本研究結果顯示：
管理飛行模擬器可協助決策者了解企業現在的行銷策略遇到的問題與瓶頸，以整體思考模擬出一個政策和策略實施背後真正的意涵。行銷策略動態搭配對於目標客群之關鍵性隨著不同目標客群發展階段，決策者於制訂行銷策略時，若決策者能先掌握住關鍵，建立起目標顧客體質健全之結構，作為支持企業持續發展之根基。策略間動態搭配合宜，才可建立起體質健全之產業結構，並維持產業穩定之成長型態。
Because of the low threshold to join a chain restaurant industry in the country, it is very competitive and the brand may grow or be eliminated rapidly in the restaurant market. It must adjust dynamically with the market environment in order to sustain its operation. The traditional marketing strategy is often event-oriented, which is based on current event or short-term theme. However, there are many factors and interactions in all kinds of problems and events. The problem cannot be properly comprehended only by grabbing partial factors and interactions. Because of the irreversible trait, the current strategy may affect future strategy options.
Even though general strategy plan can analyze opportunity and threat of the fu-ture environment, it may limit the future development if it makes plan only based on past operating status and strategy. Therefore, dynamic strategy management should not only focus on forecasting opportunity and threat of the future environment, but also the importance of capability for successful operation in the future. This study integrated “dynamic strategy perspective” to the traditional chain restaurant marketing. The case of cha FOR TEA operates for over a decade in Taiwan restaurant market. It encounters the bottle neck of decreasing in revenue and slow membership growth. With the marketing module of the dynamic management flight simulator in System Dynamics, it simulates real strategy effect with related marketing resources and produces simulated result by integrating different marketing plans in a lab with compressed time and space.
The results of this study show:
A decision maker can understand the problem and the bottle neck of the current marketing strategy with the assistance of the management flight simulator. It simulates a policy and the true meaning behind a strategy implementation with overall consideration. Marketing strategy dynamic matches critical target customers will change with different developing stages of the target customers. If the decision maker can grasp the key when planning marketing strategy and build strong structure with target customers as the foundation that supports the corporate to grow, it will develop a strong industry structure that sustains stable growth of the industry.
