连锁销售模式是80年代中期由国外传入我国,时至今日,连锁销售已成为当前鞋服企业发展的主流业态。近年来,通过“多开店、开大店、开好店”的营销模式,我国本土的鞋服企业取得了令人瞩目的成就。然而,随着市场日趋成熟和消费日趋理性,跑马圈地式的营销模式弊端日益凸显:开店越多,关店越多;订货越多,库存越多。过去成功的营销经验,如今已经不再适用。在新的市场环境和挑战下,许多企业经营者开始从经营层面重新审视当今的市场与消费者的特性,调整自身营销手段、提升产品与服务水平,力求复苏扭转局面。全新的广告投入、更有诱惑力的促销、更全面的人员培训……一箩筐的营销手段下来,效果并未达到预期,好似陷入了“竹篮打水一场空”的窘境。 Chain sales model is imported from the mid-80s in our country, nowadays, chain sales have become the mainstream of the development of the current footwear business format. In recent years, through the “multi-shop, open big shop, open a good shop, ” marketing model, our country’s shoes and apparel business has made remarkable achievements. However, as the market matures and consumers become increasingly rational, the disadvantages of the stamina-style marketing model have become increasingly prominent: the more shops open, the more shops are closed; the more orders, the more inventory. Past successful marketing experience, now no longer applicable. Under the new market environment and challenges, many business operators began to re-examine the current market and consumer characteristics from the management level, adjust their own marketing tools, upgrade their products and service levels, and seek to reverse the turnaround. New advertising investment, more attractive promotions, more comprehensive training of personnel ... ... a basket of marketing tools down, the effect did not meet expectations, as if caught in a “basket empty” dilemma.