基于竞争分析的金玉翠福营销战略研究

发布时间：2018-01-15 00:29

本文关键词：基于竞争分析的金玉翠福营销战略研究　出处：《河北经贸大学》2015年硕士论文　论文类型：学位论文

【摘要】：得益于国民经济的高速发展、人均收入的增长以及翡翠鉴赏知识的推广和普及，翡翠珠宝行业在近二十年取得了快速的发展。从事翡翠饰品加工的企业和翡翠饰品的销量都显著增加。翡翠珠宝的欣荣在给从业企业带来丰厚利润的同时，也吸引了大批资金和人员转战该行业，使得行业的竞争日趋激烈。尤其是资金和技术实力都比较雄厚的国际珠宝巨头的加入，更是给广大中小翡翠珠宝企业带来了巨大的生存和发展压力。在这样的行业环境下，良好的营销战略就成为中小型翡翠珠宝企业取得销售上成功的竞争资格要素之一。企业只有制定合理的营销战略才有可能与其他企业在市场上展开竞争，否则将失去在行业中立足和逐鹿的资格，被市场的浪潮所淹没。因此，作为一名翡翠珠宝从业人员，研究翡翠珠宝企业的营销战略是势在必行之举。北京金玉翠福珠宝有限公司是一家以翡翠饰品摆件为主要经营业务的珠宝公司，多年的发展使得其在珠宝行业具有了一定的影响力。然而作为一个中型企业，如何在市场上取得竞争优势来确保企业的持续发展，一直是金玉翠福面临的重大问题。制定合理的营销战略是金玉翠福拓展市场的必要条件。为了帮助企业制定出合理的营销战略，本文首先对相关的竞争战略理论进行了梳理，为营销战略的制定提供理论支撑。文中从波特五力模型、战略决策理论、产品/市场增长组合理论等三个方面进行了评述。此外，对企业的营销环境进行全面准确的评估也是必不可少的。本文从宏观营销环境和行业环境两个层次进行了分析，获得企业营销环境的现实。在完成营销环境的分析以后，对金玉翠福公司的内部环境进行分析。本文从产品设计能力、雕刻加工能力、销售渠道、品牌效应、营销队伍建设等方面展开竞争力分析，，分析的过程中采用与同业企业横向对比统计分析的方法，得出金玉翠福的竞争优势与劣势。营销环境的评估和企业竞争力的分析构成SWOT分析，为制定营销战略提供方向选择的依据。文中最后为金玉翠福提供了以差异化战略为基础、市场渗透战略和产品开发战略并举的营销战略选择，并制定了战略实施配套措施。
[Abstract]:Thanks to the rapid development of the national economy, the growth of per capita income and appreciation and the popularization of knowledge, jade jewelry industry has achieved rapid development in the past twenty years. Engaged in jade jewelry processing enterprises and jade jewelry sales increased significantly. The jade jewelry Xinrong to business practitioners brought huge profits at the same time, also attracted a large number of funds and personnel in the industry, the industry competition is becoming increasingly fierce. Especially after entering the capital and technology strength are relatively strong international jewelry giant, but also brings a great pressure on the survival and development of small and medium-sized enterprises to jade jewelry. In this industry environment, good marketing strategy has become small and medium-sized enterprises to obtain one of jade jewelry sales competition qualification element of success. Only enterprises to develop a reasonable marketing strategy is possible with other enterprises in the market To compete, or lose the qualification to compete in the industry and compete with the deer, will be overwhelmed by the wave of market. Therefore, as a jade jewelry employee, it is imperative to study the marketing strategy of jadeite jewelry enterprises.
Beijing jinyucuifu Jewelry Co. Ltd. is a jade jewelry ornaments for the main business of the jewelry company, years of development has a certain influence in the jewelry industry. However, as a medium-sized enterprises, how to obtain the competitive advantage to ensure the sustainable development of enterprises in the market, has been a major problem facing gold Yucui Fu. To develop a reasonable marketing strategy is a necessary condition for Jin Yucuifu to expand the market.
In order to help enterprises to develop a reasonable marketing strategy, the paper summarizes the related theory of competitive strategy, marketing strategy and provide theoretical support for the formulation of Potter five forces model in this paper from the strategic decision theory, the three aspects of product / market growth portfolio theory were reviewed. In addition, a comprehensive and accurate evaluation the marketing environment of the enterprise is essential. This paper analyzes the two levels of macro environment and industry environment, obtain the enterprise marketing environment in reality. After completing the analysis of the marketing environment, the Jin Yucuifu company's internal environment is analyzed. The ability of product design, carving and processing capacity, sales channels, brand effect. Competitive analysis aspects of marketing team construction, analysis and comparison of statistics by trade enterprises in the process of the Jin Cui Fu. For the advantages and disadvantages. Analysis the marketing environment analysis and evaluation of the competitiveness of enterprises to form a SWOT, offer a direction for the formulation of marketing strategy choice basis. For the final jinyucuifu is presented in this paper based on differentiation strategy, market penetration strategy and marketing strategy and product development strategy, and the strategic implementation measures.

【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

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