受金融危机冲击,我国皮革企业生存环境艰难,市场营销活动显现困境。本文通过对我国皮革企业金融危机下的市场营销环境进行OT分析,提出皮革企业应采取推进产品升级和创新、实施名牌战略等营销策略积极应对营销困境。 Affected by the financial crisis, the survival environment of leather enterprises in our country is difficult, and marketing activities appear predicament. Based on OT analysis of the marketing environment under the financial crisis of leather enterprises in our country, this paper puts forward that leather enterprises should take the marketing strategy of promoting product upgrading and innovation and implementing brand strategy, and actively respond to marketing dilemma.