Marketing with System Dynamics Simulations and Strategic Architecture

This event will be presented in Chinese.

The Taiwan Chapter of the System Dynamics Society presents a seminar series on System Dynamics and Applications on Sustainable System Development.  We aim to bring more Chinese speaking SD educators and learners together with this seminar series and share more recent developments from Taiwan Chapter.

Session Chair:

Prof. Min-Ren Yan, President of the Taiwan Chapter of the System Dynamics Society.

Practitioner’s Case Presentation:

Assoc. Prof. Jia-Wei Tang, Chairman, Dept. of Marketing & Logistics Management, National Penghu University.

Chun-Han Wang, CEO, PUR30 LLC, TAIWAN BRANCH (USA).

Abstract

This session presents real world case studies on System Dynamics Applications and Sustainable System Development.  Firstly, the presenter introduces a research work that applies the local food system and actor–network theory to construct actor–network perceptual map of local brand value, and further examines important contextual factors, actors and challenges for developing local agricultural food system. The marketing strategies are proposed for sustainable development of Penghu local agricultural food system by looking for key influential factors of local brand value. Secondly, the presenter talks about how to utilize the system dynamics perspective and modelling for increasing the number of tourists and the total revenue of Penghu tourism through adapting model-based evaluation on marketing strategies.

The industry practitioner’s case presentation includes essential oil and aromatherapy industry. Previous studies have been carried out on the benefits of essential oils in healthcare and as part of the healing arts of many cultures, as a proven method of caring for our physical, spiritual and mental health. To enter an open market and promote the awareness of essential oils and aromatherapy, strategic planning capability is important to drive business growth. The case study utilizes a simulation-based strategic decision support system (SSDSS) to conduct a real-world case study with empirical data and examine the effectiveness of SSDSS applications in supporting market development and business growth with service innovations.

摘要

本次講座分享兩個SD的實務應用案例經驗，首先是分享者發表在期刊“Sustainability”的研究成果，運用「地方食物系統」與「行動者網絡理論」建立「澎湖地方品牌價值行動網絡知覺圖」，探討澎湖地方農業食物系統發展脈絡的重要元素、角色與遭遇問題，並且找尋出影響澎湖地方品牌價值的關鍵因素，以提出澎湖地方農業食物系統永續發展的行銷策略。另外對於「提升澎湖地區觀光洄遊人次與在地營收之動態策略」，探討如何透過SD系統分析觀點與建模方式，以增加澎湖觀光洄遊人數及澎湖觀光總收益，並提出相關的行銷推廣策略行動。

第二個案例是關於精油和芳香療法產業在全球市場上的發展，運用策略創新決策支援系統（SSDSS）結合經驗數據進行實務應用研究，並檢驗SSDSS結合服務創新之市場發展和業務增長的有效性。

Note: This event is following Taipei Time (7:30pm – 9:00pm).