本文關(guān)鍵詞： 營銷策略 市場調(diào)研 品牌營銷 珠寶首飾　出處：《廣東財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著中國經(jīng)濟(jì)的發(fā)展和人們生活水平的提高,中國珠寶首飾行業(yè)也進(jìn)入了快速發(fā)展的軌道。20世紀(jì)90年代,國內(nèi)珠寶首飾銷售總額一直以很大的幅度持續(xù)增長,2013年高達(dá)5500億元,比2012年增長23.9%。國內(nèi)珠寶首飾行業(yè)在改革開放之后,市場格局發(fā)生了較大變化,消費(fèi)者消費(fèi)習(xí)慣和消費(fèi)心理也隨之發(fā)生了巨大變化。目前,我國珠寶市場存在以下幾種特征：強(qiáng)勢品牌基本上占據(jù)鰲頭,獨(dú)領(lǐng)市場；消費(fèi)者購買珠寶的目的仍停留在保值投資以及顯示身份地位；珠寶首飾質(zhì)量隨著首飾工藝技術(shù)的改進(jìn)而進(jìn)一步好轉(zhuǎn)；珠寶首飾在網(wǎng)絡(luò)上開展銷售的規(guī)模越發(fā)壯大；珠寶首飾的低價(jià)促銷策略依然發(fā)揮著作用；未來市場競爭的主要手段應(yīng)該是品牌的角逐。本文立足于深圳市A珠寶首飾有限公司(以下簡稱A珠寶公司)的實(shí)際情況進(jìn)行分析,借助市場調(diào)研工具,采取多種靈活的營銷策略,使企業(yè)規(guī)模和銷售額獲得大幅提升。A珠寶公司擁有加工工廠的優(yōu)勢,用批發(fā)代理模式來拓展市場,以二、三線城市為主要的營銷目標(biāo),借助廣告推廣促銷手段進(jìn)行品牌推廣。本文在深入調(diào)研A珠寶公司營銷管理現(xiàn)狀后,逐一分析出公司的優(yōu)勢、劣勢、機(jī)會(huì)、威脅,以及波特五力模型的各種影響因素,結(jié)合當(dāng)前國內(nèi)珠寶首飾市場環(huán)境提出了A珠寶公司未來的市場定位和營銷策略,希望能為A珠寶公司及國內(nèi)其他珠寶首飾行業(yè)企業(yè)的營銷管理起到一定的引導(dǎo)作用。
[Abstract]:With the development of Chinese economy and the improvement of people's living standard, China's jewelry industry has also entered the track of rapid development. 90s of the 20th century. The total sales volume of domestic jewelry has been increasing continuously by a large margin, reaching 550 billion yuan in 2013, which is 23. 9% more than 2012. After the reform and opening up, the domestic jewelry industry has been in the process of reform and opening up. Great changes have taken place in the market pattern, with which consumer consumption habits and consumer psychology have changed greatly. At present, the jewelry market in China has the following characteristics: the dominant brand dominates the market, and the market dominates alone; The purpose of buying jewelry by consumers is to maintain their value, invest and show their status; The quality of jewelry is improved with the improvement of jewelry technology. The scale of jewelry sales on the network is becoming stronger and stronger; The low price promotion strategy of jewelry is still playing a role; The main means of market competition in the future should be brand competition. This paper is based on the actual situation of Shenzhen A Jewelry Co., Ltd. (hereinafter referred to as A Jewelry Company), with the help of market research tools. Adopt a variety of flexible marketing strategies, so that the size of enterprises and sales to obtain a substantial increase. A jewelry company has the advantage of processing factories, with wholesale agency model to expand the market, with two. The third tier city is the main marketing target, and carries on the brand promotion by the advertising promotion promotion means. After the thorough investigation A jewelry company marketing management present situation, analyzes one by one the company's superiority, the inferiority, the opportunity, the threat. Combined with the current domestic jewelry market environment, this paper puts forward the future market positioning and marketing strategy of A jewelry company. Hope to play a guiding role in the marketing management of A jewelry company and other domestic jewelry enterprises.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.8

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本文編號：1454093