A Study on Developing Electronic Commerce Models in Pet Industry

• Main Authors: Su, Fang-Chen, 蘇方誠
• Other Authors: Lee, Ching-Chang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ap6bfe

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 === ABSTRACT In the past ten years, the pet industry has developed into a new industry given the trends in growing consumption and sub-replacement fertility. On the other hand, the rise of the e-commerce model has provided traditional pet store businesses with innovative opportunities. This study utilized the case study method to explore the reason why one of the major domestic pet business groups ventured into e-commerce, what their business model was, and the subsequent results. The pet business group in this study grew from a single store into a chain with e-commerce, social commerce, and other business presences. This study used the business model canvas of Osterwalder et al. (2010) to construct the business chain system, e-commerce model, and social commerce model of the firm. On the other hand, this study used the basic theory of resource allocation to analyze how the pet business group in the case was able to adjust resources and reallocate resources to generate new core competencies in the face of changes in the external environment.   The results of the study showed that when the pet business group faced changes in the external environment, they were able to reallocate resources to generate new core competencies and successfully introduce their e-commerce and social commerce business models. The pet business group in the case used the multi-brand management strategy to run three separate brands as a chain, e-commerce vendor, and social commerce vendor respectively. Aside from effectively tapping into different market segments, the firm was able to use three brands to separately capture market share and generate both strong bargaining power and competitive advantages. The financial statements of the pet business group of the case showed year-on-year growth in terms of turnover which indicates that the entry into e-commerce has brought the firm breakthrough growth. Furthermore, the results of the study also found that the integration of social commerce with the business model yielded excellent operational performance. The results of this study can be used as a guide by traditional industries in incorporating e-commerce and assist them in effectively using information technology to drive innovation. Keywords: business model, e-commerce, social commerce, resource allocation theory, multi-brand strategy