中國金幣深圳經(jīng)銷中心貴金屬紀(jì)念幣價值營銷策略優(yōu)化研究
發(fā)布時間：2018-10-09 13:54
【摘要】：中國貴金屬紀(jì)念幣是由中國人民銀行發(fā)行,中國金幣總公司總經(jīng)銷的國家法定貨幣。法定貨幣的權(quán)威性和唯一性,使中國金幣在市場上處于絕對壟斷地位,相對沒有經(jīng)營壓力,較少考慮顧客需求,一定程度患上“營銷近視癥”。但是近年來,隨著黃金市場的逐步放開,中國金幣總公司面對的市場競爭日趨激烈。特別是貴金屬紀(jì)念幣的營銷普遍存在客戶收藏需求難以激發(fā)、紀(jì)念幣產(chǎn)品和服務(wù)提供不足,客戶滿意度不高等問題。如何提升核心競爭力,從提升客戶價值的角度優(yōu)化營銷實踐,是中國金幣深圳經(jīng)銷中心未來發(fā)展的關(guān)鍵問題。本文以中國金幣深圳經(jīng)銷中心為研究對象,基于顧客價值模型、客戶讓渡價值理論和價值營銷組合理論,闡述了中國金幣總公司實施價值營銷的背景,從讓渡價值營銷、服務(wù)營銷和品牌營銷三個方面描繪了中國金幣深圳經(jīng)銷中心實施價值營銷的現(xiàn)狀。此后,基于調(diào)查問卷方法,本文診斷并分析了深圳經(jīng)銷中心實施價值營銷的過程中在需求策略、成本策略、溝通策略、服務(wù)策略以及精細化營銷策略等諸多方面的問題。最后,論文提出了價值營銷策略的優(yōu)化意見。論文通過文獻研究、案例探析、對比分析、調(diào)查統(tǒng)計、規(guī)范研究等方法,借助于問題導(dǎo)向的研究邏輯,針對以上問題,提出了相應(yīng)的改進建議。包括:針對需求策略問題,可以拓展渠道規(guī)模,加強市場引導(dǎo);針對成本策略問題,應(yīng)該增大讓渡成本、加強客戶信息的反饋以及多提供咨詢服務(wù);針對溝通策略問題,要踐行精品意識、強化品牌宣傳以及促進客戶維護;針對服務(wù)策略問題,要完善銷售部管理制度以及提升銷售部人員的自我定位;針對精細化營銷策略問題,要創(chuàng)新價值營銷策略以及實現(xiàn)價值營銷的整合。論文的研究結(jié)論一方面對于中國金幣深圳經(jīng)銷中心更有效地開展價值營銷實踐,從而提升核心競爭力和客戶忠誠度起到了科學(xué)研究的指導(dǎo)意義。另一方面,由于貴金屬紀(jì)念幣市場將面臨著宏微觀環(huán)境變化下所帶來的巨大市場變化,因此,論文的研究結(jié)論對于行業(yè)的成熟和發(fā)展以及同業(yè)企業(yè)價值營銷策略的改進,將提供有益的借鑒。
[Abstract]:China precious metal commemorative coin is issued by the people's Bank of China, China Gold Coin Corporation general distribution of the state legal tender. The authority and uniqueness of legal tender make Chinese gold coin in the market in absolute monopoly position, relatively no business pressure, less consideration of customer demand, a certain degree of "marketing myopia". But in recent years, with the gradual liberalization of the gold market, China Gold Coin Corporation is facing increasingly fierce market competition. Especially in the marketing of precious metal commemorative coins there are some problems such as difficult to stimulate customer collection demand insufficient supply of products and services and low customer satisfaction. How to improve the core competitiveness and optimize the marketing practice from the angle of enhancing customer value is the key issue for the future development of China Gold Coin Shenzhen Distribution Center. Based on customer value model, customer transfer value theory and value marketing combination theory, this paper takes China Gold Coin Shenzhen Distribution Center as the research object, expounds the background of China Gold Coin Corporation to implement value marketing, from the perspective of transferring value marketing. Service marketing and brand marketing describe the status quo of value marketing in China Gold Coin Shenzhen Distribution Center. Then, based on the questionnaire method, this paper diagnoses and analyzes the problems of demand strategy, cost strategy, communication strategy, service strategy and refined marketing strategy in the process of implementing value marketing in Shenzhen distribution center. Finally, the paper put forward the value marketing strategy optimization advice. Through literature research, case analysis, comparative analysis, investigation and statistics, normative research and other methods, with the help of problem-oriented research logic, this paper puts forward corresponding suggestions for improvement to the above problems. It includes: aiming at the problem of demand strategy, we can expand the channel scale and strengthen the market guidance; to solve the problem of cost strategy, we should increase the cost of transfer, strengthen the feedback of customer information and provide more consulting services; to solve the problem of communication strategy, To practice the awareness of fine products, strengthen brand publicity and promote customer maintenance; to address service strategy issues, improve the sales management system and enhance the self-positioning of sales staff; to improve the marketing strategy, We should innovate the strategy of value marketing and realize the integration of value marketing. On the one hand, the conclusion of the paper plays a guiding role in scientific research for China Gold Coin Shenzhen Distribution Center to carry out more effective value marketing practice, thereby enhancing the core competitiveness and customer loyalty. On the other hand, because the precious metal commemorative coin market will face the huge market change brought by the change of macro and micro environment, therefore, the conclusion of this paper will improve the industry maturity and development, as well as the value marketing strategy of the same industry enterprise. Will provide useful reference.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.8
[Abstract]:China precious metal commemorative coin is issued by the people's Bank of China, China Gold Coin Corporation general distribution of the state legal tender. The authority and uniqueness of legal tender make Chinese gold coin in the market in absolute monopoly position, relatively no business pressure, less consideration of customer demand, a certain degree of "marketing myopia". But in recent years, with the gradual liberalization of the gold market, China Gold Coin Corporation is facing increasingly fierce market competition. Especially in the marketing of precious metal commemorative coins there are some problems such as difficult to stimulate customer collection demand insufficient supply of products and services and low customer satisfaction. How to improve the core competitiveness and optimize the marketing practice from the angle of enhancing customer value is the key issue for the future development of China Gold Coin Shenzhen Distribution Center. Based on customer value model, customer transfer value theory and value marketing combination theory, this paper takes China Gold Coin Shenzhen Distribution Center as the research object, expounds the background of China Gold Coin Corporation to implement value marketing, from the perspective of transferring value marketing. Service marketing and brand marketing describe the status quo of value marketing in China Gold Coin Shenzhen Distribution Center. Then, based on the questionnaire method, this paper diagnoses and analyzes the problems of demand strategy, cost strategy, communication strategy, service strategy and refined marketing strategy in the process of implementing value marketing in Shenzhen distribution center. Finally, the paper put forward the value marketing strategy optimization advice. Through literature research, case analysis, comparative analysis, investigation and statistics, normative research and other methods, with the help of problem-oriented research logic, this paper puts forward corresponding suggestions for improvement to the above problems. It includes: aiming at the problem of demand strategy, we can expand the channel scale and strengthen the market guidance; to solve the problem of cost strategy, we should increase the cost of transfer, strengthen the feedback of customer information and provide more consulting services; to solve the problem of communication strategy, To practice the awareness of fine products, strengthen brand publicity and promote customer maintenance; to address service strategy issues, improve the sales management system and enhance the self-positioning of sales staff; to improve the marketing strategy, We should innovate the strategy of value marketing and realize the integration of value marketing. On the one hand, the conclusion of the paper plays a guiding role in scientific research for China Gold Coin Shenzhen Distribution Center to carry out more effective value marketing practice, thereby enhancing the core competitiveness and customer loyalty. On the other hand, because the precious metal commemorative coin market will face the huge market change brought by the change of macro and micro environment, therefore, the conclusion of this paper will improve the industry maturity and development, as well as the value marketing strategy of the same industry enterprise. Will provide useful reference.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.8
【參考文獻】
相關(guān)期刊論文 前10條
1 趙新江;;貴金屬紀(jì)念幣走俏 三招幫你避風(fēng)險[J];理財;2017年02期
2 張俊峰;;基于顧客價值的卷煙營銷策略研究[J];現(xiàn)代商貿(mào)工業(yè);2016年28期
3 楊劍英;;世界硬幣上的高等學(xué)府——大學(xué)紀(jì)念幣雜談[J];中國錢幣;2016年05期
4 張淑芳;;推動普通紀(jì)念幣參與流通的對策[J];商場現(xiàn)代化;2016年22期
5 曹曉靜;杜雨;;奧運會紀(jì)念幣研究[J];當(dāng)代體育科技;2015年25期
6 胡菊英;;普通紀(jì)念幣發(fā)行及流通管理問題的探析[J];當(dāng)代經(jīng)濟;2015年06期
7 孫永清;;普通紀(jì)念幣發(fā)行特點及問題[J];青海金融;2015年02期
8 吳爽;鄭U，
本文編號：2259581
本文鏈接：http://sikaile.net/jingjilunwen/xmjj/2259581.html
最近更新
教材專著
