發(fā)布時(shí)間：2018-06-07 00:34

  本文選題：珠寶玉石 + 品牌��； 參考：《福建師范大學(xué)》2014年碩士論文

【摘要】：改革開放以來,隨著我國經(jīng)濟(jì)的快速發(fā)展和綜合國力的增強(qiáng),城鄉(xiāng)居民收入迅速增加,居民的物質(zhì)消費(fèi)需求和精神消費(fèi)需求也在不斷提升,這就為我國的珠寶玉石產(chǎn)業(yè)提供了前所未有的發(fā)展機(jī)會。近年來珠寶玉石產(chǎn)業(yè)也面臨激烈的競爭,很多名牌珠寶玉石商鋪總是門庭若市,而普通珠寶玉石柜臺則相對冷清許多。許多零散的珠寶玉石經(jīng)營者出現(xiàn)了生存危機(jī),其主要原因在于珠寶玉石產(chǎn)品的同質(zhì)性,缺少品牌意識,核心競爭力不強(qiáng)。因此,在經(jīng)濟(jì)市場化大背景下,隨著高檔珠寶玉石市場準(zhǔn)入的要求降低,珠寶玉石經(jīng)營者自主權(quán)的擴(kuò)大,國外珠寶玉石機(jī)構(gòu)對中國珠寶玉石市場的沖擊,以及買方市場的形成,我國珠寶玉石經(jīng)營者的生存和發(fā)展必須直面市場,實(shí)施品牌戰(zhàn)略和品牌經(jīng)營。創(chuàng)建珠寶玉石品牌已經(jīng)不是一個(gè)要不要的問題,而是歷史的必然�，F(xiàn)在需要考慮的是,在日趨激烈的珠寶玉石市場競爭中,如何增強(qiáng)珠寶玉石經(jīng)營者的品牌意識,如何創(chuàng)建珠寶玉石品牌,創(chuàng)建一批有競爭力的珠寶玉石品牌已成為中國珠寶玉石產(chǎn)業(yè)發(fā)展的重要課題。本文分析了我國珠寶玉石品牌戰(zhàn)略發(fā)展現(xiàn)狀,提出了珠寶玉石品牌營銷戰(zhàn)略及其具體實(shí)施方案,以期促進(jìn)該行業(yè)樹立企業(yè)品牌競爭意識,提升企業(yè)自身的文化內(nèi)涵和價(jià)值觀念,維護(hù)和尊重企業(yè)品牌,規(guī)范珠寶營銷市場,提高企業(yè)經(jīng)營管理水平,為我國珠寶玉石產(chǎn)業(yè)的健康發(fā)展奠定良好的基礎(chǔ)。
[Abstract]:Since the reform and opening up, with the rapid development of our country's economy and the enhancement of our comprehensive national strength, the income of urban and rural residents has increased rapidly, and the demand for material consumption and spiritual consumption of the residents has also been rising. This provides unprecedented opportunities for the development of China's jewelry and jade industry. In recent years, the jewelry and jade industry also faces fierce competition, many famous brand jewelry jade shops are always in the market, while the ordinary jewelry and jade counters are relatively cool. Many scattered jewelry and jade operators have appeared survival crisis, the main reason is the homogeneity of jewelry and jade products, the lack of brand awareness, the core competitiveness is not strong. Therefore, under the background of economic marketization, with the lower requirements of market access for high-grade jewelry and jade, the expansion of the autonomy of jewelry and jade operators, the impact of foreign jewelry and jade institutions on China's jewelry and jade market, and the formation of the buyer's market, The survival and development of jewelry and jade managers in China must face up to the market and implement brand strategy and brand management. The creation of jewelry and jade brand is not a problem, but a historical necessity. What needs to be considered now is how to enhance the brand awareness of jewelry and jade operators and how to create jewelry and jade brands in the increasingly fierce competition in the jewelry and jade market. The establishment of a group of competitive jewelry and jade brands has become an important issue in the development of China's jewelry and jade industry. This paper analyzes the present situation of the development of jewelry and jade brand strategy in China, and puts forward the marketing strategy of jewelry jade brand and its concrete implementation plan, in order to promote the industry to set up the enterprise brand competition consciousness and to promote the enterprise's own cultural connotation and value concept. Maintaining and respecting the enterprise brand, standardizing the jewelry marketing market, improving the management level of the enterprise, and laying a good foundation for the healthy development of China's jewelry and jade industry.
【學(xué)位授予單位】：福建師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.8;F273.2

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本文編號：1988856