隨著社會結構的改變，空巢群體不斷的增加，出生率也逐年降低，現今年輕人生活壓力極大，為了紓解壓力而選擇飼養寵物的人也越來越多，尤其疫情推升飼養寵物的熱潮，家裡的寵物也逐漸成為生命中重要的家人，使得顧客願意花更多金錢在寵物身上，因此也刺激了寵物商機。
由於臺灣現今的出生率比寵物登記數較低，因此寵物成為未來的主流趨勢銳不可擋。本研究應用商業模式九宮格模型來探究寵物市場，期能讓傳統的寵物市場有更新的商業模式應用在日益競爭的寵物市場。
本研究蒐集相關文獻，並應用單一個案研究法，訪談五位產業相關人士。研究結果顯示，寵物餐廳的商業模式目前仍處於被動需求模式，且價值主張需以擬人化的方式進行改變，亦即需透過以人為本的方式，將寵物視為顧客的擬人化方式提供服務，才能在需求、供給與財務間獲得良性循環。

With the changes of the social structure, the number of empty nesters is increasing, and the birth rate is also decreasing year by year. Nowadays, young people are under great pressure in life, and more and more people choose to keep pets in order to relieve the pressure. Especially the epidemic has pushed up the upsurge of keeping pets , pets at home have gradually become important family members in their lives from playmates. The improvement of status makes customers willing to spend more money on pets, which also stimulates the emergence of pet business opportunities.
Since Taiwan's current birth rate is lower than the number of pet registrations, pets will become the mainstream trend in the future. This study uses the business model to analyze the pet market, hoping to enable the traditional pet market to have a newer business model to solve the increasingly competitive pet market.
This study collects relevant literature, and applies the single case study method to interview five industry stakeholders. The research results show that the business model of pet restaurants is still in the passive demand mode, and the value proposition needs to be changed in an anthropomorphic way, that is, it needs to provide services in a people-oriented way, treating pets as an anthropomorphic way of customers. A virtuous circle is obtained between demand, supply and finance.

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網路資料
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