本文關(guān)鍵詞： 同質(zhì)化 市場導向 價值鏈 產(chǎn)業(yè)整合 品牌創(chuàng)建　出處：《首都經(jīng)濟貿(mào)易大學》2009年碩士論文　論文類型：學位論文

【摘要】： 目前,中國黃金飾品產(chǎn)業(yè)挑戰(zhàn)和機遇并存:(1)品牌競爭力低。國內(nèi)九成以上的企業(yè)屬于中小型規(guī)模,且僅占不到10%的市場。(2)經(jīng)營模式守舊。收費模式、產(chǎn)品設(shè)計落伍,同質(zhì)化現(xiàn)象嚴重,企業(yè)利潤低。(3)市場前景巨大,國民預期消費熱度不斷上升,黃金消費量創(chuàng)歷史新高�？梢�,黃金正成為繼房地產(chǎn)、私家車之后的又一消費熱點。因此,尋求突破傳統(tǒng)的品牌創(chuàng)建策略以建立強勢品牌是當務(wù)之急,這將對于中國黃金飾品行業(yè),乃至中國經(jīng)濟發(fā)揮重要作用。結(jié)合上述背景,本文介紹了中國黃金飾品產(chǎn)業(yè)的發(fā)展歷程、背景、行業(yè)現(xiàn)狀及現(xiàn)在面臨的發(fā)展障礙,闡述了產(chǎn)業(yè)鏈橫、縱整合對黃金飾品品牌創(chuàng)建的影響,分析了黃金飾品行業(yè)的消費者市場及競爭現(xiàn)狀,從品牌創(chuàng)建的角度分別對產(chǎn)品策略、價格策略、渠道策略、傳播策略及體驗營銷策略進行闡述。本文由五部分組成:第一部分:引言。介紹本文研究背景及意義,說明本文的研究視角、方法、思路、及研究創(chuàng)新并對國內(nèi)外相關(guān)研究進行綜述。第二部分:回顧中國黃金飾品市場的演變發(fā)展經(jīng)歷,描述產(chǎn)業(yè)的經(jīng)營現(xiàn)狀。第三部分:分析中國黃金飾品產(chǎn)業(yè)鏈的整合重點及其對品牌創(chuàng)建的影響。第四部分:分析國內(nèi)黃金飾品消費者市場及行業(yè)的競爭格局,從品牌創(chuàng)建的角度分別對產(chǎn)品、價格、渠道、傳播及體驗營銷五個方面的策略進行闡述。第五部分:總結(jié)本文的研究結(jié)論并提出研究展望。 本文的研究亮點主要集中在三個方面:其一,結(jié)合國內(nèi)黃金飾品產(chǎn)業(yè)發(fā)展背景,提出了該產(chǎn)業(yè)鏈橫、縱整合的整合重點,方式及注意事項。同時闡述了產(chǎn)業(yè)鏈整合對中國黃金飾品品牌創(chuàng)建的影響。其二,利用權(quán)威數(shù)據(jù)構(gòu)建了依據(jù)消費者性別、年齡及消費水平不同而形成的“消費者群體區(qū)隔圖”,找到了影響消費者行為最重要的兩個因素,為中國黃金飾品的品牌創(chuàng)建策略提供了真實的依據(jù)。最后,本文從4P理論及體驗營銷理論出發(fā),總結(jié)了產(chǎn)品、價格、渠道、傳播、體驗共五個方面的有關(guān)于品牌創(chuàng)建的營銷策略,較為全面的分析了國內(nèi)黃金飾品品牌創(chuàng)建關(guān)鍵點。
[Abstract]:At present, the challenges and opportunities of China's gold jewelry industry coexist with one another: 1) the brand competitiveness is low. More than 90% of domestic enterprises belong to small and medium-sized scale, and only occupy less than 10% of the market. The phenomenon of homogenization is serious, the enterprise profit is low.) the market prospect is huge, the heat of expected consumption is rising, and the consumption of gold has reached a record high. It can be seen that gold is becoming another consumption hot spot after real estate and private cars. It is imperative to seek a breakthrough in traditional brand building strategies to build strong brands, which will play an important role in China's gold jewelry industry and even the Chinese economy. This paper introduces the development course, background, current situation and obstacles of gold jewelry industry in China, and expounds the influence of horizontal and vertical integration of industry chain on the establishment of gold jewelry brand. This paper analyzes the current situation of consumer market and competition in gold jewelry industry, and analyzes the product strategy, price strategy and channel strategy from the perspective of brand creation. This paper is composed of five parts: the first part: introduction. It introduces the research background and significance of this paper, explains the research perspective, methods, ideas, The second part: review the evolution and development of China's gold jewelry market. The third part is to analyze the integration focus of China's gold jewelry industry chain and its impact on brand creation. Part 4th: analysis of the domestic gold jewelry consumer market and the competition pattern of the industry. From the perspective of brand creation, this paper expounds the five strategies of product, price, channel, communication and experience marketing. Part 5th: summarizes the research conclusions of this paper and puts forward the research prospect. The research highlights of this paper mainly focus on three aspects: first, combined with the domestic gold jewelry industry development background, put forward the integration of the industrial chain horizontal, vertical integration focus, At the same time, it expounds the influence of industrial chain integration on the establishment of gold jewelry brand in China. The "consumer group compartmentalization map", which is formed by different age and consumption level, finds out the two most important factors that influence consumer behavior, and provides a real basis for the brand building strategy of Chinese gold jewelry. Finally, Based on 4P theory and experience marketing theory, this paper summarizes the marketing strategies of brand creation in five aspects: product, price, channel, communication and experience, and analyzes the key points of domestic gold jewelry brand creation.
【學位授予單位】：首都經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;F426.8

【引證文獻】

相關(guān)碩士學位論文 前1條

1 初令偉;女性流行飾品品牌塑造研究[D];華南理工大學;2011年

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本文編號：1495973