阮仕珍珠品牌战略研究

发布时间：2018-03-05 01:42

本文选题：企业　切入点：珍珠　出处：《北京交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国是世界上开采与人工养殖珍珠历史最悠久的国家。近几年,中国珍珠产量已占到世界珍珠总产量的90%,但产值仅占世界销售总额的10%。不得不承认,中国的珍珠产业陷入了高产低值的尴尬境地,目前的当务之急是通过品牌战略提高产品的附加值,提高产业的整体发展水平。本文对中国的珍珠产业的发展现状进行了较为全面的分析,从中找出了中国珍珠产业存在的种种问题,包括产品附加值低,产业大而不强；技术落后；品牌知名度差；政府的调控缺乏；行业协会小而弱。结合目前中国珍珠产业存在的问题,借鉴世界顶级珠宝品牌以及日本、澳大利亚等珍珠产业强国的成功经验,运用微笑曲线理论和品牌战略理论,本文从技术、设计、终端、品牌推广和定价五方面分析了阮仕珍珠的品牌,针对其中的可取之处和存在的问题,归纳出了阮仕珍珠的品牌战略,包括提高技术水平,充实研发力量；重视产品设计；提高产品质量,保护消费者权益；加强终端建设和市场宣传力度。企业是制定和实施品牌战略的主体,是产业发展的主体和突破口。阮仕珍珠作为中国珍珠产业的领军企业其品牌战略对整个产业都有借鉴意义。企业应根据行业发展情况,结合自身的特点制定品牌战略。政府一方面要为产业的发展保驾护航,另一方面要充分发挥管理和监督的职能。行业协会是政府与企业的桥梁和纽带,在中国的珍珠产业品牌战略中起着组织协调的作用。
[Abstract]:China is the country with the longest history of exploitation and cultivation of pearls in the world. In recent years, China's pearl production has accounted for 90% of the world's total pearl production, but the output value only accounts for 10% of the world's total sales. The pearl industry in China has fallen into the awkward situation of high production and low value. At present, the urgent task is to improve the added value of products through brand strategy and to improve the overall development level of the industry. This paper makes a comprehensive analysis of the present situation of pearl industry in China, and finds out the problems existing in China's pearl industry, including low added value of products, large and weak industry, backward technology, poor brand popularity, and so on. Lack of government regulation and control; small and weak trade associations. In light of the problems existing in China's pearl industry at present, we can learn from the successful experiences of the world's top jewelry brands, as well as the pearl industry powers such as Japan and Australia. Based on smile curve theory and brand strategy theory, this paper analyzes Ruan Shi Pearl's brand from five aspects: technology, design, terminal, brand promotion and pricing. This paper summarizes the brand strategy of Ruan Shi Pearl, including improving the technical level, enriching R & D strength, attaching importance to product design, improving product quality, protecting consumers' rights and interests, strengthening terminal construction and market propaganda. As the leading enterprise of China's pearl industry, Ruan Shi's brand strategy is of great significance to the whole industry. On the one hand, the government should protect the development of industry, on the other hand, it should give full play to the functions of management and supervision. In China's pearl industry brand strategy plays a coordinating role.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8

【共引文献】