寵物食品電商之經營與成長策略探討：以個案公司為例

Analysis on the Management and Growth Strategy of Pet Food E-Commerce: A Case Study

鄭以欣(I Hsin Cheng)

指導教授 ： 林博文

國立臺灣大學/管理學院/商學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202001205

摘要

近年來，因人口結構、生活形態轉變，許多國家飼養寵物比例提升，飼主逐漸將寵物視為陪伴伴侶，並對寵物健康意識提升，使得寵物食品市場具發展潛力。此外，利用網路平台購買寵物食品持續成長茁壯，對寵物食品電商能節省實體店面之龐大成本，並透過網路拓展銷售渠道。

本文研究以個案研究法分析一創立三餘年，登記未滿三年之台灣寵物食品電商，先分析全球寵物產業趨勢，再將視野專注於台灣，觀看國內寵物食品發展趨勢，並將十四間近年成立之台灣寵物食品產業自有品牌電商做整理與比較。

從介紹個案公司之創業起源與品牌訴求開始，接著分析新創公司之困難與挑戰，整理國內寵物食品之價值鏈及個案公司之商業模式九宮格，並利用SWOT及五力分析模式，研究檢討營運策略合理性，以及未來規劃。接著，再從寵物產業發展趨勢探討個案公司之優勢及利基點、目標消費者族群，並提出個案公司提升競爭優勢之經營策略及執行方案分析。

根據研究分析與整理，結論為除了積極拓展本地及海外市場與客群之外，期望藉由產品開發、品牌經營、社群科技等方面之實際執行方案讓個案公司持續保持良好經營模式，獲利成長。

關鍵字

寵物食品 ； 寵物電商 ； 新創企業 ； 商業模式 ； 經營策略 ； 成長策略

並列摘要

In recent years owing to the change of population proportion and lifestyle, the percentage of keeping a pet has grown in many countries. Owners gradually consider pets to be a companion and become more aware of pets’ healthiness. All these trends increase the potential development of pet food market. In addition, the percentage of purchasing pet food via e-commerce platform by owners continually rise. It is a good way for pet food e-commerce to save cost of the brick and mortar store, meanwhile to broaden the channels through the Internet.

The thesis uses the case study method to analyze a pet food e-commerce in Taiwan which started within three years. First of all, it begins with analyzing global pet industry; second, it focuses on the development of pet food market in Taiwan; third, it compares fourteen pet food e-commerce in Taiwan.

Speaking of the case, it starts from introducing the start-up pet food business, then uses the value chain, business model canvas, SWOT, five forces models to discuss the business, and then proposes the management strategy and practical solution by analyzing the trend of pet food industry and target audience.

According to the analysis, the conclusion is not only broadening the domestic and foreign markets but also maintaining appropriate business model and gaining profit by improving product development, branding, and social media technology.

並列關鍵字

Pet food ； pet e-commerce ； start-up ； business model ； management strategy ； growth strategy

參考文獻

一、英文文獻：

1. Aaker, D. A. (1998), Strategy Market Management, 5th ed., N.Y.: John Wiley Sons.

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3. Ansoff, H. I. (1988), The New Corporate Strategy, 3rd ed., N.Y.: John Wiley Sons.

4. Eisenhardt, K. M. (1989), Building theories from case study research. Academy of Management Review, 14, 532-550.