| 摘要: | 中國的寵物行業相較於其他產業的發展晚了許多。整體市場的發展與西方歐美國家相較之下更是落後許多。但是中國的寵物產品代工行業早就源自於1980年代末期，很多的美國廠家紛紛進入中國來尋找寵物用品與飾品的代工廠商。自從進入了2000年開始，中國的寵物產業由於國家整體的經濟快速增長之下，也跟著一同進入了快速的爆發與成長期。根據規律，一個地區的人均GDP進入了3,000到8,000美元之間時，寵物經濟就會進入了快速地爆發期。直到2010年為止，中國的三級城市目前有紀錄的最低人均GDP的城市是湖南的益陽，收入為8,250美元。它的排名是第115，也就是說這些城市都早已進入了寵物市場所界定的快速成長期。然而市場的實際狀況卻不是如此。如依照著西方的腳步，中國早該出現了大型連鎖寵物店，但是事實卻是相反的。本研究將參考過去歐美市場發展的腳步與經驗來相對照今日中國寵物市場的前景與可開發性。透過文獻多年來對於寵物市場發展的看法，相較於中國特殊的國情與人文條件，如此龐大的市場，為何至今依然像是個未被開發的處女地一般，靜靜地等待著了解如何進入這個市場的有緣人來幫助這個市場達到它應有的成長與規模。根據文獻所提，哪些要素是中國所缺乏的，那些現象是西方社會所不曾面對的。本研究第二章會針對供應鏈的由來及在中國的零售連鎖業所面臨的一些問題的相關的文獻來做說明，然後再介紹寵物市場的範圍，並且對於相對成熟的歐洲與北美寵物市場做一個概述。最後就是介紹中國寵物市場的概況。本研究的第三章討論的是當大型連鎖寵物店要進入中國市場時，可能要面臨的問題與障礙。研究中，將以SWOT方式針對大型連鎖寵物店進入中國市場優勢、劣勢、機會、與威脅的四個面向來做一探討。另外也會針對影響大型連鎖寵物店進入中國市場的關鍵因素做一個大膽的假設。本研究的第四章中將會以國外供應鏈行之多年的SCOR模型作為架構來做一介紹，並且探討，SCOR模型在大型連鎖寵物店中應當如何的安排，並且介紹CPFR整體的架構以及概念，並且討論如果在中國要建立大型連鎖寵物店CPFR所應扮演的角色。第五章將針對全文做一總結並且對於研究中所面臨的一些限制提出個人的看法。再來是對於整個研究我們所認知到的市場現狀做一個總結性的說明。最後將對於未來可以研究的方向提出一些相關的建議。Compares to other industry, the development of pet industry in China is behind the normal schedule. If we compare with North America or European market, the development of China Pet market also is way behind. However, there were lots of pet products OEM manufacture started from late 1980. At the time, there were lots of American company come to China to looking for the OEM manufacture for the pet accessory or products. From year 2000, China Pet Industry started to get into a fast growing market due to the fast Nation development. According to the past experience, when average GDP become between USD 3,000 to 8,000, pet economy will get into an explore and fast growing period. Until year 2010, the third level city name called Yi-yang, their GDP is USD 8,250 and the rank of Yi-Yang is 115, which means there are 115 cities should get into the pet product market fast growing or even exploring period, however, this never happened in China. If we follow the step of western countries, China market should have lots of large chain stores for pet product, but the fact is there are none.In this research, we will follow the past experience from the European and North America countries to compare the pet market in China today to find out the future opportunity and possibility. Go through the document or articles in the past about the theory for the pet market development, compares to China special national condition and humanities, for such big market, why there still like an empty land lie in there as a quiet lady, without any business come to explore. This empty land is waiting for someone who willing to find out this new empty land to assist it can be develop and grow to what it supposed to be. According to the literature, which key elements were leak from China, and what are those problems is those Western countries has never been face to.In the second chapter, we focus on where the supply chain came from and the large chain store with retail business who has to facing lots of problems in China from related literature. Then it will introduce the scope of pet market, then introduce the market for North America and European market which is two of the most mature pet market in the world. Then we will introduce the current status for China pet market.In Chapter 3, it will discuss when a large pet shop chain store system when they want to get into China market, what kind of possible problem will hey facing. In the research, we will use SWOT method to analysis the large pet shop chain store in China, and also will discuss the major key element which might affect large pet shop chain store who want so get into China market.In the Chapter 4, will introduce SCOR business model which already been run for many years in foreign countries and discuss how SCOR will be implement in china market. We also will introduce the CPFR for its structure and concept. We also will discuss when a large pet shop chain store wants to get into China market, what role for CPFR should be played.In Chapter 5, I will conclude some major points in this research, and also will share with some personal point of view with research restrict. Then I will give some conclusion for some issues from what we found from this research topic. In the last part, I will give some future research direction and related suggestion. |
