中途之家寵物餐廳關鍵成功因素

Abstract

臺灣目前不婚、少子化的比例攀升，使得民眾飼養寵物的比例相對提高，故也帶動起寵物餐廳以及其他寵物相關市場的商機。卻也因不肖業者不當的繁殖、不負責任的飼主棄養以及未結紮的流浪貓犬繁殖導致流浪動物的產生。因此，許多寵物餐廳結合動物保護協會中途之家，建立一個新的平台與領養機制，宣導以認領代替購買的方式來幫助流浪貓犬。根據財務部2016年調查顯示，近年來疑似陸客不來臺消費之影響，餐飲業歇業比重在一般行業中為近年之冠。本研究目的：一、探討中途之家寵物餐廳的成功關鍵因素。二、提供未來相關業者之參考與建議。本研究將採用半結構式深度訪談法，訪談10位臺灣中途之家寵物餐廳經營成功者。收集受試者之資訊並以錄音、拍照確保訪談內容無誤後，將內容以逐字稿之方式呈現，再運用內容分析法將訪談內容編碼後進行整理分析，找出影響中途之家寵物餐廳關鍵成功因素。本研究結果發現中途之家寵物餐廳創業者特質上皆對於救援流浪動物有高度熱忱、多數不以營利為目的、會積極透過社群媒體來行銷並且維護顧客關係並有效控管店家動物數量。此結果與一般強調獲利的餐廳不盡相同，也得知能提供一個好的平台讓更多流浪貓犬被領養才是中途之家寵物餐廳創業者的最終目標。 關鍵詞： 流浪貓犬、中途之家、寵物餐廳、關鍵成功因素 The current increase in the proportion of unmarried and the trend towards fewer children in Taiwan has resulted in a relatively high proportion of people raising pets, and it has also stimulated business opportunities in pet restaurants and other pet-related markets. However, the breeding of stray animals has also been caused by the improper breeding of unscrupulous traders, the abandonment of irresponsible owners, and also the breeding of stray cats and dogs. Therefore, many pet restaurants combine the home of the animal protection association to establish a new platform and adoption mechanism. This also allowed them to advocate the concept of adopting instead of purchasing pets to the general public. However, the operating capital of the pet-operated restaurants is relatively high. The key success factors of animal shelter pet restaurants and general pet restaurants are also not the same. In addition, most of the related research in the past have focused on the key success factors of the cafes, and there are no relevant researches investigating about the key successful factors of animal shelter restaurants. The purposes of this research are as the following. (1) to explore the key factors of the success of Animal shelter restaurant. (2) to provide reference and suggestions for re-lated future business operators. This study will use a semi-structured interview method to interview ten successful animal shelter pet restaurants in Taiwan. After collecting the infor-mation of the related subjects, and recording and photographing to ensure that the contents of the interviews are correct, the contents are presented in a verbatim transcript. Then the con-tents of the interviews are coded and analyzed using the content analysis method. Through this study, the influential animal shelter is identified. The key success factors of the animal shelter restaurant are taken as a strategic reference for future business operators. The results of this study found that entrepreneurs in Animal shelter Pet Restaurants are highly enthusias-tic about the rescue of stray animals. Most of them don’t aim for making profit. They ac-tively use social media to market and maintain customer relationships and effectively control the number of animal stores. This result is not the same as a restaurant that generally empha-sizes profitability. However,it provides a good platform for adoption of more stray cats and dogs is the ultimate goal of animal shelter pet restaurant entrepreneurs in pet restaurants. Key words: abandoned animals, animal shelter, pet restaurant, key successful factors