碩士 / 國立高雄第一科技大學 / 管理學院高階主管經營管理碩士在職專班 / 106 / Pet industry consists of pet supplies, living pets, pet care and aquatic reptiles. There are different business models in different stores, including the single-mode business intended for merely one category of business, as well as the multi-mode business combining some of pet supplies, living pets, pet care, and aquatic reptiles. Whether or not different business models lead to the disparity in operational performances is open to question.
In this study, the case study method is utilized to investigate the multi-mode business of chain stores. From the perspectives of business model diagram, diversification strategy, differentiation strategy, low-cost competition strategy, and disruptive innovation, this study analyzes the operational performance among pet supplies, living pets, pet care, and aquatic reptiles.
The object of this study is Oscar Pet Chain Store. They established chain stores for multi-mode business containing pet supplies, living pets, pet care, and aquatic reptiles in Taiwan. Based on various combinations of business patterns in the whole Taiwan market, this study analyzes the operational performance of multi-mode business and explores how to improve strategies. Discussion and analysis are also carried out among the stores manifesting different pattern combinations. With the per customer transaction as the indicator, the study tries to find out the factors enhancing per customer transaction through different sales mix, in order to improve operational performance and strategies.
The results show that there is no significant positive correlation among pet supplies, living pets, pet care, and aquatic reptiles. However, some correlations are detected among pet care, living pets, and pet supplies, demonstrating that performance is influenced by diversified products and services as well as diversification strategies which constitute the value proposition of business model, and generating differentiated strategies from other pet stores. In pet supplies, pet feed is the main factor affecting per customer transaction. Operational performance could be improved, on the one hand, by changing pet feed to increase the unit price of retail product, or on the other hand, by entering low-level market with disruptive innovation and satisfying customers with different demands through differentiation to increase market share for low-cost competition strategy. As a result,customers could change products during competition, and sales amount could rise up to improve the operational efficiency.
| Identifer | oai:union.ndltd.org:TW/106NKIT1627013 |
| Date | January 2018 |
| Creators | LIU,FANG-YU, 劉芳瑜 |
| Contributors | YANG,ALBERT JING-FUH, 楊景傅 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 90 |
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