基于绿色营销的皮革产品消费者黏性提升研究  

Improvement of Consumer Stickiness of Leather Products Based on Green Marketing

作　　者：郭西平[1] GUO Xiping(Xi'an Polytechnic University,Xi'an 710048,China)

机构地区：[1]西安工程大学,陕西西安710048

出　　处：《中国皮革》2024年第1期102-105,109,共5页China Leather

基　　金：2021年“纺织之光”中国纺织工业联合会高等教育教学改革研究项目(2021BKJGLX001)。

摘　　要：消费者黏性是指顾客在消费预期或在消费行为中,对品牌及产品的忠诚、信任及良性体验等各个方面的综合表现。它是衡量消费者忠诚度计划的重要指标,也是企业制定市场营销战略的重要依据。皮革产业不断创新发展,企业营销策略也应当随之优化调整。本文以绿色营销的特征及实现要求为出发点,分析皮革产品消费者黏性的影响机理,并基于实证分析提出企业营销策略的具体优化内容,为相关企业制定市场营销策略提供参考。Consumer stickiness refers to the comprehensive performance of customers'loyalty,trust and positive ex⁃perience to brands and products in terms of consumption expectation or consumption behavior.It is an important indi⁃cator to measure consumer loyalty plans and an important basis for enterprises to formulate marketing strategies.With the continuous innovation and development of the leather industry,the enterprise marketing strategy should also be op⁃timized and adjusted.Starting from the characteristics and implementation requirements of green marketing,this paper analyzed the impact mechanism of leather product consumer stickiness,and proposed the specific optimization content of enterprise marketing strategy based on empirical analysis,so as to provide reference for relevant enterprises to for⁃mulate marketing strategies.

关 键 词：绿色营销 皮革 消费者黏性 营销策略 

分 类 号：TS56[轻工技术与工程—皮革化学与工程]