發(fā)布時間：2018-09-06 19:23

【摘要】：珠寶首飾在人們的日常生活中消失了很長一段時間,直到上世紀九十年代初,隨著改革的發(fā)展和人們生活水平的提高,珠寶首飾開始受到人們的青睞,中國的珠寶市場和珠寶產(chǎn)業(yè)開始初步形成。隨后,珠寶市場經(jīng)歷了一個快速發(fā)展期,進入了一個激烈競爭的階段。目前,嚴重的產(chǎn)品同質(zhì)化、低層次的價格競爭以及欺詐性的折扣促銷已成為中國市場發(fā)展所面臨的主要問題。S珠寶公司是一家區(qū)域珠寶銷售公司,在營銷管理方面同樣也被這些問題所困擾。本文以S珠寶公司流動店面營銷管理為研究主體,在營銷管理的相關理論和研究成果的指導下,對S珠寶公司現(xiàn)有的營銷管理進行解剖式分析。通過剖析營銷管理的時機運作狀況,分析各種相關歷史數(shù)據(jù),對營銷管理優(yōu)勢進行總結,研究了S珠寶公司營銷管理的渠道和作用、渠道結構和流程、渠道沖突、渠道戰(zhàn)略和渠道設計。在分析的基礎上,結合S珠寶公司的實際情況,重點對營銷管理設計開發(fā)的相關因素和方法進行研究,提出了具體的、可操作的營銷管理方案。結合營銷管理普遍存在的問題和S珠寶公司的特點,本文研究S珠寶公司營銷管理存在的問題以及解決的方案,對S珠寶公司營銷管理現(xiàn)狀進行了評價,對公司現(xiàn)有市場渠道模式、狀況進行闡述,揭示了存在的問題以及產(chǎn)生問題的原因分析,詳細分析了S珠寶公司營銷管理的改進,并深入探討了營銷管理改進方案,是本文的核心部分,制定了S珠寶公司營銷管理改進方案并進行了評估和固化。
[Abstract]:Jewelry has disappeared in people's daily life for a long time, until the beginning of 1990s, with the development of reform and the improvement of people's living standard, jewelry began to be favored by people. China's jewelry market and jewelry industry began to take shape. Subsequently, jewelry market experienced a rapid development period, entered a fierce competition stage. At present, serious homogenization of products, low level price competition and fraudulent discount promotion have become the main problems facing the development of Chinese market. S Jewelry Company is a regional jewelry sales company. In marketing management aspects are also troubled by these problems. Under the guidance of marketing management theory and research results, this paper takes S jewelry company mobile store marketing management as the main research subject, and analyzes the existing marketing management of S jewelry company in an anatomical way under the guidance of marketing management theory and research results. By analyzing the operation of marketing management, analyzing various historical data and summarizing the advantages of marketing management, the paper studies the channel and function, channel structure and process, channel conflict, and the marketing management of S Jewelry Company. Channel strategy and channel design. On the basis of analysis, combined with the actual situation of S Jewelry Company, this paper mainly studies the relevant factors and methods of marketing management design and development, and puts forward a concrete and operable marketing management scheme. Combined with the common problems in marketing management and the characteristics of S Jewelry Company, this paper studies the existing problems and solutions of S Jewelry Company's marketing management, and evaluates the present situation of S Jewelry Company's marketing management. This paper expounds the current market channel mode and situation of the company, reveals the existing problems and causes of the problems, analyzes in detail the improvement of the marketing management of S Jewelry Company, and probes into the improvement scheme of the marketing management in depth. Is the core part of this paper, the S Jewelry company marketing management improvement program and evaluation and solidification.
【學位授予單位】：南京理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.8
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本文編號：2227301