新零售時代下的台灣寵物食品品牌創新網路商業模式─以活力零食和汪喵星球比較為例

Abstract

全球寵物市場持續成長，從2022年到2027年的預計年複合成長率高達6.1%，而根據我國農委會統計2023年全台寵物產業市值已達600億商機。為探索台灣寵物食品產業如何適應新零售時代的來臨並建立網路商業模式，本研究選擇傳統寵物食品廠商發展電子商務的主流品牌「活力零食」和積極進行垂直整合的新興寵物電商「汪喵星球」作為研究對象，分別比較兩家不同廠商的競爭優勢、經營策略以及所面臨市場變化的挑戰。本研究結果有助於寵物食品業者了解如何在新零售時代下強化品牌競爭力、推動數位轉型，以擴大市場影響力。The global pet market continues to grow, with a projected compound annual growth rate of 6.1% from 2022 to 2027. According to the Council of Agriculture, Executive Yuan, the value of Taiwan's pet industry has reached 60 billion NTD in 2023. To explore how Taiwan's pet food industry adapts to the emergence of the new retail era and establishes online business models, this study focuses on two major players: "Vital Snacks," a traditional pet food manufacturer developing e-commerce, and "Pet Planet," an emerging pet e-commerce platform actively engaging in vertical integration. The study compares the competitive advantages, business strategies, and challenges faced by these two different companies. The findings of this research will help pet food businesses understand how to enhance brand competitiveness and drive digital transformation in the new retail era to expand their market influence.