寵物水族業之電子商務模式

外文標題: 
The E-Commerce Model of Pet and Aquarium
校院系所: 
輔仁大學 資訊管理學系
指導教授: 
楊銘賢
出版年份: 
2005年
主題類別: 
摘要: 

寵物水族業的商品特性,是以「生物」做為此產業的核心商品,以販賣動物為主,而服務、商品及飼養知識為附屬商品,隨著市場增長,寵物水族業除了實體商務的開發,也進入電子商務這塊領域。本研究透過文獻探討,建立出五個寵物水族業的電子商務模式,每個模式並經由二至三個個案訪談,做實務上的深入探討,來印證模式的理論架構,並找出模式彼此間經營的策略運用,獲得五個模式與整體產業發展相關命題如下: 一、專業用品及活體的電子商務模式 (一)網站可利用專業知識吸引消費者瀏覽,產生信任及提升購買意願。 (二)競爭者會模仿其經營模式混淆消費者,因此網站需選擇不易模仿性的商品。 (三)網站需有周全的商品描述及保障,讓消費者只需閱讀網頁就了解商品特性和售後服務。 二、寵物水族專業服務的電子商務模式 (一)專業服務無法透過網路提供,實體通路仍具有絕對的競爭優勢。 (二)網站利用專業知識做為實體店面的廣告。 三、領養活動的電子商務模式 (一)網站整合零散的領養資訊和領養人,建立C2C的電子領養平台。 (二)網站利用自動化的刊登系統,讓領養資訊能大量呈現且管理方便。 (三)網站提供流浪動物的相關資訊及處理方法讓領養人產生信任,進而願意在此網站領養動物。 四、虛擬社群的電子商務模式 (一)虛擬社群進入的時間點為社群初期聚集大量會員人數的關鍵因素。 (二)虛擬社群管理風格的形態及網路軟硬體設備的維持,是持續成長和長期經營的關鍵因素。 (三)虛擬社群知識分享的高成熟度,以知識提供者的角色影響產業的市場機制和市場發展方向。 五、零售商的電子商務模式 (一)零售商網站不再以低價為主要的競爭策略。 (二)網站針對客戶群的特性選擇商品,與競爭者做出客戶群的區隔。 (三)寵物用品的形態差異很大,網站需提供更為彈性的客製化服務。 六、寵物水族整體產業 (一)產業中不同形態的電子商務模式,以上下游供應鏈形態做虛擬和實體連結,提供前台連結的商品展示和後勤連結的整合服務。 (二)產業需針對寵物特性提供季節性的商品和服務。 (三)傳統實體通路過於利益導向,導致人材不易保留,專業人士多自行成立公司建立虛擬通路與實體通路抗衡。

外文摘要: 

The core characteristic of pet and aquarium is the live animal. The industry sold animals to people raised, and then gave the services, products, and breeding knowledge for addition value. According to the growing pet and aquarium market, the industry developed from physical channel to virtual channel. This study created five e-commerce model of pet and aquarium from literatures, and used two or three cases to do case study for each model, then conducted field interviews to prove the structure of theory building. Finally this study analyzed the business model for the industry and created some important issues as below: 1. Profession of products and live animals e-commerce model (1) The website uses profession knowledge to attract customers, therefore have confidence and promote purchasing rate. (2) Competitions will simulate business model that confuse customers, therefore the website need to choose products that are hard to imitate. (3) The website needs to provide detail information and protection of products. That can let customers understand the products by only reading the information on web. 2. Profession of service e-commerce model (1) Profession of service can’t provide through the web, therefore the physical channel has the absolute complete advantage. (2) The website uses the profession of knowledge to make an advertisement of physical store. 3. Society for the prevention of cruelty to animals e-commerce model (1) The website combines the separated adopting information and people to build customer to customer electronic adopting floor. (2) The website uses the automatic publishing system and can provide a lot of adopting information and easy to manage. (3) The website provides the prevention information of cruelty to animals that can let adopting people make a trust, and want to adopt animals through the website. 4. Virtual community e-commerce model (1) The entrance time of virtual community is the key factor of gathering a lot of members in the early stage. (2) The management style and hardware maintenance of virtual community are the key factors of growing and long-term management. (3) The virtual community are matured and can play an important influence on the developing direction in the industry. 5. Retailer e-commerce model (1) The retailer website hasn’t used lower price to the key complete advantage. (2) The website focuses the characteristics of customers to choose products, and separate the customer group from competitors. (3) The forms of pet products are different, so the website needs to provide more flexible customized service. 6. The influence of whole industry (1) The connection of the e-commerce supply chain will make more products presentation and integrated services. (2) The industry needs to .provide seasonable products and services. (3) The traditional physical channel was too profitable to keep manpower, so the professionals create virtual channel to complete physical channel.