The low birth rate is a global trend Taiwan has entered the low birth rate society! The low birth rate have a deep impact not only on individuals, families, society, nation, or even a whole industry. According to the Ministry of the Interior (2010) data show that the total fertility rate of women in our country from 1960 to 1965 of 4.825, down to 0.895 in 2000-2010, fertility rates highest in the world of the reciprocal of the first, even more than the aging neighbor country Japan is even lower. Estimated to 105 years of the Republic of Taiwan's population will probably enter "zero growth"! Today's changing social structures, not married and no children of the proportion continues to increase, the motives of the pet is not just for economic or practical purposes, but accompanied by the emotional pets and owners to produce a interdependent relationship. Their beloved pet is willing to increase spending, thus creating a huge consumer market. Expected in the future, the fertility rate continued low standard of people keeping pets will be more market demand for more vigorous, it is bound to create more pet business opportunities. The purpose of this study is to investigate the low birth rate to bring the pet business opportunities, "the case of its competitors, strengths and weaknesses and its opportunities and threats SWOT analysis to understand the circumstances of its comparative advantage. Furthermore, the use of the SWOT matrix analysis graph matching, correlation analysis of the pet industry, summed up the advantages and disadvantages of the pet industry, combined with the related policy analysis theory. Finally, conclusions and provide recommendations in the strategy of the industry. This study eventually granted to the following six factors suggested that the industry reference in the business: (¤@) management style (¤G) market segment (¤T) education and training (¥|) strategic alliance (¤­) Promotion (¤») pet related systems and laws Keywords: low birth rate, fertility, pet, business opportunities, the SWOT, the pet industry

The aim of the thesis is to analyse selected important issues caused by expansion of Internet during past years and its implications in increased usage by companies. The goal is to describe possible framework for performing sufficient analysis of the company and to define and create international marketing strategy using concrete example of company from the pet industry.

本研究主要在探討養貓和養狗的飼主，他們對於目前台灣比較熱門的寵物商機的購買意願是否會受到「生活型態」、「認知」、「態度」、「他人影響」和「滿意度」的影響而有所不同。而購買意願又分成了「無使用經驗」者的購買意願和「有使用經驗」者的再購意圖二種。 本研究運用飼主一對一訪談、網路飼主意見調查、網路次級資料蒐集及國內外文獻資料來設計問卷內容，接著運用網路問卷和紙本問卷進行問卷樣本的蒐集，進而運用蒐集而來的樣本進行資料分析而得到研究結果。 本研究結果證實，生活型態和認知會影響飼主對於寵物商品或服務的態度，而態度和他人影響則對於無使用經驗飼主的購買意圖有影響，而態度的影響程度大於他人影響的影響程度；至於有使用經驗飼主的再購意圖則是受到態度、他人影響和滿意度的影響，而滿意度的影響程度最大，再來是態度，最後才是他人影響。在生活型態探討方面，本研究發展出了養貓和養狗飼主四類的生活型態，分別為：集群1-「社交名媛/公子」型、集群2-「心有餘力不足」型、集群3-「寵物兒子」型和集群4-「居家良伴」型四類生活型態集群。而在四群生活型態的飼主中，集群1和集群2對於寵物商機的態度或使用經驗普遍都比集群3和集群4來的好或來的有經驗。在五類寵物商機中，除了寵物安親班之外，知曉的普及率都到90%以上，然而有使用過的比例中，除了保健食品和美容在60%右左，其餘的(寵物旅館、寵物安親班、寵物安樂園)比例都在20%以下。有使用過五類寵物商機的飼主，平均月收入都在三萬元以上。 / The main purpose of this study is to probe into the buying intention of pet-owners of cats and dogs, whether it would be affected by lifestyles, cognition, attitudes, influences of others, and satisfaction. The buying intention of pet-owners is divided into “non-experienced” and “experienced “pet-owners. The content of the questionnaire is based on one-on-one interviews, on-line surveys of pet-owners’ opinions and the second-hand data collection home and abroad. I use on-line and paper questionnaires to collect samples, and then use those samples to conduct data analysis. Research findings indicate the following. Lifestyle and cognition will affect pet-owners’ attitudes toward pet products and services. Attitudes and influences of others will affect non-experienced pet-owners’ buying intention. The influence degree of attitude is greater than that of the influences of others. The buying intention of experienced pet-owners’ are affected by attitudes, the influences of others and satisfaction. The greatest influence degree is from satisfaction, then from attitudes, and the least influence is from the influences of others. This study develops four types of lifestyles of pet-owners. They are “social celebrity” (group 1), “those who have willing spirits but with weak flesh” (group 2), “those who treat their pets as their sons and daughters” (group 3), and “those who treat their pets as home companions” (group 4). The attitudes and using experiences of group 1 and group 2 are better than that of group 3 and group 4. Among the five types of pet products and services, except for the pet daycare service, the familiarization rate of other pet products and services are all above 90%. The using rate of pet health foods and pet grooming are around 60%; the rate of pet boarding, pet daycare and pet funeral service are under 20%. The average monthly salaries of pet-owners who have using experiences of pet products and services are above thirty thousand dollars.