宠物养护与美容第十章宠物市场与宠物美容店、宠物诊所、宠物医院的经营管理A

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1、TheWorldofMarketingtoPetsRosenthal2006Petsasthe“otherchildren”formanyownersWe’retreatingdogs&catslikechildrenThehumanismakingthepurchasedecisionDogshavegonefromtheoutsidedoghousetosleepinginthebasementtothemainhousetothemasterbedroomPetsbecomethenewAmericanchildren,spoiledlikethekidsLatermarriage-a

2、gecouplestryingoutapetasatestforchildrenMainstreampublicationslikeGQ&TimeOutdevotingstories&columnstopets&petproductsBoomersnowbuyingpetsthankstoproductsliketimer-drivenfeeding&waterdevicesFillthevoidoftheemptynestRosenthal2006PetPassion$40Billionindustryisgrowing($17billionin1994)$20billionontoysf

3、orhumans,$24billiononcandyforhumans$13billiononpetfood$5billiononpet-relatedproducts$10billiononpet-relatedservicesincludingvets65Millionpet-owninghouseholds(62%)56%in1988MorepetsthanpeopleintheU.S.(350mvs.378m)43milliondogowners,34millioncatownersEspeciallywithkids5-1940%ofhomeshavemorethan1petSpe

4、nt$350/yr.onpetsin1998Babyboomerswhoareemptynest;youngprofessionalswhoaredelayingfamilies.Rosenthal2006PetPassion40-100%ofrespondents*Gavetheirpetaholidaypresent–100%Includetheirpetinholidaycelebrations–97%Considertheirpet“smart”oragenius–75%Celebrateapet’sbirthday–63%Taketimeofftocareforasickpet–5

5、3%Preparespecialmealsforapet–52%Moreattachedtotheirpetsthanatleast1otherhuman–52%Taketheirpettowork–44%Displayapet’sphotographatwork–43%*1999surveyof1100petownersbyAmericanAnimalHospitalAssn.Rosenthal2006HealthBenefitsofPetOwnershipHelpslowerbloodpressureHelpsreducestressHelpspreventheartdiseaseHel

6、pslowerhealthcarecostsHelpsfightdepressionRosenthal2006PetIndustrySuper-premiumpetfoodsbyIamsin1976Eukanubabrand&ScienceDietCo.70brandstodayledbyRalston-PurinaPetsuperstores–PetSmartin1987MatchedincreaseinconsumerpetpurchasesSuperstores&discounters–50%ofsalesRosenthal2006PetRetail2003HolidaySalesMa

7、kepetgiftsamajorpartofholidaymarketingplanNearly90%ofpetownerswillbuygiftsfortheir4-leggedfriends(NationalTaubmanCentersSurvey)10%ofpetownerswillspendupto$50ontheirpetsfortheholidays40%plantospend$100thisye