIS method is designed to be applied in fuzzy envi- ronment in order to seek the optimal options by measuring the fuzzy distance from the lowest fron- tier of the options, then using their similarities to rate. In other words, this method considers the issue when there are influential factors on m options which are rated on n criteria and evaluat- ed by k experts, applying the concept that the option to be chosen is the one with not only the shortest distance from the ideal positive solution but also the longest distance from the ideal nega- tive solution. In this paper, the author evaluates the competitiveness of 4 supermarket chains in Vietnam to illustrate the use of this method in rat- ing business activities.
NGHIEN ClJfU AP DUNG
(Tiep theo trang 42)
Tai lieu tham khao:
1. Uy ban nhan dan Thanh phd Hd Chi Minh, Ke hoach hanh dgng dam baa ve sinh an toan thuc pham nam 2006 -2010 kem theo Quyet dinh 2596/QD - UBND - TP. HCM 14/6/2007.
2. 037/04VIE - Phat trien he thong GAP cho nhi san xuat vi xua't khau Thanh long d Tinh Binh Thuin va Tien Giang - Bd Ndng nghiep va Phat trie'n ndng thdn, 8/2005.
3. Hdng Van, Can ed GlobalGAP de xua't khau rau qua, Thdi bao Kinh te Sai Gdn Online, 25/6/2009.
Summary
Since its official membership of WTO, Vietnam has implemented its commitments in all socio- economic aspects. In the field of food production and trading, Vietnam is committed to implement- ing SPS Agreement on plant quarantine and food sanitary. Successfully implementing these com- mitments will be a great opportunity for Vietnams agricultural products to penetrate the global mar- ket. However, a big technical barrier for our agri- cultural products when exported to foreign coun- tries is we have to ensure the safety for the con- sumers, provide origin of the products and ensure the constant and continuous supply. Therefore, many agricultural production and food trading units are earing much about the application of advanced models to ensure the food sanitary. The GAP (Good Agricultural Practices) model is highly appreciated by producers, food sanitary control agencies and policy makers. In this context, the article has studied the nature of GAP, its condi- tions and application possibilities as well as solu- tions to applying it in business to ensure food san- itary in Vietnam.
So 38/2010
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