作　　者： (李社球）; (费明胜）; (徐樱华）;

机构地区： 五邑大学经济管理学院,广东江门529020

出　　处： 《五邑大学学报（社会科学版）》 2017年第3期48-51,82,共5页

摘　　要： 鹤山男鞋在业界知名度非常高,但在零售终端市场却少有人知,在消费者心目中的品牌定位也很模糊,这严重影响了鹤山男鞋区域品牌的推广和发展。根据手段—目的链理论,鹤山男鞋应当注重设计新颖、工艺优良、质量可靠、价格适中的产品属性定位,穿着舒适、健康、安全、心情愉悦、物有所值的利益定位和快乐、享受的价值定位。 Heshan men's shoes enjoy great popularity in the industry but are little known on the retail terminal market and their brand status in consumers' mind is also very vague.This has seriously affected the promotion and development of Heshan men's shoes as a regional brand.According to the classical Means-End Chain theory,Heshan men's shoes should set the product attributes positioning in terms of novel design,excellent workmanship,reliable quality and reasonable price,the benefit positioning in terms of comfort,health,and the value positioning in terms of happiness and enjoyment.

关 键 词： 手段 目的链 鹤山男鞋 市场定位