台灣寵物繁殖產業分析

NCUIR > School of Management at National Central University > Executive MBA > Electronic Thesis & Dissertation > Item 987654321/88553

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Title:	台灣寵物繁殖產業分析
Authors:	葉沛玉;Yeh, Pei-Yu
Contributors:	高階主管企管碩士班
Keywords:	寵物;繁殖;結構—行為—績效;pets;reproduction;structure-behavior-performance
Date:	2022-06-30
Issue Date:	2022-07-14 13:54:28 (UTC+8)
Publisher:	國立中央大學
Abstract:	全球寵物市場快速成長，台灣寵物產業同樣蓬勃發展，寵物產業除了犬、貓活體繁殖買賣外，相關周邊商品運用在食、衣、住、行的產業亦同興起。近年來全球將寵物視為伴侶動物，更延伸出新興產業不斷突起，其中包含寵物殯葬業、長護照料、寵物保險、AI人工智慧系統產業，發展「寵物經濟」趨勢。影響寵物市場商機是繁殖場繁殖幼犬、幼貓能在相關標準之合法環境下進行繁殖，以及重視技術和設備上對種公、種貓育種行為，培育優良健康品種。本研究運用經濟學的「結構—行為—績效」 (Structure-Conduct-Performance, S-C-P) 架構理論，分析台灣犬貓繁殖產業市場結構、廠商行為與產業績效，以及延伸寵物相關產業發展，對於繁殖犬、貓產業現況及未來進行分析，並提出因應方針及建議。研究發現，活體繁殖屬於爭議性較高的產業，涉及動物保護和道德問題。就市場結構而言，繁殖產業經營在技術和設備上不容易克服障礙，發展相關產業的可能性亦低，雖然但由於進入此產業的資金門檻及市場集中度低、風險不高，因此仍屬競爭型市場。就廠商行為而言，經營有規模的繁殖場建立可信度品牌，可以垂直整合小型同業，形成策略聯盟，如此有較低成本的競爭優勢，使獲利更佳。其次，從單一產業另擴展多角化經營，在繁殖品種和經營管理上相互帶來更多行銷模式。從產業績效方面來看，繁殖犬、貓成本低，產值大，加上重視品種及優良血統基因可帶來更大的市場利潤，相對帶動相關產業發展，進而產生更大的經濟效益。本研究也對台灣犬、貓繁殖相關產業提出五項建議，包含繁殖產業形象轉型、公開繁殖種公種母數量透明化、下游業主管制合法繁殖場供貨來源、由合法繁殖場首先抵制非法繁殖場私下交易、繁殖優良品種影響新興產業延伸等。;The global pet market is growing rapidly, and Taiwan′s pet industry is also booming. In addition to the breeding and trade of dogs and cats, the relative peripheral pet’s merchandises in food, clothing, housing and transportation are also booming. In recent years, the pet has been regarded as a companion animal, and relative pet’s industries have ever stretched out including pet funerals, long-term care, pet insurance, AI system business, and the development of the "pet economy”. Affecting business opportunities in the pet market is that puppy and kitten is bred based on a legal environment, attach importance to technology and equipment for breeding stud and cultivate excellent and healthy breeds. This study makes use of the economics framework (Structure-Conduct-Performance, S-C-P) to analyze the market structure, manufacturer behavior and industry performance of Taiwan′s dog and cat breeding industry, furthermore, to extend the development of pet-related industries, and put forward the proposal and suggestion based on the analysis of the current and future breeding cat and dog industries. This study found that live breeding is a highly controversial issue industry, involving animal protection and ethical issues. From structure of market, the technical and equipment of the breeding industry are difficult to overcome, as well as, there is impossible of developing to different industries. Although the entrance of this industry is the low capital threshold, not so high market concentration and low risks, it is still a competitive market. From conduct of manufacturer, establish a credible brand and operating a large-scale breeding farm, that you can vertically integrate some small-scale businesses or form a strategic alliance, so do that, it should have the lower cost competitive advantage and make better profits. Secondly, expanding to a diversified business scale from a single industry will bring more marketing models to each other in terms of breeding varieties and management. From performance of industry, the breeding dogs and breeding cats are low cost, large value of output and paying attention to varieties and excellent pedigree genes can bring greater market profits, and will relatively thrive the related industries and bring forth the greater economic benefits. This study puts forward 5 suggestions to Taiwan′s dog and cat breeding-related industries: 1. The image of the breeding industry should be transformed. 2. The stud breeding should be more transparent, 3. The downstream owners should control the supply source from the legal breeding farms. 4. The legal breeding farms should boycott the private transactions from the illegal breeding farms. 5. Breed the excellent species to extend the pet industries.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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