制鞋行业品牌营销现状及对策研究  

Current Situation and Countermeasures of Brand Marketing in Footwear Industry

作　　者：白琳[1] BAI Lin(Shaanxi Institute of Technology,Xi'an 710300,China)

机构地区：[1]陕西国防工业职业技术学院,陕西西安710300

出　　处：《中国皮革》2022年第12期70-73,共4页China Leather

基　　金：陕西省教育科学十四五规划课题(SGH21Y0526)。

摘　　要：品牌力量在鞋业经营与转型升级中的积极效应不可小觑。目前我国鞋业转型升级在自主品牌建设与营销方面面临着各式各样的问题,亟待解决。本文阐述了国内关于制鞋行业品牌营销的研究现状,详细分析了鞋业品牌营销现状,并以此提出了一系列切实可行的品牌营销策略,具体即树立健康品牌意识、科学定位品牌内涵、建立多元化营销格局、打造品牌建设良好环境、凸显售后服务重要作用、基于新媒体以精准化营销、提高营销人员专业能力与素质、构建线上预销售与实体销售相结合模式,以期能够为我国鞋业实现长远稳定发展奠定一定基础。The positive effect of brand power in the operation, transformation and upgrading of the footwear industry can not be underestimated. At present, the transformation and upgrading of Chinese footwear are facing various problems in independent brand construction and marketing, which need to be solved urgently. Based on this, this paper expounded the research status of domestic brand marketing of shoe industry, analyzed the current situation of brand marketing of shoe industry in detail, and put forward a series of practical brand marketing strategies, specifically establishing healthy brand awareness, scientific positioning and brand connotation, establishing a diversified marketing pattern, creating a good environment for brand building, highlight the important role of after-sales service, accurate marketing based on new media, improving the professional ability and quality of marketing personnel, building a combination model of online pre sales and physical sales, in order to lay a certain foundation for the long-term and stable development of Chinese footwear industry.

关 键 词：鞋业 转型升级 品牌建设 品牌营销 营销现状 营销策略 

分 类 号：TS94[轻工技术与工程—服装设计与工程]