臺灣博碩士論文加值系統

隨著現代人們對生活品質和心理健康的日益關注，寵物產業正經歷著蓬勃發展的時期。目前，寵物產業已成為一個多元化和高度專業化的行業，包括飼料、保健、美容、培訓、醫療等方面。然而，寵物產業也面臨著許多挑戰，例如市場競爭激烈、消費者對產品和服務品質的要求越來越高等。因此，寵物產業需要不斷創新和提高產品和服務品質，以滿足消費者不斷變化的需求，而這過程中，需要完整制定的行銷計畫，才能讓企業持續生存。
　　本研究的個案P集團，旗下具有動物醫院、零售賣場、寵物美容，為一間全方位寵物服務企業。該集團的創辦人為一名獸醫師，為了讓毛孩因照護之下多陪伴主人多5年的理念下，以及減少網路上資訊的不對稱，決定以獸醫師的專業研發產品。本研究以Kotler等人(2022)的G-STIC架構來發展貓罐頭新產品上市的行銷計畫，從市場環境分析到產品推廣的各個方面進行規劃，包括了解市場產業狀況、消費者需求、競爭概況、目標市場、定位策略、行銷通路等，從而建立完整的行銷計畫。根據研究結果，使用G-STIC架構可以有效地管理新產品上市專案的進度和相關資源，從而提高工作效率。此外，這種架構也有助於後續的績效評估和環境監控，使P集團能夠根據已有的方向進行必要的調整，從而確保產品能夠獲得消費者的回購和好評。
關鍵字：G-STIC架構、寵物產業、行銷計畫、目標市場、定位

With the increasing focus on quality of life and mental well-being among modern individuals, the pet industry is experiencing a flourishing period. Currently, the pet industry has become a diverse and highly specialized field, including aspects such as pet food, healthcare, grooming, training, and veterinary services. However, the pet industry also faces many challenges, such as intense market competition and rising consumer demands for product and service quality. Therefore, the pet industry needs continuous innovation and improvement of products and services to meet the ever-changing needs of consumers. This process requires a comprehensive marketing plan to ensure the sustainable survival of businesses.
This research focuses on Case Study P Group, which encompasses animal hospitals, retail stores, and pet grooming services, making it a comprehensive pet service enterprise. The founder of this group is a veterinarian who is driven by the vision of extending the lifespan of pets under proper care, allowing them to spend an additional five years with their owners, and reducing information asymmetry found on the internet. As a result, the founder decided to develop products based on the expertise of veterinarians.This study utilizes Kotler et al.'s (2022) G-STIC framework to develop a marketing plan for the launch of a new canned cat food product. It covers various aspects from market environmental analysis to product promotion, including understanding the market industry status, consumer demands, competitive landscape, target market, positioning strategy, and marketing channels, in order to establish a comprehensive marketing plan. Based on the research findings, using the G-STIC framework effectively manages the progress of new product launches and related resources, thereby improving work efficiency. Additionally, this framework facilitates subsequent performance evaluations and environmental monitoring, enabling P Group to make necessary adjustments based on the established direction, ensuring that the product garners repurchases and positive reviews from consumers.
Keywords：G-STIC Framework, Pet industry, marketing plan, target market, positioning

目錄
中文摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
第壹章　緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究流程 3
第貳章　產業分析 5
第一節 寵物罐頭市場概況 5
第二節 貓飲水量對貓的影響 7
第三節 貓慢性腎臟病 8
第四節 公司背景 10
第參章　G-STIC架構說明 11
第一節 目標 11
第二節 策略 12
第三節 戰術 15
第四節 執行計畫 19
第五節 確認控制 19
第肆章　研究結果 22
第一節 目標 23
第二節 策略 24
第三節 戰術 28
第四節 執行計畫 38
第五節 確認控制 48
第伍章　結論與建議 50
第一節 研究結果 50
第二節 研究限制 51
第三節 後續研究之建議 51
參考文獻 52

表目錄

表 1　獸研所腎臟保健主食罐樣品檢驗項目 31
表 2　獸研所腎臟保健主食罐量產檢驗項目 32
表3　獸研所腎臟保健主食罐適口性測試試吃步驟說明 41
表4　獸研所腎臟保健主食罐第二&第三次雞肉口味檢驗結果比較 42
表5　獸研所腎臟保健主食罐第二&第三次魚肉口味檢驗結果比較 43
表6　獸研所腎臟保健主食罐第二&第三次海陸口味檢驗結果比較 44
表7　獸研所腎臟保健主食罐量產罐身顯示的成分標示 45
表8　獸研所腎臟保健主食罐添加物比較與檢討 46

 
圖目錄

圖 1　研究流程 4
圖2　辨識目標市場的5C架構 12
圖3　3V市場價值原則 14
圖4　設計、溝通以及傳遞價值的過程 15
圖5　市場價值地圖 18
圖6　G-STIC的行銷計劃流程圖 21
圖7　腎臟保健主食罐於慢性腎衰竭病之目標客群 25
圖8　獸研所腎臟保健主食罐與兢爭者的差異 26
圖9　市面上貓罐頭單價比較 34
圖10　獸研所腎臟保健主食罐宣傳文案 35
圖11　獸研所腎臟保健主食罐顧客好評 36
圖12　獸研所腎臟保健主食罐特色文宣說明 37
圖13　獸研所腎臟保健主食罐於門市通路銷售情境模擬狀況 39
圖14　專案排程規劃流程圖 40

參考文獻
中文文獻
1.Philip Kotler ,Kevin Lane Keller ,Alexander Chernev(2022)‧行銷管理(16版) ‧(楊景傅、徐世同 譯) (2023). ‧台北市：華泰文化事業股份有限公司。
2.陳春生，2003，從寵物飼主認知行為看寵物用品產業發展，國立政治大學商學院經營管理碩士學程全球台商班。
外文文獻
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網路資料
1.農委會 動物保護資訊網(https://animal.coa.gov.tw/Frontend/Know/Detail/LT00000664?parentID=Tab0000004)
2.數位時代(https://www.tier.org.tw/comment/tiermon1000.aspx?GUID=2038c655-0e4b-4ed6-bcb1-5c95af7484d0)
3.台灣經濟研究院(https://www.tier.org.tw/comment/tiermon1000.aspx?GUID=2038c655-0e4b-4ed6-bcb1-5c95af7484d0)