新零售业态下皮具品牌营销策略分析  

Analysis of Leather Brand Marketing Strategy under the New Retail Format

作　　者：马佳敏 吴晶[1] 周旭东 帅可月 林涛[1] MA Jiamin;WU Jing;ZHOU Xudong;SHUAI Keyue;LIN Tao(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5期89-94,共6页Leather Science and Engineering

摘　　要：随着新零售业态的不断发展,皮具零售市场也在发生变化,为促进皮具品牌在新零售业态下的健康发展,提高皮具品牌的市场竞争力,解决品牌营销策略不清晰的问题,本文从新零售业态下人、货、场的转变角度出发,将皮具品牌营销策略划分为消费者、品牌和渠道3个维度。在此基础上,结合相关案例,对3个维度下皮具品牌的营销策略进行分析,总结出高效的沟通互动、高质量的服务、创造品牌价值等6种营销策略,最后梳理了3个营销维度间的逻辑关系,并针对当下皮具品牌的营销策略提出了合理的建议。With the continuous development of the new retail format, the leather retail market is changing. In order to promote the healthy development of leather brands under the new retail format,e the market competitiveness of leather brands should be improved, and the problem of unclear brand marketing strategy also should be solved. This paper from the perspective of the transformation of people, goods and stores under the new retail format, the leather brand marketing strategy is divided into three dimensions including in consumers, brands and channels. On this basis, combined with relevant cases, this paper analyzes the marketing strategies of leather goods brands under the three dimensions,summarizes six marketing strategies such as efficient communication and interaction, high-quality service and creating brand value, finally combs the logical relationship between the three marketing dimensions, and puts forward reasonable suggestions for the marketing strategies of current leather goods brands.

关 键 词：新零售 皮具品牌 品牌价值 营销策略 

分 类 号：TS563[轻工技术与工程—皮革化学与工程]