国际皮革城电子网络营销策略研究  

Electronic network marketing strategy of international leather city

作　　者：刘杜娟[1] 任晓斌[2] LIU Dujuan;REN Xiaobin(School of Automotive Engineering,Xi’an Aeronautical Polytechnic Institute,Xi’an 710089,China;Test Center of Chinese Flight Test Establishment,Xi’an 710089,China)

机构地区：[1]西安航空职业技术学院汽车工程学院,陕西西安710089 [2]中国飞行试验研究院测试中心,陕西西安710089

出　　处：《中国皮革》2021年第8期18-21,共4页China Leather

基　　金：西安航空职业技术学院高等教育教学改革研究项目(18XHJG-005)。

摘　　要：国际皮革城是伴随我国社会经济发展和城市化进程推进,为更好地适应皮革产品市场发展而产生的业态模式。在传统营销模式中,国际皮革城曾经历高速发展时期,在为消费者提供多元化消费模式的同时,也推动了行业自身良好发展。在分析电子网络营销与传统营销之间冲突和对接要求的基础上,以西安华南城国际皮革城经营现状为例,分析了当前国际皮革城实施电子网络营销所面临问题,并结合实际提出了营销策略构建路径,以期为国际皮革城经营发展起到积极的促进作用。International leather city is a business model which is produced in order to adapt to the development of leather products market with the development of social economy and urbanization in China.In the traditional marketing mode,the international leather city has experienced a period of rapid development,which provides diversified con­sumption mode for consumers,and also promotes the industry to maintain good development.Based on the analysis of the conflict and docking requirements between electronic network marketing and traditional marketing,taking the cur­rent situation of Xi’an south China international leather city as an example,the problems faced by the implementation of e-network marketing in the international leather city were analyzed,and the marketing strategy construction path combined with the actual situation was put forward,morder to play a positive role in promoting the development of the international leather city.

关 键 词：国际皮革城 电子网络营销 营销策略 

分 类 号：TS58[轻工技术与工程—皮革化学与工程]