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现代商品社会,扑朔迷离的鞋业市场和多变的消费趋向,使行销变得越来越步履艰难。中国制鞋企业的成长在经历了“大浪淘沙”般激烈的竞争和艰难的发展跨越后,终于在市场上站稳了脚跟,且变得越来越理性起来。当我们跨入21世纪的门槛,面对WTO,面对高速运转的世界经济,面对与“洋品牌”的短兵相接,面对更加激烈的市场竞争,中国鞋业营销将如何顺时应势、把握良机,并实施相应的营销策略和管理变革,是摆在制鞋企业管理者面前的新课题。在此,笔者就21世纪我国鞋类产品营销的新形势做一分析和阐述。
The modern commodity society, the confusing footwear market and the changing consumption trends have made marketing increasingly difficult. The growth of China’s shoe-making enterprises has finally gained a firm foothold in the market and has become more and more rational after experiencing the fierce competition and difficult development. When we enter the threshold of the 21st century, in the face of WTO, in the face of a high-speed world economy, faced with the “foreign brands” of the short-medals, faced with more fierce market competition, how will China’s footwear industry marketing respond to the trend? Grasping good opportunities and implementing corresponding marketing strategies and management changes are new topics facing the managers of shoe-making enterprises. Here, the author analyzes and elaborates on the new situation of China’s footwear product marketing in the 21st century.