上海第一皮鞋厂建于1956年,专业生产各类牛、羊皮“登云”牌男女皮鞋,年出产能力170万双。80年代以来,先后从法国、意大利、德国等引进了两整套流水线,企业的生产技术基础比较扎实。“登云”牌皮鞋目前已成为国内市场的知名产品。 随着社会主义市场经济不断的发展和完善,企业走向市场,在竞争中优胜劣汰。一些老牌的国营皮鞋制造企业,由于没能及时建立起适应市场的竞争机制,在进口、“三资”企业、乡镇企业皮鞋的冲击下败下阵来,产品积压,企业亏损,直至转产、被兼并。然而,我厂却在这激烈的市场竞争中销售收入年年上一个台阶,从1989年的4,000万元上升到1994年的1.4亿元;企业的经济效益稳步提高,利税由1990年的570万元增加到1994年的1000万元。对此我们感到除了适应市场需求,不断开发新品外,注重紧贴市场,建立富有竞争性的营销策略机制,也是我们在市场竞争中取胜的关键。 Shanghai No.1 Leather Shoes Factory was established in 1956. It specializes in producing all kinds of cow and sheepskin “Dengyun” brand men’s and women’s leather shoes, with an annual production capacity of 1.7 million pairs. Since the 1980s, two sets of assembly lines have been introduced from France, Italy, and Germany. The company’s production technology base is relatively solid. “Dengyun” brand shoes has become a well-known product in the domestic market. With the continuous development and improvement of the socialist market economy, companies will go to the market and survive in the competition. Some old-fashioned state-owned leather shoe manufacturers failed to establish a competitive mechanism to adapt to the market in a timely manner. They were defeated by the imports, the “funded enterprises” and the shoes of township and township enterprises. The product backlog and the company’s losses continued until it was converted into production. merger. However, our factory has increased sales revenue year after year in this fierce market competition, rising from 40 million yuan in 1989 to 140 million yuan in 1994; the economic efficiency of enterprises has steadily increased, and profits and taxes from 5.7 million in 1990 Yuan increased to 10 million yuan in 1994. In this regard, we feel that besides adapting to market demands and constantly developing new products, we must pay close attention to the market and establish a competitive marketing strategy mechanism, which is also the key to our victory in market competition.