消费降级情况下国产鞋类品牌的营销策略调整  

Marketing Strategies Adjustment of Domestic Footwear Brands under Consumption Downgrading

作　　者：史雨灵 SHI Yuling(School of Accounting and Finance,Xi'an Peihua University,Xi'an 710125,China)

机构地区：[1]西安培华学院会计与金融学院,陕西西安710125

出　　处：《中国皮革》2024年第8期65-68,共4页China Leather

基　　金：2023年度陕西省教育厅科学研究计划项目(23JK0174)阶段性成果之一。

摘　　要：消费降级是指消费者在购买商品或服务时,倾向于选择价格更低、性价比更高的产品,而不是追求高价、奢侈品。近年来,这种现象逐渐显现。消费降级导致消费者对鞋类产品的需求发生变化,更加注重产品的性价比和实用性。因此,国产鞋类品牌需要调整产品策略,推出更符合消费者需求的产品。本文研究了消费降级的概念、影响,以及营销策略的相关理论,提出了国产鞋类品牌在营销策略上的调整方案,为其他国产鞋类品牌提供借鉴。Consumption downgrading refers to the tendency of consumers to choose products with lower prices and higher cost-effectiveness when purchasing goods or services,rather than pursuing high prices or luxury goods.This phenomenon has gradually emerged in recent years,as consumer degradation has led to changes in consumer demand for footwear products,with a greater emphasis on product cost-effectiveness and practicality.Therefore,domestic footwear brands need to adjust their product strategies and launch products that better meet consumer needs.This arti⁃cle studied the concept and impact of consumer degradation,as well as the relevant theories of marketing strategies,and proposed adjustment plans for domestic footwear brands in marketing strategies,providing reference for other do⁃mestic footwear brands.

关 键 词：消费降级 鞋类品牌 营销策略 

分 类 号：TS94[轻工技术与工程—服装设计与工程]