当前整个鞋业市场逐渐呈现出由市场调配机制起主导作用的竞争格局。伴随着市场理性的发展走势，鞋业市场的营销手段不断翻新，逐步由原来风靡一时的广告、让利、打折、回扣等市场竞争主要手段向企业竞争的更深层次发展。而中小型制鞋企业限于自身实力，如何在激烈的市场竞争中 At present, the entire footwear market has gradually emerged a competitive structure dominated by the market deployment mechanism. With the development of market rationality, the marketing methods of the footwear market have been continuously refurbished, and the market competition has gradually developed from the prevailing methods of market competition such as advertising, profit sharing, discounts and rebates. The small and medium-sized shoe enterprises are limited to their own strength, how to compete in the fierce market