鞋类区域品牌的消费者感知研究:以温州鞋业为例  

Research on Consumer Perception of Shoes Regional Brand:A Case Study of Wenzhou Shoes Industry

作　　者：刘健西[1] LIU Jianxi(The College of Biomass Science and Engineering,Sichuan University,Chengdu 610065,China)

机构地区：[1]四川大学轻工科学与工程学院,四川成都610065

出　　处：《皮革科学与工程》2021年第5期88-92,共5页Leather Science and Engineering

基　　金：四川大学温州鞋革产业研究院课题“鹿城区制鞋产业发展规划”阶段性成果。

摘　　要：我国制鞋产业呈集群式发展,产生了一系列区域品牌。其中,温州制鞋基地的鞋类产品在品牌营销和自主品牌的塑造上面临较多困难。基于此,采用实证研究的方法,通过问卷调研和数据统计分析,获得消费者对温州鞋类区域品牌的具体感知,对比分析温州鞋类品牌与非温州鞋类品牌的消费者感知差异,在总结鞋类区域品牌消费者感知差异的基础上提出温州制鞋企业进行品牌营销的建议和对策。China's shoemaking industry is developing in a cluster way,producing a series of regional brands.Among them,the footwear products of Wenzhou shoemaking base face more difficulties in brand marketing and independent brand building.Based on this,this paper uses the method of empirical research,through questionnaire survey and data statistical analysis,to get the consumers'specific perception of Wenzhou shoes regional brand,comparative analysis of consumer perception differences between Wenzhou shoes brand and non Wenzhou shoes brand.The suggestions and Countermeasures for Wenzhou shoes enterprises also have been put forward to carry out brand marketing on the basis of summarizing consumers'perception differences of shoes regional brand.

关 键 词：温州鞋业 品牌 消费者感知 感知差异 

分 类 号：TS943[轻工技术与工程—服装设计与工程]