| 摘要: | 音樂作為一種傳統的藝術形式，為文化象徵和娛樂方式的重要角色，現代的音樂產業更是一個龐大的商業系統，其中樂器產業也佔據著重要的角色。在疫情環境下，整體產業的生態發生了變化，隨者網路零售通路的崛起，企業面臨收益減少和競爭者增多的挑戰，因此本研究的動機與目的是探索樂器產業中數位化服務與創新策略的重要性，以提高客戶滿意度和忠誠回購率，進而增加企業總收益。
本研究選定個案C公司作為分析對象，該公司具有深厚的網路銷售經驗，且業務版圖已延伸至海外市場，使其成為樂器產業中的佼佼者。研究者進行了文獻探討，深入了解樂器產業現行趨勢、數位行銷的演進以及創新經營的重要性，並運用策略動態學將得到的資訊導入管理飛行模擬器中進行策略模擬。在研究過程中，研究者與個案公司高階主管進行深入交流，透過訪談和資料收集，獲取到必要資訊與數據，根據該企業與其產業目前所面臨到的問題，設定二個策略並實施三個階段的模擬，在過程中採用實驗法反覆的實驗不同的方案。研究者於策略動態之模擬與情境分析時，列出了行銷預算、目標客戶及各變數之公式等相關參數和因素，並將其應用於動態模擬、銷售模組和預算配置，在第一階段中，主要調整其行銷費用的配置，第二階段時增加現行新的行銷工具AI智能系統，以追求更高業績。樂器產業跟其它產業都有生命週期成長上限的問題，所以在第三階段裡加入了新的群組使績效能夠產生新的曲線。隨著時間的推進和各方案的動態發展，以預測未來36個月的變化，並依據各種工具和情境找出最佳策略，以便更有效地引導個案公司配置資源，提高業績並增強競爭力。
在研究過程中發現行銷費用的配置及行銷工具的不同，在相同預算下會對總收益有不同的結果，且在疫情後時代，資金投入成為樂器產業經營者面臨的一大挑戰。這份研究幫助樂器產業可以更好地了解自身的優勢和弱點，從而制定更加有效的行銷策略與開發新市場。此外，該研究提供了一個可操作的決策支援系統，使企業能夠隨著時間的推移，控制系統並了解營銷活動是否需要調整，進而提高收益成長。策略動態模擬的優勢在於能夠納入各種因素進行綜合分析，並通過不斷優化資源配置和模擬不同方案，預測行銷預算、時間成本、投入風險率、投入時機和收益比例等指標，從而幫助企業更好地了解市場競爭環境，引導企業不斷成長與茁壯並永續經營。
As a traditional form of art, music serves an important role in cultural symbolism and entertainment. The modern music industry is a massive commercial system in which the musical instrument industry occupies a vital role. The dynamism of the overall industry has endured major changes during the pandemic. As online retail channels have emerged, manufacturers are faced with challenges such as decreasing revenue and increasing competitors. The motive and purpose of this research is to explore the importance of digitalized services and innovative strategies regarding the musical instrument industry in order to enhance customer satisfaction, loyalty and repurchase rate, increasing overall revenue of manufacturers.
This research selected Manufacturer C as the target of case analysis. This manufacturer possesses sophisticated online selling experience, has expanded its business to oversea markets, and is one of the leaders in the musical instrument industry. The researcher conducted a literature review to further understand the current trend of the musical instrument industry, the evolution of digital marketing, and the importance of innovative management. The researcher utilized strategy dynamism to introduce obtained information into management flight simulator for further strategic simulation. During the research process, the researcher had in-depth exchanges with high-level executives of Manufacturer C. Through interviews and information collection, the researcher obtained necessary information and data, set up 2 strategies, and practices a 3-stage simulation according to the problems Manufacturer C and the industry are currently facing. During the process, experiments were practiced to repeated experiment on different solutions. After carrying out Strategy Dynamics simulations and scenario analysis, the researcher listed relevant parameters and factors on marketing budget, target customers and formula on various variations. They were then applied on dynamic simulation, sales module and budget configuration. In the first stage, configurations on marketing fares were mainly adjusted. In the second stage, the researcher added new marketing tools such as AI system to pursue better performance. However, just like other industries, the musical industry also suffer from limits on life cycle growth. In the third stage, new groups were added in order for new curves on sales performance. As time progresses and the dynamic development of various solutions, this research could predict the changes in the next 36 months and seek for the best strategy according to various tools and scenarios to effectively introduce Manufacturer C in distributing its resources, enhancing its performance, and enhancing its competitiveness.
In the research process, this research discovered that under different marketing fare configuration and marketing tools, the outcome of total revenue differs under the same budget. Furthermore, in the post-pandemic era, budget investment serves as one of the greatest challenges musical instrument manufacturers have to face with. This research helps the musical instrument industry to better understand their advantages and weaknesses and therefore stipulate marketing strategies and develop new markets more effectively. Moreover, this research also provides an operative decision-making supporting system, enabling manufacturers to operate the system to understand if their marketing practices need to be adjusted to enhance their revenue as time progresses. The advantage of Strategy Dynamics simulation is that it could practice comprehensive analysis while including various factors and help manufacturers to better understand the competitive environment of the market by constantly optimizing resource distribution, simulating various solutions, and predicting indicators such as marketing budgets, time cost, investment risk rate, investment time, revenue proportion and others, thus guiding manufacturers to constant develop and pursue sustainable management. |
