互联网背景下女鞋行业营销策略研究——以珂卡芙女鞋为例摘 要中国的鞋业历史悠久，随着改革开放更是不断地发展壮大，逐步形成了完善的产业链。女性对于鞋的要求越来越高，越来越多的女性开始对品牌有所要求。但是，现在国内的女鞋品牌数量众多，竞争激烈，却没有注重自身品牌的影响力，对服务环节关注甚少，女鞋款式又趋于同质化，难以满足现代社会消费者日益变化的需求。随着社会的不断发展，国内传统的女鞋行业面临着线上商业不断发展和国外品牌抢占市场的双重挑战。面对愈加激烈的竞争环境，女鞋企业想要立于不败之地，甚至发展壮大，就要利用各种营销策略吸引消费者的注意，并不断完善服务环节，增加客户满意度，促成购买行为。本篇论文以珂卡芙女鞋品牌为例，再借助所学的市场营销相关理论，分析其营销策略，通过该品牌，为女鞋行业的营销策略提出自己的改进措施。关键词：女鞋；营销策略；互联网背景IAbstractChina's footwear industry has a long history. With the continuous development of reform and opening up, it has gradually formed a perfect industrial chain. Women's requirements for shoes are higher and higher, and more and more women begin to have requirements for brands. However, the number of domestic women's shoes brands is large and the competition is fierce, but they do not pay attention to the influence of their own brands, pay little attention to the service link, and the women's shoes style tends to be homogeneous, which is difficult to meet the changing needs of consumers in modern society.With the continuous development of the society, the traditional women's shoes industry in China is facing the dual challenges of the continuous development of online commerce and foreign brands to seize the market. In the face of increasingly fierce competition environment, women's shoes enterprises want to be invincible, or even grow, they should use various marketing strategies to attract the attention of consumers, and constantly improve the service links, ...
