摘 要
這十幾年來台灣動物醫院如雨後春筍般蓬勃發展，由單純看病的動物醫院轉變為專科動物醫院，近年更出現複合式動物醫院甚至連鎖動物醫院都己經現身，寵物醫療市場逐漸出現飽和的情況，彼此競爭也逐漸白熱化，迫使動物醫院重新檢討經營方式，以求立於不敗之地，因此找出動物醫院關鍵成功因素對動物醫院的經營相對之下非常重要。
本研究的抽樣對象是台灣地區北、中、南各縣市之開業小動物動物醫院，以動物醫院負責人為主要調查對象，全省開業動物醫院家數約一千家。
本研究依據中華民國獸醫師全國聯合會，2002年會員名冊將取樣率1000份。問卷發放時間自91年3月至91年5月下旬止。有效問卷127份，經本研究結果得知，動物醫院成立時間愈長則其所擁有的資源優勢愈多，關鍵成功因素會強，相對其營運財務績效亦會較佳。大量使用電腦的動物醫院在經營環境、資源優勢、關鍵成功因素及經營績效上的各式資料都明顯優於，少數或完全不使用電腦的動物醫院。因此本研究推論，將來動物醫院生存的一個重要因素，電腦化是個不可或缺的因素。營業額愈高的動物醫院所擁有的經營環境、資源優勢、關鍵成功因素、經營績效都呈現正向而且明顯的超過營業額低的動物醫院。
此外，本研究利用迴歸分析檢定影響動物醫院的經營績效的因素。研究結果得知1.動物醫院強化其無形資產及資訊蒐集能力再配合去深入瞭解政治法令環境則其財務績效會有良好的表現。2.動物醫院在加強其無形資產及區位優勢則其技術滿意度會更為增強。3.動物醫院在增加其資訊蒐集能力及醫療專業能力的同時，其營收滿意度會更為提昇。4.動物醫院在增加其無形資產及內部管理的同時，其品牌形象會更為提昇。
透過本研究整理，我們知道影響動物醫院經營績效的主要因素在於是否擁有資源優勢，不管是資訊蒐集能力、醫療專業、區位優勢、內部管理都有顯著表現，尤其是無形資產絕對是影響的重要角色。因此本研究結果，希望能帶給動物醫院經營者，有所改善的空間，以增加動物醫院的收入。並提供動物醫院經營思考新方向。
關鍵字: 動物醫院、資源優勢、關鍵成功因素、寵物、經營環境、經營績效。

Abstrct
In over 10 years in the past, the animal hospitals in were developing boomingly in Taiwan. They have changed from the animal hospitals that simply give treatment to special animal hospitals. In recent years, it appears composite animal hospitals as well as the chain animal hospitals. The pet medical market is gradually getting saturated and the competition has reached the climax. It forces the animal hospitals to review their operation methods and establish themselves in the unassailable position. Therefore, finding the key success factor of the animal hospitals to the operation methods of the animal hospitals is very important.
The sampling of this research for investigation is focusing on the owners of the small animal hospitals running in north, middle and south. The total amount of all animal hospitals in Taiwan is about 1,000.
This research is depending on 1000 samplings from 2002 member book of National veterinarian union of R.O.C. The questionnaires were issued from March of 2002 to end of May of 2002. The effective questionnaires are 127. From the result of this research, it can be known that the longer time the animal hospitals are, the more resource and advantage the animal hospitals have. It is because they have strong success factor and oppositely the operation finance and achievements will be better. On the operation environment, resource advantage and key success factor as well as all information of the achievements, the animal hospitals using computer greatly are obviously more advantageous than the ones that don’t use computer at all.
For this reason, this research infers that computerization is an essential factor for the animal hospitals to exist in the future. The operation environment, resource advantage, key success factor and operation achievement of the animal hospitals that have high business volume are growing positively and obviously better than the animal hospitals with lower business volume.
Besides, this research uses regression analysis test to affect the operation achievement factor of the animal hospitals. The result of this research brought up: 1. The animal hospitals that strengthen their invisible assets and information collecting ability as well as understanding the political law and environment will have good efficiency for their financial achievement. 2. If animal hospitals strengthen their invisible assets and regional advantages, their technology satisfaction rate will increase, too. 3. When the animal hospitals strengthen their information collecting ability and medical specialized ability, the operating income will improve, too. 4. When the animal hospitals strengthen their invisible assets and internal administration, their brand image will improve, too.
After sorting this research, we realized that the main factor to affect the operation achievements of the animal hospitals is resource advantage. With this factor, It will have outstanding performance on information collecting ability, medical specialty, regional advantages and internal administration.
Especially the invisible asset is absolutely the most important factor of the influence. Consequently the result of this research can help the animal hospital operators improve and increase the income as well as provide the new thinking direction for the animal hospital operation.
Key words: Animal Hospital, resource advantage, key success factor, pet, operation environment, operation performance.

目 錄
摘要
目錄………………………………………………………………………I
表目錄………………………………………………………………….Ⅳ
圖目錄………………………………………………………………….Ⅵ
第一章緒論………………………………………………………………1
第一節 動物醫院產業概況………………………………………..1
第二節 研究背景與動機…………………………………………..8
第三節 研究問題與目的…………………………………….…….10
第四節 研究範圍與對象…………………………….…………….10
第五節 研究流程…………………………………………………..11
第二章 文獻探討…..…………………………..……………………..12
第一節 經營環境探討…………………………………..………..12
第二節 資源基礎理論……………………………………..………..16
第三節 資源優勢探討……………………………………….…….35
第四節 關鍵成功因素……………………………………………..39
第五節 經營績效之探討…………………………………………..45
Ⅰ
第六節 經營環境、資源優勢、關鍵成功因素與經營績效關係之
探討………………………………………………………..50
第三章 研究設計與方法方法………………………………………..51
第一節 研究架構…………………………………….…………..51
第二節 研究假說………………………………………………….60
第三節 各變項之操作性定義…………………………………….61
第四節 問卷設計………………………………………………….66
第五節 抽樣對象與方法…………………………………………..69
第六節 問卷信度與效度分析……………………………………. 72
第七節 資料處理與分析方法……………………………………..80
第八節 研究限制…………………………………………………..83
第四章 研究結果分析………………………………………………..84
第一節 研究構面整體性資料分析………………………………..84
第二節 各研究構面之相關分析…………………………………..89
第三節 不同動物醫院與各研究構面之變異數分析………………99
第四節 各構面對經營績效之逐步迴歸分析……………………..118
第五章 結論與建議………………………………………………….121
第一節研究結論………………………………………………….121
Ⅱ
第二節研究貢獻與建議……………………………..………………127
第三節未來研究方向與建議……………………………………....130
參考文獻……………………………………………………………..133
中文部份……………………………………………………………....133
英文部份……………………………………………………………..134
附錄一 正式問卷
Ⅲ

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