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博碩士論文 etd-0525114-165909 詳細資訊
Title page for etd-0525114-165909
論文名稱
Title
台灣動物用藥品及醫療器材之電子商務平台發展
The Development of E-Commerce Platform for Animal Medicine and Related Instruments in Taiwan
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
75
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-06-18
繳交日期
Date of Submission
2014-06-25
關鍵字
Keywords
消費者需求、關鍵考量因素、深度訪談、電子商務、互補性資產
consumer demand, key consideration factors, in-depth interviews, e-commerce, complementary asset
統計
Statistics
本論文已被瀏覽 5797 次,被下載 1965
The thesis/dissertation has been browsed 5797 times, has been downloaded 1965 times.
中文摘要
由於近幾年台灣家犬家貓數量並沒有明顯的成長曲線,因此,在犬貓總數沒有成長的情況之下,依附而生的寵物產業,包含自2008年到2012年快速成長的動物醫院家數(約25%成長率),都將面臨到僧多粥少的狀況。在借鏡已開發國家,如美國的寵物產業市場(含動物醫院),台灣動物醫院可針對如何提高醫院飼主客單價及降低營運成本以做為未來醫院經營的重要課題。本研究將著重於改變傳統的動物醫院採購動物藥品與醫療器材模式,藉由整合企業與互補性資產,導入動物用藥品及醫療器材之電子商務系統-國歡獸醫專業採購網,以提供便利平價的動物用藥品及醫療器材網路採購平台給開業獸醫師,以達有效降低動物醫院採購成本。另一方面逐步構建此電子商務平台之品牌,以期許未來能取得更多動物藥品與醫療器材於網路平台銷售機會。
研究中將藉由在小動物醫療產業具影響力的資深獸醫師深度訪談結果,整合分析出國歡公司的國歡獸醫專業採購網平台品牌截至目前為止,開業獸醫師使用電子商務平台之主要關鍵考量因素。在分析訪談內容後,發現此平台符合Sanja Kikovska在E-Commerce一文提到之現階段電子商務的特性,特別是在電子商務系統提供企業、消費者及社群許多便利性的部份。訪談過程中,也藉由了解消費者(動物醫院獸醫師)需求面,而找到未來改善方向,以期許平台能進一步增加平台使用者(開業獸醫師)數量並提高成交客單價。未來在穩定營運的平台上也能於中長期開發或吸引更多符合開業獸醫師需求的商品類別,以服務台灣地區的動物醫院開業醫師。
Abstract
According to the publication from Council of Agriculture, the population of dog and cat are going stable recently. This means the relevant industries will face the supply and demand problem which is including the animal hospital growing still (compare to 2008, the growth rate is around 25% in 2012). We refer the experience of developed countries, for example, USA, the most important issue to manage an animal hospital will be both increase “per customer transaction” and lower the cost of business operation. In this case, we are providing the e-commerce system which named IVETMALL, and this is integrated by enterprise resource and complementary asset to in place of the traditional purchasing system for animal medicine and relevant instruments. www.ivetmall.com is only focus on the clinic vets whom work in animal hospital in order to provide more professional and cheaper products to down the hospital cost. On the other hand, we hope we can develop more products by this stable operating platform on the internet.
We analyze the result of in-depth interviews, and found out the key consideration factors are coincidence with the character of E-commerce which wrote by Sanja Kikovska, especially in the convenience aspect. After the interview, we also discover what the inside consumer demand and we can improve in the near future.
目次 Table of Contents
論文審定書…………………………………………………………………………………… i
誌謝……………………………………………………………………………………………….ii
中文摘要............................................................................................iii
英文摘要............................................................................................iv
第一章 緒論...................................................................................... 1
第一節 研究背景與動機.................................................... 2
第二節 研究目的................................................................ 3
第二章 文獻探討與產業說明.......................................................... 5
第一節 動物用藥品管理法.................................................... 5
第二節 動物保護法................................................................ 5
第三節 台灣動物醫院發展現況............................................ 7
第四節 電子商務的發展與現況............................................ 8
第三章 研究方法..............................................................................16
第一節 研究架構與流程......................................................16
第二節 個案研究方法..........................................................16
第三節 深度訪談..................................................................19
第四章 研究結果..............................................................................27
第一節 個案背景及沿革......................................................27
第二節 個案公司理念與發展規劃......................................28
第三節 組織與人力資源......................................................30
第四節 產品及市場..............................................................36
第五章 結論與建議..........................................................................53
參考文獻............................................................................................55
附錄....................................................................................................58
參考文獻 References
參考文獻
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