複合式寵物餐廳商業模式及策略之研究

Abstract

根據內政部統計，臺灣總人口數因少子化，已呈現負成長，然而寵物市場卻節節高升，許多寵物業者紛紛轉型為複合式之型態來經營，本研究定義之「複合式寵物餐廳」，為同時兼具人類及寵物餐點、寵物美容、寵物住宿這三類營業項目的店家。惟國內較少探討複合式寵物餐廳之文獻，亦缺乏不同個案之間的分析，為填補這一研究缺口，本研究目的為：(1) 瞭解複合式寵物餐廳所提供的服務類別及商業模式；(2) 探討複合式寵物餐廳之價值主張及價值創新策略為何；(3) 探討不同的價值創新策略是否能創造出新的商業模式；(4) 探討複合式寵物餐廳市場之未來趨勢為何。本研究以立意抽樣，於臺灣北部、中部、南部，選取6家複合式寵物餐廳，作為本多個案研究的案例，先進行參與觀察法，並以商業模式九宮格之概念設計訪談大綱，邀請經營者作為本研究之關鍵信息提供者，進行半結構式訪談，直至資料飽和，並以主題分析法分析逐字稿，再以三角檢定、參與者檢核、同儕審視等方式提升研究信實度，並比較其異同。本研究發現複合式寵物餐廳雖具有相同的營業項目，但在資源有限的環境下，經營策略的不同會影響品牌之定位與營運方向，若要成功進入藍海市場，其商業模式須進行創新，本研究發現6個案例的創新模式中有2個為多點導向、1個為產品導向、3個為顧客導向、1個為財務導向；有2個案例符合其中2種轉型，分別為服務化轉型、循環化轉型。本研究期望能在學術上填補相關研究缺口；實務上可以提供其他寵物餐廳、寵物美容等業者轉型或整合為複合式寵物餐廳經營，制定未來營運策略之參考依據。According to statistics from the Ministry of the Interior, Taiwan's total population has started to decline due to low birth rates. However, in this environment, the pet market has been steadily rising against the trend. Consequently, many pet product businesses are transforming into composite models of operation, indicating that consumer behavior in the pet market is becoming increasingly diversified. This study defines "composite pet restaurants" as establishments that simultaneously offer three major services: meals for both humans and pets, pet grooming,and pet accommodation. Currently, there is a lack of literature on composite pet restaurants and comparative analyses of different samples in Taiwan. To fill this research gap, the objectives of this study are: (1) to understand the service categories and business models offered by composite pet restaurants; (2) to explore the value propositions and value innovation strategies of composite pet restaurants; (3) to investigate whether different value innovation strategies can create new business models; and (4) to explore future trends in the composite pet restaurant market.This study employs purposive sampling to select six composite pet restaurants in northern, central, southern, and eastern Taiwan as cases for a multiple case study. Initially, participant observation was conducted, and an interview guide was designed based on the concept of the Business Model Canvas. Six composite pet restaurant operators were invited as key informants for semi-structured interviews until data saturation was reached. Thematic analysis was used to analyze the verbatim interview transcripts. The reliability of the study is enhanced through triangulation, member checking, and peer review, and Differences between cases were then compared.This study found that although composite pet restaurants offer similar business services, their differing business strategies in resource-constrained environments can affect their brand positioning and operational directions. To successfully enter the blue ocean market, their business model must be innovative. Among the six case studies analyzed, two were multi-point oriented, one was product-oriented, three were customer-oriented, and one was financially oriented. Two of the case studies underwent two types of transformation: service transformation and circular transformation.Given the limited academic discussion on composite pet restaurants, this study hopes to fill relevant research gaps academically. Practically, it aims to provide a reference for other pet restaurants, pet grooming, and other businesses for future transformation or integration into composite pet restaurant operations and for formulating future operational strategies.