本文選題：銀飾品 + 發(fā)展戰(zhàn)略　； 參考：《蘭州大學(xué)》2015年碩士論文

【摘要】：改革開放以來,我國的銀飾品銷售得到了快速發(fā)展,銀飾品營銷業(yè)績逐年攀升,中國銀飾品市場也日漸成熟。隨著我國加入WTO,尤其是自2005年以來,各種銀飾品牌紛紛搶灘中國市場,銀飾市場的競爭程度日益激烈。面對日益激烈的競爭,如何把握復(fù)雜多變的環(huán)境,積極迎對白熾化的市場競爭,是擺在中小型銀飾企業(yè)面前的生死攸關(guān)的難題。而破解這一難題的關(guān)鍵在于企業(yè)如何選擇和實施既具有自身特色又能適應(yīng)外部環(huán)境的企業(yè)發(fā)展戰(zhàn)略。本文以深圳市愛愛飾品有限公司為研究對象,綜合運用PEST分析法和邁克爾·波特的五力模型以及EFE分析工具對銀飾流通企業(yè)的發(fā)展戰(zhàn)略開展研究。首先,運用SWOT分析工具對愛愛飾品公司面臨的市場機會,存在的現(xiàn)實威脅,企業(yè)擁有的優(yōu)勢和相對劣勢進行了較為全面的分析。認為愛愛銀公司面臨經(jīng)濟人口增長、居民收入增加等機會,同時也面臨競爭者增多、流行趨勢變化等威脅;然后,介紹愛愛飾品有限公司概況及具有的資源能力和面臨的問題,采用IFE矩陣對愛愛銀飾品有限公司的內(nèi)部環(huán)境分析,認為公司具有售價較低、員工親和力較高、等優(yōu)勢,同時存在品牌、渠道、產(chǎn)品、團隊等問題;其次,通過對內(nèi)外部環(huán)境因素采用QSPM評價,確定SO戰(zhàn)略為戰(zhàn)略方案并確定以深圳為中心發(fā)展加盟輻射全國的戰(zhàn)略目標(biāo)。最后,論文研究制定了公司的具體執(zhí)行戰(zhàn)略。公司層面,采用后向一體化戰(zhàn)略和前向一體化相結(jié)合的策略。選擇相關(guān)多元化戰(zhàn)略,從最初的銀飾增加到純銀類、彩寶類、絲巾類、腕表、眼鏡這幾個大類;業(yè)務(wù)層面,采用差異化競爭戰(zhàn)略,主打中高檔銀飾品;職能層面,優(yōu)化組織架構(gòu)、建立運營中心,規(guī)劃加盟策略等。本文的研究成果將會深圳市愛愛飾品有限公司度過當(dāng)前困境和最終實現(xiàn)可持續(xù)發(fā)展提供理論依據(jù),并對其它銀飾企業(yè)發(fā)展具有參考價值。
[Abstract]:Since the reform and opening up, China's silver jewelry sales have been rapid development, silver jewelry marketing performance is rising year by year, China's silver jewelry market is also increasingly mature. With China's entry into WTO, especially since 2005, all kinds of silver jewelry brands have snapped up the Chinese market, and the competition of silver jewelry market is becoming increasingly fierce. In the face of increasingly fierce competition, how to grasp the complex and changeable environment and actively face the incandescent market competition is a vital problem in front of the small and medium-sized silver decoration enterprises. The key to solve this problem is how to choose and implement the enterprise development strategy which has its own characteristics and adapts to the external environment. This paper takes Shenzhen Aiai Jewelry Co., Ltd. as the research object, synthetically uses the PEST analysis method, Michael 路Porter's five-force model and the EFE analysis tool to carry on the research to the silver decoration circulation enterprise's development strategy. Firstly, the paper makes a comprehensive analysis of the market opportunities, the real threats, the advantages and the relative weaknesses of Aiai Jewelry Company by using the SWOT analysis tool. It is considered that Aiai Silver Company is faced with such opportunities as economic population growth, increasing residents' income, and so on. At the same time, it also faces threats such as increasing competitors and changing popular trends. Then, it introduces the general situation of Aiai Jewelry Co., Ltd and the resource capacity and problems it faces. The IFE matrix is used to analyze the internal environment of Aiai Silver Jewelry Co., Ltd., which shows that the company has the advantages of low price, high staff affinity, and so on, and there are brand, channel, product and team problems at the same time. Through the QSPM evaluation of internal and external environmental factors, so strategy is determined as the strategic plan and the strategic goal of developing and joining the whole country with Shenzhen as the center is determined. Finally, the paper studies and formulates the company's specific implementation strategy. At the corporate level, the strategy of backward integration and forward integration is adopted. Select the relevant diversification strategy, from the initial silver jewelry to the silver category, color treasures, scarves, wrist watches, glasses, these categories; business level, adopt differentiated competition strategy, focus on high-grade silver jewelry; functional level, Optimize organization structure, establish operation center, plan joining strategy, etc. The research results of this paper will provide a theoretical basis for Shenzhen Ai Ai Jewelry Co., Ltd. to overcome the current predicament and finally realize the sustainable development, and have reference value for the development of other silver decoration enterprises.
【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】：2015
【分類號】：F272;F426.8

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本文編號：1791155