The Research Of Marketing Model Transition Of Wenling's Children's Shoes Enterprise Based On The Perspective Of 4P-4C

As an important production base of children's shoes in China,Wenling is always being an important part of the children's shoes market.The main marketing model of Wenling's children's shoes enterprises is the traditional marketing mode which the enterprise's product is in the center.With the changes in the market environment,various problems come out,including the product innovation is becoming more difficult,the online market has a huge impact on offline stores,and the needs of the customers are becoming difficult to grasp.Therefore,the children's shoes enterprises in Wenling try to explore a new marketing model in order to solve the dilemma.This paper is aimed at the marketing model of children's shoes enterprises in Wenling,using the literature analysis method,case analysis method and norm analysis method as the research methods.Based on 4P and 4C theories,this paper takes the HN company as a case,firstly reviews the research results of experts and scholars in China and abroad,then analyzes the macro and microscopic environments of the HN company.Through the research and analysis of the marketing model of excellent children's shoes enterprises in the same industry in China and abroad,we can learn from the successful experiences.Finally,based on the analysis results,we can find out the suggestions for the transformation of the HN company's marketing model.This paper concludes that the HN company should transform from the enterprise product centered marketing model to the customer-centric marketing model.From the initial product design process,customers should be involved,and the work should be carried out with the actual needs of customers,in order to enhance the brand and customer's favorability.In terms of positioning,it is necessary to reflect the main purpose of the service to the customer,and fully consider the factors such as the value acquisition,affordability and convenience of the customer.It is necessary to strengthen communication with customers,establishing an emotional bond between customer groups and the brand,improving after-sales service to enhance customer value experience,and increasing the customer's brand loyalty.The research results of this paper not only provide the suggestions for the transformation of HN company marketing model,but also provide the reference for the transformation of children's shoes enterprises in Wenling.