天下玉家珠宝首饰公司营销管理研究

发布时间：2018-01-03 10:24

本文关键词：天下玉家珠宝首饰公司营销管理研究　出处：《华侨大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的持续增长，民众购买力的极大增强,奢侈品已慢慢走进了大众视野,中国作为全球新兴市场，对国际奢侈品品牌具有强大的吸引力，作为奢侈品最典型的代表—珠宝首饰，在中国具有广阔的市场发展前景。面对后金融危机时期的广大珠宝首饰市场，要想在奢侈品市场中多分得一杯羹，，就必须不断地提升自身核心竞争力以及营销能力，这是珠宝首饰公司必须解决的首要问题。天下玉家珠宝首饰公司作为福建一家小有名气的珠宝首饰零售商，从成立之初的迅速发展，到金融危机时步履为艰而后凭借着自身的底蕴生存下来。本文先从各种宏观经济环境要素分析入手，借助宏观及微观环境的研究，对天下玉家珠宝首饰公司营销策略进行系统分析，运用相关营销理论和分析工具，如SWOT分析工具，列举出天下玉家珠宝首饰公司营销策略所面对的优势、劣势、机会及威胁，结合案例分析，展开营销策略研究，并在此基础上制定出符合市场需要的详细营销策略，包括营销目标、定位、定价、分销渠道及促销等策略.为天下玉家公司制定营销策略提供思路，同时也为同类的珠宝首饰零售商提供可借鉴的途径。
[Abstract]:With the sustained growth of the Chinese economy and the great enhancement of the purchasing power of the public , the luxury goods have gradually entered the public view , and China , as the global emerging market , has a powerful attraction to the international luxury brands , and is the most typical representative of luxury goods - the jewelry , which has a broad market prospect in China . In the face of the post - crisis period of the jewellery market , want to share a piece of soup in the luxury goods market , must constantly improve its core competitiveness and marketing ability , this is the first problem that the jewelry company has to solve . The world Yujia jewelry company is a small famous jewelry retailer in Fujian , from the beginning of the rapid development of the establishment , to the financial crisis , and then by virtue of its own bottom . This paper starts with the analysis of various macro - economic environment factors , analyzes the marketing strategy of Yujia jewelry company in the world by means of macro - and micro - environment , and uses relevant marketing theories and analysis tools , such as SWOT analysis tool , to enumerate the advantages , disadvantages , opportunities and threats to the marketing strategy of Yujia Jewelry Company .

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8

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