營運模型為企業規劃賺錢的方式，選擇良好的營運模型能夠帶來經營的成功，由於企業無法於嘗試錯誤中尋求合適的營運模型，其可能造成重大損失致使經營失敗，故本研究為評估營運模型、提升企業經營績效、帶動相關行業之發展，本研究應用系統動態學建構營運模型之系統動態模型，作為研究主體架構與評估方法。本研究之議題有以下三點： 1.提出具有潛在影響力之營運模型 2.以系統動態模擬評估營運模型之優勢 3.協助企業應用營運模型。本研究結果發現： 1.產品於成長與成熟階段分別採用適當之營運模型其經營績效較持續使用單一營運模型佳 2.以系統動態法作為營運模型績效評估具時間與成本之優勢，管理者亦能夠以多種觀點作為決策依據。

Business revenue model is one of the important aspects of enterprise planning to create value for the enterprises. Hence, choosing a good business revenue model can bring immense success to the business operation. Unable to choose a suitable business model or choosing by trial and error might cause great cost which sometimes leads to failure of businesses. Due to this reason, in this thesis research, we are motivated to evaluate business revenue models, improve enterprise operational performance that leads to related business development. As a main framework of this thesis research, we construct a system dynamics simulation model to evaluate various business revenue models. The research issues are as follows: 1. To suggest potentially effective business revenue model. 2. To evaluate business revenue models as well as their advantages by system dynamics simulation. 3. To assist business with application of this business revenue model. As a conclusion to our research, we concluded that: (i) Product that has a lifecycle between growth stages till mature stage can adopt suitable business models related to its requirements and that has a much better performance than keeping the single business model throughout the lifecycle. And (ii) Using system dynamics simulation to evaluate business revenue model has advantage on time, cost, and manager can efficiently make decisions from different viewpoints.

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