Marketing Strategy Construction of China’s Pet Industry Based on PEST Analysis

Jiahao Mao and Chuanchen Bi
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Jiahao Mao: College of Graduate Study in Management, Khon Kaen University, Thailand
Chuanchen Bi: College of Graduate Study in Management, Khon Kaen University, Thailand

Technium Social Sciences Journal, 2026, vol. 85, issue 1, 309-319

Abstract: In the context of the continuous expansion of the global pet industry and the rapid growth phase of the Chinese market, Chinese pet companies face both development opportunities and structural challenges. To explore effective marketing strategy construction paths, this study employs the PEST macro-environmental analysis framework as the core theoretical tool, combined with the STP strategy and 4P marketing mix theory. Through systematic literature analysis and qualitative inductive methods, this study conducts an in-depth examination of the Chinese pet industry. The research results indicate that the growth of the industry is driven by the synergy of four macro factors: policy support, economic upgrading, changes in social emotional demands, and technological innovation. Based on these driving factors, the study further identifies three core consumer groups: "research-driven pet care", "emotional attachment-oriented," and "urban cost-effective." On this basis, the study constructs a set of targeted integrated marketing strategies, advocating for companies to meet scientific pet care needs through specialized products and smart devices, adopt a value-oriented pricing strategy to respond to emotional consumption characteristics, enhance market coverage efficiency through online and offline integrated channels, and build deep user relationships through content-based education and emotional marketing methods. This research not only constructs an analytical model that connects macro-environment and micro-strategies but also provides systematic and actionable strategic references for local pet companies.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:ojs:13656

DOI: 10.47577/tssj.v85i1.13656

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