| 摘要: | 國內連鎖餐飲業之發展，隨著都市化發展，外食人口增加，餐飲業規模日漸增大。而餐飲業進入門檻低，市場持續競爭激烈；又因經濟發展，國民所得提高，顧客對於餐飲的品質與服務有更高的要求。鑑於行動網路、社群媒體、雲端運算等科技的快速發展並已進入消費者生活中；在數位科技引領之下，即使是傳統的餐飲業也進入數位經濟潮流中，智慧商務服務創新將成為企業的必要課題與發展契機，如何在眾多的服務創新策略方案中規劃選擇最佳的商業發展策略，對企業創新與經營管理成效提昇有關鍵影響。
過去文獻對於連鎖餐飲多探討局部功能性之效應，例如：人才的招募、品牌知名度、社群商務環境裡服務策略、行銷策略、服務創新、顧客消費滿意度等，對於智慧商務服務創新策略之研究相對缺乏。一般策略規劃可以分析了未來大環境的機會與威脅，但是如果僅依據過去營運狀況與經營策略作為基礎，進行企業未來前景規劃，將會影響策略發展的空間。本研究以一大型企業連鎖餐飲集團為案例，探討個案公司在過去以經營實體商店及取得供應鏈主導權為其經營重心，如何在數位潮流中選擇適當因應策略以支持未來發展。運用策略動態學與電腦模擬分析技術建立可適用於餐飲業智慧商務動態經營管理之電腦管理飛行模擬器(Management Flight Simulator)，將個案相關營運、行銷等資料結合動態數據分析進行策略模擬，並研析不同策略規劃方案之未來情境與可能效益評估。
本研究結果顯示，用管理飛行模擬器來模擬企業發展決策，可協助決策者系統化洞察市場動態與經營管理資源整合，提早了解企業各種不同策略可能遇到的問題與機會，並可運用電腦模擬重複測試並修正策略增進企業獲益。若決策者能提前掌握住關鍵，適當運用智慧商務服務創新帶來的助力，與目標客群建立良好關係，有了良好的顧客關係為企業發展的基礎，並適時調整營運策略以因應市場環境變化，企業將更具可持續成長之競爭力。
The development of the domestic food chain service industry has been growing in scale with the development of urbanization and the increase in the population who eat out. With a low barrier to entry, high intensity of competition is the character of the market. Economic development and rising national income have also resulted in a higher focus on the service and quality of the food chain industry. The speed of technological development has brought mobile networks, social networks, and cloud computing into consumers’ daily lives. In a world led by digital technology, even traditional industries like food services are now included in the wave of digitization. Intelligent commerce services innovation will become an essential business need, making the topic of choosing the best solution amongst a variety of innovative strategies one of the most pressing and important issues faced by businesses.
An analysis of existing literature has found that the current research landscape has focused on impacts from singular functionalities, for example, recruiting talents, brand awareness, service strategies within social commerce, marketing strategies, service innovation, customer satisfaction, etc. Research on innovative strategies within intelligent commerce services is scarce. Traditional strategic planning allows for the analysis of future opportunities and high-level threats. However, merely basing the planning of a company’s prospects off of past operation statuses and management strategies would limit room for strategy development. The company in this case study put the core of its business operations on operating brick-and-mortar stores and gaining dominance in the supply chain. Choosing the right responsive strategies in the wave of digitization will be at the center of attention. With Strategy Dynamics and Management Flight Simulator: through simulating the case company’s operations and marketing data and through the compression of time and space in an immersive laboratory, the results of different strategies could be reproduced.
The results of this study show that utilizing Management Flight Simulators for corporate development can assist decision makers with solving problems and bottleneck situations associated with different development strategies early in the process and repeatedly help businesses revise strategies. If decision makers can grasp the key factors in advance, the assistance of intelligence commerce services can be employed, and strong relationships with target audiences can be built. With relationships as a foundation and the timely optimization of operation strategies catering to changes in the market environments, businesses will be able to sustain their growth trajectory and thrive. |
