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论文编号：	14131
作者编号：	2120213381
上传时间：	2023/6/13 14:44:22
中文题目：	GS异宠俱乐部服务模式创新研究
英文题目：	Research on Service Mode Innovation of GS Exotic Pet Club
指导老师：	白长虹
中文关键字：	小众宠物； 宠物+； GS 异宠俱乐部；服务模式；创新
英文关键字：	Exotic pet; Pet+; GS Exotic Pet Club; Service mode; Innovation
中文摘要：	截至2022年，我国宠物行业产业规模已近四千亿元，伴随着居民生活水平提高和精神需求变化，宠物经济，即“它”经济，已经成为一种新生的经济力量。在宠物经济中有一个细分赛道，叫做小众宠物，即除了猫、狗之外的那些不常见宠物。人们对于宠物需求的变化，市场的开放，社会的包容，越来越多元化的宠物进入了市场，小众宠物行业呈现出巨大潜力和高速发展的趋势。在需求的拉动下，体验店、“宠物+”等新的服务模式由此产生，并且持续迭代。 本文案例组织GS异宠俱乐部，又称GS异宠展览展示服务厅，是一个小众宠物行业内的创新型服务组织，是天津首家主打参观、自然科普和互动体验的小众宠物体验店。其服务模式为线上售前服务，线下科普讲解，协助互动，可选餐饮服务，少年儿童兴趣班，户外活动等，即宠物+体验+文化旅游+教育培训+餐饮。面向客户群体主要为有孩家庭，即青少年儿童及其家长。2021年创立以来，创新的服务模式使其占据了一定的市场份额，并在疫情反复的条件下在市场环境中稳中向好。研究GS异宠俱乐部的服务模式创新，对研究新时代小众宠物市场乃至宠物行业发展具有一定的现实指导意义。GS异宠俱乐部现有服务模式，相较上一代主打体验的猫咖、萌宠体验馆等模式具备创新之处，但在模式上仍有一定的问题和瓶颈需要进一步创新和升级。 本文首先对GS异宠俱乐部所在的国内小众宠物市场行业环境进行分析，然后主要通过案例研究、访谈等方法，对GS异宠俱乐部基本情况、现有服务模式进行分析，发现其优势和创新之处，并应用服务蓝图、商业画布等分析工具，结合实地考察、管理者访谈和基础理论支持，找到其在该模式下仍然面临问题、瓶颈及其成因，并提出进一步进行创新的建议，形成新的服务模式架构，以及具体实施方案的设计。希望本文能够帮助GS异宠俱乐部探寻创新路径和发展方向，并为处于转型阶段或创业阶段的其他小众宠物行业组织、企业及从业人员提供参考。
英文摘要：	As of 2022, China’s pet market size has reached nearly 400 billion. With the improvement of residents' living standards and changes in spiritual needs, the "It" economy has become a new economic force. There is a subdivision track in the pet economy, called exotic pet, which means those uncommon pets other than cats and dogs. With the change of people's demand for pets, the opening of the market and the tolerance of society, more and more types of pets have entered the market, and this exotic pet industry has shown great potential and a trend of rapid development. Driven by demand, new service modes such as experience stores and "Pet+" mode have emerged and continue to iterate. GS Exotic Pet Club, also known as GS Exotic Pet Exhibition Service Hall, is an innovative service organization in the exotic pet industry. It is the first exotic pet experience store in Tianjin that focuses on visits, natural science popularization and interactive experiences. Its service mode refers to online pre-sales service, offline science explanation, interactive assistance, optional catering service, natural science courses for children, outdoor activities, etc., which is, “pet + experience + cultural tourism + education & training + catering” for short. The main customer types are children, teenagers and their parents. Since its establishment in 2021, its innovative service mode has allowed it to occupy a certain market share, and it has been stable and improving in the market environment under the conditions of COVID epidemic. Research on the service mode innovation of GS Exotic Pet Club has a certain practical guiding significance for the study of the exotic pet market and even the development of the whole pet industry in the new era. The existing service mode of GS Exotic Pet Club is innovative compared with the cat cafe and cute pet experience hall of the previous generation, but there are still certain problems and bottlenecks in the mode that need further innovation and upgrading. This article first analyzes the domestic exotic pet market industry environment of GS Exotic Pet Club, and then analyzes the basic situation and existing service modes of the GS Exotic Pet Club mainly through case studies, interviews, etc., and discovers its advantages and innovations and using analytical tools such as service blueprints and business canvases, combined with site investigations and basic theories, to find out the problems, bottlenecks and causes that still face it in this mode, and put forward suggestions for further innovation to form an updated service mode, and specific implementation suggestions. It is hoped that this article can help GS Exotic Pet Club to explore the innovation path and development direction, and provide reference for other small pet industry organizations, enterprises and practitioners who are in the transformation stage or entrepreneurship stage.
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