关键词: 温州鞋业, 品牌, 消费者感知, 感知差异

Abstract: China's shoemaking industry is developing in a cluster way, producing a series of regional brands. Among them, the footwear products of Wenzhou shoemaking base face more difficulties in brand marketing and independent brand building. Based on this, this paper uses the method of empirical research, through questionnaire survey and data statistical analysis, to get the consumers' specific perception of Wenzhou shoes regional brand, comparative analysis of consumer perception differences between Wenzhou shoes brand and non Wenzhou shoes brand. The suggestions and Countermeasures for Wenzhou shoes enterprises also have been put forward to carry out brand marketing on the basis of summarizing consumers' perception differences of shoes regional brand.

Key words: Wenzhou shoe industry, brand, consumer perception, perception difference