摘 要本文通过泉州各类中小型鞋类的营销策略的发展现状和SWOT分析，以市场营销4P理论作为理论依据，针对泉州中小型鞋类产业发现状，发现其中产品定位的多样性不足、渠道销售形式的单调、促销手段不够与时俱进，市场细分标准的不明确性等问题，并根据相关问题，提出相应的优化建议如：优化产品定位设计出适应中小型产业鞋业的发展、增加渠道销售形式、促销产品的活动多样性、加强国内外普通鞋类品牌推广与建设。关 键 词 ： 泉州中小型鞋类产业；SWOT分析；4P营销策略 AbstractIn this paper, through the development status and SWOT analysis of various small and medium-sized footwear marketing strategies in Quanzhou, taking the 4P theory of marketing as the theoretical basis, aiming at the discovery of the small and medium-sized footwear industry in Quanzhou, it is found that the diversity of product positioning is insufficient and the channel sales form The monotonous, promotional methods are not enough to keep pace with the times, the uncertainty of market segmentation standards, etc., and according to related issues, put forward corresponding optimization suggestions such as: optimize product positioning and design to adapt to the development of small and medium-sized industrial footwear industry, increase channels Sales forms, activity diversity of promotional products, and strengthening the promotion and construction of domestic and foreign common footwear brands. Keywords: Quanzhou small and medium-sized footwear industry; SWOT analysis; 4P marketing strategy目 录1. 引 言...............................................１1.1 研究背景及研究意义.........................１1.1.1 研究背景...........................................１1.1.2 研究意义...........................................１1.2 国内外研究现状.................................２1.2.1 国外相关研究现状...........................２1.2.2 国内相关研究现状...........................２1.3 研究...
