新零售背景下皮革消费行为解析及营销转型研究

Analysis of Leather Consumption Behavior and Marketing Transformation Research under the New Retail Context

目前,由于我国疫情和经济下行趋势的影响,皮革行业受到了一定的冲击,其未来发展面临巨大挑战。同时,随着零售概念、新技术、新业态、新营销概念的提出,消费者行为也产生了巨大的变化。在这样的形势下,皮革行业需要进行营销转型。本文简述了新零售背景下营销策略的特点,结合皮革行业当前的营销特点,开展了针对皮革行业消费者行为的问卷调查,通过调查问卷分析,总结出当前皮革消费行为的新变化,并据此提出营销转型策略。

At present,due to the impact of the epidemic and economic downturn in China,the leather industry has been affected to a certain extent,and its future development is facing huge challenges.Meanwhile,with the introduc⁃tion of retail concepts,new technologies,new formats,and new marketing concepts,consumer behavior has also un⁃dergone significant changes.In this situation,the leather industry needs to undergo marketing transformation.This paper briefly described the characteristics of marketing strategies in the context of new retail,and combined the cur⁃rent marketing characteristics of the leather industry to conduct a questionnaire survey on consumer behavior in the leather industry.Through questionnaire analysis,the new changes in current leather consumption behavior were sum⁃marized,and based on this,marketing transformation strategies were proposed.