以動態策略觀點探討連鎖餐飲業整合行銷 模式-天仁喫茶趣案例研究

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Title:	以動態策略觀點探討連鎖餐飲業整合行銷模式-天仁喫茶趣案例研究 System Dynamics Strategic Modelling for Integrated Marketing of Chain Restaurant – A Cases Study of Ten Ren cha FOR TEA
Authors:	邱姿潔
Contributors:	企業實務管理數位碩士在職專班
Keywords:	整合行銷動態策略系統動態學連鎖餐飲策略動態學 integrated marketing dynamic strategy system dynamics chain restaurant strategy dynamics
Date:	2018
Issue Date:	2018-07-31 13:33:59 (UTC+8)
Abstract:	國內連鎖餐飲業因進入門檻低，競爭環境激烈，品牌很容易在餐飲市場上成長與淘汰，連鎖餐飲品牌的長久經營必須隨著市場環境的變化而動態調整，而連鎖餐飲業傳統在行銷方面常為事件性行銷導向，皆以現階段當時發生的事件或短期主題做為行銷的著力點，然而各種問題與事件，其實是由許多相關因素及彼此互動關係所構成的，攫取局部因素與互動關係，並無法獲得對該問題適當的理解。由於策略具有不可轉逆性，因此，現階段策略會對日後策略選擇產生影響。一般策略規劃雖然分析了未來環境的機會與威脅，但若僅根據過去營運狀況與經營策略作為基礎，規劃企業未來前景，則會限制策略發展之空間。因此，策略動態管理除著重預測未來環境之機會與威脅外，也強調預先規劃未來環境中成功運作所應具有能力之重要性。本研究將傳統連鎖餐飲整合行銷導入「動態策略觀點」，個案天仁喫茶趣在台灣餐飲市場經營了10多年後，現況面臨營收下滑及會員人數成長趨緩的營運瓶頸。藉由系統動態學中動態管理飛行模擬器中的行銷模組，將個案相關的行銷資源進行模擬真實狀況產生的策略影響，並將不同的整合行銷方案透過時間及空間的壓縮在擬真實驗室進行，模擬策略結果。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.
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