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一、背景与调研同升和鞋店始创于1902年,是国内贸易部命名的中华老字号,主要的产品类型是传统手工布鞋、高端手工缝绱皮鞋及商务休闲鞋。手工定制皮鞋,是同升和的立家之本。手工缝绱精品皮鞋和传统工艺精品布鞋全部使用天然材料(皮革,毛,棉,麻等)、独特的手工工艺精工细作,使产品既具有养脚吸汗舒适的功能又体现产品的民族性。随着市场的变化,百年老字号面临着新的机遇和挑战。为了进一步了解产品的优劣势,以及公关活动实施的背景和环境,为公关策划案提供有价值的实际支撑,我们团队于2016年4月展开了问卷调查,
First, the background and research Tongsheng and shoe store was founded in 1902, is the old name of the Chinese Ministry of Trade named, the main product types are traditional handmade shoes, high-end hand-sewn leather shoes and business casual shoes. Handmade custom shoes, is the same as the rise and rise of the country. Hand-stitched boutique shoes and traditional craft shoes are all made of natural materials (leather, wool, cotton, hemp, etc.) and the unique handmade craftsmanship make the products not only have the function of supporting feet and sweat and comfort, but also reflect the nationality of the products. As the market changes, the century-old brand will face new opportunities and challenges. In order to further understand the advantages and disadvantages of the product, as well as the background and environment for the implementation of public relations activities to provide valuable practical support for the public relations plan, our team conducted a questionnaire survey in April 2016,