轻奢革制品品牌市场定位与营销策略研究

Brand Positioning and Marketing of Light Luxury Leather Products

近年来,我国轻奢革制品市场发展迅速,销售额甚至超越了某些奢侈品品牌。但是随着国民经济水平的提高,以及消费群体消费理念的日趋成熟,轻奢革制品的发展依旧遇到了各式各样的问题,尤其是品牌市场定位与营销方面。据此通过对轻奢革制品品牌市场发展现状分析,提出明确自身市场定位、创新品牌设计理念、提升顾客购物体验感、引进线上线下相结合的营销模式,以顺应市场发展潮流,提高市场份额。

In recent years, China’s light luxury leather products market has developed rapidly, and the sales have even surpassed some luxury brands. However, with the improvement of the national economic level and the increasingly mature consumption concept of consumer groups, the development of light luxury leather products still encounter various problems, especially in brand market positioning and marketing. Based on the analysis of the development status of light luxury leather products brand market, some effective market positioning and marketing strategies were put forward, that is, to clarify their own market positioning, innovate brand design concept, improve customers’ shopping experience, and introduce a marketing model combining online and offline, so as to comply with the market development trend and occupy a large market share.