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摘要
互联网的广泛普及与加速布局一方面引发了信息传播技术的历史性变革，另
一方面使人们的生产活动、生活、人际交往与思维方式发生巨大变化。与此同时，
网络营销也逐渐代替传统营销，成为企业重要的营销与推广渠道。互联网平台的
社会化功能正不断强化，其中，社会化媒体因其强互动性、高参与度及社区化等
优势被越来越多的企业用于打造品牌形象、推广品牌与产品，并且与消费者之间
建立高效互动，以弥补传统营销的短板。在国民经济消费升级的背景下，宠物经
济也在经历消费升级，人们获取宠物猫的途径，从过去的领养或在宠物批发市场
购买低价非品种猫转为追捧主打高端和品质的品种猫舍，这也增加了品种猫在中
国市场的占有量。因此，迫切需要对品种猫舍的营销策略进行研究。
本文以 CM猫舍为例，以网络营销 4I理论、SOR消费者行为分析理论作为
指导，从 CM猫舍的营销环境及现状切入，对其在社会化媒体营销过程中遇到的
问题进行全方位的分析。全文以 AISAS为模型，分别从 CM猫舍在社会化媒体
营销过程中的关注度、吸引力、搜索量、购买行为、评价分享五个角度，对其营
销策略的制定进行剖析。本文一方面明确了 CM猫舍进行社会化媒体营销的必要
性和可行性；另一方面，从 AISAS模型的五个角度归纳总结了 CM猫舍在营销
过程中存在的主要问题，并为社会化媒体营销策略的制定提出以下几点建议：搭
建横向矩阵，从广度上布局各大主流社会化媒体平台，以新浪微博、小红书、抖
音为主，微信朋友圈为辅；多种营销方式共同作用，利用内容营销、互动营销、
口碑营销等方式激发用户兴趣，引发情感共鸣，引导消费者进行产品的二次传播；
结合实时热榜、参考对标账号进行内容创作，搜集热点信息及爆款素材，坚持发
布垂直内容，积极蹭热度；紧靠大众搜索需求，从布局的平台引流到微信，通过
朋友圈树立 CM猫舍的形象，传递消费群体需要的价值，打造高端品质及品牌；
多渠道强化与客户间的情感链接，运用生活科普类平台分享相关领域知识，与客
户进行有效互动，同时优化售前、售中体验及售后服务，促使客户主动进行分享
及口碑传播。关于 CM猫舍社会化媒体策略的研究旨在增加其购买行为，提高核
心竞争力，促进可持续发展，同时为宠物行业上游板块的宠物活体繁殖与交易产
业制定社会化媒体营销策略提供一定的借鉴作用。
关键词：社会化媒体；宠物行业；网络营销；猫舍
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Abstract
The rapid rise and vigorous development of the Internet not only brought about
fundamental changes in information communication technology, but also changed
people's production activities, life, interpersonal communication and thinking. With
the accelerateddeployment and widespreadpopularization of networkmobile
terminals, mobile Internet marketing has gradually become an important marketing
and promotion channel for enterprises,and social functions have been deeply
popularized in various Internet platforms. Social media has unique attributes such as
interactivity, community and participation. Therefore, more and more companies use
social media marketingto shape brand image,promote products and interact
effectively withconsumersto complementtraditional marketingmethods. of
insufficiency. In the context of the consumption upgrade of the national economy, the
pet economy is also experiencing consumption upgrades. The way people obtain pet
cats has changed from adopting or buying low-cost non-breed cats in the pet
wholesale market to pursuing high-end and high-quality breed cats. Shelter, which
also increased the breed cat's share in the Chinese market. Therefore, there is an
urgent need to conduct research on the marketing strategies of breed cat kennels.
This paper takes CM cattery as an example, and takes social media marketing
theory, 4I marketing theory, and SOR theory as the guidance, from the marketing
environment andcurrent situation of CMcattery, and analyzesthe problems
encountered in the process of social media marketing. The full text uses AISAS as the
model, and analyzes the formulation of its marketing strategy from five perspectives:
“Attention-Interest-Search-Action-Share” of CM cattery in the process of social
media marketing. On the one hand, this paper clarifies the necessity and feasibility of
CM cattery for social media marketing; The formulation of the chemical media
marketing strategy puts forward the following suggestions: build a horizontal matrix,
and lay out the major social media platforms from the breadth, mainly Sina Weibo,
Xiaohongshu, Douyin,supplemented by WeChatMoments; variousMarketing
methodsworktogether,usingcontentmarketing,interactivemarketing,
word-of-mouth marketing and other methodsto stimulate user interest, trigger
emotionalresonance, andguideconsumersto carryoutsecondaryproduct
dissemination; combine real-time hot lists and benchmark accounts to create content,
collect hot information and Explosive materials, insist on publishing vertical content,
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