A银行黄金摆件广州市场2013年营销计划书

发布时间：2018-06-24 11:45

本文选题：黄金摆件 + 营销策略　；参考：《华南理工大学》2013年硕士论文

【摘要】：近些年来，国内黄金摆件产品年消费增长率保持在10%以上。黄金摆件以其本身的外在价值和传统的象征意义为广大消费者所喜爱。然而，现在中国的人均黄金拥有量仅为世界人均黄金拥有量的十分之一，随着消费需求的日益增加，黄金摆件产品在国内市场的前景将会变得更加广阔。面对激烈的市场竞争环境，如何将黄金摆件行业做大做强，是目前很多业内人士和学者研究的内容。本文将从市场背景为切入点，结合所学到的商业管理知识，在对黄金摆件市场做出细致的调查和分析基础上，以A银行黄金摆件营销为例，，通过对内外环境的分析和市场定位，逐步编写出符合A银行自身特点和优势的营销计划书。本文首先交代黄金摆件行业研究的背景和意义，通过对A银行的经营状况做出介绍，找准该行本身所具有的行业优势和不足。继而对黄金摆件市场的内外部环境和竞争环境做出细致的分析，通过实地调查，找出适合行业特点的消费方向，并运用SWOT分析法对行业面临机会、优势加以把握利用，对威胁、劣势加以避免；随后结合A银行的自身业务特点和摆件市场的前期发展，制定了相应的战略使命和战略目标，并通过对比分析选出合适的战略方案。同时，对所面临的市场环境进行细分，选择目标市场。在制定完整体营销使命和策略后，又从产品、价格、渠道、促销等方面一一展开，制定了详实的营销组合计划，为A银行黄金摆件业务的实际销售和推广做了详尽的计划。最后通过对资金财务的数据分析，估算出银行的整体收益，同时要求避免一些风险的影响，更好的适应行业发展。
[Abstract]:In recent years, domestic gold accessories annual consumption growth rate of more than 10%. Gold ornaments for its own external value and traditional symbolic significance for the majority of consumers like. However, China's per capita gold holdings are only 1/10 of the world's per capita gold holdings. As consumer demand increases, the prospects for gold accessories in the domestic market will become broader. Facing the fierce market competition environment, how to make the gold decoration industry bigger and stronger is the research content of many insiders and scholars at present. This article will from the market background as the breakthrough point, unifies the learned commercial management knowledge, on the basis of making the careful investigation and the analysis to the gold pendant market, takes the A bank gold pendant marketing as an example, through the analysis to the internal and external environment and the market orientation, Gradually prepare a marketing plan that conforms to A Bank's own characteristics and advantages. This paper first explains the background and significance of the research on gold pendulum industry, through the introduction of the management situation of Bank A, to find out the advantages and disadvantages of the bank itself. Then make a careful analysis of the internal and external environment and competition environment of the gold pendant market, through field investigation, find out the consumption direction suitable for the characteristics of the industry, and use the SWOT analysis method to grasp the opportunities and advantages of the industry and make use of the advantages, and make use of the threats to the industry. Then combining with the characteristics of Bank A's own business and the early development of the pendant market, the author formulates the corresponding strategic mission and strategic objectives, and selects the appropriate strategic plan through comparative analysis. At the same time, the market environment is subdivided to select the target market. After working out the whole marketing mission and strategy, we have developed a detailed marketing mix plan from the aspects of product, price, channel, promotion, etc., which makes a detailed plan for the actual sales and promotion of A Bank Gold pendant business. Finally, by analyzing the financial data of the capital, we estimate the whole income of the bank, and at the same time, we need to avoid the influence of some risks and adapt to the development of the industry better.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2

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