研究限制與後續研究建議

MARKOPS 模擬環境的限制在於對產品無法進行微調，也無法併購其他隊伍，因此僅能 看到產品行銷的長期與短期策略，但在企業經營面上能夠執行與觀察的策略種類就相當 有限。同時由於 MARKOPS 模擬進行時並沒有發給問卷，所以無法完全判定参與隊伍 在制定策略時的真實意向為何。在後續研究上，本研究建議以下幾個方向是值得繼續探 討的：

1. 行銷組合的細部研究：行銷組合的效用大於進入順序，不論是新進入的產品或是原 已存在市場中的產品，都必須藉著行銷組合的力量來加強或重塑通路以及定價策 略。在本研究中是將行銷組合的費用加總，但事實上在價格的部分還包含了信用期 間以及折扣，在費用上還包含了銷售人力(Sales Force)、銷售支援(Sales Support)以及 技術支援(Technical Support)。將這些參數分開來看應可對細部戰略的規劃得到了解。

2. 產品組合策略的研究：由於總共同時可以擁有四個產品，因此將四個產品的預算分 配、銷售份額以及利潤、營收等等資料統合來看預計將會對企業經營策略得到了解。

3. 財務管理的研究：由於有預算以及營收與利潤的資料，套用財務管理各種指標後將 可由財務面研究兩組學生的績效。

4. 競爭資訊的研究：本研究完全從修課學生下定策略的角度出發，但是 MARKOPS 模 擬中每一隊看到的並不只有操作者的報表，MARKOPS 環境中還有另外三家由電腦 操作的公司，與由真人操作的隊伍一同競賽。由電腦提供的競爭資訊究竟如何影響 操作學生是另一個未來可以研究的課題。

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