社交电商对皮具品牌营销策略的影响研究  

Research on the Impact of Social E-commerce on Marketing Strategies of Leather Goods Brands

作　　者：徐芹[1] XU Qin(Jianghai Polytechnic College,Yangzhou 225101,China)

机构地区：[1]江海职业技术学院,江苏扬州225101

出　　处：《皮革与化工》2025年第1期39-44,共6页Leather And Chemicals

摘　　要：随着移动互联网和社交媒体的快速发展,社交电商已成为品牌营销的新阵地。面对这一新环境,传统制造行业如皮具业必须及时调整营销策略,把握发展机遇,应对市场挑战。本文立足于皮具行业的特点,分析了社交电商对品牌营销的影响,指出皮具品牌需要转变营销观念,优化营销策略。通过从内容营销、社群营销、个性化营销等方面提出了皮具品牌在社交电商环境下的营销策略优化建议。这些建议对于皮具品牌的数字化营销转型具有一定的启示意义,有助于品牌更好地适应数字时代消费者需求的变化,实现可持续发展。With the rapid development of mobile internet and social media,social e-commerce has become a new frontier for brand marketing.Faced with this new environment,traditional manufacturing industries such as the leather goods industry must promptly adjust their marketing strategies to seize development opportunities and meet market challenges.This paper,based on the characteristics of the leather goods industry,analyzes the impact of social e-commerce on brand marketing,pointing out that leather brands need to change their marketing concepts and optimize their marketing strategies.Suggestions for optimizing marketing strategies for leather brands in the social e-commerce environment are proposed from aspects such as content marketing,community marketing and personalized marketing.These suggestions have certain enlightening significance for the digital marketing transformation of leather brands,helping brands better adapt to the changes in consumer needs in the digital age and achieve sustainable development.

关 键 词：社交电商 皮具品牌 内容营销 社群营销 个性化营销 

分 类 号：F724.6[经济管理—产业经济]