Publicação
A service marketing exploration of pet store
| Resumo: | This study focuses on “A pet store” in China, set against the backdrop of the country's booming pet economy. Driven by factors such as economic growth and demographic changes, and accelerated by the pandemic, the pet economy in China has reached a significant scale. This growth has led to an increase in the number of pets, pet owners, and consequently, pet-related businesses. However, the pet industry faces challenges. The low barriers to entry have resulted in a surge of offline pet stores, leading to market homogenization, inconsistent service levels, outdated business models, and a lack of distinctive competitive advantages. Additionally, the pandemic has shifted pet owner consumption patterns, especially in pet food purchasing, which is increasingly moving online, impacting traditional pet stores. This research utilizes service marketing theory to analyze A pet store. It employs literature reviews and surveys to assess consumer demand and includes a detailed analysis using PEST, Porter's Five Forces, and SWOT tools. Based on the findings, several strategies are proposed for A pet store, including diversifying product types and portfolios, implementing varied pricing strategies, optimizing online channels, enhancing promotion methods, improving employee quality and welfare, streamlining service processes, and refining the store environment and staff image. These strategies aim to enhance the store's service level and core competitiveness, ensuring its survival and growth. This study aids improving A pet store's service marketing system and provides insights that could be beneficial to other pet stores in the industry, making it a valuable contribution to the field. |
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| Autores principais: | Lu Yi |
| Assunto: | Pet store Service marketing Marketing mix strategy Lojas de animais de estimação Marketing de serviços Estratégia |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | This study focuses on “A pet store” in China, set against the backdrop of the country's booming pet economy. Driven by factors such as economic growth and demographic changes, and accelerated by the pandemic, the pet economy in China has reached a significant scale. This growth has led to an increase in the number of pets, pet owners, and consequently, pet-related businesses. However, the pet industry faces challenges. The low barriers to entry have resulted in a surge of offline pet stores, leading to market homogenization, inconsistent service levels, outdated business models, and a lack of distinctive competitive advantages. Additionally, the pandemic has shifted pet owner consumption patterns, especially in pet food purchasing, which is increasingly moving online, impacting traditional pet stores. This research utilizes service marketing theory to analyze A pet store. It employs literature reviews and surveys to assess consumer demand and includes a detailed analysis using PEST, Porter's Five Forces, and SWOT tools. Based on the findings, several strategies are proposed for A pet store, including diversifying product types and portfolios, implementing varied pricing strategies, optimizing online channels, enhancing promotion methods, improving employee quality and welfare, streamlining service processes, and refining the store environment and staff image. These strategies aim to enhance the store's service level and core competitiveness, ensuring its survival and growth. This study aids improving A pet store's service marketing system and provides insights that could be beneficial to other pet stores in the industry, making it a valuable contribution to the field. |
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