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在互联网高速发展的今天,线上与线下一体化的营销方式才能加快制鞋业的发展,各个鞋企不断尝试,有失败也有成功之例,要想增大成功的把握,首先要找准消费者的需求。本研究通过调查消费者对线上线下鞋品的购买决策,获得消费者对线上线下鞋品整合营销的期望,结果表明:九成的消费者都有在线上购买鞋子的经历,大部分的消费者迫切希望在线上的购买也可以在线下真正体验,并且可以在线下完成退换货及售后服务等等,这些结论无疑使得鞋企要想突破线上营销的瓶颈,就必须掀起新一轮的改革浪潮。
In today’s rapid development of the Internet, online and offline marketing can speed up the integration of the footwear industry, all shoe constantly trying, there are failures and success stories, in order to increase the success of the grasp, we must first identify Consumer needs. This study obtained consumer’s expectation on the integrated marketing of online and offline shoes by investigating consumer’s purchase decision of online and offline shoes. The result shows that 90% of consumers have the experience of purchasing shoes online, most of them Consumers are eager to buy online can also be truly online experience, and can be completed online Returns and after-sales service, etc. These conclusions will undoubtedly make the shoe to break through the bottleneck of online marketing, we must set off a new round of The wave of reform.