寵物美容產業競爭策略之研究: 賽局理論之應用

本研究透過沙灘賽局、競合協調賽局與嚇阻賽局，了解寵物美容市場在不同階段下的變化；如何使用妥當的策略在此一競合市場中取得雙贏的局面；以及如何建構可信的嚇阻策略，成功阻擋新競爭者的加入。鑑於現今寵物主人對寵物美容的需求已不僅僅在於保持整潔，更強調對時尚造型的追求，甚至期望寵物美容師提供專業的皮膚和毛髮護理服務。在台灣，隨著寵物市場進入中老年貓狗市場階段，對於提供高品質寵物皮膚調理的美容服務需求更加迫切。寵物美容與皮膚調理服務的興起見證寵物美容市場沙灘的多元化與明顯的定位分野。當市場競合關係中共同利益高於競爭利益，寵物美容師與獸醫師雙方，透過協調賽局理論可以幫助雙方透過協調達成合作，在寵物皮膚調理共同利益高過競爭利益時便可達成納許均衡。透過嚇阻賽局樹的推演，了解當新進市場挑戰者欲進入市場時，原領導廠商可以透過產品和服務差異化策略，構築一個可信的嚇阻策略，成功阻擋新競爭者的加入。【關鍵詞】寵物美容、寵物皮膚調理、賽局理論、沙灘賽局、協調賽局、進入嚇阻賽局、競爭策略、自有品牌、寵物市場。

關鍵字

寵物美容；寵物皮膚調理；賽局理論；沙灘賽局；協調賽局；進入嚇阻賽局；競爭策略；自有品牌；寵物市場

並列摘要

This study, through the application of beach game theory, coordination game theory, and entry deterrence game theory, aims to understand the changes in the pet grooming market at different stages, how to use appropriate strategies to achieve a win-win situation in this competitive and cooperative market, and how to construct a credible deterrence strategy to successfully block the entry of new competitors. Given the current demand from pet owners for pet grooming services, the pursuit of fashionable pet styling has become more important than just maintaining cleanliness. Pet owners even expect professional pet groomers to provide specialized skin and fur care services. In Taiwan, as the pet market enters the middle-aged cat and dog market stage, the demand for high-quality pet skin conditioning grooming services is becoming more urgent. The emergence of pet grooming and skin conditioning services has witnessed the diversification and clear positioning of the pet grooming market. When the common interests in the market competition and cooperation relationship are higher than the competitive interests, pet groomers and veterinarians can use coordination game theory to help both parties achieve cooperation through coordination, and reach a Nash equilibrium when the common interests of skin conditioning are higher than the competitive interests. Through the analysis of the entry deterrence game tree, it is understood that when new market challengers want to enter the market, the leading companies can use product and service differentiation strategies to construct a credible deterrence strategy to successfully block the entry of new competitors. Keywords: Pet Pet Grooming,Pet Skin Conditioning,Game Theory,Beach Game Theory,Coordination Game Theory,Entry Deterrence Game Theory,Competitive Strategy,Private Label,Pet Market

並列關鍵字

Pet Pet Grooming ； Pet Skin Conditioning ； Game Theory ； Beach Game Theory ； Coordination Game Theory ； Entry Deterrence Game Theory ； Competitive Strategy ； Private Label ； Pet Market