隨著人們的生活逐漸改變，更加注重於生活品質上，且越來越多人開始飼
養寵物，也因此而帶動寵物市場的活絡。現在許多人因為飼養寵物，而選擇不
生小孩，或是把牠們當作寵物伴侶的概念，對飼主來說，寵物就像是家人一般
的存在，這也導致飼主更加注重寵物的健康，希望寵物能陪伴飼主長久。而本
研究主要想研究關於寵物的中草藥功能性保健品的相關行銷策略研究，想藉此
了解此產品是否能夠在這寵物市場中成功的打入市場中。因此本研究將透過此
產品進行相關行銷策略研究，給予日後欲進入此市場者相關建議。
而本研究主要是想透過相關文獻研究法，透過行銷策略相關模型去進行分
析此產品、外在市場變化狀況及消費者狀況。此外，本研究同樣也將使用問卷
調查法的方式進行相關分析的佐證，藉此可以更加印證行銷的策略是朝對的方
向去進行。另外，同樣也透過文字探勘的方式，分析幾個重要的寵物粉絲專業
及網站，藉此去了解對於寵物來說哪些病症是相對重要且須解決的。
最後，本研究分析出該中草藥功能性保健品對於目前寵物市場是相當有潛
力的，就如同上述所提及目前許多飼主對於寵物的健康是重視的，且更加願意
花錢購買相關產品。此外，本研究之產品走向及服務是能夠有效解決目前飼主
的相關痛點並帶給他們獲益的。所以透過本研究是能夠帶給日後進入此產業的
相關單位有效建議以利日後進行相關品牌操作。

As people's lives gradually change, they pay more attention to the quality of life,
and more and more people start raising pets, which in turn drives the activity of the pet
market. Many people now choose not to have children because they keep pets, or treat
them as pet companions. For the owner, pets are like family members. This also leads
the owner to pay more attention to the health of pets. They hope pets accompany them
for a long time. The main purpose of this research is to study the relevant marketing
strategies of Chinese herbal medicine functional health products for pets and to
understand whether this product can successfully enter the pet market. Therefore, this
research will conduct relevant marketing strategies through this product and give
relevant suggestions to those who want to enter this market in the future.
The main purpose of this research is to analyze the product, external market
changes, and consumer conditions through relevant literature research methods and
marketing strategy related models. In addition, this study will also use the questionnaire
survey method to corroborate the relevant analysis, which can further confirm that the
marketing strategy is to proceed in the right direction. In addition, we also analyze
several important pet fan pages and websites through text mining to understand which
diseases are relatively important and must be resolved for pets.
Finally, this research analyzes that the Chinese herbal medicine functional health
product has considerable potential for the current pet market. As mentioned above,
many owners currently value the health of pets and are more willing to spend money
on related products. In addition, the product trends and services of this research can
effectively solve the current pain points of the owners and bring them benefits.
Therefore, through this research, it can bring effective suggestions to relevant units that
will enter the industry in the future to facilitate related brand operations in the future.

論文審定書....................................................................................................................i
摘要................................................................................................................................ii
Abstract......................................................................................................................... iii
目錄................................................................................................................................ v
圖目錄......................................................................................................................... vii
表目錄......................................................................................................................... viii
第一章 緒論............................................................................................................1
第一節 研究背景與動機......................................................................................1
一、研究背景................................................................................................1
二、研究動機................................................................................................2
第二節 研究目的..................................................................................................3
第三節 研究步驟與流程......................................................................................4
第二章 台灣寵物市場概況..........................................................................................5
第一節 產業概況..................................................................................................5
第二節 寵物保健品市場狀況..............................................................................7
第三章 文獻探討..........................................................................................................9
第一節 策略性行銷分析架構..............................................................................9
一、5Cs 分析.................................................................................................9
二、STP 分析...............................................................................................12
三、4Ps 分析...............................................................................................13
第二節 價值主張................................................................................................18
一、價值主張圖..........................................................................................18
第三節 文字探勘................................................................................................22
vi
第四章 研究設計........................................................................................................23
第一節 研究方法................................................................................................23
一、文獻研究法..........................................................................................23
二、量化研究法..........................................................................................23
三、問卷調查法..........................................................................................24
四、文字探勘..............................................................................................25
第二節 研究架構................................................................................................27
第五章 研究結果........................................................................................................28
第一節 寵物之中草藥功能性保健品策略性行銷分析....................................28
一、5Cs 分析...............................................................................................28
二、STP 分析...............................................................................................32
三、4Ps 分析...............................................................................................37
第二節 寵物中草藥功能性保健品之價值主張分析................................................43
一、寵物中草藥功能性保健品價值主張圖..............................................43
第六章 結論與建議....................................................................................................46
第一節 結論........................................................................................................46
第二節 建議........................................................................................................47
參考文獻......................................................................................................................49
中文文獻..............................................................................................................49
英文文獻..............................................................................................................51
附件..............................................................................................................................53
問卷內容..............................................................................................................53

中文文獻
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edium=post
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E4%BD%8D%E6%95%B8%E6%88%90%E9%95%B7%E3%80%80%E5%AF%B5%E7%89%A9%E7%B6%
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C%8D%E5%8B%99%E6%A5%AD%E9%9B%99%E4%BD%8D%E6%95%B8%E6%88%90%E9%95%B7%E
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%E7%95%B6%E9%81%93%EF%BC%81-
%E5%AF%B5%E7%89%A9%E7%B6%93%E6%BF%9F%E5%A4%A7%E8%A7%A3%E5%AF%86-2/
50
Jasmine Chen，2016，掌握單身寵愛力：台灣單身族群的五大消費觀察，
https://www.thinkwithgoogle.com/intl/zh-tw/consumerinsights/consumer/single-life-user/

英文文獻
Abhinav Rai, 2019, What is Text Mining: Techniques and Applications, upgrad
Bowen, 2009, Document Analysis as a Qualitative Research Method, Qualitative
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Casey Newman, 2018, What is a Value Proposition? (Plus 3 Great Examples and 3
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Bratislavensia.
Jeremy Olivier, 2020, Taiwan’s Booming Pet Economy，
https://topics.amcham.com.tw/2020/02/taiwan-pet-care-economy/
Julio Bernal, 2020, Functional Food for Dogs and Cats: Nutrients that Help Improve
Pet Health, ACTA SCIENTIFIC NUTRITIONAL HEALTH
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Function, Ingredient, And Geography - Growth, Trends And Forcast (2020 - 2025)，
https://www.mordorintelligence.com/industry-reports/global-pet-food-nutraceuticalmarket-industry
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