臺灣博碩士論文加值系統

在越南臉書是一般購物者最常去觀覽與採購的網頁，而臉書亦是最重要的網頁讓購物者去尋找。在越南臉書上寵物食品一直是非常重要，而寵物食品供應商仍為龐大。Jasper寵物食品廠商就是一案例。很多作者都一直考慮這相關文獻，在2015年越南本身就有約二千八百萬行動商務帳戶，在這最接受社會平台上臉書有21%，Google+ 有13%，Skype有12%，而Viber有9%。從社會網路認識度與可使用分析，臉書就是一個行銷工具。而其他論文則說明收入與忠誠度可作為購物者選擇與迅速要求。故所有文獻都認為在越南寵物食品是一個最普遍與可接受狀況。
手機到實體行銷在多管道行銷上扮演相當管道，這目標在社會媒體上影響，並在寵物食品市場上進入與嘗試不同的行銷方法。至於在不同方法上進入與嘗試多維零售管道，包括電子商務平台或寵物食品商店等，這是需要不同進入市場的行銷工具。最後，這論文希望以一個案例如寵物照護公司為例作說明。這目標是規劃從手機進入越南蒐尋寵物食品的計畫，出現網頁蒐尋與進入實際市場。本研究將從了解到在越南寵物食品中，社會多媒體網頁再到多維零售管道，這市場是可預期的而本論文也會提出不同管道。

Nowadays, Facebook is the most famous stage for shopping online by most of Vietnam consumers. Vietnam pet food market is very potential, the market share for pet care are huge. A case study of Jasper Pet care product is an example. They are authors discuss the concepts of this research directions, according in 2015 Vietnam has 28 million social media accounts, the most popular social platform are Facebook (21%), Google+ (13%), Skype (12%) and Viber (9%). Taking advantages of popularity and accessibility of social networking, Facebook can be a marketing tool. Other papers maximize revenue and loyalty by offering your customers choice and convenience. All papers will find the pet care industry in Vietnam is popular and approachable.
Online to Offline (O2O) plays important role in channels derivation, the purpose is to point out the impacts of social media on O2O, look at what the influence to market for the various methods of entering and running in Vietnam pet care market. Providing the various methods about how to enter and run a new market with the multi-retailing channels, including e-commerce platform, pet shop stores etc. they will generally consist of various tools to market. Finally, this thesis wants to apply the real case study of Jasper Pet care product, Inc. The object is to plan for entering Vietnam market by using online research, Web looking and the real market appeared. We are looking forward to understand that the impact of social media to run multi-retailing channels in Vietnam pet industry market is desirable and the thesis can provide some solutions

Recommendation Letter from the Thesis Advisor
Thesis Oral Defense Committee Certification
Acknowledgment iii
Chinese Abstract iv
English Abstract v
Table of Contents vi
List of Figures x
List of Tables xi
Chapter 1 Introduction 1
1.1 Pet Food Market Currently Status 3
1.1.1 Pet Care Industry in American 3
1.1.2 Pet Industry in Japan 5
1.1.3 Pet Industry in Taiwan 6
1.1.4 Pet Industry in Vietnam 7
1.2 Research Objective 7
1.3 Research Expected to Contribution 8
1.4 Research Process 8
1.5 Overview 8
Chapter 2 Literature Review 10
2.1 Understanding What Types of Social Media Mostly Used by Consumers 10
2.2 Understanding the Factors Impacts to Customer Behaviors When They Do Shopping on Social Media 10
2.3 Identified Customer Satisfaction toward O2O Model in
Vietnam 11
2.3.1 Customer Satisfaction 12
2.3.2 The Model of O2O E-commerce 12
2.3.3 The Relationship between Customer Satisfaction and O2O E-Commerce Model 13
2.4 Multiple Channels 14
2.4.1 Brick and Mortar 14
2.4.2 E-Commerce/E-tailing 17
2.5 Vietnam Pet Market Researches 18
2.5.1 Digi-escape Research 18
2.5.2 Vietnamese Pet Owner Behaviors Research 20
2.6 Marketing Meets Web 2.0, Social Media, and Creative Consumers: Implications for International Marketing Strategy 21
Chapter 3 Research Methodology 25
3.1 Research Methodology in Stage 1 25
3.1.1 Online Survey 25
3.1.2 The Real Trip Market Survey 26
3.1.3 Research Model in Stage 1 26
3.2 Research Methodology in Stage 2 27
3.2.1 Research Model in Stage 2 28
3.2.2 Online Questionnaires 29
3.2.3 Data Analysis Procedures 30
Chapter 4 A Case Study: Jasper Pet Care Products, Inc. 32
4.1 External Environment 32
4.1.1 Overall about Vietnam Pet Industry 32
4.1.2 Pet Food Company Analysis 34
4.2 Internal Environment Analysis 37
4.2.1 Company Introduction 37
4.2.2 Japer’s Products 39
4.3 Online Survey and Real Trip Market Survey in Vietnam 44
4.3.1 Online Survey 44
4.3.2 Real Trip Market Survey 44
4.4 SWOT Analysis 46
4.5 Strategies 48
4.6 Conclusions 49
Chapter 5 The Impacts of Social Media on Online to Offline (O2O) and Multi-Channel Retailing in Vietnam Pet Market 51
5.1 The Profile of Online Shopping Customers 51
5.2 Customer Satisfaction toward O2O E-Commerce Business Model in Vietnam 55
5.3 The Effect of Social Media on Multi-Channel Retailing in Vietnam Pet Market 56
Chapter 6 Conclusion and Limitation 60
6.1 Conclusion 60
6.2 Limitation and Future Research 61
References 62
Index 68
Appendix 69
Vitae 75

List of Figures
Figure 1 Research Process.......................................................................... 8
Figure 2 Web 2.0, Social Media, and Creative Consumers ..................... 22
Figure 3 A Summaries of the 5 Axioms................................................... 23
Figure 4 Research Model in Stage 1......................................................... 27
Figure 5 Model of Customer Satisfaction Lin, et al. ................................ 28
Figure 6 The Distribution of Dog in Vietnam.......................................... 33
Figure 7 Pet Foods and Accessory for Pet Are Selling on Lazada........... 35
Figure 8 Some Kinds of Products Are Selling in Physical Store and
Online Shop in Vietnam ........................................................................... 36
Figure 9 Jasper‘s Certifications................................................................ 39
Figure 10 Trays for Dogs.......................................................................... 39
Figure 11 Pouches for Dogs ..................................................................... 40
Figure 12 Treats Turkey Dog Food .......................................................... 41
Figure 13 Treats Chicken Dog Food ........................................................ 42
Figure 14 Cat Food Products.................................................................... 43
Figure 15 The Percentage of Customers Read The Comments Before
Purchasing................................................................................................. 53
Figure 16 The Percentage of Products Which Customers Refer to Buy Via
Social Media ............................................................................................. 54
Figure 17 The Percentage of Electronic And Fashion Products Which
Users Bought Online................................................................................. 54


List of Tables
Table 1 Pet Ownership in the U.S .............................................................. 4
Table 2 Sales within the U.S Market in 2015 and Estimated 2016............ 4
Table 3 Hypotheses of Customer Satisfaction toward O2O Model ......... 30
Table 4 Information about Vietnam Development and Dog Population . 33
Table 5 SWOT Analysis for Jasper Company ......................................... 47
Table 6 The Description between Gender, Age And Education .............. 52
Table 7 Coefficients Hypothesis............................................................... 56
Table 8 Model Summary .......................................................................... 56

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