中国是世界上最大的鞋类生产与出口国，每年各类鞋的产量超过100亿双。目前，全国制鞋企业超过2万家，形成福建、广州、温州、成都、重庆五大产销配送基地，制鞋业也成为当地经济增长的支柱产业，雪地靴以其出色的防寒功能而闻名。由于城乡居民收入的普遍增加，消费进入快速变化的关键时期，消费结构升级带动的新消费成为市场发展的重要推动力。随着数智化时代快速发展，“互联网”时代正在改变人们的生活方式和消费行为，线上线下渠道各有优势，如何整合优势，融合共生，获得更多市场机会，才是企业市场营销转型的关键。JDG公司以雪地靴制作为主生产型企业，随着规模的扩大、产品种类丰富及高端用户需求，需要提升企业竞争力。但目前公司市场战略仍处于原始积累阶段，企业市场营销急需要提升优化。鉴于此，笔者从第一视角以JDG制鞋公司为研究案例，分析公司当前市场营销面临新的挑战和机遇，为企业增加抗风险能力，完成公司传统市场营销转型布局，以及优化市场营销以增强市场竞争力并有效提升市场份额。笔者通过对JDG制鞋公司内外部环境的深入分析和研究，层次分明地阐明企业的优缺方面，以及可能面临的机遇和威胁，并强调了利用有限的资源，制定出科学、完善的营销策略对于企业的重要性。本文从研究背景与意义出发，首先，阐述JDG制鞋公司基本情况、公司发展历程与市场营销现状。其次，通过应用PEST和IPA模型，我们可以深入探究外部宏观环境和企业内部微观环境之间的关系，再结合波特五力模型，对JDG制鞋公司市场营销STP做诊断；然后通过对鞋类行业的细分，JDG制鞋公司可以找到最适合其发展的目标市场，并且通过精确的定位，制定出可持续发展的营销组合策略和有效的保障措施，以确保公司的长期发展，帮助企业看清未来发展趋势，清晰企业自身定位，确定好企业的市场营销发展目标，帮助企业发展获得长足发展；同时，也为国内其他制鞋企业提供可参考理论依据和借鉴启示。

China is the world's largest producer and exporter of shoes,producing more than ten billion,pairs of shoes every year. At present, there are more than twenty thousand shoe enterprises in China, forming five production and marketing distribution bases in Fujian, Guangzhou, Wenzhou, Chengdu and Chongqing. The shoe industry has also become the pillar industry of local economic growth, and snow boots are famous for their excellent cold prevention function. With the general increase of urban and rural residents' income, consumption has entered a critical period of rapid change, and the new consumption driven by the upgrading of consumption structure has become an important driving force of market development. With the rapid development of the era of digital intelligence, the "Internet" era is changing people's lifestyle and consumption behavior. Online and offline channels have their own advantages. How to integrate advantages, integrate and coexist, and obtain more market opportunities is the key to the transformation of enterprise marketing strategy.

JDG is mainly a production enterprise. With the expansion of scale, rich product variety and the demand of high-end users, it needs to improve the competitiveness of enterprises. But at present, the company's market strategy is still in the original accumulation stage, and the enterprise's marketing strategy urgently needs to be improved and optimized. In view of this, the author takes JDG shoe Company as a research case from the first perspective, analyzes the company's current marketing challenges and opportunities, increase the ability to resist risks for the enterprise, complete the transformation of the company's traditional marketing strategy, and optimize the marketing strategy to enhance the market competitiveness and effectively enhance the market share. Through the analysis and research of the internal and external environment of JDG shoe company, this paper clarifies the advantages and disadvantages of the enterprise, as well as its opportunities and threats. At the same time, it points out that only by using its limited resources to develop a scientific and perfect marketing strategy, can the enterprise gain a place in the highly competitive market environment.

Based on the research background and significance, this paper first expounds the basic situation of JDG shoe company, the development process of the company and the current situation of marketing strategy.next, Using PEST and IPA models to analyze the external macro environment and the internal micro environment of enterprises, Combined with the Porter five-force model, Diagnosis of the marketing strategy of JDG shoe company STP; Then, starting from the market segmentation of the footwear industry, Select the target market suitable for the development of JDG shoe company, Then the target market of JDG shoe company, Develop a sustainable marketing portfolio strategy and implement safeguard measures, Help companies see their future trends, Clear the enterprise itself positioning, Determine the marketing development goals of the enterprise, Help enterprises to achieve rapid development; at the same time, It also provides reference theoretical basis and reference inspiration for other domestic shoemaking enterprises.