隨著量販業的競爭日趨激烈，自有品牌（Private Brand, PB）產品的開發除了可省去中間商的剝削外，更可藉低價的自有品牌商品吸引消費者上門，進而帶動其他商品的銷售。傳統上量販業者在開發自有品牌商品時，往往根據過去的經驗進行決策，然而這些經驗卻存在著不確定性、無法量化與相互衝突之因素，進而造成這些決策者無法有效而準確的判斷。本研究針對自有品牌商品的選擇決策，建構一套量販店自有品牌商品之評選模型。在模型建構部分，根據文獻探討、量販店管理幹部訪談之結果，針對量販店自有品牌商品開發所面對技術與管理問題，建構包含關鍵、量化、質化，三大類指標之混合分析評選模型，以解決在量販產業中自有品牌選擇的課題。

In order to maintain the market share and competitiveness, developing the private brand (PB) product is important for hypermarket. The hypermarket usually uses its lowpriced private brand products to attract consumers to stimulate sales of other goods. Previously, the selection of private brand is usually based on the past experiences of the decision makers in the hypermarket. However, due to uncertainty, unable to quantify the past experiences and other conflicting factors, these decision makers could not make effective judgments. This study built a hybrid selection model which includes critical indicators, quantitative indicators, and qualitative indicators in order to help the decision makers of hypermarket to select the private brand products.