本文選題：珠寶定制 + 營(yíng)銷模式�。� 參考：《華南理工大學(xué)》2014年碩士論文

【摘要】：隨著人民生活水平的不斷提高，人們的奢侈品消費(fèi)能力大大提高，2011年，我國(guó)珠寶銷售總額已經(jīng)占了全球珠寶銷售總額的13%。以卡地亞為代表的國(guó)際知名品牌紛紛進(jìn)駐中國(guó)珠寶市場(chǎng)，國(guó)內(nèi)珠寶品牌更是如雨后春筍般誕生。由于珠寶行業(yè)市場(chǎng)競(jìng)爭(zhēng)壓力不斷增加，各大珠寶企業(yè)紛紛開(kāi)始尋求新的營(yíng)銷模式，以求在珠寶市場(chǎng)上占據(jù)一席之地。 本文以廣州裕百祥珠寶公司為例，探究其新型的定制化營(yíng)銷模式的有關(guān)情況。本次研究通過(guò)設(shè)計(jì)合理的調(diào)查方案，，采用專家訪談法對(duì)裕百祥的珠寶銷售情況做一個(gè)初步了解；并采用文獻(xiàn)資料法了解有關(guān)珠寶定制和珠寶營(yíng)銷的相關(guān)情況，設(shè)計(jì)了相應(yīng)的調(diào)查問(wèn)卷，進(jìn)一步深入分析裕百祥的珠寶銷售情況和消費(fèi)者對(duì)于珠寶的選擇習(xí)慣。在了解了有關(guān)珠寶定制的相關(guān)概念之后，縱觀國(guó)內(nèi)外珠寶定制的發(fā)展歷程，分析珠寶定制目前尚存的一些例如同質(zhì)化現(xiàn)象比較嚴(yán)重，品牌效應(yīng)不夠，企業(yè)大而不強(qiáng)等問(wèn)題；并提煉出珠寶銷售的4大要素：品牌、推廣、服務(wù)、尋找。對(duì)裕百祥珠寶公司做基本了解，分析該公司的珠寶營(yíng)銷情況和營(yíng)銷特色，對(duì)比與國(guó)際知名品牌卡地亞的成功定制化服務(wù)經(jīng)驗(yàn)，進(jìn)行歸納總結(jié)。 在理論準(zhǔn)備完成之后，對(duì)問(wèn)卷所收集到的數(shù)據(jù)進(jìn)行實(shí)證分析，對(duì)調(diào)查樣本做初步整理歸類，分別探究了消費(fèi)者性別、年齡、收入等自身屬性對(duì)于珠寶銷售的影響，消費(fèi)者對(duì)于不同種類的珠寶的偏好情況，對(duì)于國(guó)內(nèi)不同珠寶品牌的了解情況和關(guān)注度，消費(fèi)者對(duì)珠寶銷售服務(wù)的具體要求以及裕百祥珠寶顧客的回頭率情況。在調(diào)查數(shù)據(jù)分析的基礎(chǔ)上，結(jié)合裕百祥珠寶公司的自身特色，對(duì)其珠寶定制化營(yíng)銷模式進(jìn)行SWOT戰(zhàn)略分析，全面分析了裕百祥珠寶在定制化營(yíng)銷方面的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇和挑戰(zhàn)因素，并總結(jié)了其發(fā)展戰(zhàn)略，繪制相應(yīng)的SWOT分析結(jié)構(gòu)表。 最后，總結(jié)全文，從珠寶的設(shè)計(jì)、珠寶的質(zhì)量、珠寶的品牌效應(yīng)以及具體營(yíng)銷策略這四個(gè)方面綜合給出有利于促進(jìn)裕百祥珠寶定制化營(yíng)銷發(fā)展的相關(guān)政策建議。
[Abstract]:With the continuous improvement of people's living standard, people's consumption ability of luxury goods has been greatly improved. In 2011, the total jewelry sales in China accounted for 13% of the total global jewelry sales. Cartier as a representative of the international famous brands have entered the Chinese jewelry market, domestic jewelry brands are springing up like bamboo shoots. Due to the increasing competition pressure in the jewelry market, the major jewelry enterprises have begun to seek a new marketing model in order to occupy a place in the jewelry market. Taking Guangzhou Yubaixiang Jewelry Company as an example, this paper probes into its new customized marketing model. In this study, by designing a reasonable investigation scheme and using expert interviews to make a preliminary understanding of the jewelry sales situation of Yu Bai Xiang, and using the method of literature to understand the relevant situation of jewelry customization and jewelry marketing, A questionnaire is designed to further analyze the jewelry sales and consumer's choice habits. After understanding the related concepts of jewelry customization, this paper makes a survey of the development of jewelry customization at home and abroad, and analyzes some problems that still exist in jewelry customization, such as serious homogenization phenomenon, insufficient brand effect, large and weak enterprises, and so on. And extract the four major elements of jewelry sales: brand, promotion, service, looking for. This paper makes a basic understanding of Yubaixiang Jewelry Company, analyzes its jewelry marketing situation and marketing characteristics, compares with the successful customizing service experience of Cartier, an international famous brand, and sums up and summarizes it. After the theoretical preparation is completed, the data collected from the questionnaire are empirically analyzed, the survey samples are preliminarily classified, and the influence of the consumer's gender, age, income on jewelry sales is explored respectively. Consumers' preference for different kinds of jewelry, the understanding and attention of different jewelry brands in China, the specific requirements of consumers for jewelry sales services and the turning back rate of customers of Yubaixiang Jewelry. Based on the analysis of investigation data, combined with the characteristics of Yubaixiang Jewelry Company, this paper makes a SWOT strategic analysis on the customized marketing mode of its jewelry, and comprehensively analyzes the advantages and disadvantages of the customized marketing of Yubaixiang Jewelry. The opportunity and challenge factors are summarized, and the development strategy is summarized, and the corresponding SWOT analysis structure table is drawn. Finally, the paper summarizes the whole paper, and gives the relevant policy suggestions to promote the customized marketing of Yubaixiang jewelry from four aspects: the design of jewelry, the quality of jewelry, the brand effect of jewelry and the specific marketing strategy.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.8;F274

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本文編號(hào)：1948565