疫情影响下鞋企产品销售面临的问题及营销策略研究

Problems and Marketing Strategies of Footwear Sales under Influence of Novel Coronavirus Infection

随着制鞋业及零售业的高速发展,鞋类产品同质化竞争愈演愈烈,企业间的竞争也持续加剧,行业利润越来越微薄。现阶段,我国除面临疫情带来的压力外,还面临着中美贸易战,特别是在互联网迅速发展的趋势下,“互联网+”技术的大数据营销对市场营销造成了巨大冲击,使得鞋类产品销售面临前所未有的严峻考验。据此,为切实应对这一现状,通过分析疫情对于鞋类产品营销的影响,阐述了疫情影响下鞋类产品销售面临的主要问题,并在此基础上提出了一系列切实可行、科学有效的营销策略,以期能够为制鞋企业在新时代形势下实现稳定前进与和谐发展提供一定帮助。

With the rapid development of the footwear industry and the retail industry,the homogeneous competition of footwear products has become increasingly fierce,and the competition among enterprises has also continued to intensify,resulting in the increasingly meager profits of the industry.At present,China is not only experiencing the epidemic,but also facing the Sino US trade war.Especially under the trend of the rapid development of the Internet,the big data marketing of“Internet+”technology has caused a huge impact on the marketing,making the sales of footwear products meet an unprecedented severe test.Therefore,in order to effectively deal with this situation,the main problems faced by the sales of footwear products under the impact of the epidemic were expounded through analyzing the impact of the epidemic on the marketing of footwear products,and on this basis,a series of practical,scientific and effective marketing strategies were put forward in order to provide help for the shoe-making enterprises to achieve stable progress and harmonious development in the new era.