本文關(guān)鍵詞：CX公司古瓷銀首飾的業(yè)務(wù)層戰(zhàn)略研究　出處：《華東理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：近年來,隨著人們生活水平的不斷逐步提高,人們的精神追求也在不斷增加,致使消費(fèi)者對于銀飾產(chǎn)品的認(rèn)識與自身需求也進(jìn)入到了一個嶄新的階段。古瓷銀首飾作為現(xiàn)代飾品的一個新品類,對人們的生活起到裝飾、美化、點綴、襯托作用。古瓷首飾迎合了現(xiàn)代人的個性化多樣化的需求,深受廣大消費(fèi)者的喜愛,因此具有巨大的市場潛力。CX公司是中國十大銀飾品行業(yè)的佼佼者,始創(chuàng)于2008年,是一家集銀飾品設(shè)計開發(fā)、生產(chǎn)、銷售為一體的復(fù)合型企業(yè),通過古瓷銀首飾這個特殊的產(chǎn)品,利用其獨(dú)特的核心競爭力獲得市場競爭優(yōu)勢。形成獨(dú)有的品牌戰(zhàn)略與文化理念,從而實現(xiàn)抵御外部和同行競爭,彌補(bǔ)自身CX公司劣勢,發(fā)揮了獨(dú)特優(yōu)勢,這將對CX公司具有重要的實踐價值和指導(dǎo)意義。本文通過文獻(xiàn)分析法、樣本調(diào)查法、SWOT分析法大量閱讀和梳理國內(nèi)外陶瓷瓷飾、珠寶首飾行業(yè)、銀飾品行業(yè)、工商管理類戰(zhàn)略的文獻(xiàn),總結(jié)了業(yè)務(wù)層戰(zhàn)略的概念,顧客與業(yè)務(wù)層戰(zhàn)略的關(guān)系,業(yè)務(wù)層戰(zhàn)略的差異化戰(zhàn)略,通過理論結(jié)合CX公司的古瓷銀首飾的業(yè)務(wù)層戰(zhàn)略解釋如何通過業(yè)務(wù)層戰(zhàn)略獲得超額利潤。同時收集了大量事實和數(shù)據(jù)、市場調(diào)研、圖表和數(shù)據(jù)的實證分析法得出公司現(xiàn)狀和問題。本文不僅為CX公司提出了有針對性的業(yè)務(wù)層戰(zhàn)略體系,也對我國銀飾品行業(yè)的發(fā)展有一定的研究分析。
[Abstract]:In recent years, with the continuous improvement of people's living standards, people's spiritual pursuit is also increasing. As a new category of modern jewelry, ancient porcelain and silver jewelry has been decorated, beautified and embellished for people's life. Foil. Ancient porcelain jewelry to meet the needs of modern people's personalized diversification, deeply loved by the majority of consumers, so has a huge market potential. CX company is China's top ten silver jewelry industry leader. Founded in 2008, is a silver jewelry design, development, production, sales as one of the composite enterprises, through the ancient porcelain silver jewelry this special product. Using its unique core competitiveness to obtain market competitive advantage and form a unique brand strategy and cultural concept, thus achieving resistance to external and peer competition, to make up for their own CX company weaknesses, played a unique advantage. This will have important practical value and guiding significance for CX Company. This paper read and combed the domestic and foreign ceramic decoration and jewelry industry through literature analysis, sample investigation method and SWOT analysis method. Silver jewelry industry, business management strategy literature, summarized the concept of business level strategy, the relationship between customer and business level strategy, business level strategy differentiation strategy. Through the theory of CX company ancient porcelain silver jewelry business layer strategy explains how to obtain the excess profit through the business layer strategy. At the same time has collected the massive facts and the data, the market research. The empirical analysis of charts and data shows the current situation and problems of the company. This paper not only puts forward a targeted business level strategic system for CX company, but also has some research and analysis on the development of silver jewelry industry in China.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.8;F272

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本文編號：1391812