- 學位論文
以系統動力學建構商業模式之研究
Construct business model by system dynamics research
摘要
商業模式這個名詞在90年代開始被廣泛的使用和傳播，其最簡單的說法，就是組織以什麼途徑或方式來賺錢，商業模式提供商管研究者及企業管理者三種功能：學習、發展和執行。然而，商業模式並沒有一套被公認接受的定義，造成管理者在使用商業模式一詞時產生困惑，因此需要一個適切的工具，可以簡單的描述出商業模式所要傳達的概念。 系統動力學是Jay W. Forrester教授於1956年所提出的一種方法學，主要概念就是以一種宏觀的角度來思考、解決問題，避免因微觀的角度而限於片段的思考，系統動力學以存量、流量的基本觀念，加上輔助變數與關係連結，發展出一套可以用來模擬系統運作的工具，其簡單的圖像式表達，非常適合用以描述商業模式所要傳達的概念。 本研究針對商業模式、系統動力學、價值鏈與創新活動、關鍵成功因素與績效指標、台灣連鎖餐飲產業、台灣工業電腦產業、台灣樂器製造產業及一般公認會計原則進行文獻探討，定義商業模式為以營收流、運籌流、價值流和資訊流所建構的基礎架構，並以系統動力學發展連鎖餐飲業、工業電腦業、樂器製造業的商業模型，在研究的過程中歸納出一般化的價值鏈商業模型，以及系統動力學建構商業模式的思考與發展流程。 本研究在商管學術上的貢獻，在於證實了系統動力學使用於商業模式上解釋的能力，並歸納出一套發展系統動力學建構商業模式的流程，在企業營運實務上的貢獻，在於證實了以系統動力學所發展出的商業運作模型，可以模擬企業的運作，並提供模擬結果作為決策的參考，後續的研究可以本文的一般化模型為基礎，運用系統動力學在各種產業的商業模式研究。
並列摘要
The “Business Model” began to be widely used and spread in the 1990s, the simplest way to describe business model is in what way the organization to make money. For the business administration researchers and corporate managers, business model provides three functions: learning, development, and implementation. However, the business model does not have a recognized accepted definition, caused confusion to use the business model for the managers. Therefore requires an appropriate tool, to simply describe the concept that business model want to communicate. System dynamics is a method proposed by Professor Jay W. Forrester in 1956, the main concept is to think in a macro point of view, to solve the problem, to avoid thinking of the micro point of view and limited fragment. System dynamics use the basic concept of the stock and flow, plus auxiliary variables and relationships linking, develop a set of tools used to simulate the operation of the system. It’s simple image expression, very suitable to describe the business model concept. This research study the literature of business model, system dynamics, value chain and innovation, critical success factor and performance indicators, chain restaurant industry in Taiwan, industrial personal computer industry in Taiwan, and instrument manufacturing industry in Taiwan, define the business model is a frame of revenue flow, logistics flow, value flow, and information flow. Use system dynamics to develop the business model of chain restaurant industry, industrial personal computer industry, and instrument manufacturing industry. Sum up a general value chain business model, and a development process to construct a business model by system dynamics. This research contribution, in the business administration academic, is confirmed the ability to explain business model using by system dynamics, and summed up a development process of constructing business model by system dynamics. The contribution in business practices is confirmed the system dynamics model can simulate the operation of the enterprise, and the simulation results provide as a reference for decision making. Subsequent research can use system dynamics base on the generalized model of this paper to a variety industry for business models research.