摘
要
摘要
“十四五”（2021-2025年）是我国建设皮革强国的关键阶段。当前，我国皮
鞋欧亿·体育（中国）有限公司正处在质量升级、产品产能收缩的时期。而营销是皮鞋企业实现质量升级
和提升产能的重要手段，对皮鞋企业而言，如何利用营销为其创造“新的生命力”
显得尤为重要。随着数字技术的发展和消费者行为的改变，以“企业”为中心的
传统营销方式已经无法满足时代发展的需求，而以“消费者”为中心的数字化营
销方式应运而生，它使企业能以更高效的方式洞察消费者需求。因此，通过数字
化营销化解皮鞋企业面临的困境成为数字化背景下皮鞋企业的必然选择。
H公司作为一家全国百强的皮鞋企业，一直都是皮鞋欧亿·体育（中国）有限公司中的典型。然而，
受诸多因素影响，近年来公司出现客户转化率和经营收入下降、市场占有率降低
等问题，公司发展面临困境。如何化解当前困境成为 H公司经营者当前思考的头
等大事。实际上，公司已经采取了依托数字媒体的平台营销、打通线上线下的社
交电商营销和基于意见领袖的互动营销等数字化营销手段。然而，这些数字化营
销手段到底效果如何，存在哪些问题和改进空间，H公司如何借助数字化营销手
段破解公司发展面临的困境，成为 H公司战略的重点和值得研究的重要问题。
本文以 H公司为研究对象，运用文献研究、实地访谈、统计实证等方法研究
H公司的数字化营销策略。首先，在描述H公司的基本情况、资源和能力、营销
现状及现存问题的基础上，结合文献综述，构建 SICAS理论分析模型，以初步明
确数字化营销手段对消费者购买决策的影响机理。其次，运用 SPSS统计实证分析
检验研究模型。实证研究发现，品牌感知（ S）、兴趣互动（I）、交互沟通（C）
对消费者购买决策（AS）有显著的正向影响，其中交互沟通对消费者购买决策的
影响程度最大，品牌感知对消费者购买决策影响程度最小。最后，结合口碑营销、
4I营销理论等，制定 H公司数字化营销策略，并进一步提出 H公司数字化营销策
略实施的保障措施。
本文研究将 SICAS模型和数字化营销策略相结合，并进一步细化 SICAS模型
在鞋类企业数字化营销过程中的应用路径，实现了对 H公司数字化营销策略制定
的目的。对破解公司发展面临的困境，提高市场竞争力，具有一定的创新性和意
义，同时也为其他鞋类企业探索数字化营销路径提供了积极的参考和借鉴。
关键词：消费者行为；数字化营销；SICAS模型；购买决策
I
Abstract
Abstract
"Fourteen five" (2021-2025) is a key stage in the construction of a strong leather
country in China. At present, China's leather shoes industry is in a period of quality
upgrade and product capacity contraction. Marketing is an important tool for leather
footwear companies to upgrade quality and increase production capacity,and it is
particularly important for leather footwear companies to use marketing to create "new
life" for them. With the development of digital technology and changes in consumer
behaviour, thetraditional "enterprise"-centric approachto marketingis nolonger
sufficient to meet the needs of the times, and a "consumer"-centric approach to digital
marketing has emerged, enabling companies to gain insight into consumer needs in a
more efficient way. It enables companies to gain insight into consumer needs in a more
efficient way. It is therefore an inevitable choice for leather footwear companies to solve
the dilemma they face through digital marketing.
Company H, as a national top 100 leather shoe company, has always been a typical
one in the leather shoe industry. However, influenced by many factors, in recent years
the company has experienced a decline in customer conversion rate and operating
income, a decrease in market share and other problems, and the company is facing
difficulties in its development. How to resolve the current dilemma has become the top
priority for the management of Company H. In fact, the company has adopted digital
marketing tools such as platform marketing based on digital media, social e-commerce
marketing that connects online and offline, and interactive marketing based on opinion
leaders. However, how effective are these digital marketing tools, what are the problems
and room for improvement, and how can H crack the dilemma facing the company's
development with the help of digital marketing tools has become the focus of H's
strategy and an important issue worth studying.
This paper takes Company H as the research object and uses literature research,
fieldinterviews andstatistical empirical evidencetostudy Company H'sdigital
marketing strategy. Firstly, based on a description of Company H's basic situation,
resources and capabilities, current marketing situation and existing problems, a SICAS
II