基于企业与消费者视角的温州鞋业品牌营销现状及其对策  

Research on the Current Situation and Countermeasures of Wenzhou Shoes Brand Marketing:from the Perspective of Enterprises and Consumers

作　　者：袁子琨 刘健西[1,2,3] YUAN Zikun;LIU Jianxi(College of Biomass Science and Engineering(Sichuan University),Chengdu 610065,China;Research institutes of Leather and Footwear Industry of Wenzhou,Wenzhou 325000,China;Key Laboratory of Leather Chemistry and Engineering(Sichuan University),Ministry of Education,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 [2]温州鞋革产业研究院,浙江温州325000 [3]四川大学皮革化学与工程教育部重点实验室,四川成都610065

出　　处：《皮革科学与工程》2021年第6期81-84,89,共5页Leather Science and Engineering

基　　金：温州鞋革产业研究院定向研究基金“鹿城区制鞋产业发展规划”(202008KT01)资助。

摘　　要：品牌、区域品牌对于产业转型升级具有积极效应。温州制鞋历史悠久,为我国四大制鞋产业集群之一。鞋业自主品牌建设、品牌营销在其产业转型升级过程中至关重要。基于此,主要采用访谈调研、问卷调研等实证研究方法,分别从制鞋企业和消费者的视角出发,获得温州制鞋企业自主品牌建设和消费者对温州鞋类品牌感知的基本情况,分析和总结温州鞋业品牌营销现状,提出围绕自主品牌建设,进行品牌营销的建议及对策,以提升其区域品牌的竞争力,推动温州制鞋产业转型升级。Brand and regional brand have positive effects on industrial transformation and upgrading.Wenzhou has a long history of shoemaking and is one of the four major shoemaking industry clusters in China.Independent brand building and brand marketing are very important in the process of industrial transformation and upgrading.Based on this,this paper mainly uses the empirical research methods such as interview survey and questionnaire survey,respectively from the perspective of shoe-making enterprises and consumers,obtains the basic situation of Wenzhou shoe enterprises’independent brand construction and consumers’perception of Wenzhou shoes brand,analyzes and summarizes the current situation of Wenzhou shoes brand marketing,and puts forward that shoe-making enterprises should focus on the independent brand construction,In order to enhance the competitiveness of its regional brands and promote the transformation and upgrading of Wenzhou footwear industry,this paper puts forward some suggestions and Countermeasures for brand marketing.

关 键 词：品牌营销 温州鞋类 自主品牌 消费者感知 

分 类 号：F713.50[经济管理—市场营销]