摘要
本文分析了消费者获取皮革产品信息的渠道偏好及其影响因素。从社会经济、精神文化、信息获取途径、采集信息内容和消费者个人特征等方面出发,总结出影响消费者信息获取方式及对信息认知与评价的主要因素。而针对消费者偏好的信息获取渠道方面,传统市场、店铺、社交媒体、网络搜索引擎、朋友推荐和品牌官方推广等多种途径都有其独特的优点和限制。本文旨在为企业提供有关皮革产品的信息获取渠道和影响因素方面的理论依据,以帮助品牌定位,树立口碑,更好地针对目标市场群体进行推广,同时为消费者提供更加丰富的信息资源,满足其多元化的选择需求。
This paper analyzed the channel preference of consumers to obtain leather product information and its in-fluencing factors.This paper summarized the main factors that affect the way of consumers'information acquisition and the cognition and evaluation of information from the aspects of social economy,spiritual culture,access to informa-tion,content of information collection and personal characteristics of consumers.In terms of information acquisition channels for consumers'preferences,traditional markets,stores,social media,Internet search engines,friend recom-mendations and official brand promotion have their unique advantages and limitations.This paper aimed to provide theoretical basis for enterprises to obtain information about leather products and influencing factors,so as to help brand positioning,establish reputation,better promote for target market groups,and provide consumers with more a-bundant information resources to meet their diversified choice needs.
作者
井卫鹏
JING Weipeng(Shangluo Vocational&Technical College,Shangluo 726000,China)
出处
《中国皮革》
2025年第1期12-17,共6页
China Leather
基金
陕西省一般课题(2021SPWSKT-C96)。
关键词
皮革产品
消费者
信息获取
渠道偏好
影响因素
营销策略
leather products
consumers
information acquisition
channel preference
influencing factors
mar-keting strategy
