A Study Of How To Improve The Marketing Strategy Of Men’s Shoes At Company U

With the rapid development of China’s shoe manufacturing and wholesale and retail industry,the homogenization competition of men’s shoe products is becoming progressively serious,and the competition among enterprises is becoming increasingly fierce,thus resulting in the meager profits in shoe manufacturing industry.Company U has experienced the negative influences from financial crisis and the helplessness caused by Sino-U.S.trade war.Meanwhile it is also suffering from poor marketing of its own brand in the domestic market,especially after the outbreak of the Coronavirus pneumonia this year.Therefore,the wholesale and retail trade of men?s shoes in U are facing unprecedented challenges.Considering the current situation of men’s shoes Market in China,this paper takes U as the research object,and studies the current situation of STP and 4Ps of men’s shoes products in U based on the author’s 15 years’ working experience in the shoes industry and the experience of cooperating with major brands at home and abroad.Under the guidance of marketing theory,some existing problems in STP and 4Ps have been found by using documentary research,interviewing method and theoretical analysis: STP problems of men’s shoes products in U include confusion of domestic market segmentation,narrow choices of domestic target market,and difficulties of demonstrating customer value proposition;while 4Ps problems include the decline of market share and small sales of online platform channel,high prices in underdeveloped cities,and low effectiveness of promotion.In view of those problems,this paper analyzes the causes,and further gives the optimization and improvement suggestions of STP and 4Ps in line with the development of men’s shoes products of U,including defining the consumer market segmentation,selecting the target segmented market,brand positioning,developing and improving the construction of online and offline channels with the help of big data marketing,and improving the pricing strategy system.The research conclusion of this paper has a certain practical significance for the trading companies of the same business type with U.