本文選題：黃金擺件 + 營銷策略��； 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：近些年來，國內(nèi)黃金擺件產(chǎn)品年消費(fèi)增長率保持在10%以上。黃金擺件以其本身的外在價值和傳統(tǒng)的象征意義為廣大消費(fèi)者所喜愛。然而，現(xiàn)在中國的人均黃金擁有量僅為世界人均黃金擁有量的十分之一，隨著消費(fèi)需求的日益增加，黃金擺件產(chǎn)品在國內(nèi)市場的前景將會變得更加廣闊。 面對激烈的市場競爭環(huán)境，如何將黃金擺件行業(yè)做大做強(qiáng)，是目前很多業(yè)內(nèi)人士和學(xué)者研究的內(nèi)容。本文將從市場背景為切入點(diǎn)，結(jié)合所學(xué)到的商業(yè)管理知識，在對黃金擺件市場做出細(xì)致的調(diào)查和分析基礎(chǔ)上，以A銀行黃金擺件營銷為例，，通過對內(nèi)外環(huán)境的分析和市場定位，逐步編寫出符合A銀行自身特點(diǎn)和優(yōu)勢的營銷計劃書。 本文首先交代黃金擺件行業(yè)研究的背景和意義，通過對A銀行的經(jīng)營狀況做出介紹，找準(zhǔn)該行本身所具有的行業(yè)優(yōu)勢和不足。繼而對黃金擺件市場的內(nèi)外部環(huán)境和競爭環(huán)境做出細(xì)致的分析，通過實地調(diào)查，找出適合行業(yè)特點(diǎn)的消費(fèi)方向，并運(yùn)用SWOT分析法對行業(yè)面臨機(jī)會、優(yōu)勢加以把握利用，對威脅、劣勢加以避免；隨后結(jié)合A銀行的自身業(yè)務(wù)特點(diǎn)和擺件市場的前期發(fā)展，制定了相應(yīng)的戰(zhàn)略使命和戰(zhàn)略目標(biāo)，并通過對比分析選出合適的戰(zhàn)略方案。同時，對所面臨的市場環(huán)境進(jìn)行細(xì)分，選擇目標(biāo)市場。在制定完整體營銷使命和策略后，又從產(chǎn)品、價格、渠道、促銷等方面一一展開，制定了詳實的營銷組合計劃，為A銀行黃金擺件業(yè)務(wù)的實際銷售和推廣做了詳盡的計劃。最后通過對資金財務(wù)的數(shù)據(jù)分析，估算出銀行的整體收益，同時要求避免一些風(fēng)險的影響，更好的適應(yīng)行業(yè)發(fā)展。
[Abstract]:In recent years, domestic gold accessories annual consumption growth rate of more than 10%. Gold ornaments for its own external value and traditional symbolic significance for the majority of consumers like. However, China's per capita gold holdings are only 1/10 of the world's per capita gold holdings. As consumer demand increases, the prospects for gold accessories in the domestic market will become broader. Facing the fierce market competition environment, how to make the gold decoration industry bigger and stronger is the research content of many insiders and scholars at present. This article will from the market background as the breakthrough point, unifies the learned commercial management knowledge, on the basis of making the careful investigation and the analysis to the gold pendant market, takes the A bank gold pendant marketing as an example, through the analysis to the internal and external environment and the market orientation, Gradually prepare a marketing plan that conforms to A Bank's own characteristics and advantages. This paper first explains the background and significance of the research on gold pendulum industry, through the introduction of the management situation of Bank A, to find out the advantages and disadvantages of the bank itself. Then make a careful analysis of the internal and external environment and competition environment of the gold pendant market, through field investigation, find out the consumption direction suitable for the characteristics of the industry, and use the SWOT analysis method to grasp the opportunities and advantages of the industry and make use of the advantages, and make use of the threats to the industry. Then combining with the characteristics of Bank A's own business and the early development of the pendant market, the author formulates the corresponding strategic mission and strategic objectives, and selects the appropriate strategic plan through comparative analysis. At the same time, the market environment is subdivided to select the target market. After working out the whole marketing mission and strategy, we have developed a detailed marketing mix plan from the aspects of product, price, channel, promotion, etc., which makes a detailed plan for the actual sales and promotion of A Bank Gold pendant business. Finally, by analyzing the financial data of the capital, we estimate the whole income of the bank, and at the same time, we need to avoid the influence of some risks and adapt to the development of the industry better.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.2

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