寵物食品企業商業模式優化分析 —以XY動物食品有限公司為例

Abstract

隨著寵物經濟的蓬勃發展，寵物食品行業近年來的市場規模也不斷提升，未來寵物食品市場還必將持續增長。基於此背景，本研究以XY動物食品公司為案例對象，先對XY動物食品公司整體情況，當前的商業模式及商業模式存在的問題做了探討，然後採用PEST分析法探討XY動物食品公司的外部環境，再通過問卷調查法，分析XY動物食品公司的消費者特徵及影響消費者購買的因素，最後通過SWOT分析法探討XY動物食品公司的優勢、劣勢、機會和威脅。最後，基於前文研究結果，為XY動物食品公司的商業模式提出優化設計的思路，並就新舊商業模式進行對比分析；根據研究的綜合情況分析，結果發現： 首先，XY動物當前的商業模式核心在於向寵物主人和寵物零售商提供高質量、種類豐富的營養食品。然而，該模式存在多方面問題，包括生產成本高、品牌知名度有限、對市場依賴性強、創新速度慢、管道管理複雜以及客戶細分不清晰等。其次，PEST分析顯示，寵物食品行業正處於政策支持力度加大、養寵群體不斷擴大、消費者購買力提升、市場需求增長以及技術進步的有利環境中。同時，對XY動物消費者的調查結果表明，消費者對線上服務的需求日益增強，整體消費能力保持穩定，企業在穩步發展的過程中，客戶維護的重要性愈發突出。此外，消費者在購買寵物食品時，最關注的三個因素分別是營養價值與品質保證、寵物的喜好與適應性，以及價格與促銷優惠。SWOT分析則表明，XY動物的優勢在於其品牌歷史與信譽、制藥背景、專業研發團隊、先進生產設備及嚴格的品質管理體系；劣勢則體現在品牌宣傳不足、市場認知度受限、產品同質化風險高以及供應鏈管理複雜。與此同時，XY動物面臨市場需求增長、技術創新、健康養寵理念普及以及寵物個性化需求增加的機遇，但也需應對行業監管趨嚴、食品安全問題敏感、市場競爭激烈以及經濟波動與供應鏈穩定性風險等挑戰。 最後，針對XY動物當前的商業模式，本研究圍繞九個關鍵領域提出了優化設計方案，具體涵蓋了以下方面：市場細分策略、清晰的價值主張、有效的管道佈局、緊密的客戶關係管理、多元化的收入來源、核心資源的整合、關鍵業務的明確、重要合作夥伴的選擇以及成本結構的優化，以助力企業提升競爭力並實現可持續發展。

With the vigorous development of the pet economy, the market size of the pet food industry has been increasing in recent years, and the pet food market will continue to grow in the future. Based on this background, this study takes XY Animal Food Company as a case study, first discusses the overall situation of XY Animal Food Company, the current business model and identifies issues within the business model and subsequently employs the PEST analysis method to delve into the external environment surrounding XY Animal Food Company, and then uses the questionnaire survey method to analyze the consumer characteristics of XY Animal Food Company and the factors affecting consumer purchases. Finally, the SWOT analysis method is applied to examine the strengths, weaknesses, opportunities, and threats faced by XY Animal Food Company. Finally, based on the results of the previous study, the optimization design ideas for the business model of XY Animal Food Company are proposed, and the new and old business models are compared and analyzed; according to the comprehensive situation analysis of the study, the results show that: First, the core of XY Animal's current business model is to provide high-quality and rich nutritious food to pet owners and pet retailers. However, this model has many problems, including high production costs, limited brand awareness, strong market dependence, slow innovation, complex channel management, and unclear customer segmentation. Secondly, the PEST analysis shows that the pet food industry is in a favorable environment with increasing policy support, expanding pet-keeping groups, increasing consumer purchasing power, growing market demand and technological progress. At the same time, the survey results of XY Animal consumers show that consumers' demand for online services is increasing, the overall consumption capacity remains stable, and the importance of customer maintenance becomes more and more prominent in the process of steady development of enterprises. In addition, when consumers buy pet food, the three factors they pay most attention to are nutritional value and quality assurance, pet preferences and adaptability, and price and promotional offers. The SWOT analysis shows that XY Animal's advantages lie in its brand history and reputation, pharmaceutical background, professional R&D team, advanced production equipment and strict quality management system; its disadvantages are reflected in insufficient brand promotion, limited market awareness, high risk of product homogeneity and complex supply chain management. At the same time, XY Animal faces opportunities such as growing market demand, technological innovation, popularization of healthy pet-keeping concepts and increased personalized needs for pets, but it also needs to cope with challenges such as stricter industry supervision, sensitive food safety issues, fierce market competition, and risks of economic fluctuations and supply chain stability. Finally, for XY Animals’ current business model, this study proposed optimization design plans around nine key areas, including market segmentation, value proposition, channel layout, customer relationships, revenue sources, core resources, key businesses, important partners and cost structure, to help the company improve its competitiveness and achieve sustainable development.