| dc.contributor.advisor | 何富年 | zh_TW |
| dc.contributor.advisor | Ho, Foo Nin | en_US |
| dc.contributor.author (Authors) | 吳維妮 | zh_TW |
| dc.contributor.author (Authors) | Sanpraser, Arisa | en_US |
| dc.creator (作者) | 吳維妮 | zh_TW |
| dc.creator (作者) | Sanpraser, Arisa | en_US |
| dc.date (日期) | 2024 | en_US |
| dc.date.accessioned | 5-Aug-2024 13:47:44 (UTC+8) | - |
| dc.date.available | 5-Aug-2024 13:47:44 (UTC+8) | - |
| dc.date.issued (上傳時間) | 5-Aug-2024 13:47:44 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0111933050 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/152755 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 111933050 | zh_TW |
| dc.description.abstract (摘要) | 泰國的寵物護理產業預計將大幅擴張，反映出全球格局。目前市值為20億美元，預計2029年將增至33.5億美元，年增率為10.87%。這種激增是由寵物人性化趨勢的不斷發展所推動的，寵物越來越被視為家庭的摯愛成員。寵物所有權的轉變導致了對高品質寵物服務和產品的巨大需求，使寵物業務成為泰國社區的一個重要部門，而不僅僅是一種短暫的趨勢。寵物公司透過優先考慮寵物及其主人的福利和幸福來提高寵物及其主人的生活質量，並在泰國社區內建立更牢固的聯繫。
本論文探討了為寵物主人創建線上社群和服務的可行性。它分析市場環境，包括市場狀況、目標客戶和威脅。也探討了啟動應用程式的財務方面，例如初始投資、行銷成本和定價策略。該研究顯示泰國寵物市場的需求不斷增長。然而，公司必須考慮初始投資、營運成本和定價策略，以確保獲利。 | zh_TW |
| dc.description.abstract (摘要) | Pawsome Connections
Online Application for Pet Community in Thailand By
Arisa Sanprasert
The pet care sector in Thailand is positioned for significant expansion, reflecting a worldwide pattern. The present market value is USD 2 billion and is expected to increase to USD 3.35 billion by 2029, with an annual growth rate of 10.87%. This spike is driven by the growing trend of pet humanization, in which pets are increasingly seen as beloved members of the family. The shift in pet ownership has resulted in a significant demand for high-quality pet services and products, establishing the pet business as an essential sector for the Thai community rather than merely a passing trend. Pet companies enhance the quality of life for pets and their owners by prioritizing their welfare and happiness, fostering stronger connections within Thai communities.
This thesis examines the feasibility of creating an online community and service for pet owners. It analyzes the market environment, including the market situation, target customers, and threats. The financial aspects of starting an application are also explored, such as initial investments, marketing costs, and pricing strategies. The study has revealed a growing demand for the pet market in Thailand. However, the company must consider the initial investment, operating costs, and pricing strategy to ensure profitability. | en_US |
| dc.description.tableofcontents | 1. Introduction 1
2. Introduction And Company Background 2
2.1 Company Overview 2
2.1.1 Name And Logo Of The Business 2
2.1.2 Mission 2
2.1.3 Vision 2
2.1.4 Goal Of The Business 3
2.2 Key To Success 3
2.2.1 The Growth Of The Pet Society In Thailand 3
2.2.2 Provide Convenient Service And Build A Strong Community. 4
2.2.3 Seamless User Experience 4
2.2.4 Subscription Plan 4
2.3 Product Overview 4
2.4 Business Model Canvas 5
2.4.1 Customer Segments 6
2.4.2 Value Propositions 6
2.4.3 Channels 7
2.4.4 Customer Relationships 7
2.4.5 Key Partners 7
2.4.6 Key Activities 7
2.4.7 Key Resources 8
2.4.8 Cost Structure 8
2.4.9 Revenue Streams 9
3 Industry Analysis 10
3.1 Industry Situation 10
Pet Market In Thailand 10
3.2 Porter’S Five Forces 11
3.2.1 Bargaining Power Of Suppliers (Moderate): 12
3.2.2 Bargaining Power Of Buyers (Pet Owners) (High): 12
3.2.3 Threat Of New Entrants (Moderate To High) 12
3.2.4 Threat Of Substitutes (Moderate) 13
3.2.5 Competitive Rivalry (Moderate): 13
4. Market Research 14
4.1 Market Situation 14
4.1.1 Increasing Smartphone Penetration 14
4.1.2 Pet Humanization 14
4.2 Market Research 15
4.2.1 Research Objectives 15
4.2.2 The Scope Of Research 15
4.2.3 Research Result 16
4.3 Swot Analysis 21
4.3.1 Strengths 21
4.3.2 Weaknesses: 21
4.3.3 Opportunities: 22
4.3.4 Threats 22
5. Marketing Plan 23
5.1 Stp Model 23
5.1.1 Segmentation 23
5.1.2 Targeting 23
5.1.3 Positioning 24
5.2 Marketing Mix Strategies 24
5.2.1 Product And Service 25
5.2.2 Price 27
5.2.3 Place 28
5.2.4 Promotion 29
6. Operation Plan 32
6.1 Office Location 32
6.2 Operation Process 32
6.3 Analyze And Identify The Key Business Partners. 34
6.3.1 Application Developer 34
6.3.2 Pet Service Provider And Pet Product 35
6.3.3 Payment Gateway 35
7. Organization Management 36
7.1 Business Information 36
7.2 Organization Structure 36
7.3 Human Resource Planning 37
7.4 Employee Compensation Plan 38
8 Financial Analysis 40
8.1 Initial Investment 40
8.1.1 Capital Investment 40
8.1.2 Source Of Funding 41
8.2 Forecasted Net Income Statement 41
8.2.1 Revenue Assumption 41
8.2.2 Forecasted Income Statement 42
Reference 44
Appendix 46 | zh_TW |
| dc.format.extent | 3850224 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0111933050 | en_US |
| dc.subject (關鍵詞) | 寵物 | zh_TW |
| dc.subject (關鍵詞) | 寵物服務 | zh_TW |
| dc.subject (關鍵詞) | 軟體 | zh_TW |
| dc.subject (關鍵詞) | 狗公園 | zh_TW |
| dc.subject (關鍵詞) | Pet | en_US |
| dc.subject (關鍵詞) | Pet community | en_US |
| dc.subject (關鍵詞) | Pet Service | en_US |
| dc.subject (關鍵詞) | Dog Park | en_US |
| dc.subject (關鍵詞) | Application | en_US |
| dc.title (題名) | 萌寵連接泰國寵物社群線上軟體 | zh_TW |
| dc.title (題名) | Pawsome Connections Online Application for Pet Community in Thailand | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | Reference
Admin, B., & Admin, B. (2022, September 30). Brand spotlight: MyFriend will fulfill all your pet needs. Bitesize. https://bitesizebkk.co/brand-spotlight-myfriend-will-fulfill-all-your-pet-needs/
bangkokbiznews. (2023, January 16). หมดยุคคนอยากมีลูก? ผลสํารวจชี้ คนไทยกว่า 49% เลือกเลี้ยง “สัตว์เลี้ยง” แทนลูก. Bangkokbiznews. https://www.bangkokbiznews.com/business/business/1048207
bangkokbiznews. (2023b, June 26). “Pet Parent” เลี้ยงสัตว์เป็นลูก ดันตลาดโต 6.6 หมื่นล้าน ปี 2026. Bangkokbiznews. https://www.bangkokbiznews.com/health/well-being/1075465
Bangkok Post. (2023, February 8). 'Petsumer' trend emerges. https://www.bangkokpost.com. https://www.bangkokpost.com/business/general/2502654/petsumer-trend-emerges
Hayes, A. (2024, February 27). Human Resource Planning (HRP) meaning, process, and examples. Investopedia. https://www.investopedia.com/terms/h/human-resource-planning.asp#:~:text=Human%20resource%20planning%20(HRP)%20is%20a%20strategy%20used%20by%20a,and%20profitability%20for%20a%20company.
Home dog boarding, pet sitting, dog walking app | PetBacker. (n.d.). https://www.petbacker.com/
Interaction Design Foundation - IxDF. (2021, October 27). What is the Business Model Canvas?. Interaction Design Foundation - IxDF. https://www.interaction-design.org/literature/topics/business-model-canvas
Kemp, S. (2024, February 23). Digital 2024: Thailand — DataReportal – Global Digital Insights. DataReportal – Global Digital Insights. https://datareportal.com/reports/digital-2024-thailand?rq=Thailand
Matichon. (2024, February 27). คนไทยใช้มือถือ 97 ล้านเครื่อง ท่องเน็ตฉ่ำ วันละ 8 ชม. เปิดสถิติคำค้น 20 อันดับ มีอึ้ง!. มติชนออนไลน์. https://www.matichon.co.th/social/news_4445275
Mordor Intelligence Research & Advisory. (2023, December). Thailand Pet Food Market SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS UP TO 2029. Mordor Intelligence. Retrieved May 31, 2024, from https://www.mordorintelligence.com/industry-reports/thailand-pet-food-market
Online, M. (2023, February 10). เจาะเทรนด์ Pet Humanization “สัตว์เลี้ยง” คือสมาชิกในครอบครัว. MGR Online. https://mgronline.com/daily/detail/9660000013428
Pets in Thailand | Expatica. (2024, May 20). Expatica Thailand. https://www.expatica.com/th/love/family/pets-in-thailand-2172842/
Sae-Eae, S., & Sae-Eae, S. (2023, January 1). ธุรกิจสัตว์เลี้ยงปี 2566 สดใสแน่นอน. เดลินิวส์. https://www.dailynews.co.th/articles/1844568/
ttb analytics คาดมูลค่าตลาดสัตว์เลี้ยงปี 2567 ขยายตัว 12.4% | ทีเอ็มบีธนชาต (ttb). (n.d.). https://www.ttbbank.com/th/newsroom/detail/ttba-pet-market-202
Thailand pet food market Insights. (n.d.). https://www.mordorintelligence.com/industry-reports/thailand-pet-food-market
Thailand Pet Market – Pet Fair South-East Asia. (n.d.). https://www.petfair-sea.com/asia-markets/southeast-asia-pet-market/thailand-pet-market/#:~:text=In%202019%2C%20overall%20value%20of,Pet%20Expo%20Thailand%2C%202020).
The definition of organizational management. (2018, August 27). Small Business - Chron.com. https://smallbusiness.chron.com/definition-organizational-management-37684.html
Turner, R. (n.d.). Dogs Archives. Thaiger. https://thethaiger.com/tag/dogs
Wikipedia contributors. (2024, April 21). Pet humanization. Wikipedia. https://en.wikipedia.org/wiki/Pet_humanization#:~:text=Pet%20humanization%20is%20a%20concept,and%20behaviours%20to%20their%20pets.
Will Kenton. (2022). SWOT analysis. Investopedia. https://www.investopedia.com/terms/s/swot.asp
What is Marketing Mix? Definition of Marketing Mix, Marketing Mix Meaning - The Economic Times. (n.d.). The Economic Times. https://economictimes.indiatimes.com/definition/marketing-mix
Wp, & Wp. (2021, October 25). ปรากฏการณ์ “Pet Humanization” ทําไมมนุษย์ยอมเป็น “ทาสหมา - ทาสแมว” ดันตลาดสัตว์เลี้ยงโตมหาศาล - Brand Buffet. Brand Buffet. https://www.brandbuffet.in.th/2021/10/pet-humanization-trend/
ขอเชิญเข้าร่วมกิจกรรม Good Dog Training 101 "สุนัขนิสัยดี" (2022, August 31). hospetal.co.th. https://www.hospetal.co.th/content/4479/good-dog-training-101
จับตา: คนไทยกลุ่ม Pet Parent มีค่าใช้จ่ายรายสัตว์เลี้ยงเฉลี่ยถึง 1-2 หมื่นบาทต่อปี. (n.d.). www.tcijthai.com. https://www.tcijthai.com/news/2024/4/watch/13534
บ้านและสวน. (2021, November 25). วิธีการใช้ แอปพลิเคชัน บ้านและสวน PETS. บ้านและสวน. https://www.baanlaesuan.com/247588/pets/directory-pets/baanlaesuan-pets-application
ผลสํารวจปี 66 เผยคนไทยกว่า 49% เลี้ยงสัตว์แทนลูก แถมทาสทั้งหลายเปย์นายเฉลี่ย 1-2 หมื่น/ตัว/ปี. (n.d.). THAIRATH Money. https://www.thairath.co.th/money/business_marketing/marketing/2601455
ตลาดสัตว์เลี้ยงเติบโต - Marketeer online. (2021, February 5). Marketeer Online. https://marketeeronline.co/archives/208740
มันนี่ สเปซ | ระบบรับชําระเงินออนไลน์ถูกที่สุดในประเทศไทย. (n.d.). https://www.moneyspace.net/dashboard
12 แอปพลิเคชันสําหรับน้องสัตว์เลี้ยง | The 1 Today. (n.d.). The 1. https://www.the1.co.th/en/the1today/articles/2619
อุปกรณ์สัตว์เลี้ยง. (2023, December 11). แนวโน้มธุรกิจจําหน่ายอุปกรณ์สัตว์เลี้ยงในไทย. My Maow Thailand. https://mymaow.com/%E0%B9%81%E0%B8%99%E0%B8%A7%E0%B9%82%E0%B8%99%E0%B9%89%E0%B8%A1%E0%B8%98%E0%B8%B8%E0%B8%A3%E0%B8%81%E0%B8%B4%E0%B8%88%E0%B8%88%E0%B8%B3%E0%B8%AB%E0%B8%99%E0%B9%88%E0%B8%B2%E0%B8%A2%E0%B8%AD%E0%B8%B8
| zh_TW |
