关键词: 品牌营销, 温州鞋类, 自主品牌, 消费者感知

Abstract: Brand and regional brand have positive effects on industrial transformation and upgrading. Wenzhou has a long history of shoemaking and is one of the four major shoemaking industry clusters in China. Independent brand building and brand marketing are very important in the process of industrial transformation and upgrading. Based on this, this paper mainly uses the empirical research methods such as interview survey and questionnaire survey, respectively from the perspective of shoe-making enterprises and consumers, obtains the basic situation of Wenzhou shoe enterprises' independent brand construction and consumers' perception of Wenzhou shoes brand, analyzes and summarizes the current situation of Wenzhou shoes brand marketing, and puts forward that shoe-making enterprises should focus on the independent brand construction, In order to enhance the competitiveness of its regional brands and promote the transformation and upgrading of Wenzhou footwear industry, this paper puts forward some suggestions and Countermeasures for brand marketing.

Key words: brand marketing, Wenzhou shoes, independent brand, consumer perception