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在追求时尚品位的消费观念占主导的今天,鞋的消费购买率一定程度上取决于消费者对品牌的认知,品牌的知名度越高,其购买人群越广泛。中国制造的鞋在国际市场上的占有率不可谓不大,尤其在美国、欧盟已占据60%的市场份额,以至招来许多国外同行以各种手段进行的抵制。前不久,本刊通过现场访谈、实地考察、电话访问等方式对北京市场的鞋类终端进行了调查,其中包括京城20多家高中档零售商场(燕莎友谊商城、赛特购物中心、世都百货等高档商城;北京百货大楼、东安市场、西单商场、北京太平洋百货有限公司、蓝岛大厦、北京百盛购物中心、双安商场、当代商城、北辰购物中心、中友百货、飘亮购物中心、新世界商场、西单购物中心、翠微大厦、长安商场、城乡华懋商城、君太百货、复兴商业城等中高档商场及京城周边顺义、通州、昌平、大兴等区县的零售商场)、超市(包括沃尔玛、家乐福、万客隆、易初莲花、物美等)、专卖店(包括京城主要商业街区的专卖店:西单商业街、东四大街、王府井商业街等),内容涉及了国产鞋类品牌销售状况、国内外品牌市场对比、商场或商圈消费者定位构成及其消费情况等各个方面。着意调查、研究国产品牌鞋类在北京市场的存在状况,并从大型商场、大中型百货店、超市、专卖店和郊县商场四种商业形态进行分析,以期在洋品牌入侵国内市场的趋势下,为本土品牌的建设与发展以及商业运营调整提供参考。
In the pursuit of fashion-based consumer concept dominated today, consumer spending rate of shoes depends to some extent on consumer awareness of the brand, brand awareness, the higher the purchase of its broader population. The share of Chinese-made shoes in the international market can not be small, especially in the United States, the European Union has occupied 60% market share, and even provoked many foreign counterparts to boycott by various means. Not long ago, we conducted a survey of footwear terminals in the Beijing market through on-site interviews, field trips and telephone interviews, including more than 20 high profile retail stores in Beijing (Lufthansa Friendship Mall, Seth Shopping Center, Department stores and other high-end shopping malls; Beijing Department Store, Dongan Market, Xidan Market, Beijing Pacific Department Store Co., Ltd., Blue Island Building, Beijing Parkson Shopping Center, Shuang’an mall, contemporary mall, Beichen Shopping Center, Shopping malls such as New World Shopping Mall, Xidan Shopping Mall, Cuiwei Building, Chang’an Shopping Mall, urban and rural Chinachem Mall, Jun Tai Department Store, Renaissance Commercial City and other high-end shopping malls and Shunyi, Tongzhou, Changping and Daxing surrounding the capital) Including Wal-Mart, Carrefour, Makro, Lotus, Wumart, etc.), specialty stores (including the major commercial blocks in the capital: Xidan Commercial Street, Dongsi Street, Wangfujing Commercial Street, etc.) Brand sales, domestic and international brand market contrast, shopping malls or business district consumers and other aspects of consumer positioning and other aspects . Intention to investigate and study the existence of domestic brand footwear in the Beijing market, and from the large-scale shopping malls, large and medium-sized department stores, supermarkets, specialty stores and suburban shopping malls to analyze four commercial forms, with a view to foreign brands invade the domestic market trends , For the local brand building and development as well as the adjustment of commercial operations provide a reference.