【摘要】：近年來，我國珠寶市場發(fā)展迅速，競爭日益激烈，至2013年國內黃金珠寶零售額已達到2959億元，預計繼住房、汽車之后，珠寶首飾將成為第三大消費熱點。隨著國內珠寶市場規(guī)模的不斷擴張，市場中產品琳瑯滿目、品牌百花齊放、營銷模式種類繁多，令企業(yè)無所適從。加之，企業(yè)受自身資源所限，全面進攻策略不具有可行性，準確恰當運用營銷資源成為企業(yè)制勝的重要保證。因此如何將企業(yè)自身優(yōu)勢和市場機會相匹配，爭取營銷資源的利用價值最大化成為越來越多的珠寶企業(yè)追求的目標。在這種情況下，為新進入企業(yè)恒邦量身打造最佳營銷策略具有較大的理論價值和現實意義。 恒邦要全面提升競爭力，必須聚焦自身有限的營銷資源于某一營銷要素或某一營銷要素的某一點，實施聚焦營銷策略。聚焦營銷的核心是“取舍”和“匹配”。首先明確優(yōu)勢和劣勢，找到與企業(yè)自身優(yōu)勢最匹配的某一細分市場，持續(xù)塑造品牌專一的核心價值，合理規(guī)劃產品線，選擇最佳進入市場的渠道模式或形態(tài)，，最終集中分散的營銷資源形成合力，達到事半功倍的效果。 通過對哈爾濱、深圳、廣東、上海四大城市的珠寶消費者購買偏好的抽樣調查，經量化分析得出：不同年齡、性別、婚姻狀況、區(qū)域、社會階層的消費者偏好不同；服務質量和產品設計風格影響消費者對品牌的感知價值；品牌專賣店是新品牌傳播效果較好的渠道。 基于此，從市場、產品、品牌、渠道四個方面來構造恒邦4F聚焦營銷的理論框架。首先對市場聚焦、產品聚焦、品牌聚焦、渠道聚焦從概念上進行了重新界定，然后運用相關案例對四種聚焦策略的分類和實施步驟提供了較為系統(tǒng)的操作方法，最后為恒邦量身定制了具體的4F聚焦營銷組合策略。
[Abstract]:In recent years, the jewelry market in China has developed rapidly and the competition is becoming increasingly fierce. By 2013, the retail volume of gold jewelry in China has reached 295.9 billion yuan. It is expected that after housing and cars, jewelry will become the third largest consumption hot spot. With the continuous expansion of the scale of the domestic jewelry market, the market is full of products, brands bloom, a wide variety of marketing models, making enterprises at a loss as to what to do. In addition, enterprises are limited by their own resources, comprehensive offensive strategy is not feasible, accurate and appropriate use of marketing resources has become an important guarantee for enterprises to win. Therefore, how to match the advantages of enterprises and market opportunities, and strive to maximize the utilization value of marketing resources has become the goal pursued by more and more jewelry enterprises. In this case, it is of great theoretical value and practical significance to create the best marketing strategy for the newly entered enterprises. In order to enhance his competitiveness in an all-round way, Hengbang must focus on his own limited marketing resources at a certain marketing element or a certain point of a marketing element, and implement a focused marketing strategy. The core of focusing on marketing is "trade-off" and "matching". First of all, we should clarify the advantages and disadvantages, find a market segment that best matches the advantages of the enterprise itself, continuously shape the core value of the brand, plan the product line reasonably, choose the best channel mode or form to enter the market, and finally concentrate the decentralized marketing resources to form a joint force to achieve twice the result with half the effort. Through the sampling survey of jewelry consumers' purchase preference in Harbin, Shenzhen, Guangdong and Shanghai, through quantitative analysis, it is concluded that the consumer preferences of different ages, gender, marital status, region and social class are different; the service quality and product design style affect the perceived value of consumers to the brand; and the brand store is the channel with good communication effect of the new brand. Based on this, the theoretical framework of Hengbang 4F focus marketing is constructed from four aspects: market, product, brand and channel. Firstly, the concept of market focus, product focus, brand focus and channel focus is redefined, then the classification and implementation steps of the four focusing strategies are provided by using the relevant cases, and finally the specific 4F focus marketing combination strategy is customized for Hengbang.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.8

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