“互联网+”背景下皮革企业电商营销路径构建研究  

E-Commerce Marketing Path Construction of Leather Enterprises under the Background of“Internet+”

作　　者：张冰洁 ZHANG Bingjie(School of Management,Guangzhou Huashang College,Guangzhou 511300,China)

机构地区：[1]广州华商学院管理学院,广东广州511300

出　　处：《中国皮革》2024年第11期10-14,共5页China Leather

基　　金：广东省哲学社会科学“十三五”规划青年项目(GD20YGL09)。

摘　　要：“互联网+”理念的成熟和应用,极大地改变了传统企业电商营销模式。本文以皮革企业为研究对象,总结了“互联网+”背景下皮革企业电商营销面临的困境,分析了“互联网+”赋予该类型企业电商营销的发展机遇,构建了以数据维度、资源维度、逻辑维度等为基础的皮革企业电商营销路径。The maturity and application of the“Internet+”concept has greatly changed the traditional enterprise e-commerce marketing model.This paper took leather enterprises as the research object,summarized the difficulties faced by e-commerce marketing of leather enterprises under the background of“Internet+”,analyzed the development opportunities of e-commerce marketing given to this type of enterprises by“Internet+”,and built an e-commerce marketing path for leather enterprises based on data dimension,resource dimension and logical dimension.

关 键 词：互联网+ 皮革企业 电商营销 营销路径 

分 类 号：TS58[轻工技术与工程—皮革化学与工程]