关于消费者对线上线下鞋品购买决策的调查  

The Survey on Decision of Consumers Purchasing Online and Offline Footwear

作　　者：徐玲玲[1] 

机构地区：[1]浙江工贸职业技术学院,浙江温州325003

出　　处：《皮革科学与工程》2017年第5期57-60,66,共5页Leather Science and Engineering

基　　金：浙江工贸职业技术学院院级课题;互联网时代鞋类产品如何实现线上与线下双向融合的探究(编号S160103)

摘　　要：在互联网高速发展的今天,线上与线下一体化的营销方式才能加快制鞋业的发展,各个鞋企不断尝试,有失败也有成功之例,要想增大成功的把握,首先要找准消费者的需求。本研究通过调查消费者对线上线下鞋品的购买决策,获得消费者对线上线下鞋品整合营销的期望,结果表明:九成的消费者都有在线上购买鞋子的经历,大部分的消费者迫切希望在线上的购买也可以在线下真正体验,并且可以在线下完成退换货及售后服务等等,这些结论无疑使得鞋企要想突破线上营销的瓶颈,就必须掀起新一轮的改革浪潮。With the rapid development of the Internet today, to accelerate the development of footwear industry, online and offline marketing way must be integrated. Every shoe enterprise continues to try again and again, and the needs of consumers must be identified first to increase the success. In this study, we investigate the consumer＇s purchase decision, and get the consumer＇s expectation of the integrated marketing of online and offline shoes. The results showed that： 90% of consumers have the experience of buying shoes online; Most consumers are eager to buy online and also can experience products ottline, and exchange or refund goods and after-sales service can be completed offline, etc. These conclusions undoubtedly make shoe-making enterprises will raise a new wave of innovation in order to break through the bottleneck of online marketing.

关 键 词：线上鞋品 线下鞋品 整合营销 购买决策 

分 类 号：F426.86[经济管理—产业经济] F724.6