Z世代轻奢运动鞋消费偏好分析及营销建议  

Consumption Preference of Generation Z Affordable Luxury Sports Shoes and Marketing Suggestions

作　　者：张耀珍 ZHANG Yaozhen(School of Management,Nanjing University of Posts and Telecommunications,Nanjing 210003,China)

机构地区：[1]南京邮电大学管理学院,江苏南京210003

出　　处：《中国皮革》2023年第11期103-107,共5页China Leather

基　　金：教育部人文社会科学研究基金项目(BJS218001)。

摘　　要：轻奢运动鞋市场被耐克、阿迪达斯两家国外运动鞋企业主导的局面正在改变。面对难得的发展机遇,我国轻奢运动鞋品牌发展需要解决的关键问题是如何吸引消费主力人群Z世代,从而在本土消费市场占据领先地位。本文通过分析轻奢运动鞋消费与市场现状,调研并剖析中国Z世代轻奢运动鞋消费偏好,提出点燃Z世代的“为爱消费”热情、塑造国货品牌壁垒、追逐时尚以“潮”取胜及以“圈层营销”锁定核心顾客等营销策略。The situation that the affordable luxury sports shoes consumption market is dominated by two foreign sports shoes companies, Nike and Adidas, is changing. Facing the rare development opportunity, the key issue that needs to be solved in the development of Chinese affordable luxury sports shoes brands is how to attract the main consumer group Generation Z, so as to occupy a leading position in the local consumption market. After analyzing the current situation of affordable luxury sports shoes consumption and market, investigating the preferences of Chinese Generation Z for affordable luxury sports shoes consumption, the marketing suggestions were put forward such as igniting Generation Z's passion for “Pay for favorites”, building brand barriers for domestic products, chasing fashion to win with “trend” and targeting core customers with “circle marketing”, and so on.

关 键 词：轻奢运动鞋 Z世代 消费偏好 

分 类 号：TS56[轻工技术与工程—皮革化学与工程]