基于SICAS模型的宠物食品数字营销策略优化研究

Research on the Optimization of Digital Marketing Strategy of Pet Food Based on SICAS Model

摘要: 随着宠物经济的发展和数字技术持续渗透，宠物食品市场竞争日趋激烈，数字营销已成为企业触达消费者、影响购买决策的重要手段。本文基于SICAS消费者行为模型，从品牌感知、兴趣互动、连接沟通、购买行动、体验分享五个维度分析宠物食品数字营销存在的主要问题，发现品牌社交触达不足、营销内容同质化、社群连接薄弱、购买依赖促销、分享动力不足等问题制约着数字营销效果。据此从扩大品牌触达、分平台内容运营、私域社群分层、场景化转化设计和全流程分享激励五个方面提出优化策略，以期为宠物食品企业提升数字营销效果提供参考。

Abstract: With the development of pet economy and the continuous penetration of digital technology, the competition in pet food market is becoming increasingly fierce. Digital marketing has become an important means for enterprises to reach consumers and influence purchase decisions. Based on the SICAS consumer behavior model, this paper analyzes the main problems of digital marketing of pet food from five dimensions: brand perception, interest interaction, connection communication, purchase action and experience sharing. It is found that the lack of brand social communication, homogenization of marketing content, weak community connection, purchase dependence promotion, lack of sharing motivation and other problems restrict the effect of digital marketing. Based on this, the optimization strategy is proposed from five aspects: expanding brand reach, sub-platform content operation, private domain community stratification, scene transformation design and whole process sharing incentive, in order to provide reference for pet food enterprises to improve digital marketing effect.