การตลาดในยุคสัตว์เลี้ยงเปรียบเสมือนสมาชิกครอบครัว: กลยุทธ์สร้างคุณค่าและความผูกพันของผู้บริโภคยุคใหม่
คำสำคัญ:
การเลี้ยงสัตว์เสมือนสมาชิกครอบครัว, พฤติกรรมผู้บริโภค, การตลาดเชิงอารมณ์, ความรักในแบรนด์, สัตว์เลี้ยงบทคัดย่อ
บทความนี้วิเคราะห์การเปลี่ยนแปลงพฤติกรรมผู้บริโภคจากแนวโน้มการเลี้ยงสัตว์เสมือนสมาชิกครอบครัว (Pet Humanization) ซึ่งส่งผลต่อกลยุทธ์ทางการตลาดในอุตสาหกรรมสัตว์เลี้ยงสมัยใหม่ โดยใช้กรอบแนวคิดด้านจิตวิทยาผู้บริโภค การตลาดเชิงอารมณ์ และการสร้างแบรนด์ เพื่อเสนอแนวทางการตลาด 12 ประการที่ตอบสนองต่อความต้องการของผู้บริโภคยุคใหม่ การวิเคราะห์เชิงทฤษฎีนี้มีเป้าหมายเพื่อเสริมสร้างความเข้าใจเกี่ยวกับการสร้างคุณค่าและความผูกพันทางอารมณ์ระหว่างผู้บริโภคกับแบรนด์ ผ่านมุมมองความรักในสัตว์เลี้ยงและอัตลักษณ์ทางสังคมที่เปลี่ยนแปลงไป
จากการวิเคราะห์ดังกล่าว บทความจึงมีประโยชน์ในการวางรากฐานทางแนวคิดเพื่อพัฒนาองค์ความรู้ด้านพฤติกรรมผู้บริโภคและกลยุทธ์การตลาดในยุค Pet Humanization โดยเฉพาะการบูรณาการมิติด้านอารมณ์ อัตลักษณ์ และความสัมพันธ์ระหว่างเจ้าของกับสัตว์เลี้ยง อีกทั้งยังสามารถต่อยอดเป็นกรอบสำหรับการวิจัยเชิงประจักษ์และการพัฒนากลยุทธ์แบรนด์ที่ตอบสนองความต้องการของผู้บริโภครุ่นใหม่ได้อย่างมีประสิทธิภาพ
เอกสารอ้างอิง
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