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題名 寵物醫療資訊管理平台之商業模式探討——Dr.Pet
A Study of Business Model of The Pet Medical Information Management Platform——Dr. Pet
作者 徐翌展
Hsu, I-Chan
貢獻者 羅明琇
Lo, Ming-Shiow
徐翌展
Hsu, I-Chan
關鍵詞 商業模式
寵物醫療服務
寵物醫療平台
Business model
Pet medical service
Pet medical platform
日期 2020
上傳時間 3-八月-2020 18:42:13 (UTC+8)
摘要 近年來台灣面臨超高齡與超單身社會，越來越多人選擇飼養寵物，這樣新型態的陪伴商機逐漸取代了孩子和伴侶的角色，使得「毛小孩」成為家庭中重要的一員，也帶動整體寵物商機的崛起，根據財政部統計，從2008年至2018年寵物產業銷售額十年成長近七成，達新台幣282.4億，而寵物飼養數目也由160萬隻成長至251萬隻。

在這股萌寵商機的浪潮下，本研究為了更深入了解寵物產業，因此前往展昭寵物用品展進行飼主的質性訪談，且為了更全面了解現有市場的需求，因此也前往板橋動物之家進行人員的深度訪談，以及訪問曾經待過台灣中型動物醫院與小型動物診所的獸醫師，並從上述的訪談過程中彙整出目前寵物產業的三大需求——寵物飼主不了解周遭寵物設施、寵物醫療價格不一，以及寵物病歷資訊不透明。

針對上述的需求，本研究希望能夠藉由Dr.Pet平台的成立，推出「寵物地圖」、「寵物病歷管理」以及其他加值服務去提供給Dr.Pet平台的目標客群——「飼主」以及「行政院農業委員會動物保護處」，目的在解決當前寵物市場的需求與問題，並與「動物醫院與診所」建立合作的關鍵夥伴關係，長期而言將更多如寵物保險以及其他寵物商家的合作與服務納入到平台的範圍，以期創建出屬於台灣寵物產業的生態系。
In recent years, Taiwan has faced a super-aged society and a high divorce rate. Therefore, more and more people have chosen to keep pets. This new type of companionship business opportunity has gradually replaced the role of children and partners, making “fur kid” an important member of the family. It also drove the rise of overall pet business opportunities. According to statistics from the Ministry of Finance, the sales revenue of the pet industry in Taiwan grew by nearly 70% from 2008 to 2018, reaching 28.24 billion New Taiwan dollars, and the number of pets in Taiwan increased from 1.6 million to 2.51 million.

In this wave of pet business opportunities, this study went to the pet products exhibition, which is the largest pet exhibition in Taiwan, for a more in-depth understanding of the pet industry and conducted qualitative interviews with owners. In addition, in order to fully understand the needs of the existing pet market, this study also went to Banqiao Animal Shelter to execute the in-depth interviews with the personnel and visits the veterinarian who has worked in medium-sized animal hospitals and small animal clinics in Taiwan. Through the above qualitative interviews, this study summarizes the three major needs in the current pet industry. In other words, pet owners do not understand the pet facilities or resources in their daily life, and animal hospitals don’t provide offered prices for pet medical services, and also cause the non-transparency of pet medical records, which may lead to the dispute between the animal hospitals and pet owners.

In response to the above needs, this study hopes that through the establishment of the platform, the launch whose functions focus on “pet map,” “pet medical record management,” and other value-added services to provide the target customer group, that is, pet keepers and Animal Protection Office, Council of Agriculture (COA). The purpose of the platform is to solve the current needs and problems in the pet market in Taiwan and establish a key partnership with animal hospitals and clinics. In the long run, it will further corporate with more pet service providers such as pet insurance and pet shops to create an ecosystem of pet industry in Taiwan.
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【PetTalk 專訪】全台動物醫院收費標準|專業獸醫師—張振東醫師
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三、英文文獻
1. Albrecht, K., & Zemke, R. (1985). Service America! Dow Jones-Irwin. Homewood, IL.
2. Baden-Fuller, C., & Morgan, M. S. (2010). Business models as models. Long range planning, 43(2/3), 156-171.
3. Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of marketing, 54(1), 71- 84.
4. Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM). Business process management journal, 9(5), 672-688.
5. Etzel, M. J., & Silverman, B. I. (1981). A managerial perspective on directions for retail customer dissatisfaction research. Journal of Retailing, 57(3), 124-136.
6. Fábio, L., & Moises, A. Z. (2014). Innovation and Business Model: a case study about integration of Innovation Funnel and Business Model Canvas. Revista
Brasileira de Gestão de Negócios-RBGN, 16(53), 616-637.
7. Fink, M., & Kessler, A. (2010). Cooperation, trust and performance–empirical results from three countries. British Journal of Management, 21(2), 469-483.
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9. Garver, M. (2009). A maximum difference, scaling application for customer satisfaction researchers. International Journal of Market Research, 51(4), 481-500.
10. Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the academy of marketing science, 41(2), 133- 150.
11. Hadian, D. (2017). The relationship organizational culture and organizational commitment on public service quality; perspective local government in bandung, indonesia. International Review of Management and Marketing, 7(1), 230-237.
12. Hafeez, K., Zhang Y. B. and Malak, N. (2002) Determining key capabilities of a firm using the analytic hierarchy process, International Journal of Production Economics, 76(1), 39-51.
13. Hallowell, R. & Schlesinger, L.A. (2000), “The service profit chain: intellectual roots, current realities, and future prospects”, in Swartz, T.A. and Iacobucci, D. (Eds), Handbook of Services Marketing & Management, London (Sage Publications Inc.), 203-221.
14. Jackson Jr, D. (1994). Relationship selling: the personalization of relationship marketing. Asia-Australia Marketing Journal, 2(1), 45-54.
15. Jang, S. C., Morrison, A. M., & T O’Leary, J. (2002). Benefit segmentation of Japanese pleasure travelers to the USA and Canada: selecting target markets based on the profitability and risk of individual market segments. Tourism management, 23(4), 367-378.
16. Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard business review, 86(12), 57-68.
17. Johnston, R. (2001). Linking complaint management to profit. International journal of service industry management, 12(1), 60-69.
18. Kauffman, R. J., & Wang, B. (2008). Tuning into the digital channel: evaluating business model characteristics for Internet firm survival. Information Technology
and Management, 9(3), 215-232.
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Facilities, 16(12/13), 372-379.
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services marketing, 20(4), 251-264.
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23. Magretta, J. (2002). Why business models matter. Harvard Business Review, 80(5), 86-92.
24. Miller, J. C. (2010). Service agility: A crucial component of service strategy. Michigan State University.
25. Osterwalder, A. (2004). The business model ontology a proposition in a design science approach Doctoral dissertation, Université de Lausanne, Faculté des
hautes études commerciales.
26. Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.
27. Osterwalder, A., & Pigneur, Y. (2011). Aligning profit and purpose through business model innovation. Responsible management practices for the 21st century. Pearson International, 61-75.
28. Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. John Wiley & Sons.
29. Reichheld, F.F. (1996a), The loyalty effect: the hidden force behind growth, profits, and lasting value. Harvard Business School Press, Boston, MA.
30. Reichheld, F.F. (1996b), Learning from customer defections, Harvard Business Review, March-April, 74(2), 56-67.
31. Rust, R. T., Moorman, C., & Bhalla, G. (2010). Rethinking marketing. Harvard business review, 88(1/2), 94-101.
32. Tapp, A., & Clowes, J. (2002). From “carefree casuals” to “professional wanderers”. European Journal of Marketing, 36(11/12), 1248–1269.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363024
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107363024
資料類型 thesis
dc.contributor.advisor 羅明琇zh_TW
dc.contributor.advisor Lo, Ming-Shiowen_US
dc.contributor.author (作者) 徐翌展zh_TW
dc.contributor.author (作者) Hsu, I-Chanen_US
dc.creator (作者) 徐翌展zh_TW
dc.creator (作者) Hsu, I-Chanen_US
dc.date (日期) 2020en_US
dc.date.accessioned 3-八月-2020 18:42:13 (UTC+8)-
dc.date.available 3-八月-2020 18:42:13 (UTC+8)-
dc.date.issued (上傳時間) 3-八月-2020 18:42:13 (UTC+8)-
dc.identifier (其他 識別碼) G0107363024en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131347-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 107363024zh_TW
dc.description.abstract (摘要) 近年來台灣面臨超高齡與超單身社會，越來越多人選擇飼養寵物，這樣新型態的陪伴商機逐漸取代了孩子和伴侶的角色，使得「毛小孩」成為家庭中重要的一員，也帶動整體寵物商機的崛起，根據財政部統計，從2008年至2018年寵物產業銷售額十年成長近七成，達新台幣282.4億，而寵物飼養數目也由160萬隻成長至251萬隻。

在這股萌寵商機的浪潮下，本研究為了更深入了解寵物產業，因此前往展昭寵物用品展進行飼主的質性訪談，且為了更全面了解現有市場的需求，因此也前往板橋動物之家進行人員的深度訪談，以及訪問曾經待過台灣中型動物醫院與小型動物診所的獸醫師，並從上述的訪談過程中彙整出目前寵物產業的三大需求——寵物飼主不了解周遭寵物設施、寵物醫療價格不一，以及寵物病歷資訊不透明。

針對上述的需求，本研究希望能夠藉由Dr.Pet平台的成立，推出「寵物地圖」、「寵物病歷管理」以及其他加值服務去提供給Dr.Pet平台的目標客群——「飼主」以及「行政院農業委員會動物保護處」，目的在解決當前寵物市場的需求與問題，並與「動物醫院與診所」建立合作的關鍵夥伴關係，長期而言將更多如寵物保險以及其他寵物商家的合作與服務納入到平台的範圍，以期創建出屬於台灣寵物產業的生態系。		zh_TW
dc.description.abstract (摘要) In recent years, Taiwan has faced a super-aged society and a high divorce rate. Therefore, more and more people have chosen to keep pets. This new type of companionship business opportunity has gradually replaced the role of children and partners, making “fur kid” an important member of the family. It also drove the rise of overall pet business opportunities. According to statistics from the Ministry of Finance, the sales revenue of the pet industry in Taiwan grew by nearly 70% from 2008 to 2018, reaching 28.24 billion New Taiwan dollars, and the number of pets in Taiwan increased from 1.6 million to 2.51 million.

In this wave of pet business opportunities, this study went to the pet products exhibition, which is the largest pet exhibition in Taiwan, for a more in-depth understanding of the pet industry and conducted qualitative interviews with owners. In addition, in order to fully understand the needs of the existing pet market, this study also went to Banqiao Animal Shelter to execute the in-depth interviews with the personnel and visits the veterinarian who has worked in medium-sized animal hospitals and small animal clinics in Taiwan. Through the above qualitative interviews, this study summarizes the three major needs in the current pet industry. In other words, pet owners do not understand the pet facilities or resources in their daily life, and animal hospitals don’t provide offered prices for pet medical services, and also cause the non-transparency of pet medical records, which may lead to the dispute between the animal hospitals and pet owners.

In response to the above needs, this study hopes that through the establishment of the platform, the launch whose functions focus on “pet map,” “pet medical record management,” and other value-added services to provide the target customer group, that is, pet keepers and Animal Protection Office, Council of Agriculture (COA). The purpose of the platform is to solve the current needs and problems in the pet market in Taiwan and establish a key partnership with animal hospitals and clinics. In the long run, it will further corporate with more pet service providers such as pet insurance and pet shops to create an ecosystem of pet industry in Taiwan.		en_US
dc.description.tableofcontents 謝誌 ......................... I
摘要........................... II
ABSTRACT ................. III
目錄 ......................... V
圖目錄 ..................... VII
表目錄 ..................... VIII

第壹章 緒論................................... 1
第一節 研究背景與動機...................1
第二節 研究目的............................ 2
第三節 研究流程............................ 3

第貳章 文獻探討.............................4
第一節 商業模式畫布圖..................4
第二節 服務金三角........................ 10

第參章 研究方法............................ 13
第一節 研究方法............................ 13
第二節 訪談對象............................ 14
第三節 訪談問題............................ 17

第肆章 研究分析............................ 20
第一節 寵物產業現況..................... 20
第二節 市場需求分析..................... 29
第三節平台服務與設計.................. 34

第伍章 結論與建議........................ 55
第一節 研究結論............................ 55
第二節 研究限制與建議................. 55
第三節 平台未來發展..................... 56

參考文獻 ........................................ 59		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363024en_US
dc.subject (關鍵詞) 商業模式zh_TW
dc.subject (關鍵詞) 寵物醫療服務zh_TW
dc.subject (關鍵詞) 寵物醫療平台zh_TW
dc.subject (關鍵詞) Business modelen_US
dc.subject (關鍵詞) Pet medical serviceen_US
dc.subject (關鍵詞) Pet medical platformen_US
dc.title (題名) 寵物醫療資訊管理平台之商業模式探討——Dr.Petzh_TW
dc.title (題名) A Study of Business Model of The Pet Medical Information Management Platform——Dr. Peten_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻
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二、中文網站
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https://www.saracares.com.tw/workshops/223#show-more
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【PetTalk 專訪】全台動物醫院收費標準|專業獸醫師—張振東醫師
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dc.identifier.doi (DOI) 10.6814/NCCU202000763en_US