数字经济时代国产运动鞋的营销策略优化
Marketing Strategy Optimization of Domestic Sports Shoes in the Digital Economic Era

近年来我国运动鞋产业发展迅速，成为我国轻工业中重要的一部分。然而由于新型冠状肺炎疫情以及诸多因素的影响，我国国产运动鞋行业的营销管理实践中暴露出品牌影响力下降、国产运动鞋利润缩减、产量下降等诸多问题。本文从目前国产运动鞋营销策略出现的问题出发，通过对数字经济时代营销环境的探究分析，对国产运动鞋营销策略提出优化建议。
In recent years, our country’s sports shoe industry has developed rapidly and has become an important part of our country’s light industry. However, due to the impact of the new crown pneumonia epidemic and many factors, the marketing management practice of our country’s domestic sports shoes industry has exposed many problems, such as the decline of brand influence, the reduction of domestic sports shoes profits, and the decline of production. Starting from the current problems in the marketing strategy of domestic sports shoes, through the exploration and analysis of the marketing environment in the digital economy era, this paper puts forward optimization suggestions for the marketing strategy of domestic sports shoes.