汪喵星球寵物經濟之創新商業模式｜國立臺灣科技大學博碩士論文系統

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研究生：	郭濬霆 Chun-Ting Kuo
論文名稱：	汪喵星球寵物經濟之創新商業模式 Innovative Business Model of the Dog Cat Star Corporate
指導教授：	周子銓 Tzu-Chuan Chou
口試委員:	李國光 Gwo-Guang Lee 黃世禎 Shih-Chen Huang
學位類別：	碩士 Master
系所名稱：	管理學院 - 管理學院MBA School of Management International (MBA)
論文出版年：	2019
畢業學年度：	107
語文別：	中文
論文頁數：	72
中文關鍵詞：	寵物經濟、品牌建立、創業家精神、商業模式、資源基礎理論、左右開弓
外文關鍵詞：	Pet economy, Brand create, Entrepreneurship, Business model, Resource-Based View, Ambidexterity
相關次數：	點閱：543 下載：7
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台灣的寵物經濟市場規模日益龐大，但寵物生食的部分卻大量仰賴外來進口的生食罐頭，價格始終居高不下，讓消費者只能望之卻步。在創新創業的經濟浪潮下，新創公司如何在舊有的寵物市場生存並且突破框架，本研究將以哈佛個案形式探討新創品牌在寵物經濟之市場實現自我價值的過程。
汪喵星球創辦人孫宗德，在大學期間探索自我，並在畢業後找到創新創業的第一個方向，利用自耕貓草的技術，成功將品牌推廣至消費者心中，打下日後品牌規模經濟的良好基礎。初試啼聲的孫宗德先生，探索著市場的痛點，認為寵物消費市場的生食價格始終太令人難以親近，卻沒有業者可以做出改善，於是孫宗德便毅然決然地投入寵物生食市場產業，透過自創本土品牌、自營工廠建立、自營商城的經營，縮短產品生產到銷售的流程，讓產品不再只有剝削通路費的利潤，消費者也得以購買物美價廉的產品，以雙贏的方式達到宣傳品牌的價值。再透過建立公開透明、獸醫檢定、原料自我送檢等市場創新突破方式，於寵物消費市場樹立新標竿，更加讓產品的價值推向顛峰。成為台灣寵物生食市場龍頭的汪喵星球，下一步將走出台灣，邁入國際，讓世界看到台灣，也向世界傳遞創辦人的價值理念。

The pet market in Taiwan has been growing in recent years, however, the pet raw food still relies on importing from foreign countries. The consumers can only buy small quantities of pet raw food as the price is too high to afford. In this severe situation, how can startups survive in the current market and develop the new brand?
Mr. Sun Zongde, uses the knowledge learned from university and applies the technology of self-cultivating with cat grass to establish the Dog Cat Star corporate. By social media marketing, he promotes the brand to crowd successfully as well as builds a good brand value to customers. The founder of Dog Cat Star corporate believes that the crucial problem of pet market is unaffordable price. Therefore, Mr. Sun Zongde decides to devote into the pet market to lower the price of pet raw food by re-building the process of purchasing. He founds the first pet raw food brand in Taiwan and runs a factory by himself. In addition, he sells the products on the Internet to save the cost of distributors and retailers which make the win-win situation of both company and customers. Nowadays, Dog Cat Star corporate has become a leading brand in the pet market in Taiwan. It would like to enter the international market to transmit the core value of the company.
This case is based on Harvard Case Study to discuss the process of creating new brands in pet market by theoretical topics of Entrepreneurship, Business model, Resource-Based View and Ambidexterity. During the process of discussion, students can understand how to start a new business and create a new brand in the saturated market.

目錄 摘要..............................................................................................................I Abstract ....................................................................................................... II 致謝........................................................................................................... III 目錄...........................................................................................................IV 表目錄 .......................................................................................................VI 圖目錄 ..................................................................................................... VII
壹、個案本文............................................................................................ 1
一、序場-初出茅廬................................................................................................... 1 二、雄心壯志-談創業起源....................................................................................... 3 分析自我，放手拼搏................................................................................................ 3 初試啼聲...................................................................................................................... 4 三、從草創到政府認可 ............................................................................................ 5 四、品牌背景 ............................................................................................................ 8 超越商業，改變生態願景 ....................................................................................... 8 技術引進，建立標準................................................................................................ 8 概述台灣寵物市場生態............................................................................................ 9 五、越挫越勇..........................................................................................................11 通路商的一課........................................................................................................... 11 六、品牌經營 .......................................................................................................... 12 台灣寵物乾濕食市場現況 ..................................................................................... 12 不怕跟進，公開透明.............................................................................................. 12 在地食材，強強合作.............................................................................................. 13 七、虛實整合-線上與線下..................................................................................... 16 一條龍模式直搗市場痛點 ..................................................................................... 16 市場現況.................................................................................................................... 17 優劣分析.................................................................................................................... 17
IV
成為茫茫平台中的閃耀之星................................................................................. 17 八、社群活絡 .......................................................................................................... 19 建立社群認同........................................................................................................... 19 關鍵夥伴的掌握....................................................................................................... 22 食人魚行銷的風險 .................................................................................................. 22 社群紅利的掌握與渠道的選擇 ............................................................................ 23 九、展望未來，邁步國際 ...................................................................................... 25 不怕抄襲，一起改變台灣 ..................................................................................... 25 下一步，台灣之光 .................................................................................................. 26 十、附錄 .................................................................................................................. 28
貳、個案討論.......................................................................................... 29
一、個案總覽 .......................................................................................................... 29 二、教學目標與適用課程 ...................................................................................... 31 三、學生課前討論問題 .......................................................................................... 34 四、個案人物背景 .................................................................................................. 35 五、個案分析 .......................................................................................................... 37
教學目標一:資本結構.......................................................................................... 39 教學目標二:商業模式.......................................................................................... 42 教學目標三:資源基礎理論................................................................................. 47 教學目標四:左右開弓.......................................................................................... 49
六、課程討論 .......................................................................................................... 51 七、教學建議 .......................................................................................................... 52 八、板書規劃 .......................................................................................................... 57
參、參考文獻.......................................................................................... 59
一、英文參考文獻 .................................................................................................. 59 二、中文參考文獻 .................................................................................................. 60 三、網站部分 .......................................................................................................... 61
                                

一、英文參考文獻
1. Croitoru, A. (2012). Schumpeter, JA, 1934 (2008), The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle, translated from the German by Redvers Opie, New Brunswick (USA) and London (UK): Transaction Publishers.Journal of Comparative Research in Anthropology and Sociology,3(2), 1-13.
2. O'Reilly III, C. A., & Tushman, M. L. (2013). Organizational ambidexterity: Past, present, and future. Academy of management Perspectives, 27(4), 324-338.
3. Wernerfelt, B. (1984). A resource- based view of the firm. Strategic management journal, 5(2), 171-180.
4. Baker, T., Miner, A. S., & Eesley, D. T. (2003). Improvising firms: Bricolage, account giving and improvisational competencies in the founding process. Research policy,32(2), 255-276.
5. Schumpeter, J. A. (2010). Capitalism, socialism and democracy. Routledge.
6. March,J.G.(1991).Exploration and exploitation in organizational learning.
Organization science,2(1),71-87.
7. Barney, J. (1991). Firm resources and sustained competitive advantage.
Journal of management,17(1), 99-120.
8. Roberts, E. B., & Berry, C. A. (1984). Entering new businesses: selecting
strategies for success.
9. Osterwalder, A., & Pigneur, Y. (2010).Business model generation: a
handbook for visionaries, game changers, and challengers. John Wiley & 59
Sons.
10. Schumpeter, J. A. (2000). Entrepreneurship as innovation. 二、中文參考文獻
1. 吳奕慧(2004)，「華人創業家適性量表的建構」，國立台灣大學商業研究所，台北。
2.柯景瀚(2016)「,個性化產品創新商業模式-陳敬凱手工皮鞋工作室」，國立臺灣科技大學:管理學院MBA碩士班，台北。
3. 林東蘅(2017)，「王功地區的文化再造與未來發展個案分析」，國立臺灣科技大學:管理研究所，台北。
4. 劉芬美(2017)「企業永續成長模式探討:資源投入-雙元能力 -企業績效間之動態關聯」，管理與系統第廿四卷第三期民國一○六年七月 433-454 頁。
5. 朱騰宇. (2011). 員工自我導向學習能力, 組織雙元性與企業動態能力相關性之研究 (Doctoral dissertation, 撰者).
6. 黃予平(2017),「3D列印技術走向直接數位製造 ─XYZprinting三緯國際個案」, 國立臺灣科技大學:管理學院MBA碩士班，台北。
7. 莊尚平. (2000). 資源基礎理論下持久競爭優勢之整合性架構初探, 國立臺灣科技大學工業管理研究所.
8. 吳佩勳, 利尚仁, & 劉忠賢. (2004). 以資源基礎理論觀點分析通路品牌與競爭策略經營: 突破八國聯軍的本土量販霸主─ 大潤發. 科技整合管理國際研討會》, 頁, 615-638.
9. 劉士豪. (1994). 資訊系統與組織競爭優勢關係之研究—資源基礎理論之應用 (Doctoral dissertation, 政治大學企業管理研究所博士論文).
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三、網站部分
1. https://www.logisticnet.com.tw/publicationArticle.asp?id=269 蔡鈴娟田永平工業技術研究服務系統科技中心台灣寵物市場供應鏈與發展物流技術與戰略
2. https://stats.moe.gov.tw/qframe.aspx?qno=MgAwADgA0 教育部統計查詢網
3. https://pride.stpi.narl.org.tw/topic2/downloadSource/4b1141ad6079749c0 160a18cf57e0bde 王皓怡2018 年全球創業精神暨發展指數排名分析國家實驗研究院科技政策研究與資訊中心
4. http://www.cdns.com.tw/news.php?n_id=3&nc_id=99033 戴淑芳自力耕生創業變身寵物生食龍頭中華日報
5. https://wiki.mbalib.com/zh-tw/ 智庫百科
6. https://www.bnext.com.tw/article/46023/business-model-you 描繪專屬
於你的商業模式!九大構成要素一次看 20170907 數位時代
7. https://animal.coa.gov.tw/html/index_06_1_Y106.html 行政院農委會動
物資訊保護網

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