【摘要】：近年來,隨著中國經(jīng)濟(jì)持續(xù)快速增長(zhǎng)和人均收入水平不斷提高,消費(fèi)者在滿足了基本生活需求的基礎(chǔ)上,逐漸增加了對(duì)珠寶的消費(fèi)。2013年,中國限額以上零售企業(yè)金銀珠寶零售額為2957億元,同比增長(zhǎng)25.8%。未來,中國的珠寶消費(fèi)市場(chǎng)將繼續(xù)保持高速增長(zhǎng),中國珠寶消費(fèi)市場(chǎng)潛力巨大。于此同時(shí),國內(nèi)珠寶消費(fèi)者比以往更注重追求“時(shí)尚化”、“個(gè)性化”,追求品牌以及追求珠寶的內(nèi)涵,國內(nèi)珠寶首飾的消費(fèi)需求正發(fā)生著巨大的變化,珠寶消費(fèi)需求也日趨多樣化,珠寶市場(chǎng)也將進(jìn)一步細(xì)分。在珠寶產(chǎn)業(yè)高速發(fā)展的今天,國外知名珠寶品牌紛紛涌入國內(nèi)市場(chǎng)并逐漸被消費(fèi)者所熟知,國內(nèi)珠寶品牌也如雨后春筍般地大量地涌現(xiàn)出來,珠寶行業(yè)競(jìng)爭(zhēng)日益激烈,品牌化優(yōu)勢(shì)越來越明顯。面對(duì)珠寶品牌眾多、同質(zhì)化嚴(yán)重、價(jià)格競(jìng)爭(zhēng)、低利潤(rùn)化等國內(nèi)珠寶行業(yè)現(xiàn)狀,ADK如何運(yùn)用企業(yè)戰(zhàn)略管理理論科學(xué)地進(jìn)行品牌戰(zhàn)略分析,為本文的主要的研究?jī)?nèi)容。本文通過對(duì)全球珠寶市場(chǎng)、國內(nèi)珠寶首飾行業(yè)現(xiàn)狀、國內(nèi)珠寶消費(fèi)者需求及市場(chǎng)變化的研究,并在此基礎(chǔ)上,運(yùn)用SWOT理論、市場(chǎng)細(xì)分理論、消費(fèi)者市場(chǎng)和購買行為分析理論等理論研究方法,對(duì)ADK的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅進(jìn)行分析,找出ADK珠寶零售品牌發(fā)展的思路及對(duì)策,并將其應(yīng)用到ADK,指導(dǎo)ADK進(jìn)行品牌戰(zhàn)略的制定和實(shí)施,并為中國珠寶零售品牌的品牌化發(fā)展提供有益的理論支持和參考。
[Abstract]:In recent years, as China's economy continues to grow rapidly and the level of per capita income continues to rise, consumers have gradually increased their jewellery consumption in 2013, on the basis of meeting basic living needs. Retail sales of gold, silver and jewelry for retail enterprises above the quota in China were 295.7 billion yuan, an increase of 25.8 yuan over the same period last year. In the future, China's jewelry consumption market will continue to maintain rapid growth, China's jewelry consumption market has great potential. At the same time, domestic jewelry consumers pay more attention to the pursuit of "fashion", "individualization", the pursuit of brand and the connotation of jewelry. The consumption demand of domestic jewelry is undergoing tremendous changes. Jewelry consumption demand is also increasingly diversified, jewelry market will be further subdivided. With the rapid development of jewelry industry, famous foreign jewelry brands have poured into the domestic market and gradually become familiar to consumers. Domestic jewelry brands have sprung up in large numbers, and the competition in jewelry industry is becoming increasingly fierce. Brand advantage is becoming more and more obvious. In the face of many jewelry brands, serious homogenization, price competition, low profit and other domestic jewelry industry situation, how to use the theory of enterprise strategic management to scientifically analyze the brand strategy is the main research content of this paper. Based on the research of the global jewelry market, the present situation of the domestic jewelry industry, the domestic jewelry consumer demand and the market change, and on this basis, using the SWOT theory, the market segmentation theory, This paper analyzes the advantages, disadvantages, opportunities and threats of ADK, and finds out the ideas and countermeasures for the development of ADK jewelry retail brands. It is applied to ADK, to guide ADK to formulate and implement the brand strategy, and to provide useful theoretical support and reference for the brand development of Chinese jewelry retail brands.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.8;F272

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本文編號(hào)：2235583