基于消费者需求的品牌鞋类市场细分研究  

Research on Market Segmentation of Brand Footwear based on Consumer Demand

作　　者：刘健西[1] LIU Jianxi(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》2022年第4期77-80,97,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：我国鞋类产品定位模糊,在自主品牌建设、品牌营销的过程中较少对产品市场进行细分。本文采用问卷调研等实证研究方法,从消费者需求差异的角度,以消费者对品牌鞋类不同属性的看重程度为出发点,通过聚类分析,得到“品质型”“价值型”“享乐型”“价格型”四类细分市场,并进一步分析各个细分市场的特征和市场规模。以此指导制鞋企业进行产品研发,设计营销策略组合,进行精准的市场定位,促进鞋类产品自主品牌建设。The positioning of footwear products in China is vague,and the product market is rarely subdivided in the process of independent brand building and brand marketing.The empirical research methods such as questionnaire survey were adopted in this work,in which the consumer demand difference was emphasized and the consumers'emphasis on different attributes of brand shoes was taken as the starting point.Through cluster analysis,four types of market segments,including"quality","value","pleasure"and"price",were obtained and the characteristics and market size of each market segment were further analyzed.The results obtained in present work could guide shoe-making enterprises to conduct product research and development,design marketing strategy combination and carry out accurate market positioning,and thus promote the construction of independent brand of footwear products.

关 键 词：消费者需求 市场细分 市场规模 品牌鞋类 

分 类 号：TS943[轻工技术与工程—服装设计与工程] F713.55[经济管理—市场营销]