Explore the Problems and Optimization Countermeasures Existing in the Marketing Hype of the Shoes’ Business

Abstract

This paper discusses the phenomenon of shoe marketing hype and its impact on consumer behavior and the market. First of all, through the development trend of social media and online platforms, the affected aspects of consumers are analyzed in this paper. Through the Nike brand, the price of limited edition sneakers has risen to a very extreme number, which discusses the reasons for this factor, including the cooperation between the spokesmen and the brand, thus causing consumers’ enthusiasm for limited edition sneakers, and analyzes the psychology of consumers. Consumer psychological factors mainly include the negative factors of the scarcity of goods. The paper emphasizes supply chain management to maintain the balance of the market and not oversaturation to ensure the scarcity of shoes and uniqueness in the market. In addition, the special commodities represented by sneakers will also be symbolic, stored, circular, and speculative, representing the uniqueness of the product online. In the end, the problems in the market are explained and optimized, and suggestions are put forward, such as advocating the concept of healthy consumption and encouraging consumers to choose products according to their actual needs rather than pursuing the value of hype.