過去對於組合商品的研究大多聚焦於定價策略的運用，鮮少從顧客價值觀點進行組合商品之決策分析，因此關於組合商品所提供的顧客價值一直無法有較完整的描述。事實上，由於消費者多屬性的需求所產生的交互作用與人類常以模糊性語意來表達自我的看法，如何有效的針對組合商品進行決策分析，成為一件具有困難度的議題。因此，本研究首先運用德菲法（Delphi）發展決策分析架構，接著結合模糊分析網絡程序（Fuzzy Analytic Network Process; FANP），發展出整合性的評選決策模式，最後以保養組合商品做為驗證評估對象。研究結果不但可以提供保養品廠商進行產品設計時之參考，更可協助行銷人員作為組合規劃時之依據，並聚焦於消費者所關切的利益進行溝通，進而提升顧客價值。

There are many researches on how price strategy affects bundle purchasing in marketing field. However, customer value impact on bundle purchasing is seldom mentioned. A systematical description on customer value offered by product bundle is still lacking at the moment. It is difficult to find an effective analysis of product bundle with two reasons. One reason is customers will consider multicriteria for their alternatives at the same time in the decision process and the process probably exists interaction. The other one is human assessment on qualitative attributes is always subjective and imprecise. With combining the Delphi method, multicriteria decision making and analytical network process (ANP), an integrated decision making method was developed in this work. The developed decision making method was applied in evaluating cosmetic bundle. This work contributes not only a useful reference in product design for cosmetic manufactures, but also a guide for marketing staff in bundle planning.