客製化寵物商品設計App之行銷策略

The Marketing Strategy of Customized Pet Product Design App

樊祖燁(Tsu-Yeh Fan) ； 徐張寧(Chang-Ning Hsu) ； 董彥妏(Yan-Wen Dong)

《耕莘學報》 17期 (2019/12) Pp. 46-58

摘要

隨著社會型態與人口結構的改變，頂客族家庭已成現今社會的新興家庭型態，更加速了養寵物的風潮。因此寵物已成為人們最好的伴侶。人們將寵物擬人化的飼養，使人與寵物的關係逐漸轉變成情感取向，這樣的轉變讓寵物市場衍生新商機，由此也可發現寵物周邊商品的市場非常具有潛力。因為一般市面上所購買到的商品無獨特性且重複率高，再加上現代人喜歡用網路購物，因此本研究設計了一個客製化寵物商品設計App，讓消費者能製作客製化的寵物商品，使對寵物如同對待親人般的消費者們能夠得到最大的滿足。

關鍵字

寵物 ； 頂客族 ； 客製化 ； 寵物商品 ； 網路購物

並列摘要

With the change in social type and demographic structure, the DINKs become a new family type in today's society. Having pets has also become a fast trend. Pets are the best companion for people. For most pet owners, they treat their pets as part of their family and have emotional connection to their pets. This trend has created new business opportunities for the pet product and related product industry. Because the pet related products typically are not unique and have high repurchased rates, pet owners like to use online shopping tools when they want to shop for their pets. Based on this study, the researcher has designed a customized pet product design App. This App will allow pet owners to customize the pet products for their loved pets.

並列關鍵字

Pets ； DINKs ； Customized ； Pet products ； Online shopping