企業策略創新的系統動力模型-以中華電信推動ADSL策略為例-

Abstract

由於消費型態的快速改變，以及市場競爭日趨激烈，企業為求永續經營，除需要適時推動組織變革外，亦需要不斷推出創新產品，以維持競爭優勢。唯組織變革或創新產品擴散過程係極為複雜的動態過程，包含兩者之間以及與經營環境等因素之間的互動。 本研究根據複雜適應系統、組織變革、創新擴散以及系統動力學等相關文獻，參考中華電信推動ADSL策略之系統行為，採用系統動力模擬軟體ithink，建構「寬頻接取服務系統動力模型」，並進行模型有效性檢驗以及政策設計與評估。 研究結果發現：本研究所建構之寬頻接取服務系統動力模型，可以少數外生變數之組合，複製中華電信推動ADSL策略之系統行為，進而掌握關鍵槓桿因素，因此，可視為寬頻接取服務政策實驗室，提供企業領導者有效的寬頻接取服務策略規劃方向。

Due to the rapid change of consumer behavior as well as fierce market competition environment. It is necessary for company’s leader to conduct organization change in time and to provide innovative products constantly to sustain company’s competitive advantage. However, organization change and new products diffusion are both complicated dynamic procedure, includes the interaction between this two procedures and business environment.

Based on the literature relevant to complex adaptive system, organization change, innovation diffusion , system dynamics and refer to system behavior of Chunghwa Telecom’s strategy of driving ADSL services, this study adopts system dynamics simulation software “ithink” to establish a “Broadband Access Services System Dynamics Model ” and proceed validity tests to strengthen the usefulness of the model. Policies design and evaluation are carried out too.

The findings of this study are：with minimum combination of exogenous variables, this Broadband Access Services System Dynamics Model can almost reproduce the system behavior of Chunghwa Telecom’s strategy to drive ADSL services and be used to master key leverage factors. So, we can take this Model as Broadband Access Services Policy Laboratory to provide company’s leader an effective way for broadband access services strategy planning.