新型態狗飼料市場之競爭之優勢分析 -以A品牌新型狗飼料為例

校院系所: 
國立中央大學 經濟學系
指導教授: 
滕曉雲
出版年份: 
2013年
主題類別: 
摘要: 

近年來寵物市場的興起,無論是寵物食品、衣服…等各類產品的消費力都有一定程度得成長,再來就是寵物與人之關係之轉變,從原本功能取向逐漸改為情感取向,價值取向的轉換導致於寵物消費的節節攀高以及寵物衍生的商機不斷浮現,傳統的飼料似乎不能再滿足現在注重高品質飼料之消費者,新型態寵物食品市場似乎逐漸浮出檯面。

本研究採個案分析研究方法為主搭配特徵分析法,分別就傳統與新形態之區別做分析,傳統方面就是一般的乾飼料或者是罐頭,而新型態在本文章是以A牌之寵物鮮食系列為代表,並採用敘述性研究,搭配網路問卷調查方法,以台灣寵物食物產業為分析主軸,搭配其他國家的發展情形來分析寵物食物產業在台灣的發展趨勢。

本文將寵物產業之消費特徵分為21項狗食品消費族群所有可能會影響其產品滿意程度之需求特徵,分別為飼料食材、食材內容物、烹調方式、產地、資訊提供程度、商品份量、飼料外觀、飼料功能、價格、保存、品牌經營、購買方式、便利性、售前服務、售後服務、包險、通路商、相關認證、會員禮物以及產品折扣,再各別將其細分為81項產品/服務特徵,找出關鍵特徵之後幾乎所有飼主特徵的滿意度皆低於重視程度,可以發現在寵物食物這項產業上,發展尚未成熟,還具有潛在開發的空間,而且新型態狗食物明顯的勝於傳統型態狗食物,相對劣勢的只有在於「產品相關新聞及媒體撥放程度」「通過美國FDA、USDA、AAFCO、HACCP或是相關國際機構認證」「保存方式便利與否」「加強腸胃道功能幫助消化」「保存期限的長短」…等特徵,但目前市場尚未反映出,筆者估計狗食物產業將會漸漸朝向新形態狗寵物食品的型勢發展。

外文摘要: 

In recent years, the pet market has increasing in which pet food, clothes …et All kinds of spending power has a certain extent have to grow again after changeing in the relationship of pets and people. The emotional orientation gradually changed from the original function of the orientation ,and the value of orientation conversion resulted in steadily rising consumption of pet and pet derivatives business opportunities continue to emerge, and the traditional feed does not seem to meet the consumers now focus on high-quality feed new types of pet food market seems to be gradually surfaced.

This study used the case study research methods mainly with characteristic analysis, analysis of the difference between tradition and new forms.Traditional dry feed or canned, and new patterns in this article is based on A brand pet fresh series and descriptive study, with the Internet survey method.

This paper would use consumption characteristics of the pet industry divided into 21 dog food consumer groups which may affect the demand characteristics of the satisfaction of its products, feed ingredients, the weight of the contents of food ingredients, way of cooking, place of origin, the information provided degree of commodity, appearance feed functionality, price, save, brand management, purchase, convenience, pre-sales services, after-sales service, package insurance, distributors and related certification, Member gifts and product discounts, and then individual subdivision of 81 products / service characteristics. To identify key features of almost all the satisfaction of pet owners are less than the degree of attention, caould be found in the pet food The development of pet food indurstry is not yet mature, but also has the potential development of the space, and the new type of dog food is obvious better than traditional types of dog food. The relative disadvantage is that "the degree of product news and media player" by the U.S. FDA, USDA, AAFCO, HACCP or relevant international agencies certified "only" way to preserve facilities "to strengthen gastrointestinal function to help digest the "length of shelf life and other features, but the market is not yet reflect .The author estimated that the dog food industry will gradually toward the the type potential development of a new form of dog pet food.