摘要
互联网背景下鞋企营销环节的电商化,是鞋企拓宽货品终端、打通产业链上下游盈利点的关键。文章以我国某鞋企为例展开分析,认为传统鞋企电商化转型阵痛较为剧烈,面临缺乏电商思维、线上线下体验感差以及大数据分析能力弱等问题。鞋类制造企业营销环节的电商化策略则包括培养电商思维、做好线上线下融合、充分利用大数据技术开展个性化产品设计等,通过思维的转换实现传统鞋企营销环节的电商化转型。
Under the background of the Internet, the e-commerce of shoe enterprises’ marketing links is the key for shoe enterprises to broaden the goods terminal and open up the upstream and downstream profit points of the industrial chain.Taking a shoe company in China as an example, this paper analyzes the pain of e-commerce transformation of a traditional shoe company, which needs to face problems such as lack of e-commerce thinking, poor online and offline experience, and weak ability of big data analysis.The specific strategies of e-commerce in the marketing links of shoe manufacturing enterprises include cultivating e-commerce thinking, doing a good job of online and offline integration, making full use of big data technology to carry out personalized product design, etc., and realizing the e-commerce transformation in the marketing links of traditional shoe enterprises through the transformation of thinking.
作者
张晶
ZHANG Jing(Yulin University,Yulin 719000,China)
出处
《中国皮革》
CAS
2021年第9期115-119,共5页
China Leather
关键词
D鞋业
互联网营销
电商化转型
思维转换
D shoe industry
Internet marketing
e-commerce transformation
transformation of thinking
